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New trends and methodologies in applied English language research III

Synchronic and diachronic studies on discourse, lexis and grammar processing

Series:

Sofia Bemposta-Rivas, Carla Bouzada-Jabois, Yolanda Fernández-Pena, Tamara Bouso, Yolanda J. Calvo-Benzies and Iván Tamaredo

This volume includes eleven papers pertaining to different areas of linguistics and organised into three sections. Part I contains diachronic studies which cover data from Middle English to Present-Day English and which explore phenomena such as the status of extender tags, the distribution of free adjuncts, post-auxiliary ellipsis, and the use of ‘ephemeral’ concessive adverbial subordinators. Part II comprises studies on grammar and language processing dealing with topics such as the interaction between syntactic and structural complexity and verbal agreement with collective subjects, the influence of distributivity and concreteness on verbal agreement, the interaction of complexity and efficiency in pronoun omission in Indian English and Singapore English, and the methods and approaches used for grammar teaching in modern EFL/ESL textbooks. Finally, Part III revolves around lexis, discourse and pragmatics, with papers that discuss the development of the discoursal representation of social actors in Argentinian newspapers after the military dictatorship, the construction of women’s gender identity through positive and negative emotions in women’s magazines, and spelling-to-sound correspondence on Twitter.

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Evaluative language, women and advertising: The construction of women’s gender identity (Marta Muñoz-Ramal)

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MARTA MUÑOZ-RAMAL University of Alcalá – martam_7@hotmail.com

Evaluative language, women and advertising: The construction of women’s gender identity

1.  Introduction

Over the last 70 years, sociologists and linguists have increasingly been drawn to the study of magazines. Indeed, there is now a wealth of literature devoted to the analysis of magazines looking at different linguistic and social phenomena. Thereby, Green (2011) and Consterdine (2009) are concerned with readership and advertisements in magazines respectively. Other analyses have gone further, focusing their attention more specifically on gendered identities in magazines (Demarest and Garner 1992; Wood 1994; Gill 2007; Tiainen 2009). Thus, a review of the broad area of research into magazines reveals a notable body of work looking at the way in which magazines address specific audiences and, particularly, the way those audiences are thus constructed. As Delin (2000: 12) argues, magazine texts “create and replicate beliefs and assumptions about society and the self in their readers”, and in this way construct the identities of the readers. According to Delin (2000), there are two principal ways to construct this identity: through the content of the magazine, and through linguistic devices (14).

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