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  • 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 idealized female 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 be fixed.
  • 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 idealized female 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 be fixed. (en)
Title
  • The dream of a perfect body come true : Multimodality in cosmetic surgery advertising
  • The dream of a perfect body come true : Multimodality in cosmetic surgery advertising (en)
skos:prefLabel
  • The dream of a perfect body come true : Multimodality in cosmetic surgery advertising
  • The dream of a perfect body come true : Multimodality in cosmetic surgery advertising (en)
skos:notation
  • RIV/00216224:14210/12:00059106!RIV13-MSM-14210___
http://linked.open...avai/predkladatel
http://linked.open...avai/riv/aktivita
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  • S
http://linked.open...iv/cisloPeriodika
  • č. 5
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  • 132173
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  • RIV/00216224:14210/12:00059106
http://linked.open...riv/jazykVysledku
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  • multimodality; gender; advertisting; discourse; critical discourse analysis; cosmetic surgery; transitivity; gender roles; stereotype; visual grammar; sexism (en)
http://linked.open.../riv/klicoveSlovo
http://linked.open...odStatuVydavatele
  • US - Spojené státy americké
http://linked.open...ontrolniKodProRIV
  • [BD97F37F5227]
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  • Discourse & Society
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http://linked.open...v/svazekPeriodika
  • roč. 23
http://linked.open...iv/tvurceVysledku
  • Chovanec, Jan
  • Lirola, María Martínez
issn
  • 0957-9265
number of pages
http://bibframe.org/vocab/doi
  • 10.1177/0957926512452970
http://localhost/t...ganizacniJednotka
  • 14210
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