Gendered Language in Advertising: A Linguistic Analysis of Clinique Skincare Products for Men and Women

This study examines the gendered language and visual representations in advertisements for Clinique skincare products targeted at men and women. Using a qualitative approach grounded in Mediated Discourse Analysis, the research analyzes these advertisements' linguistic and visual strategies. The findings reveal distinct differences in language use and visual elements: male-targeted advertisements typically use fewer words and straightforward language, focusing on the product's practical aspects, while female-targeted advertisements employ more descriptive and emotive language, emphasizing experiential benefits and prominently featuring models. Additionally, color schemes differ, with male advertisements using bold and contrasting colors and female advertisements favoring harmonious and pastel tones. These findings align with existing literature on gendered advertising and highlight the need for more inclusive marketing practices. The study suggests that brands should adopt gender-neutral language and visuals, diversify their color palettes, and promote messages of inclusivity and equality. This research contributes to the broader discourse on gendered language in advertising, particularly in the skincare industry. It underscores the importance of creating advertisements that challenge traditional gender roles and stereotypes, promoting gender equality.