Legitimising male grooming through packaging discourse:a linguistic analysis

Cheong, Huey Fen and Kaur, Surinderpal (2015) Legitimising male grooming through packaging discourse:a linguistic analysis. Social Semiotics, 25 (3). pp. 364-385. ISSN 1035-0330

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Abstract

While packaging is a common marketing subject, this illustration paper provides an alternative perspective through the linguistic examination of packaging as discourse, focusing on male grooming, masculinity and metrosexuality. Male grooming is often perceived as trespassing into feminine space and creating ambiguity in gender borders. This study aims to explore how packaging designers negotiate masculinity, in order to persuade men to accept grooming products through social interactions within the packaging of L’Oréal Men Expert. Employing Scollon’s mediated discourse analysis and incorporating the Barthesian order of signification, the study analyses how different social actions within the packaging discourse are mediated by multimodal features. The findings reveal five negotiating strategies, i.e. constructing a hegemonic masculine image; negotiating (a masculinised) metrosexuality; empowering men; giving men a logical reason to groom; and a different portrayal of skincare products. The key aim of this paper is to illustrate the differences between marketing and linguistics and propose possible collaboration.

Item Type: Journal Article
Journal or Publication Title: Social Semiotics
Uncontrolled Keywords: /dk/atira/pure/subjectarea/asjc/1200/1203
Subjects:
Departments: Faculty of Arts & Social Sciences > Linguistics & English Language
ID Code: 87994
Deposited By: ep_importer_pure
Deposited On: 06 Oct 2017 19:37
Refereed?: Yes
Published?: Published
Last Modified: 15 Jan 2020 04:02
URI: https://eprints.lancs.ac.uk/id/eprint/87994

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