Publications

Publication details [#66208]

del Saz-Rubio, Maria Milagros. 2019. The pragmatic-semiotic construction of male identities in contemporary advertising of male grooming products. Discourse & Communication 13 (2) : 192–227.
Publication type
Article in journal
Publication language
English
Keywords
advertisement | assumption | gender | semiotics | stereotype | television
Place, Publisher
SAGE Publications

Annotation

This paper reveals how male identities are framed in a corpus of male toiletry TV ads via a pragmatic and multimodal assay of a range of implicit assumptions transferred about the male partakers in the ads.