| Summary: | 碩士 === 輔仁大學 === 語言學研究所 === 99 === The purpose of this study is to find out how language changes from 1960 to present by comparing and analyzing female-targeted advertisements in newspapers. Most of the earlier studies of advertising focused on its pragmatic functions, presuppositions, or metaphors. However, advertising may function as a social mirror, and it may reflect social change such as female role change. This study will mainly focus on female-targeted advertising and try to find out how the language used in advertisements changed with female role changes.
In my literature review, most of feminism movements and female social status change aroused after 1990. And I try to find out how language changes with female role changes through comparing the female-targeted advertisements before 1990 with those after 1990. After completing data analysis and discussion, I found two phenomena: 1) language changes with female role changes, and 2) language changes with advertising orientation change. Traditionally, our society maintained the concept of “Men and women should not touch each other when giving or receiving an item”, and used to talk to women in a distant or formal way even in advertisements. Nowadays, female-targeted advertising has been using many euphemistic, informal or intimate languages to show solidarity.
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