Make It Happen: A Diachronic Critical Discourse Analysis of Maybelline New York Print Advertisements Master’s Thesis: Language and Society Evrydiki Karagkouni 12737704 Supervisor: Dr. Robert Cloutier 20-08-2020 University of Amsterdam Faculty of Humanities MA Linguistics CONTENTS 1. Introduction ..................................................................................................................... 4 2. Theoretical Background ................................................................................................. 5 2.1 The sex-gender distinction and the Beauty Myth ................................................. 5 2.2 What is Advertising? ............................................................................................... 9 2.3 Interaction of elements .......................................................................................... 10 2.4 Writer, narrator and reader ................................................................................. 12 2.5 The critique of Advertising Discourse ................................................................. 13 2.6 Fairclough (2001) and the Three-Dimensional Model ....................................... 14 2.7 Discourse Analysis ................................................................................................. 17 2.8 Literature Review .................................................................................................. 18 2.9 The significance of this research .......................................................................... 22 3. Research Question and Hypotheses ............................................................................. 23 4. Methodology ................................................................................................................... 24 4.1 Rationale ................................................................................................................. 24 4.2 Source of data ........................................................................................................ 25 4.3 Data Collection & Categorization ........................................................................ 27 4.3.1 Images ............................................................................................................. 27 4.3.2 Slogo ................................................................................................................ 27 4.3.3 Synthetic personalization .............................................................................. 28 4.3.4 Lexical selection ............................................................................................. 28 4.3.5 Repetition of words in the same advertisement .......................................... 29 4.3.6 (Elliptical) Comparisons ............................................................................... 29 4.3.7 Poetic devices ................................................................................................. 29 5. Results ............................................................................................................................. 30 5.1 Adverts from 1940s to 1960s ................................................................................. 30 5.1.1 Images ............................................................................................................. 31 5.1.2 The slogo ......................................................................................................... 31 5.1.3 Synthetic Personalization .............................................................................. 31 5.1.4 Lexical selection ............................................................................................. 33 5.1.5 Repetition of words in the same advertisement .......................................... 34 5.1.6 (Elliptical) Comparisons ............................................................................... 35 5.1.7 Poetic devices ................................................................................................. 35 5.2 Adverts from 1970s................................................................................................ 37 5.2.1 Images ............................................................................................................. 38 1 5.2.2 The slogo ......................................................................................................... 38 5.2.3 Synthetic Personalization .............................................................................. 39 5.2.4 Lexical selection ............................................................................................. 40 5.2.5 Repetition of words in the same advertisement .......................................... 41 5.2.6 (Elliptical) Comparisons ............................................................................... 42 5.2.7 Poetic devices ................................................................................................. 42 5.3 Adverts from 1980s................................................................................................ 43 5.3.1 Images ............................................................................................................. 44 5.3.2 The slogo ......................................................................................................... 44 5.3.3 Synthetic Personalization .............................................................................. 45 5.3.4 Lexical selection ............................................................................................. 46 5.3.5 Repetition of word in the same advertisement ............................................ 47 5.3.6 (Elliptical) Comparisons ............................................................................... 48 5.3.7 Poetic devices ................................................................................................. 48 5.4 Adverts from 1990s ............................................................................................ 50 5.4.1 Images ............................................................................................................. 50 5.4.2 The slogo ......................................................................................................... 51 5.4.3 Synthetic Personalization .............................................................................. 51 5.4.4 Lexical selection ............................................................................................. 52 5.4.5 Repetition of words in the same advertisement .......................................... 53 5.4.6 (Elliptical) Comparisons ............................................................................... 54 5.4.7 Poetic devices ................................................................................................. 54 5.5 Adverts from 2000s................................................................................................ 55 5.5.1 Images ............................................................................................................. 56 5.5.2 The slogo ......................................................................................................... 57 5.5.3 Synthetic Personalization .............................................................................. 57 5.5.4 Lexical selection ............................................................................................. 58 5.5.5 Repetition of words in the same advertisement .......................................... 58 5.5.6 (Elliptical) Comparisons ............................................................................... 59 5.5.7 Poetic devices ................................................................................................. 60 5.6 Adverts from 2010s................................................................................................ 61 5.6.1 Images ............................................................................................................. 61 5.6.2 The slogo ......................................................................................................... 62 5.6.3 Synthetic Personalization .............................................................................. 62 5.6.4 Lexical Selection ............................................................................................ 63 5.6.5 Repetition of words in the same advertisement .......................................... 64 2 5.6.6 (Elliptical) Comparisons ............................................................................... 64 5.6.7 Poetic devices ................................................................................................. 65 6. Discussion & Conclusion ............................................................................................... 66 6.1 Images ..................................................................................................................... 66 6.2 Slogo ........................................................................................................................ 67 6.3 Synthetic Personalization ...................................................................................... 68 6.4 Lexical selection ..................................................................................................... 69 6.5 Repetition of words in the same advertisement .................................................. 69 6.6 (Elliptical) Comparisons ......................................................................................