Gender and the Discourse of Advertising in English and Persian Magazine Advertisements

Biook Behnam and Jafar Zamanian

International Journal of Academic Research in Business and Social Sciences, 2014, vol. 4, issue 11, 1-9

Abstract: The cultural content of advertising, its language and its connection with gender issues are deeply rooted in our society. Language and gender are significant issues that remain widely controversial in the domain of advertising. The main purpose of this study is to analyze the language of advertising in Persian and English in order to estimate the specificities of the advertising genre in the two different cultural and linguistic systems. The approach employed in the study draws on the ideas of the functionalist interpretation of text typology and source text analysis as proposed by Nord (1997) and Reiss (2000). Besides, it seeks to understand the role of advertising and how it affects the culturally gendered stereotypes, and how each society portrays the image of women compared to that of men. To achieve these objectives, forty advertisements of six magazines were analyzed. The analysis revealed that Persian magazine advertisements share some similar structural discourse strategies with English advertisements. Moreover, differences in culturally gendered stereotypes between these contexts were identified.

Keywords: Language and gender; discourse of advertising (search for similar items in EconPapers)
Date: 2014
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://hrmars.com/hrmars_papers/Gender_and_the_Dis ... e_Advertisements.pdf (application/pdf)
http://hrmars.com/hrmars_papers/Gender_and_the_Dis ... e_Advertisements.pdf (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hur:ijarbs:v:4:y:2014:i:11:p:1-9

Access Statistics for this article

More articles in International Journal of Academic Research in Business and Social Sciences from Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences
Bibliographic data for series maintained by Hassan Danial Aslam ().