From Packaging to Perception: A Comparative Study of Linguistic Cues in Female and Male Personal Care Product Advertisement

This thesis investigates the linguistic strategies used in the naming and description of personal care and hygiene products, such as shower gels, deodorants, and body lotions, targeted at different genders. Through a detailed analysis of product names and descriptions, this thesis aims to uncover how language in advertising constructs and reinforces gender identities and stereotypes. Utilizing frameworks from sociolinguistics and discourse analysis, the research explores the ways in which gendered language in product advertising reflects societal norms and influences consumer perceptions. By examining a diverse corpus of product advertisements, the thesis identifies patterns in descriptive terminology and rhetorical devices that differentiate products marketed to men and women. The findings emphasize the ways in which language reinforces conventional gender roles and the subtle but important ways in which advertising influences consumer behaviour and society norms.