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Gender Ideology in Advertising Discourse-A Critical Discourse Analysis

Author: YuJianHong
Tutor: ChenWeiZhen
School: Fujian Normal University
Course: English Language and Literature
Keywords: Advertising discourse Gender ideology Critical Discourse Analysis
CLC: H030
Type: Master's thesis
Year: 2009
Downloads: 232
Quote: 1
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Abstract


The gender ideology ads is growing impact on people's lives , whether it is also a hidden manner . Critical discourse analysis as a new discourse analysis method , the main purpose is to reveal the power relations implicit in the discourse and ideology . The article borrows critical discourse analysis methods to analyze the ideology of the hidden gender in advertising discourse , the aim is to raise awareness of critical reading audience , to get rid of the influence of gender ideology , and the elimination of gender discrimination . From transitivity, modality , personal pronouns and the visual image of four of 30 advertising and 30 for men , for women advertising analysis . The analysis results show that the gender ideology lurking in the advertising discourse , gender discrimination still exists , but in a more subtle form of more cases exist . Advertising discourse not only reflects the gender ideology and strengthen gender ideology and its impact on the audience . Eliminate hidden gender discrimination in advertising discourse requires readers to learn to read from a critical point of advertising, to help the whole community to raise awareness of gender ideology .

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CLC: > Language, writing > Linguistics > Semantics,pragmatics,lexicology, meaning school > Semantics, pragmatics
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