Dealing with the Mortal Enemy – the WAR Scenario in the Conceptualisation of Some Beauty Issues in Women’s Magazines
Dealing with the Mortal Enemy – the WAR Scenario in the Conceptualisation of Some Beauty Issues in Women’s Magazines

Summary/Abstract: Within the theoretical frameworks of Conceptual Metaphor Theory and Critical Discourse Analysis I deal with the conceptualisation of some beauty issues in women’s magazines. More specifically, I deal with the use of the WAR metaphor as a way of framing women’s attempts to reduce cellulite. I particularly point out the role and the gendered nature of metaphors in creating realities for women.

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