The Language of Cosmetics Advertising

  • Helen Ringrow

Table of contents

  1. Front Matter
    Pages i-xiii
  2. Helen Ringrow
    Pages 13-29
  3. Helen Ringrow
    Pages 59-79
  4. Back Matter
    Pages 115-118

About this book


This book offers a cross-cultural comparison of French and British cosmetics advertisements and explores how the discourse of beauty advertising represents ideas about femininity in French and English language contexts. As the global beauty industry expands and consumers become more critical of the claims made, the topic of cosmetics advertising discourse is examined using Feminist Critical Discourse Analysis. One common theme underlying most cosmetics advertising discourse is that the female body always requires ‘work’ to fix its ‘problems’: flat skin, dry hair, and so on. The author uses themes of language and gender, media and identity, and advertising across cultures to expose exactly what is going on in the language of cosmetics advertising and to offer a first step towards challenging these ideas and thinking about alternatives.

Helen Ringrow is Lecturer in Communication Studies and Applied Linguistics at the University of Portsmouth, UK. Prior to this, she completed her PhD in Linguistics at Queen’s University Belfast, Northern Ireland, where she also contributed to undergraduate teaching on language and power.


advertising language media discourse Critical Discourse Analysis feminist linguistics language and gender media and identity advertising corpus linguistics culture discourse gender health linguistics medicine social science sociolinguistics sociology

Authors and affiliations

  • Helen Ringrow
    • 1
  1. 1.School of Languages and Area StudiesUniversity of PortsmouthPortsmouthUnited Kingdom

Bibliographic information

  • DOI
  • Copyright Information The Editor(s) (if applicable) and The Author(s) 2016
  • Publisher Name Palgrave Pivot, London
  • eBook Packages Social Sciences
  • Print ISBN 978-1-137-55797-1
  • Online ISBN 978-1-137-55798-8
  • Buy this book on publisher's site