Podporujú parfumy stereotypy? Jazykový obraz muža a ženy v reflexii vlastných mien parfumov
Do perfumes support stereotypes? Linguistic image of men and women in the reflection of perfume names

Summary/Abstract: Perfume is an everyday accessory to the both women and men. Like its composition or advertising presentation, the names of individual perfumes also reflect the social status, impressions, emotions, or ambitions of their wearers. The study focuses on the relationship between the name of the perfume and characteristic psychological stereotype formed on the basis of gender and the “myth of beauty” associated with women. The analytical, interpretive and socio-cognitive approaches work with the initial assumption that the name of a perfume is influenced by its motivic basis and reflects the gender stereotypes and typical character traits attributed to men (power) and women (beauty). The aim of the paper is to verify this hypothesis through the analysis of perfumesʼ proper names and their categorization on the basis of a motivational factor in a specific name. The source material consists of a corpus of 305 names of perfumes presented in the catalogues and on the Internet portals of Avon, Oriflame and Yves Rocher Company in the years 2019 – 2020. In the analysed corpus, we identified six motivic categories for women's perfumes and seven categories for men's perfumes, some of which were repeated in both groups but with different meanings, e. g. nature, emotions, luxury or magic.

• Details
• Contents