| Author: | Zheng, Youchuan |
| Title: | Attitudinal meaning and gender stereotypes in Lululemon’s online advertising : a corpus-based analysis |
| Advisors: | Mckeown, Jamie (ENGL) |
| Degree: | M.A. |
| Year: | 2022 |
| Subject: | Advertising -- Language Discourse analysis Advertising -- Brand name products Hong Kong Polytechnic University -- Dissertations |
| Department: | Department of English and Communication |
| Pages: | 42 pages : illustrations |
| Language: | English |
| Abstract: | Advertising as a social practice has inextricable connection with the environment and culture and has been viewed as a critical study object in discourse studies. Although many scholars have scrutinised the language construction of advertising, seldom applied attitude theory in the research. There is only a small number of attitudinal research focusing on advertising copy and relying on rely on a small amount of data. To improve the representativeness and generalizability, this thesis analyse a larger corpus of Lululemon's advertising copies. It comprises of 606 women's products and 305 men's products, and 200 instances of both male and female products were selected for attitudinal analysis (Martin and White, 2005. The Language of Evaluation: Appraisal in English. New York, NY: Palgrave Macmillan.). This thesis has classified inscribed and invoked attitude into the first and second level. The analysis demonstrates that Lululemon's advertising show distinctive attitudes in male and female products. At the first level, the most prevalent attitude in advertising copy is Appreciation, while at the second level Affect is the most prominent and shows great discrepancy between male and female. In Lululemon's advertising copies, female empowerment has been presented explicitly, while female is still portrayed as a vulnerable figure implicitly. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 6453.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 1.11 MB | Adobe PDF | View/Open |
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