From Packaging to Perception: A Comparative Study of Linguistic Cues in Female and Male Personal Care Product Advertisement

master's thesis

• Author: Mateja Martinjak
• Mentor: Irena Zovko Dinković (mentor)
• Committee member: Janja Čulig Suknaić (predsjednik povjerenstva)
• Committee member: Ivana Bašić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Humanities and Social Sciences; (Department of English language and literature); Zagreb
• Defense date and country: 2024-09-12, Croatia
• Scientific / art field, discipline and subdiscipline: HUMANISTIC SCIENCES; Philology; Anglistics

Abstract

This thesis investigates the linguistic strategies used in the naming and description of personal
care and hygiene products, such as shower gels, deodorants, and body lotions, targeted at
different genders. Through a detailed analysis of product names and descriptions, this thesis
aims to uncover how language in advertising constructs and reinforces gender identities and
stereotypes. Utilizing frameworks from sociolinguistics and discourse analysis, the research
explores the ways in which gendered language in product advertising reflects societal norms
and influences consumer perceptions. By examining a diverse corpus of product
advertisements, the thesis identifies patterns in descriptive terminology and rhetorical devices
that differentiate products marketed to men and women. The findings emphasize the ways in
which language reinforces conventional gender roles and the subtle but important ways in
which advertising influences consumer behaviour and society norms.

• Keywords: advertising; gender; stereotypes; personal care products
• Language: english
• URN:NBN: urn:nbn:hr:131:006244
• 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: 2024-09-17 18:16:55