“LONGING WON’T BRING HIM BACK SOONER…” A Case Study of Gendered Language Use in American Recruitment Posters from the Second World War
Sammanfattning: The aim of this study is to analyse and compare American male and femalerecruitment posters from the Second World War. The sub-aims are to find out whether theslogans directed at men and women differed linguistically from each other, and if men andwomen were attributed differently. For this, the Genre and Multimodality Model (GeM) isused to analyse each poster. Linguistically, the focus is semantics and pragmatics. Theindividual results will then be compared using research questions from Reisigl and Wodak(2001). The analysis showed that the way men and women were both addressed and attributeddiffered in a number of ways. Men were strong and heroic, while women were temporarysubstitutes for unavailable men.
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