The strategies of using Chinese language in cosmetic advertising through the Taobao online marketplace

Abstract

This study aimed to 1) analyze the information structure of texts concerning facial beauty in Chinese cosmetics advertisements, and 2) examine linguistic strategies employed within the advertisements. Language strategies in 150 Chinese cosmetic product advertisements from Taobao were analyzed, employing critical discourse analysis concepts as proposed by Norman Fairclough and Teun Adrianus van Dijk. By exploring the advertising language, the study offered valuable insights into the persuasive techniques used in the cosmetics industry. It categorized the strategies into semantic and discourse-pragmatic. Semantic strategies involved descriptive verbs, intensifiers, negation, and word formation through pinyin transliteration. Discourse-pragmatic strategies included presuppositions, figures of speech, claims, and rhetorical questions. These strategies mirrored beauty values in Chinese society, implying beauty was achievable through the products advertised. The study highlighted the significant impact of language strategies in forming beauty ideals, influencing consumer beliefs, and motivating the pursuit of beauty standards. This analysis of cosmetic advertising in China showcased the influential role of language in shaping societal views and consumer behavior.