Abstract:This thesis centers on the construction of female identities in English cosmetic advertisement. Previous researches on cosmetic advertisements are mainly from the perspectives of stylistics, pragmatics and functional grammar. However, studies on the construction of female identities in English cosmetic advertisements are rarely seen. Based on the theory of identity, the present thesis analyzes the construction of female personal identity, group identity and social identity in English cosmetic advertisements. The female personal identity comprises the identity of a housewife, the identity of a white-collar woman, and the identity of a knowledgeable woman; female group identity comprises the identity of women loving beauty and the identity of favored women; female social identity comprises the identity of women’s elevating status and the identity of women’s conformity. The study can make people have a better understanding of English cosmetic advertisement and a clear idea about women’s attitudes towards themselves, social attitudes towards women and the changes of female social status.

Keywords: English cosmetic advertisement  female identity  personal identity  

group identity  social identity

Contents

Abstract

摘要

Chapter One Introduction-1

1.1 Cosmetic Advertisements-1

1.2 Motivation to Study Cosmetic Advertisements-1

1.3 Structure of This Thesis-1

Chapter Two Literature Review-3

2.1 Stylistic Approach to Cosmetic Advertisements-3

2.2 Pragmatic Approach to Cosmetic Advertisements-3

2.3 Functional Grammar Approach to Cosmetic Advertisements-4

Chapter Three Theories of Identity-5

3.1 Definition of Identity-5

3.2 Categories of Identity-5

3.2.1 Personal Identity-5

3.2.2 Group Identity-5

3.2.3 Social Identity-5

3.3 Functions of Identity-6

Chapter Four Female Identities in English Cosmetic Advertisements-7

4.1 Personal Identity-7

4.1.1 Constructing the Identity of a Housewife-7

4.1.2 Constructing the Identity of a White-Collar Woman-7

4.1.3 Constructing the Identity of a Knowledgeable Woman-8

4.2 Group Identity-9

4.2.1 Constructing the Identity of Women Loving Beauty-9

4.2.2 Constructing the Identity of Favored Women-10

4.3 Social Identity-10

4.3.1 Constructing the Identity of Women’s Elevating Status-11

4.3.2 Constructing the Identity of Women’s Conformity-11

Chapter Five Conclusion-13

5.1 Findings-13

5.2 Limitations-13

References-14