From “Tough” To “Tender”: A Linguistic Analysis of Gendered Adjectives in Labels of Personal Care Products

Abstract

This paper discusses how gendered meaning is created through adjectives applied to the labels of personal care products within a daily consumer society. It targets at the language of front-of-pack labels of male and female advertised products (shampoos, deodorants, face washes, face washes, and moisturizers). The study employs qualitative thematic analysis to compare adjectives of 20 products that were chosen around the brands in Gillette, Dove, Axe, Nivea, Sunsilk and Pantene. The analysis reveals that words that are related to power, force, performance, and hardness are most likely to be used in masculine products whereas the words related to softness, beauty, care, and sensory comfort are used in feminine products. This opposition implies that branding language is more than a product description; it is some mute training to consumers on how masculinity and femininity ought to be appeared and how it ought to be felt. The male is depicted as a being who is active, strong and vigorous subject whereas the female is depicted as delicate, ornamental and emotional object. The research concludes that gendered adjectives can strengthen traditional gender norms via everyday shopping experiences and put the gender dichotomy as a natural part of everyday life.