Dissertation > Language, writing > Linguistics > Writing and Rhetoric

A Socio-cognitive Approach to Gender Metaphors in Advertising

Author DanXiangPing
Tutor SuXiaoJun
School Suzhou University
Course Foreign Linguistics and Applied Linguistics
Keywords Gender metaphors Advertising Social cognition
Type Master's thesis
Year 2011
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33 ads collected from Cosmopolitan, Elle, Marie Claire, \First interactionism (Interaction Theory) Black from the microscopic point of view , based on combined analysis Sperber and Wilson 's Relevance Theory (Relevance Theory), the type of gender metaphor ad ; second is based on Fairclough 's language analysis to the 3D mode , from a macro perspective, the analysis of gender metaphors in advertising - related social factors . From the microscopic point of view , the types of advertising gender metaphors can be divided into three categories : A COMMODITY IS A MAN / WOMAN , A MAN / WOMAN IS A PRIMARY the PERSON A MAN / WOMAN IS A person / AN the OBJECT the WITH STEREOTYPICAL FEATURES . From a macro point of view , gender is a social concept , reflect a social definition of gender roles and gender understanding of their own gender roles . Although the community has been advocating the improvement of women's status in promoting equality between men and women , the society still exists the phenomenon of unequal treatment of women , even in the ad . The image of women in advertising insignificance . Identify of gender metaphors discrimination meaning ad , readers need to raise awareness , to overcome the possible adverse social impact .

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