Language of Advertisement and Gender Stylistics

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Student: Truong Vi Luong Student ID: 1M090480-2 Journal review Language of Advertisement and Gender Stylistics (2006) A discursive Approach Written by Satarupa Dattamajumdar (Indian Statistical Institute, Kolkata, India) This journal is based on a study on the difference between genders of the Indian fashion/apparel market with the use of advertisements from various local fashion magazines, road side billboards to audio visual mass media. According to this study the copywriter (the one who decides the language used in the advertisements) has to keep in mind, while writing the copy, are mainly four factors: socio-economic background, psycho-social set-up, needs and aspirations of the so-called target group. By knowing all these factors the copywriter decides the choice of language, syntactic structure, the directive function, message reduction etc. According to the writer women and men uses different variations of speech which can be noticed on different levels, such as phonology, morphology, vocabulary and syntactic construction. Eakins and Eakins (1978: 18) argues that, “A number of communication differences may be linked to these sex differences in occupation. The allocation of different activities, duties, roles, and work environments according to sex can contribute to disparate conversational topics, dissimilar styles of talk, distinctive vocabularies, divergent non-verbal communication patterns, and other typed language variables.” which is why the copywriter has to grasp all the factors, in order to successfully communicate with the target group. The advertisements for women found in magazines are mainly in a form of an article which emphasizes on the design, texture and color for different occasions (i.e various seasons, social occasions) for example in the magazine Sanada (March 2001 issue): “With the wind of Chaitra” (a month of the summer

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