Age and gender ideologies in cosmetic advertising: a multimodal analysis

Crees, Emily (2014) Age and gender ideologies in cosmetic advertising: a multimodal analysis. BA dissertation, University of Portsmouth.

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    This study focuses on ideologies of age and gender within cosmetic advertising. I conduct a multimodal analysis of 30 cosmetic advertisements, comparing data from Cosmopolitan and Woman and Home magazines. Cosmopolitan has a target audience of 18 – 34 year old women, and Woman and Home of women aged 35 and above. The data comprises of make-up, skin care, hair care and fragrance advertisements. The research questions answered in this study are ‘what similarities and differences are there in magazines addressed towards women aged 18 – 34 and 35 and over?’ and ‘what ideologies are there within Cosmopolitan and Woman and Home magazines that relate to both age and gender?’. The analytical framework is made up of a total of 17 multimodal parameters, addressing both imagery and linguistic features of the texts. I argue that ideologies of age and gender are present within cosmetic advertising, and the conclusions from the study support this argument. A multimodal comparison of age groups within cosmetic advertising is a type of research which has not been conducted previously, allowing this study to complement similar existing literature.

    Item Type: Dissertation
    Departments/Research Groups: Faculty of Humanities and Social Sciences > School of Languages and Area Studies
    Depositing User: Beth Atkins
    Date Deposited: 09 Dec 2014 11:19
    Last Modified: 28 Jan 2015 12:45

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