The language of beauty: Investigating persuasive strategies in advertising for cosmetic products

Hidayah, Sephia Alya Nur, Degaf, Agwin ORCID: https://orcid.org/0000-0001-8551-0867, Sa’adah, Siti Nurjuliati and Pratiwi, Rahmanta Ayum (2023) The language of beauty: Investigating persuasive strategies in advertising for cosmetic products. Presented at The 5th International Conference on Language, Linguistics, and Literature (COLALITE 2023), 4-5 Aug 2023, Purwokerto.

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Abstract

This study delves into an analysis of persuasive strategies employed in YouTube beauty product advertisements, specifically focusing on five brands: Lotus Professional, Cetaphil, Rimmel London, Makeover, and Garnier. The research draws from Kannan and Tyagi's (2013) theory to explore the range of persuasive strategies utilized in these advertisements and their impact on boosting beauty product sales. Employing a discourse analysis approach, this research identifies the specific persuasive strategies employed in the advertisements and examines the language and discourse patterns utilized. The findings reveal that all five brands implemented diverse persuasive strategies in their beauty product advertisements, with Rimmel London employing the most compelling strategies. Rimmel London's advertisement featured the highest number of persuasive approaches (32 strategies), followed by Cetaphil (30 strategies), Makeover (23 strategies), Garnier (19 strategies), and Lotus Professional (16 strategies). Among the various strategies employed, alliteration emerged as the most widely utilized, while the use of short sentences was relatively limited. The study provides valuable insights for marketers and advertising practitioners, offering guidance on selecting appropriate persuasive tactics to enhance the effectiveness of beauty product advertisements.

Item Type:	Conference (Paper)
Keywords:	discourse analysis; persuasive strategies; beauty product advertisements
Subjects:	20 LANGUAGE, COMMUNICATION AND CULTURE > 2004 Linguistics > 200403 Discourse and Pragmatics > 20040399 Discourse and Pragmatics not elsewhere classified
Divisions:	Faculty of Humanities > Department of English Language and Letters
Depositing User:	Dr. Agwin Degaf
Date Deposited:	08 Nov 2023 15:11

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