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Language, Gender and Sexuality

2. Advertising and Product Packaging

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About this Lecture

Lecture

In this module, we think about how gender and sexuality are constructed through language and other communicative practices used in advertising and product packaging, focusing in particular on: (i) the concept of multimodality and multimodal discourse analysis; (ii) an advertising campaign from the supermarket chain Iceland, which featured the slogan 'That's why mums go to Iceland'; (iii) the work of Michelle Lazar on women's jewellery advertisements in Singapore; and (iv) the use of gendered packaging on products as varied as Sellotape, baby rattles, and health drinks.

Studies referenced in this module:
– M. Lazar, ' Recuperating Feminism, Reclaiming Femininity: Hybrid Postfeminist I-dentity in Consumer Advertisements', Gender and Language 8(2) (2014), pp. 205-24
– G. Bouvier and A. Chen, ' The gendering of healthy diets: a multimodal discourse study of food packages marketed at men and women', Gender and Language 15(3) (2021), pp. 347-68

Course

In this course, Professor Helen Sauntson (York St John University) explores language, gender and sexuality. In the first module, we provide an introduction to the field, including an overview of recent research. In the second module, we think about how gender and sexuality are constructed through language and other communicative practices used in advertising and product packaging, before turning in the third module to consider the language of gender and sexuality in the context of schools and classrooms. In the fourth module, we think about the representation of women in a particular news article, while in the fifth module, we look at how gender and sexuality are constructed through language in online media. Finally, in the sixth module, we think about structural inequalities in language and language use and examine the way that these inequalities produce discriminatory effects in terms of gender and sexuality.

Lecturer

Prof. Helen Sauntson is Professor of English Language and Linguistics at York St John University. Her main teaching and research interests are in the areas of classroom discourse analysis, language, gender and sexuality, language in education, and gender and sexuality in education. Her most recent publications include Language, Sexuality and Education (2018) and Researching Language, Gender and Sexuality: A Student Guide (2019).

Cite this Lecture

APA style

Sauntson, H. (2022, April 13). Language, Gender and Sexuality - Advertising and Product Packaging [Video]. MASSOLIT. https://massolit.io/courses/language-gender-and-sexuality-sauntson/advertising-and-product-packaging

MLA style

Sauntson, Helen. "Language, Gender and Sexuality – Advertising and Product Packaging." MASSOLIT, uploaded by MASSOLIT, 13 Apr 2022, https://massolit.io/courses/language-gender-and-sexuality-sauntson/advertising-and-product-packaging

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