Publications

Publication details [#56513]

Chovanec, Jan and María Martínez Lirola. 2012. The dream of a perfect body come true: Multimodality in cosmetic surgery advertising. Discourse & Society 23 (5) : 487–507.

Publication type

Article in journal

Publication language

English

Keywords

advertisement | bodily posture | body part terminology | rhetoric | stereotype

Place, Publisher

SAGE Publications

Journal WWW

www.sagepub.co.uk/ejournals/

Annotation

This paper discusses how via multimodal and rhetorical strategies, cosmetic surgery advertising discourse, tapping into verbal and visual channels, utilizes an idealized female body image to attain its economic goals.