English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools annual

Global: Zendy Free Plan

Global: Zendy Tools monthly

Global: Zendy Plus monthly

This qualitative research examines the construction of masculinity in men’s perfume advertisements through the employment of visual images and verbal elements. Fifteen advertisements from Cosmopolitan, ELLE, Men’s Health and Men’s Fitness magazines 2015-2016 edition were collected online and analysed using O’Halloran’s (2008) Systemic Functional Multimodal Discourse Analysis (SF-MDA) framework. The results demonstrate that both verbal and visual modalities are used effectively as a medium for representing the proposed masculinity, in which masculinity is portrayed as men being intense, serious, stylish, adventurous, sporty while at the same time elegance and pure, as the concept of newmannist proposed by Gregorio-Godeo (2009) has taken the lead. In addition, being masculine is nowadays separated from men’s role in relation to women or family life. Keywords— masculinity, men’s perfume advertisement, SFMDA

Construing Masculinity in Men’s Perfume Advertisement: A Systemic Functional Multimodal Discourse Analysis (SF-MDA)