Les discours de l’identité féminine dans les publicités automobiles
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Date
2012-12-30
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Journal Title
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Publisher
Wydawnictwo Naukowe UAM
Title alternative
Female identity discourse in automobile advertisements
Abstract
The article analyzes the way in which the modern car-advertisement defines the identity of women as potential purchasers – to whom it is designed to get through. The research includes language and iconic instruments by which this type of advertisement aims to create a feminized market of products formerly recognized as traditionally masculine. The identification of the addressee of each publicity material might
be subsumed under a set of stereotypes, thus enabling advertisers to get across their message using the code of addressee’s own values. The present paper concentrates on the linguistic specifity of the ads for
high-tech goods (automobiles) targeting the feminine public and eventually points out their high degree of markedness according to the sex of addressees. Discourse analysis and a closer look at linguistic means appearing in French, Spanish and Polish automotive commercials both reveals a stereotyped woman’s image and shows how they happen to perpetutate it.
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Keywords
discourse analysis, automobile advertisement, gender stereotypes, female identity, persuasion
Citation
Studia Romanica Posnaniensia, 2012, vol. 39, nr 4, pp. 71-83
ISBN
978-83-232-2510-2