Kohrs, Kirsten ORCID: 0000-0003-4302-833X and Gill, Rosalind (2021) Confident appearing: revisiting 'gender advertisements' in contemporary culture. In: Baxter, Judith and Angouri, Jo, (eds.) The Routledge Handbook of Language, Gender and Sexuality. Routledge Handbooks in Applied Linguistics . Routledge, Abingdon, Oxfordshire. ISBN 978-1138200265 (doi:https://doi.org/10.4324/9781315514857)

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Abstract

This chapter appears in a handbook of Language Gender and Sexuality due out in 2018/19. In the chapter Kirsten Kohrs and Rosalind Gill ask whether Erving Goffman's landmark study from the 1970s - Gender Advertisements - is still relevant for today, and we trace a new trope in advertising that we call 'confident appearing'. The paper should be useful for teaching and study around gender, media and advertising- and especially for those interested in how 'confidence' has come to the fore as a value for women in recent years.

Item Type:	Book Section
Uncontrolled Keywords:	gender; language; confidence cult; multimodality; gender advertisments; Goffman
Faculty / School / Research Centre / Research Group:	Faculty of Business
Last Modified:	06 Dec 2023 12:00
URI:	http://gala.gre.ac.uk/id/eprint/21822

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