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Viewing report
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The Meaning Behind The Mask. Edition No. 1
VDM Publishing House, May 2009, Pages: 220
Ever wondered why women wear make-up? This book
explores the ‘sign' of visible face make-up and
examines how women consume appearance in everyday
life. Using a semiotic framework, it presents a
novel new method for interpreting and gaining
increased meaning into an everyday consumption
phenomenon. It seeks to provide understanding of
what the ‘sign' of make-up symbolises to the female
individual. Using an interpretivist approach and a
methodology of phenomenology, this work explores how
visible face make-up affects the way women consume
appearance in everyday life; how they feel about
themselves, and the role make-up plays in defining
their own self-identity. The analysis provides
useful insights for academics and professionals in
the fields of marketing and communications, consumer
research, semiotics and anyone else who may just
be interested to know ‘why women wear make-up’.
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