Gender Roles and Stereotypes Are No Longer
Evident in the Language of Cosmetic
Advertising as this is a Dated Concept.
Introduction:
,Advertising is one of the most influential forces shaping ideologies and influencing purchasing habits,
therefore I have chosen to investigate gender differences existing in the language of cosmetic
advertising and how this reflects societal changes. Pragmatically, I examined the asymmetry in men
and women’s cosmetic advertising and the disparities in linguistic features such as the use of mode
of address, comparative language and syntactic structures to understand how this may be used to
reinforce gender ideals and stereotypes. The maintenance of strict gender roles within advertising
reflects society’s expectations for individuals to conform to the gender binary – from buying the
right deodorant to performing in overtly ‘feminine’ or ‘masculine’ ways. However, as social
expectations evolve, contemporary society is less tolerant towards harmful stereotypes which is
reflective in the Advertising Standards Authority’s (ASA’s) ban of advertisements that perpetuate
gender stereotypes which was enforced in 2019. Considering societal changes, I focused on wider
contextual factors that may have influenced the linguistic repertoire of the advertisements as it is
evident that gender roles and stereotypes are declining at an increasing rate due to the shift towards
less gendered societies. This is likely due to movements such as #MeToo which has resulted in
women becoming socially autonomous. Furthermore, the emergence of ‘the new man’ subverts
traditional representations of masculinity, therefore advertisements may reflect this in their
language through appealing to diverse identities. Moreover, the growing acceptance of LGBTQ+
communities has led to consumers demanding for more inclusive advertising, resulting in greater
non-binary language in cosmetic advertising. However, due to the patriarchal nature of society, this
may explain why some advertisements continue to reinforce gender stereotypes and roles.
Therefore, my methodological system will allow me to draw effective comparisons and understand
how advertisers use language to appeal to their target demographic whilst reinforcing strict gender
ideals.
Hypothesis:
Gender roles and stereotypes are no longer evident in the language of cosmetic advertising as this
is a dated concept.
Methodology:
I gathered my data through recording and transcribing six cosmetic adverts that I have found on
YouTube and through magazine publications, either print or audio advertisements. I have chosen
one male and one female cosmetic advertisement from each time period: 1940s, late 70s/early 80s,
and 2016-2017, which allowed me to draw contrasts and analyse the discrepancies in the language
used in these periods. I controlled my data to ensure that it is reliable through transcribing a male
and female advertisement from three similar time periods which enabled me to gain comparable, in-
depth information on the contrasting ideologies presented in the advertisements. To avoid bias, I
selected a plethora of brands targeting a wide audience due to their accessibility. Consequently, I
can therefore record data that can be considered reliable and an accurate representation of how
language is used in cosmetic advertising and therefore avoid any inconsistencies in language that
may arise due to contextual factors. Theoretical underpinning was used to back up the methodology,
such as Robin Lakoff’s 1975 deficit model which claimed that women’s language is deficient to men
due to the use of weaker language features such as hedges and empty adjectives which I examined
when analysing my transcripts. Despite this, it is important to recognise that some theories may be
outdated and simplistic and have lost their credibility as they fail to reflect progressive 21st-century
values which has been influenced by movements such as the rise of feminism and the impact of
gender fluidity in society which has closed the semantic gap between men and women.
Context Grid:
, ‘Jergen’s Cosmetics’ Established in 1901 and has been a trusted brand for comforting
moisturiser.
Sold in 41 countries.
Jergen’s has aspired to the ideal of “visible skin beauty” ever since
its market debut.
Top-selling body care brand in the US.
Advertisement Date 1943: Mid World War Two – Women were gaining
greater freedom reflective in the Rosie the Riveter advertisement released in
1943 symbolising female strength and social independence · Rise of
Hollywood, epitomising glamour and prestige.
‘Mennen’ Founded in 1878 by Gerhard Heinrich Mennen.
Owned by the Colgate-Palmolive Company.
The US market leader among deodorants and antiperspirants for
many years.
Advertisement Date 1946: The first year after World War 2, and the
economy was beginning to recover from the recession.
‘Love’s Cosmetics’ Founded in 1969 and brought to market by Menley and James.
It was geared to take over the market and become the defining
product line for the sexy allure of innocence.
Described as a clean, baby-smell, which is sufficiently “mature” to be
sexy.
Advertisement Date 1975: First female Prime Minister, Equal Rights
Amendment (1972).
‘Brut’ Launched in 1964 by Fabergé and now owned by Unilever.
Brut’s signature fragrances empower men across the world to wear
its fragrances with confidence, charm and character.
Called “The Essence of Man”, Brut represents traditional masculine
strength.
Advertisement Date 1987: Pop culture emergence of New Romantics such as
Duran Duran, symbolising re-defined masculinity · Pre 1990s Lad culture.
‘Dove’ Founded in 1957.
The #1 Dermatologist recommended brand in the US, Canada and
France.
In 2004 they launched the Real Beauty Campaign.
Dove aims to redefine beauty standards and help everyone
experience beauty and body image positively.
Advertisement Date 2016: Rise of the fourth wave of feminism, Hilary
Clinton becomes the first female presidential nominee.
‘Lynx’ Established in 1983 and owned by Unilever.
More than 8 million men in the UK and Ireland use Lynx products.
Lynx has been known for reinforcing harmful stereotypes and
encouraging sexism, however, recently Lynx’s new social mission
inspires men to express their individuality, reflecting an enlightened,
inclusive stance.
They aim to use their power to raise awareness of the dangers of
toxic masculinity.
Evident in the Language of Cosmetic
Advertising as this is a Dated Concept.
Introduction:
,Advertising is one of the most influential forces shaping ideologies and influencing purchasing habits,
therefore I have chosen to investigate gender differences existing in the language of cosmetic
advertising and how this reflects societal changes. Pragmatically, I examined the asymmetry in men
and women’s cosmetic advertising and the disparities in linguistic features such as the use of mode
of address, comparative language and syntactic structures to understand how this may be used to
reinforce gender ideals and stereotypes. The maintenance of strict gender roles within advertising
reflects society’s expectations for individuals to conform to the gender binary – from buying the
right deodorant to performing in overtly ‘feminine’ or ‘masculine’ ways. However, as social
expectations evolve, contemporary society is less tolerant towards harmful stereotypes which is
reflective in the Advertising Standards Authority’s (ASA’s) ban of advertisements that perpetuate
gender stereotypes which was enforced in 2019. Considering societal changes, I focused on wider
contextual factors that may have influenced the linguistic repertoire of the advertisements as it is
evident that gender roles and stereotypes are declining at an increasing rate due to the shift towards
less gendered societies. This is likely due to movements such as #MeToo which has resulted in
women becoming socially autonomous. Furthermore, the emergence of ‘the new man’ subverts
traditional representations of masculinity, therefore advertisements may reflect this in their
language through appealing to diverse identities. Moreover, the growing acceptance of LGBTQ+
communities has led to consumers demanding for more inclusive advertising, resulting in greater
non-binary language in cosmetic advertising. However, due to the patriarchal nature of society, this
may explain why some advertisements continue to reinforce gender stereotypes and roles.
Therefore, my methodological system will allow me to draw effective comparisons and understand
how advertisers use language to appeal to their target demographic whilst reinforcing strict gender
ideals.
Hypothesis:
Gender roles and stereotypes are no longer evident in the language of cosmetic advertising as this
is a dated concept.
Methodology:
I gathered my data through recording and transcribing six cosmetic adverts that I have found on
YouTube and through magazine publications, either print or audio advertisements. I have chosen
one male and one female cosmetic advertisement from each time period: 1940s, late 70s/early 80s,
and 2016-2017, which allowed me to draw contrasts and analyse the discrepancies in the language
used in these periods. I controlled my data to ensure that it is reliable through transcribing a male
and female advertisement from three similar time periods which enabled me to gain comparable, in-
depth information on the contrasting ideologies presented in the advertisements. To avoid bias, I
selected a plethora of brands targeting a wide audience due to their accessibility. Consequently, I
can therefore record data that can be considered reliable and an accurate representation of how
language is used in cosmetic advertising and therefore avoid any inconsistencies in language that
may arise due to contextual factors. Theoretical underpinning was used to back up the methodology,
such as Robin Lakoff’s 1975 deficit model which claimed that women’s language is deficient to men
due to the use of weaker language features such as hedges and empty adjectives which I examined
when analysing my transcripts. Despite this, it is important to recognise that some theories may be
outdated and simplistic and have lost their credibility as they fail to reflect progressive 21st-century
values which has been influenced by movements such as the rise of feminism and the impact of
gender fluidity in society which has closed the semantic gap between men and women.
Context Grid:
, ‘Jergen’s Cosmetics’ Established in 1901 and has been a trusted brand for comforting
moisturiser.
Sold in 41 countries.
Jergen’s has aspired to the ideal of “visible skin beauty” ever since
its market debut.
Top-selling body care brand in the US.
Advertisement Date 1943: Mid World War Two – Women were gaining
greater freedom reflective in the Rosie the Riveter advertisement released in
1943 symbolising female strength and social independence · Rise of
Hollywood, epitomising glamour and prestige.
‘Mennen’ Founded in 1878 by Gerhard Heinrich Mennen.
Owned by the Colgate-Palmolive Company.
The US market leader among deodorants and antiperspirants for
many years.
Advertisement Date 1946: The first year after World War 2, and the
economy was beginning to recover from the recession.
‘Love’s Cosmetics’ Founded in 1969 and brought to market by Menley and James.
It was geared to take over the market and become the defining
product line for the sexy allure of innocence.
Described as a clean, baby-smell, which is sufficiently “mature” to be
sexy.
Advertisement Date 1975: First female Prime Minister, Equal Rights
Amendment (1972).
‘Brut’ Launched in 1964 by Fabergé and now owned by Unilever.
Brut’s signature fragrances empower men across the world to wear
its fragrances with confidence, charm and character.
Called “The Essence of Man”, Brut represents traditional masculine
strength.
Advertisement Date 1987: Pop culture emergence of New Romantics such as
Duran Duran, symbolising re-defined masculinity · Pre 1990s Lad culture.
‘Dove’ Founded in 1957.
The #1 Dermatologist recommended brand in the US, Canada and
France.
In 2004 they launched the Real Beauty Campaign.
Dove aims to redefine beauty standards and help everyone
experience beauty and body image positively.
Advertisement Date 2016: Rise of the fourth wave of feminism, Hilary
Clinton becomes the first female presidential nominee.
‘Lynx’ Established in 1983 and owned by Unilever.
More than 8 million men in the UK and Ireland use Lynx products.
Lynx has been known for reinforcing harmful stereotypes and
encouraging sexism, however, recently Lynx’s new social mission
inspires men to express their individuality, reflecting an enlightened,
inclusive stance.
They aim to use their power to raise awareness of the dangers of
toxic masculinity.
