Discourse Analysis of Marketing of Medical Skincare Products in Health-Related We Media

Abstract

More and more marketing methods that borrow health knowledge popularization to marketing are used in the medical skincare products industry. Based on the discourse analysis method proposed by Fairclough, this paper explores the establishment of situational dialogue in the marketing of skincare products in health-related We Media. Besides, it subverts the original cognition and explains the three discourse strategies in a simple way to reflect the “scene-based” consumption situation. In addition to analyzing the “story-based” communication strategy of advertising content, this paper also plumbs the marketing logic that appeals to “sensibility” and “rationality” in vision as well as the unity of advertising discourse order and knowledge science discourse order. Consumers, producers, and knowledge owners struggle for discourse, a social power.