The dream of a perfect body come true : Multimodality in cosmetic surgery advertising

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

The dream of a perfect body come true : Multimodality in cosmetic surgery advertising

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

The dream of a perfect body come true : Multimodality in cosmetic surgery advertising

Popis výsledku anglicky

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

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

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OECD FORD obor

60200 - Languages and Literature

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2012

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Discourse & Society

ISSN

0957-9265

e-ISSN

—

Svazek periodika

roč. 23

Číslo periodika v rámci svazku

č. 5

Stát vydavatele periodika

US - Spojené státy americké

Počet stran výsledku

21

Strana od-do

487-507

Kód UT WoS článku

000309077500002

EID výsledku v databázi Scopus

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