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Confident appearing: Revisiting 'Gender Advertisements' in contemporary culture

Confident appearing: Revisiting 'Gender Advertisements' in contemporary culture

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 (In Press) (doi:

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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 / Department / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Last Modified: 22 Mar 2021 18:43
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
Selected for GREAT 2019: None
Selected for REF2021: None

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