Non-standard language in ads targeting women

Abstract

This paper attempts to ascertain whether ads targeting women confirm theoretical claims about the discourse of women. It also offers a viewpoint on whether or not the generally observed facts about women's discourse relate to advertising discourse. Printed ads appearing in American female-oriented magazines were collected and analyzed to find out how language featured in them corresponds to women's language in general. The paper takes a closer look at the irregularities and exceptions found in the language use and tries to ascertain reasons for these irregularities.