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e purpose of this paper is to analyze the phraseology adopted by women’s magazines in Argentina during the early 1990s, based on two cases that embody di"erent approaches: a traditional one (Para Ti) and a more feminist-oriented approach (Women & Company). !e analysis focuses on styles and personal pronouns to track the ways in which the relationship between the speaker and listener is constructed.

The Phraseology in Women's magazines: The Cases of Para Ti and Women & Co