Montes, Antonia
A Gender-based Study of Product Names in the Cosmetic Sector
Names as Language and Capital. Proceedings Names in the Economy III, Amsterdam, 11-13 June 2009. Reina Boerrigter and Harm Nijboer (Eds.). Amsterdam: Meertens Instituut, 2012. ISBN 978-90-70389-00-0, pp. 75-81
URI: http://hdl.handle.net/10045/45551
DOI: 
ISSN: 
ISBN: 978-90-70389-00-0
Abstract: 
This paper aims to include into the study of commercial names the perspective of gender. Through product names of fragrances and cosmetic articles gender-specific attitudes and values are examined. It can be assumed that the names for beauty products contribute to the construction of concepts of femininity and masculinity, as global advertising campaigns propagate different appeals according to beauty standards for women and men.
Keywords:Gender, Commercial names, Cosmetic sector
Meertens Instituut
info:eu-repo/semantics/conferenceObject