Sminknamn som identitetsskapande textresurs

• This article is about names of make-up (nail polishes, lipsticks and eye shadows) of six Swedish make-up companies. In total, the names of 272 products are studied. The research question is how product names are a resource of identification in the companies’ textual descriptions of themselves. The names are, thus, highlighted against a background of buzzwords in the texts. The results show that there are two types of identity offers, the exotic-luxurious-romantic and the domestic-ecological-sustainable, which is also reflected in the language choice of the names. The analysis is based on a social ideological framework, which shows that there is a difference that is visible in the make-up names with regard to the change in feminism and the growth of the sustainability ideologies in recent decades. The study confirms that make-up names are a linguistic resource used in company narratives to offer customers specific identities.

Subject headings

HUMANIORA  -- Språk och litteratur -- Studier av enskilda språk (hsv//swe)

HUMANITIES  -- Languages and Literature -- Specific Languages (hsv//eng)

Keyword

names and text

product names

make up names

femininity

feminism

sustainability

Publication and Content Type

ref (subject category)

art (subject category)