Ženské identity v reklamách na parfumy. Fenomén femme universelle – ženy, ktorá dokáže všetko
Women’s identities in perfume advertising. The phenomena of femme universalle: the woman, who can do anything

Summary/Abstract: The paper is focused on analysis of emotionality in selected advertising texts focusing on sale of perfumes for women, which are published on the e-shop notino.sk. Our main aim was to find out through which language means is emotionality as an expressive category of style expressed in the context of women’s advertising stereotypes. We connect the relationships between the language of advertising and the identities that appear in selected advertising texts and we describe the forms of representation of women’s advertising stereotypes in perfume ads.

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