Reframing Womanhood: Linguistic Creativity in Advertising Discourse
DOI:
https://doi.org/10.70036/cltls.v1i2.13Keywords:
Advertising Discourse, Linguistic Creativity, Anthropocentrism, Cognitive Modeling, WomanhoodAbstract
This study explores linguistic creativity within English-language advertising discourse, focusing on the representation of the linguocultural concept 'woman.' Analyzing 350 advertisements from diverse magazines and online platforms, the research employs cognitive modeling to dissect the conceptual structure of 'woman,' utilizing associative dictionaries, thesauruses, and various encyclopedic sources. The methodology integrates anthropocentrism, interdisciplinarity, and integrality principles, highlighting the pivotal role of linguistic creativity in unveiling the semantics embedded in advertising messages. Contrary to prior research, our findings indicate a predominance of positive conceptual portrayals of women, suggesting a significant semantic expansion in the conceptualization of womanhood within advertising narratives. This underscores the transformative potential of linguistic creativity in shaping societal perceptions and advancing gender discourse.
Highlights:
- Linguistic creativity reshapes womanhood portrayal
- Innovative, interdisciplinary methodological approach
- Expanded semantic capacity in womanhood portrayal
Keywords: Advertising Discourse, Linguistic Creativity, Anthropocentrism, Cognitive Modeling, Womanhood
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