Critical Discourse Analysis of Language and Visuals in Beauty Advertisements

Saeed, Laraib; Khan, Shaista Irshad

doi:10.31703/gdpmr.2022(v-ii).04

Cited by 3 publications

(2 citation statements)

References 2 publications

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“…Darnell 2018) and tries to free women from (usually unrealistic) beauty standards, commonly created in all types of advertising and other forms of marketing communication (e.g. Rana 2021;Dang 2022;Safitri, Musfiroh 2022;Desiyanti, Diyantari Lililacs 2022;Saeed, Khan 2022;Hapsari 2015;Faulk 2013;Flymén 2023;Matheson 2017). It should also be emphasized that the standards of beauty and the idealized image of a woman created in advertising can significantly affect the self-esteem and perception of their own body by women.…”

Section: Introductionmentioning

confidence: 99%

Influencer as a modern initiator of social actions. Case of The Body Positive Movement

Kuczamer-Kłopotowska¹,

Kraus²

2023

JoMS

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Objectives:The authors were inspired by the new phenomenon of socially responsible initiatives, created by pro-socially oriented influencers. Analysis of international reference books has revealed a research gap existing in this field. The area for the conducted studies was a conceptually separate part of the Instagram community, related to pro-social activities. Dichotomous purposes of the paper include: in the epistemological aspect: presentation of the theoretical dimension of the concept of influencer marketing and definition of a new category of social media influencers focusing their interests and activities in social media on social issues, in the empirical aspect: exemplification of the aforementioned phenomenon in pro-social activities of a Polish influencer who represents the international The Body Positive Movement. Material and methods:The studies were carried out primarily in a quality aspect. The Individual In-Depth Interview was conducted with one of the main representatives of the #bodypositive movement in Poland, who owns one of the most popular profiles of this movement on Instagram in Poland, @cialopozytyw_polska. Internet content analysis and desk research were also conducted.

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Section: Introductionmentioning

confidence: 99%

Influencer as a modern initiator of social actions. Case of The Body Positive Movement

Kuczamer-Kłopotowska¹,

Kraus²

2023

JoMS

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“…Their videos represent a distinctive form of communication that amalgamates performance, language, and visual elements to engender compelling content, which resonates with viewers [14]. In this instance, the beauty influencers harness the potency of visuals to proficiently convey their message [15], [16]. By means of meticulously crafted makeup tutorials and aesthetically pleasing product demonstrations, they exemplify the transformative potential inherent in beauty products [17].…”

Section: Introductionmentioning

confidence: 99%

A semiotic intertextual analysis of beauty influencers' communication strategies on youtube: uncovering meaning and influence by using Pierce's framework

Wardhani,

Hasan

2023

Int. J. Vis. Perform. Arts

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This research aims to conduct a semiotic intertextual analysis of beauty influencers on YouTube. Specifically, the study centers on two prominent beauty influencers, Andra Alodita, and Kornelia Meilinda, and their strategies for effectively promoting recommended lipstick products. The research was conducted employing a qualitative approach, utilizing Peirce's semiotic theory. The findings reveal that beauty influencers strategically employ visual elements to convey meaning and captivate viewers' attention. Both Andra Alodita and Kornelia Meilinda meticulously craft their content, considering factors such as color schemes, backgrounds, and object placement. They adopt distinct approaches to reviewing lipstick products tailored to diverse audiences and preferences. This multiplicity of perspectives enhances the complexity of semiotic elements within beauty influencer content and broadens the spectrum of meanings conveyed to viewers. Furthermore, the findings underscore the significance of semiotic intertextuality as a potent tool for beauty influencers to shape meaning, influence perceptions, and resonate with their extensive audience. These findings offer valuable insights for marketers, brands, and content creators seeking to leverage semiotics' potential in shaping beauty trends and consumer behavior.

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Notion of Beauty in the Selected Pakistani Advertisements: A Multimodal Critical Discourse Analysis

Nabeeha Qayyum,

Muhammad Jawad Ali

2024

VFAST Trans. educ. soc. sci

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Beauty advertisement is one of the most potent and successful tools for significantly influencing consumer purchasing behavior as it modifies individuals’ views of beauty, social conventions, and gender roles. From a Multimodal Critical Discourse Analysis standpoint, this study looks at the beauty advertisements in a few chosen social media (Instagram) posts. The study’s goal is to concentrate on how the idea of beauty is used in these Pakistani advertisements to control and influence consumers through both language as well as images. For this particular reason, four ads from different Instagram pages have been chosen via purposive sampling and they have undergone both linguistic and visual analysis. Fairclough’s Three-Dimensional Model (1995) serves as the foundation for the linguistic examination while Kress and van Leeuwen’s Grammar of Visual Design (2006) is applied for the visual analysis of these ads. The nature of this study is qualitative. The findings reveal that advertisers have employed a variety of discursive techniques like surreal representation, scientific evidence, celebrity endorsement, & self-representation etc., and linguistic devices, such as pronouns, catchy phrases, adjectives, repetitions, etc. in addition to visual tactics, e.g., modality, gaze, social distance, salience, and camera angles etc. to influence women by portraying an idealized version of beauty in the chosen advertisements. Additionally, it shows how advertisers—who are essentially powerful people with vested interests—marginalize and restrict the status of women in society to propagate the ideology of beauty just for boosting the sales of their products. Thus, the companies and creators of these commercials employ images and language as a means of controlling Pakistan’s female consumer base by luring them to get on their items. It is anticipated that this study will increase awareness of the usefulness of multimodal critical discourse analysis and open the door for future researchers to investigate the language and pictures used in advertisements for a variety of other products.

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Critical Discourse Analysis of Language and Visuals in Beauty Advertisements

Cited by 3 publications

References 2 publications

Influencer as a modern initiator of social actions. Case of The Body Positive Movement

Influencer as a modern initiator of social actions. Case of The Body Positive Movement

A semiotic intertextual analysis of beauty influencers' communication strategies on youtube: uncovering meaning and influence by using Pierce's framework

Notion of Beauty in the Selected Pakistani Advertisements: A Multimodal Critical Discourse Analysis

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