Contraceptive advertising - A critical multimodal analysis

van Leeuwen, T; Bateson, DJ; Le Hunte, B; Barratt, A; Black, KI; Kelly, M; Inoue, K; Rutherford, A; Stewart, M; Richters, J

Contraceptive advertising - A critical multimodal analysis

van Leeuwen, T

Bateson, DJ Le Hunte, B

Barratt, A Black, KI Kelly, M Inoue, K Rutherford, A Stewart, M Richters, J

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Publication Type:: Journal Article
Citation:: Journal of Applied Linguistics and Professional Practice, 2016, 13 (1-3), pp. 321 - 342
Issue Date:: 2016-01-01

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Field	Value	Language
dc.contributor.author	van Leeuwen, T https://orcid.org/0000-0003-2163-8700	en_US
dc.contributor.author	Bateson, DJ	en_US
dc.contributor.author	Le Hunte, B https://orcid.org/0000-0002-3313-5222	en_US
dc.contributor.author	Barratt, A	en_US
dc.contributor.author	Black, KI	en_US
dc.contributor.author	Kelly, M	en_US
dc.contributor.author	Inoue, K	en_US
dc.contributor.author	Rutherford, A	en_US
dc.contributor.author	Stewart, M	en_US
dc.contributor.author	Richters, J	en_US
dc.date.issued	2016-01-01	en_US
dc.identifier.citation	Journal of Applied Linguistics and Professional Practice, 2016, 13 (1-3), pp. 321 - 342	en_US
dc.identifier.issn	2040-3658	en_US
dc.identifier.uri	http://hdl.handle.net/10453/131131
dc.description.abstract	© 2018, Equinox Publishing. Co-authored by a discourse analyst, a branding expert and medical researchers and practitioners, this paper presents a multimodal discourse analysis of advertisements for contraceptive products in magazines and journals aimed at general practitioners, gynecologists and obstetricians. It combines genre analysis and multimodal image, layout, colour and typography analysis to show how such advertisements link specific types of women to specific products and product attributes and benefits, and how product branding invokes values such as health, sexual freedom, sexuality, femininity, strength and reliability, which combine in different ways to create distinct identities for specific products. The findings show that the way the advertisements link products and users does not align with medical evidence, and that in general they do not represent the full range of factors that play a role in choosing contraceptive methods and products - indeed, they are far removed from the realities of the consultation room.	en_US
dc.relation.ispartof	Journal of Applied Linguistics and Professional Practice	en_US
dc.relation.isbasedon	10.1558/japl.31862	en_US
dc.title	Contraceptive advertising - A critical multimodal analysis	en_US
dc.type	Journal Article
utslib.citation.volume	1-3	en_US
utslib.citation.volume	13	en_US
utslib.for	1505 Marketing	en_US
utslib.for	1114 Paediatrics and Reproductive Medicine	en_US
utslib.for	1702 Cognitive Sciences	en_US
utslib.for	2004 Linguistics	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences/School of Education
pubs.organisational-group	/University of Technology Sydney/Faculty of Health
pubs.organisational-group	/University of Technology Sydney/Faculty of Transdisciplinary Innovation
pubs.organisational-group	/University of Technology Sydney/Strength - STEM Education Futures
utslib.copyright.status	closed_access
pubs.issue	1-3	en_US
pubs.publication-status	Published	en_US
pubs.volume	13	en_US

Abstract:

© 2018, Equinox Publishing. Co-authored by a discourse analyst, a branding expert and medical researchers and practitioners, this paper presents a multimodal discourse analysis of advertisements for contraceptive products in magazines and journals aimed at general practitioners, gynecologists and obstetricians. It combines genre analysis and multimodal image, layout, colour and typography analysis to show how such advertisements link specific types of women to specific products and product attributes and benefits, and how product branding invokes values such as health, sexual freedom, sexuality, femininity, strength and reliability, which combine in different ways to create distinct identities for specific products. The findings show that the way the advertisements link products and users does not align with medical evidence, and that in general they do not represent the full range of factors that play a role in choosing contraceptive methods and products - indeed, they are far removed from the realities of the consultation room.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/131131