Beauty ideals, myths and sexisms: a feminist stylistic analysis of female representations in cosmetic names
Cosmetic names today carry more than just information on products’ functions or ingredients; they carry dreams, fantasy and stereotypical beliefs of femininity. This study intends to investigate gender representation through advertising language from the perspective of Mills’ (1996) Feminist Styl...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2017
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| Online Access: | http://journalarticle.ukm.my/10656/1/11607-47845-2-PB.pdf |
| _version_ | 1796931274260086784 |
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| author | Nur Syuhada Mohd Radzi, Mahfuza Musa, |
| author_facet | Nur Syuhada Mohd Radzi, Mahfuza Musa, |
| author_sort | Nur Syuhada Mohd Radzi, |
| collection | UKM |
| description | Cosmetic names today carry more than just information on products’ functions or ingredients;
they carry dreams, fantasy and stereotypical beliefs of femininity. This study intends to
investigate gender representation through advertising language from the perspective of Mills’
(1996) Feminist Stylistics. This research explores the naming devices at word and clausal
level, stylistic features and rhetorical devices in order to uncover the extent to which
prevailing views of gender are either maintained or challenged. It examines how advertisers
and copywriters use language to depict women and how language contributes to such
depictions. Findings reveal that the noun phrases are dominated by pre modifiers that
function as adjectives to describe the cosmetic names. The notion of gender is also
represented in various clause types in which women are not encouragingly depicted, while
the stylistic features and rhetorical devices used in cosmetic names reveal traits that are
stereotypically prescribed to women. Evidences in which the cosmetic names revolve around
gender differences and the patriarchal concept of male domination are extensive. This study
hopes to contribute in improving advertising practices, as well as to provide awareness in
educating buyers to be more critical when decoding advertising language. |
| first_indexed | 2024-03-06T04:15:35Z |
| format | Article |
| id | ukm.eprints-10656 |
| institution | Universiti Kebangsaan Malaysia |
| language | English |
| last_indexed | 2024-03-06T04:15:35Z |
| publishDate | 2017 |
| publisher | Penerbit Universiti Kebangsaan Malaysia |
| record_format | dspace |
| spelling | ukm.eprints-106562017-09-11T02:19:53Z http://journalarticle.ukm.my/10656/ Beauty ideals, myths and sexisms: a feminist stylistic analysis of female representations in cosmetic names Nur Syuhada Mohd Radzi, Mahfuza Musa, Cosmetic names today carry more than just information on products’ functions or ingredients; they carry dreams, fantasy and stereotypical beliefs of femininity. This study intends to investigate gender representation through advertising language from the perspective of Mills’ (1996) Feminist Stylistics. This research explores the naming devices at word and clausal level, stylistic features and rhetorical devices in order to uncover the extent to which prevailing views of gender are either maintained or challenged. It examines how advertisers and copywriters use language to depict women and how language contributes to such depictions. Findings reveal that the noun phrases are dominated by pre modifiers that function as adjectives to describe the cosmetic names. The notion of gender is also represented in various clause types in which women are not encouragingly depicted, while the stylistic features and rhetorical devices used in cosmetic names reveal traits that are stereotypically prescribed to women. Evidences in which the cosmetic names revolve around gender differences and the patriarchal concept of male domination are extensive. This study hopes to contribute in improving advertising practices, as well as to provide awareness in educating buyers to be more critical when decoding advertising language. Penerbit Universiti Kebangsaan Malaysia 2017-02 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/10656/1/11607-47845-2-PB.pdf Nur Syuhada Mohd Radzi, and Mahfuza Musa, (2017) Beauty ideals, myths and sexisms: a feminist stylistic analysis of female representations in cosmetic names. GEMA: Online Journal of Language Studies, 17 (1). pp. 21-38. ISSN 1675-8021 http://ejournal.ukm.my/gema/issue/view/897 |
| spellingShingle | Nur Syuhada Mohd Radzi, Mahfuza Musa, Beauty ideals, myths and sexisms: a feminist stylistic analysis of female representations in cosmetic names |
| title | Beauty ideals, myths and sexisms: a feminist stylistic analysis of female representations in cosmetic names |
| title_full | Beauty ideals, myths and sexisms: a feminist stylistic analysis of female representations in cosmetic names |
| title_fullStr | Beauty ideals, myths and sexisms: a feminist stylistic analysis of female representations in cosmetic names |
| title_full_unstemmed | Beauty ideals, myths and sexisms: a feminist stylistic analysis of female representations in cosmetic names |
| title_short | Beauty ideals, myths and sexisms: a feminist stylistic analysis of female representations in cosmetic names |
| title_sort | beauty ideals myths and sexisms a feminist stylistic analysis of female representations in cosmetic names |
| url | http://journalarticle.ukm.my/10656/1/11607-47845-2-PB.pdf |
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