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The pragmatic-semiotic construction of male identities in contemporary advertising of male grooming products

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The pragmatic-semiotic construction of male identities in contemporary advertising of male grooming products

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dc.contributor.author Saz Rubio, María Milagros del es_ES
dc.date.accessioned 2020-12-15T04:32:47Z
dc.date.available 2020-12-15T04:32:47Z
dc.date.issued 2019-04 es_ES
dc.identifier.issn 1750-4813 es_ES
dc.identifier.uri http://hdl.handle.net/10251/157210
dc.description.abstract [EN] This article aims to unveil how male identities are constructed in a corpus of male toiletry TV ads through a pragmatic and multimodal analysis of a set of implicit assumptions conveyed about the male participants in the ads. The validity of these assumptions is first empirically tested with a group of 10 male informants and then those implied meanings are bundled into thematic cores for their qualitative and quantitative description. Findings reveal that these ads still rely on stereotypical constructs and traditional discourses of what it takes to be a man. For example, men are invited to consume grooming products but reminded to do it the men's way. Men are also reminded of their sexual power to seduce and attract women with the aid of the product. Likewise, by portraying male ad personae in traditional manly activities while emphasizing their toughness and body strength, or their resourcefulness when faced with challenging situations, the ads portray a rather skewed view of contemporary men, which fails to take into account the myriad roles a modern man can play in contemporary societies. es_ES
dc.description.sponsorship I am really grateful to the reviewers for their insightful comments and also to the editor of the journal. es_ES
dc.language Inglés es_ES
dc.publisher SAGE Publications es_ES
dc.relation.ispartof Discourse & Communication es_ES
dc.rights Reserva de todos los derechos es_ES
dc.subject Male identities es_ES
dc.subject Implied meanings es_ES
dc.subject Semiotic analysis es_ES
dc.subject Stereotyped portrayals es_ES
dc.subject Grooming products es_ES
dc.subject.classification FILOLOGIA INGLESA es_ES
dc.title The pragmatic-semiotic construction of male identities in contemporary advertising of male grooming products es_ES
dc.type Artículo es_ES
dc.identifier.doi 10.1177/1750481318817621 es_ES
dc.rights.accessRights Abierto es_ES
dc.contributor.affiliation Universitat Politècnica de València. Departamento de Lingüística Aplicada - Departament de Lingüística Aplicada es_ES
dc.description.bibliographicCitation Saz Rubio, MMD. (2019). The pragmatic-semiotic construction of male identities in contemporary advertising of male grooming products. Discourse & Communication. 13(2):192-227. https://doi.org/10.1177/1750481318817621 es_ES
dc.description.accrualMethod S es_ES
dc.relation.publisherversion https://doi.org/10.1177/1750481318817621 es_ES
dc.description.upvformatpinicio 192 es_ES
dc.description.upvformatpfin 227 es_ES
dc.type.version info:eu-repo/semantics/publishedVersion es_ES
dc.description.volume 13 es_ES
dc.description.issue 2 es_ES
dc.relation.pasarela S\391827 es_ES
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