Soft-Soaping Consumers: A Genre History of US and UK Print Advertisements for Soap

Abstract

This essay examines the change in text types in print advertising using a corpus of selected British and American advertising exhibits for soap. Based on the qualitative approach demonstrates the approach of systemic functional linguistics (cf. Halliday 1985) and quantitative study of how interactional and ideal content in 300 years of history of this text genre have been conventionally linked to each other in order to Cleanliness, and consequently soap, with ideological values like beauty and success too associate. The empirical study sheds light on how this use is linguistic and visual Resources stereotypical gender roles and female identities since the early 18th century has shaped until ..