Gender in Contemporary Advertising Discourse

Selling Identities in Consumer Culture
Erscheinungsjahr 2027
ISBN: 978-3-032-35430-3
Verlag: Palgrave Macmillan

Buch, Englisch, Format (B × H): 148 mm x 210 mm

Reihe: Palgrave Studies in Language, Gender and Sexuality

This monograph examines the dynamic interplay between visual and verbal elements in gender representation through a multimodal analysis of the dominant discursive strategies used to construct femininity, masculinity and non-heteronormative identities in contemporary Western advertising. Drawing on a corpus of 125 advertising posters from print and digital media published between 2000 and 2025, the study analyses campaigns by 72 internationally recognised brands directed at English-speaking audiences. The author adopts a triangulated methodological framework that combines critical discourse analysis, visual analysis and corpus linguistics to explore the reciprocal relationship between language and advertising. This methodological framework offers a systematic analysis of gender portrayals in advertising, revealing the extent to which contemporary Western advertising discourse either reinforces traditional stereotypes or reflects evolving representations of gender. This book will be of interest to students and scholars in Sociolinguistics, Gender Studies, Corpus Linguistics, Marketing and Advertising Studies, particularly those interested in multimodal analysis and mixed-method research approaches.

Zielgruppe

Research

Autoren/Hrsg.

Islentyeva, Anna

Fachgebiete

• Sozialwissenschaften Psychologie Psychologische Disziplinen Sexualpsychologie
• Sozialwissenschaften Soziologie | Soziale Arbeit Soziale Gruppen/Soziale Themen Gender Studies, Geschlechtersoziologie
• Geisteswissenschaften Sprachwissenschaft Soziolinguistik
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Geisteswissenschaften Sprachwissenschaft Sprachwissenschaften

Inhaltsverzeichnis

Chapter 1: Introduction.- Chapter 2: Contemporary Advertising Discourse: A Critical Perspective.- Chapter 3: Gender in the Modern World: Markers of Femininity and Masculinity.- Chapter 4: Methodological Framework: Data and Methods of Analysis.- Chapter 5: Analysis of the COCA and the COHA.- Chapter 6: Representations of Men and Masculinity.- Chapter 7: Representations of Women and Femininity.- Chapter 8: Representations of Gender: Comparison.- Chapter 9: Conclusion and Outlook.

Über Autor(innen)

Anna Islentyeva is a lecturer at Universität Innsbruck and Universität Wien, Austria. She has served as a guest professor of English Linguistics at Universität Heidelberg (Germany) and Università degli Studi di Bergamo (Italy). She earned her PhD in English Linguistics from Freie Universität Berlin, Germany. Her first research monograph, , was published in 2020. Her research interests include semantics, conceptual metaphor, language and gender, sociolinguistics and critical discourse studies, with a particular focus on the social dimensions of language. She explores linguistic patterns across a range of text types, employing corpus-assisted digital methods to uncover underlying ideologies and discursive structures.