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| Author: | Machin, D. Thornborrow, J. |
| Title: | Branding and discourse: the case of Cosmopolitan |
| Journal: | Discourse & Society
2003 : JUL, VOL. 14:4, p. 453-471 |
| Index terms: | BRANDS GLOBALIZATION WOMEN ROLES |
| Freeterms: | Multimodal Analysis Women´s Magazines Fun Fearless Female Identity |
| Language: | eng |
| Abstract: | Cosmopolitan appears in 44 different national versions. Though localized, the authors argue, the magazine conveys the Cosmo brand. The purpose of the article is to study global branding, as used with Cosmopolitan, the types of analysis which is lacking in existing accounts of globalization, and the common denominator between the different versions. |
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