Publications
Publication details [#51767]
Harrison, Claire. 2008. Real men do wear mascara: advertising discourse and masculine identity. Critical Discourse Studies 5 (1) : 55–74. 
Publication type
Article in journal
Publication language
English
Keywords
Place, Publisher
Routledge
Annotation
Drawing on social semiotic theory and functional grammar methodologies, this paper demonstrates that the online advertisers of male mascara try to create a dialectic that both encourages men to consume feminine-style products and allows them to maintain traditionally masculine qualities.