1. The language of advertising
Language which mimics the everyday, conversational language of women is also often found in the ads. ... This language provides a conversational tone with the viewer and relates directly to women. ... I also found, especially in skin care ads, that the juxtaposition of negative emotive language and positive emotive language was used to contrast the negative skin disorder/abnormality with the positive effects of the product. For example in an ad for Dove Skin Care, negative emotive language is used to describe dry skin: "rough and parched skin". ... And negative and positive emotive languag...
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