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Title: Project Perfect : an analysis of multimodal discourses of cosmetic procedures and (other) beauty products/services in UK lifestyle magazines
Author: Hermans, Anna Magdalena Maria
ISNI:       0000 0004 7660 0977
Awarding Body: King's College London
Current Institution: King's College London (University of London)
Date of Award: 2018
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This thesis addresses the question of how cosmetic procedures and (other) beauty products are represented in various UK lifestyle magazines. In order to answer this key research question, a multimodal corpus of material from four UK-produced lifestyle magazines published from February 2001 to October 2015 was analysed using elements from thematic analysis, corpus linguistics, and discourse analysis. To allow an examination of how men and women are addressed, the magazines selected have different target audiences (i.e. heterosexual women, heterosexual men, and homosexual men). The overall corpus comprises 886 adverts for both cosmetic procedures and (other) beauty products. To provide a comprehensive insight into the cosmetic industries, I include an analysis of the content and reception of the lifestyle magazine discourses and also comment on their production. Complementing and engaging with the results of the corpus study, I conducted (group) interviews with men and women between the ages of 19 and 34. On the one hand, the findings of this project corroborate results from previous studies which have commented on themes prevalent in UK lifestyle magazine discourses. Importantly, this project discerns novel themes particularly relevant to adverts for cosmetic procedures and expands significantly on the idea of a 'boundary' between cosmetic procedures and beauty products/services. Although few studies have examined the male beauty market, this study indicates that men - and their (bodily) insecurities - are in fact targeted and exploited by the beauty, or 'grooming', industry. This interdisciplinary thesis contributes to existing research in various ways. Firstly, it contributes to the field of discourse analysis and demonstrates the significance of conducting applied linguistic research. Moreover, this thesis is of practical significance as it raises important questions for policy proposals on the regulation of the beauty/cosmetic surgery market.
Supervisor: Rundblad, Gabriella Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available