A Critical Discourse Analysis of Skincare Products for Women and Men

master's thesis

• Title (croatian): Kritička analiza diskursa o proizvodima za njegu kože za žene i muškarce
• Author: Kristina Burić
• Mentor: Marina Grubišić (mentor)
• Committee member: Anđel Starčević (predsjednik povjerenstva)
• Committee member: Marina Zubak Pivarski (član povjerenstva)
• Granter: University of Zagreb; Faculty of Humanities and Social Sciences; (Department of English language and literature); Zagreb
• Defense date and country: 2023-05-10, Croatia
• Scientific / art field, discipline and subdiscipline: HUMANISTIC SCIENCES; Philology; Anglistics

Abstract

This thesis analyses the difference in language choices and advertising strategies in skincare
advertisements for women and skincare advertisements for men. Advertising's pervasive
presence in daily life is fueled by tailored marketing strategies and digital tracking methods.
Language and gender are intricately linked, with linguistic patterns reinforcing societal gender
norms. This study examines strategies in skincare advertising, shedding light on how advertisers
shape messages for both women‘s and men's beauty products. By unraveling the interplay of
language, gender, and consumer culture, this research contributes to a deeper understanding of
the impact of advertising on societal perceptions and behaviors. The analysis is based on
Fairclough‘s (2001) approach to Critical Discourse Analysis. In the textual analysis part of the
paper, the focus is on noun, verb and adjective choices. In the discourse practises level,
advertising strategies, as well as commonalities found in the advertisements, are discussed. In the
social practices level of the analysis the differences observed in the advertisements are put into
the context of larger social issues, such as ageism, masculinity and femininity and
pseudoscience. The results show that advertisements for women feature more adjectives, put
emphasis on youth and beauty and employ emotional appeal. Advertisement for men feature
problem-solving patterns, more direct language, and often invoke masculinity.

• Keywords: advertising; skincare; language and gender; Critical Discourse Analysis
• Language: english
• URN:NBN: urn:nbn:hr:131:632588
• Study programme: Title: English Language and Literature (double major); specializations in: Linguistics, Literature and Culture, Translation, TEFL; Course: Linguistics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra engleskog jezika i književnosti (magistar/magistra engleskog jezika i književnosti)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-10-07 20:19:54