Gender identities in e-shop perfume descriptions

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28150%2F21%3A63531598" target="_blank" >RIV/70883521:28150/21:63531598 - isvavai.cz</a>

Výsledek na webu

<a href="https://www.sciendo.com/article/10.2478/topling-2021-0005" target="_blank" >https://www.sciendo.com/article/10.2478/topling-2021-0005</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.2478/topling-2021-0005" target="_blank" >10.2478/topling-2021-0005</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Gender identities in e-shop perfume descriptions

Popis výsledku v původním jazyce

Perfume descriptions serve as an important persuasive tool in fragrance advertising. Scents traditionally elude clear verbal description, yet perfumes are nowadays frequently sold online, with no direct olfactory experience on the part of the consumer at the point of purchase. The products are thus often represented by metaphorical means depicting a desirable experience or portraying attractive identities of wearers, including stereotypical images of men and women. This article analyses 80 e-shop fragrance descriptions equally divided among adverts targeted at males and females. The sample texts were collected randomly from British and American e-shops, with the primary research objective to determine how male and female identities are reflected in these descriptions. The method of discourse analysis was applied and the AntConc 3.4.4 toolkit was used to calculate the frequency of words and their collocations. It was found that current female perfume descriptions on e-shops generally suppress gender stereotypes quite successfully, while gender stereotyping is more prominent in male perfume descriptions. The possible causes as well as ramifications of this disparity are also discussed.

Název v anglickém jazyce

Gender identities in e-shop perfume descriptions

Popis výsledku anglicky

Perfume descriptions serve as an important persuasive tool in fragrance advertising. Scents traditionally elude clear verbal description, yet perfumes are nowadays frequently sold online, with no direct olfactory experience on the part of the consumer at the point of purchase. The products are thus often represented by metaphorical means depicting a desirable experience or portraying attractive identities of wearers, including stereotypical images of men and women. This article analyses 80 e-shop fragrance descriptions equally divided among adverts targeted at males and females. The sample texts were collected randomly from British and American e-shops, with the primary research objective to determine how male and female identities are reflected in these descriptions. The method of discourse analysis was applied and the AntConc 3.4.4 toolkit was used to calculate the frequency of words and their collocations. It was found that current female perfume descriptions on e-shops generally suppress gender stereotypes quite successfully, while gender stereotyping is more prominent in male perfume descriptions. The possible causes as well as ramifications of this disparity are also discussed.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

60203 - Linguistics

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2021

Kód důvěrnosti údajů

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

Název periodika

Topics in Linguistics

ISSN

1337-7590

e-ISSN

—

Svazek periodika

22

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

PL - Polská republika

Počet stran výsledku

15

Strana od-do

63-77

Kód UT WoS článku

000664087700005

EID výsledku v databázi Scopus

2-s2.0-85108532783