Keywords
advertising discourse
female portrayal
media
critical discourse analysis
visual social semiotics
How to Cite
Abstract
The article deals with a book review entitled ‚Advertising discourse analysis: a case study of female identities in a Hong Kong’, local female magazine submitted by Lee Ka Yan Maggie for the Degree of Master of Arts in Applied Linguistics at The University of Hong Kong in August 2014. Media portrayals of female, particularly body beauty advertisements, disseminate female stereotypes and unequal gender ideologies. The reviewed research investigated the current female identities textually and visually constructed in beauty culture magazine advertisements from an issue of the popular local female magazine, the (More) Oriental Sunday. It also explored how local consumers are approached with the female portrayals visually. It differs from the existing studies on local female portrayals in the media in terms of its approach and focus. The research is based on a systematic linguistic analysis of beauty culture advertisements. The study implies that, in general, beauty culture magazine advertisements perpetuate the ideologies of beauty myth, emphasized femininity and patriarchy to enforce the social dominance of male and maximize profit simultaneously.
References
Lee, Ka-yan, Maggie. Advertising discourse analysis: a case study of female identities in a Hong Kong local female magazine. – Available at: http://hub.hku.hk/bitstream/10722/207134/1/FullText.pdf
Fairclough, N. (2009). A Dialectical-Relational Approach to Critical Discourse Analysis in Social Research. In R. Wodak . & M. Meyer (Eds.), Methods of Critical Discourse Analysis (pp. 162-187). London: Sage.
Kilbourne, J. (2004). The More You Subtract, the More You Add: Cutting girls down to size. In J.Z. Spade and C.G. Valentine (Eds.), The kaleidoscope of gender: Prisms, patterns and possibilities (pp. 234-244). Australia: Wadsworth Publishing.
Mulvey, L. (1975). Visual pleasure and narrative cinema. Screen, 16 (3), 6-18.
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The editorial team of “Bibliotekarz Podlaski” implements an open access policy by publishing materials in the form of the so-called Gold Open Access. The journal is available under the Creative Commons license – Attribution – ShareAlike 4.0: International: CC BY-SA 4.0).
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