The dream of a perfect body come true : Multimodality in cosmetic surgery advertising
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14210%2F12%3A00059106" target="_blank" >RIV/00216224:14210/12:00059106 - isvavai.cz</a>
Result on the web
<a href="http://dx.doi.org/10.1177/0957926512452970" target="_blank" >http://dx.doi.org/10.1177/0957926512452970</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1177/0957926512452970" target="_blank" >10.1177/0957926512452970</a>
Alternative languages
Result language
angličtina
Original language name
The dream of a perfect body come true : Multimodality in cosmetic surgery advertising
Original language description
The article documents the operation of multimodal and rhetorical strategies in cosmetic surgery leaflets, with a focus on the interplay between the verbal and the visual channels. It describes how advertising discourse exploits the image of an idealizedfemale body in order to achieve its economic goals. Recipients are targeted through the application of the prevalent ideology of femininity, which in the Western context is increasingly dependent on patterns of consumption of body-oriented products and services against the background of (male) expectations of the female body ideal. It is argued that in this situation, which merges the private with the public and in which women willingly participate in the self-perpetuating ideology of men-defined femininity, women may, for various reasons, identify with the super-ideal sexualized images of women offered to them, while indulging a mixture of fantasy and reality and sharing in the guilty knowledge that their own imperfect bodies need to b
Czech name
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Czech description
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Classification
Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
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OECD FORD branch
60200 - Languages and Literature
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2012
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Discourse & Society
ISSN
0957-9265
e-ISSN
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Volume of the periodical
roč. 23
Issue of the periodical within the volume
č. 5
Country of publishing house
US - UNITED STATES
Number of pages
21
Pages from-to
487-507
UT code for WoS article
000309077500002
EID of the result in the Scopus database
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