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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
CLC: H05
Type: Master's thesis
Year: 2011
Downloads: 57
Quote: 0
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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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