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Title: Discursive constructs of femininity in English and French cosmetics advertising
Author: Ringrow, H. L.
ISNI:       0000 0004 5915 8953
Awarding Body: Queen's University Belfast
Current Institution: Queen's University Belfast
Date of Award: 2014
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This thesis seeks to explore discursive constructions of femininity in contemporary English and French cosmetics advertising. The data consists of a corpus of 495 female-targeted cosmetics advertisements from 2011, of which 249 are French and are 246 English, taken from Elle and Cosmopolitan magazine. This research uses a Feminist Critical Discourse Analysis approach, which comprises textual, visual and quantitative methods. The key constructs explored though critical linguistic analysis are: femininity as the continual pursuit of the young, ideal body; femininity as a sexual identity; a pseudo-scientific femininity; and femininity as brand consumption. The concept of 'consumer femininity', the connection made between a feminine identity and the purchase and usage of beauty products, underpins most, if not all, cosmetics advertising discourse. Through analysis of the constructs outlined above, the differences and/or similarities between the English and French cosmetics advertising data analysed are examined. As part of the analysis of femininity as pursuit of the young, ideal body, a proposed model is suggested for Problem-Solution 1atterns in French and English cosmetics advertising discourse. A cosmetic advertising slogan typology is also proffered as part of the exploration of femininity as brand consumption. Critical language research on contemporary gendered texts is emphasised throughout this thesis as a productive starting point for interrogating axiomatic assumptions about female bodies and female identity in the media.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available