Beauty Advertisements Research Articles

Beauty Image of Indonesia and Malaysia Local Cosmetic Brand Advertising in Following K-Beauty Trend 2019/2020

Beauty products is one of the products that attract consumers' attention widely. This has encouraged the industry to grow because of the high demand. The development is related to people needs to look attractive, either because of work or the environment. The high selling value of cosmetics is due to the awareness of the importance of appearance (especially for women), so various methods are taken to get this ideal appearance either in the right way or not. Brands compete in the industry to attract customers. Brand keep up with latest trend to stay survive. Korean beauty (k-beauty) is one of the most popular trends nowadays. K-beauty trend more or less affecting local beauty industry as happened in Indonesia and Malaysia. Brand Rollover Reaction and Duck Cosmetics are example of local cosmetic brand that influenced by k-beauty trend. It can be seen both from their product and its advertisement. The motivation behind the growth of the local beauty brand industry especially in Indonesia and Malaysia has been dramatic. These two variables certainly influencing the application of k-beauty trends in both countries.This study aims to analyze how local cosmetics brand from these two countries adapting current k-beauty trend to their advertisement despite of their own culture. This study uses case study method by comparing advertisement from each local brand to find beauty image that they used. Coding and thematic analysis use as tools to categorize data, while semiotics is used to analyze the meaning of visual signs contained in the advertising. The results of this study indicate that there are differences in the adaptation methods of the two countries. Even so, local cultures are still seen in each of these advertisements.This research is expected to be beneficial for the development of similar local brands to remain alert of global trends, especially creative industries, in promoting local products. Keywords: Beauty Image, Fashion, Beauty Advertising DOI: 10.7176/ADS/86-01 Publication date: October 31 st 2020

THE BEAUTY PROPAGANDA IN BODY CARE ADVERTISEMENTS

This study investigates the application of Critical Discourse Analysis to the body care advertisements. In this study, the focus is on the discourse and the text of advertisement which create the ideological concept of beauty. The theory used is Fairclough’s three dimensional framework which concentrates on the textual features, discursive practice, and discourse as social practice. The discourses of body care advertisements which are analyzed are from three brands; Oriflame, Wardah and Nivea. Methodologically, descriptive qualitative is used in this study as the research design because the purpose of this study is to provide a deep analysis of the data. The findings reveal that the use of adjectives has two main functions, to describe the product and to describe the result after using the product. In addition, the presence of the verbs has function to describe the work and the quality of the products advertised. Furthermore, the most pronouns used in the advertisements is “your” which has function to directly point at the reader so the reader will fell engaged to the advertisement. In discursive techniques the finding shows there are nine techniques used to promote the products advertised. They are using natural resources ingredients or by giving clinical test proof, exposure of the existing content, self-representations, unrealistic representations through the exaggeration language, puffery which contain the discourse which is subjective without giving credible evidence, the use of emotive words, celebrity endorsement, the simple discourse used and the last is by offering discount sale on the product advertised. It is also found that the ideological concept of beauty is emerged by the limitation of the concept beauty on the discourse and image of beauty advertisements. The concept of beauty is divided into 3, the concept of eyes, ideal skin, and ideal lip.

Experimental Effects of Viewing Thin and Plus-Size Models in Objectifying and Empowering Contexts on Instagram

ABSTRACT To counter the negative effects of viewing unrealistically thin and attractive models in beauty and fashion advertisements, some companies depict women with larger bodies in their advertisement campaigns. Previous experimental evidence suggests women may feel more satisfied with their own bodies immediately after viewing advertisements featuring these models. The current study aimed to extend these findings by examining the moderating role of trait body discrepancies and the presence of objectifying advertising slogans in advertisements. A sample of 202 undergraduate students who identified as female viewed advertisements depicted on Instagram that varied in the model’s body size (thin or plus-size) and slogan type (objectifying or empowering). Body satisfaction and actual-ideal body discrepancy were measured. As expected, the body size of the model significantly improved women’s body satisfaction and this effect was moderated by participants’ actual-ideal body discrepancy. No effects for objectifying slogans (versus empowering slogans) featured in the advertisements were discovered. The implications for these findings are discussed.

Dreams for Sale: Ideal Beauty in the Eyes of the Advertiser

Dreams for Sale: Ideal Beauty in the Eyes of the Advertiser

I Am What I Make Up: Reading Women's Roles in Advertising Across a Century

Abstract: A glance at advertising's gendered and racialized history across the past century reveals that women's relationships to advertising, and to the larger consumer culture which fosters our engagements with advertising's many vehicles, have been and remain complicated and contested. This article explores a series of associations between beauty advertising and women's empowerment, in which ads link women's "inarticulate longings" for sensuality, self-assuredness, respect, and space-claiming to the use of particular products. From soap to hair care to cosmetics, and from inviting celebrations of strength to tired resurrections of stereotypes, with confusing offers in between, women receive and deliberate about these bids for their loyalties and their dollars.

Application Systems Available In UNIMED Language Skills Text

This study aims to describe the attitude appraisal system contained in the French thesis text at UNIMED. The method used in this study is a descriptive qualitative method. The research sample is the French thesis text at UNIMED on behalf of Ayokta Ghea M. Panjaitan, NIM. 21013001 where the type of thesis is linguistics with the title Analyze De Champ Lexical Des Activités Des Yeux En Français (Analysis of the Lexical Meaning of Eye Activity in French) totaling 58 pages with the highest GPA of 3.85 and Irna Fadillah Nasution, NIM. 2101131002 with a GPA of 3.45 with the title of the thesis Analyze Sémiotique De La Publicite Femme De Beauté Dans Le Magazine Femme Actuelle (Semiotic Analysis of Beauty Advertisements in the French Magazine Femme Actuelle) totaling 60 pages that have been validated by native speakers teaching at the French Language Education Study Program UNIMED in 2015 and also teaches at the Alliance Française (AF) called Marine Petite. Data were analyzed using the Simple Concordance Program (SCP) concordance program software using the Apraisal system, namely: Attitude Apraisal. The results showed that the Apraisal System in the French Thesis text at UNIMED was the Paradigmatic System because the Apraisal System in the French thesis text consisted of (a). Gender (le gendre), which consists of: masculine (masculin) and feminine (féminin) and (b). Total (le nombre), which consists of: single (singulier) and plural (pluriel).

THE VERBAL AND VISUAL ELEMENTS OF BEAUTY PRODUCT ADVERTISEMENTS IN INDONESIAN WOMEN’S MAGAZINES

As the development of technology, advertisers who use print media utilize image and text to achieve its economic goals. In trying to understand meaning within the advertisement, we should be able to read and interpret all the semiotic resources. This study was aimed at investigating the verbal and visual elements found in beauty product advertisements in Indonesian women’s magazine. The data were the multimodal clauses of 12 beauty products advertisements taken from three Indonesian women’s magazines, namely Femina, Cosmopolitan Indonesia and her world Indonesia which were published in March 2018 by using snowball sampling technique. In order to identify the verbal and visual elements, Cheong (2004) framework of generic structure advertisement was used. The findings showed that Display which serves to describe the product in a real and explicit way and Enhancer as the linguistic element which function is to give detail explanation about the product appear to be the obligatory elements in beauty product print advertisement. Meanwhile, elements like Lead, Announcement, Emblem, Tag, Call and Visit Information are optional in the structure of print advertisements. Thus, it is found a new GSP of beauty product advertisement as following: (Lead)^ Display^ (Announcement)^Enhancer^(Emblem)^(Tag)^(Call and Visit Information).Keywords: Verbal and Visual, Beauty Advertisements, Indonesian Women’s Magazine

How Fashion and Beauty Advertising Negatively Effects Women

How Fashion and Beauty Advertising Negatively Effects Women

Empowerment Sold Separately: Two Experiments Examine the Effects of Ostensibly Empowering Beauty Advertisements on Women’s Empowerment and Self-Objectification

Empowerment-themed advertisements are becoming an attractive marketing strategy for companies due to their popularity among female consumers, but there is no known empirical work examining their effectiveness at increasing women’s felt empowerment. The explicit narrative of these ostensibly empowering advertisements seems empowering, but the visual messages still resemble traditionally objectifying campaigns, which have been known to lead to objectification in women. This series of two experiments measures the effects of nominally empowering messages on women’s post-exposure feelings of empowerment and self-objectification. In Experiment 1, 135 U.S. college women were randomly assigned to view ostensibly empowering beauty advertisements, traditional beauty advertisements, or control advertisements. They then completed a measure of state objectification and participated in a 3-min public speaking exercise as a measure of apparent empowerment. In Experiment 2, a more diverse sample of 326 U.S. women completed an online version of the study with a new measure of felt empowerment. Results of both experiments indicated higher state objectification following exposure to traditional beauty advertisements as compared to control advertisements, with some evidence indicating that the ostensibly empowering beauty advertisements also primed state objectification. Reported self-efficacy (Experiment 1) and felt empowerment (Experiment 2) did not differ by condition, but speech performance was judged as more empowered for individuals who saw the ostensibly empowering ad. We discuss potential explanations for the findings and offering suggestions for improving the effectiveness of these advertisements while decreasing risk of self-objectification.

Pragmatic Presuppositions in Chinese Skin-Whitening Advertisements

Advertisements are used as a tool to build the communication bridge between producers and consumers, utilising cultural values and traditions. Applying presuppositions in advertisements helps to convey a message in a short and memorable way. While several pragmatic studies explored English advertisements and pragmatic presuppositions and triggers have been studied in countries like U.S.A, Malaysia, and Indonesia, no study addressed the presuppositions and triggers in skin-whitening advertisements in China. Thus, this study employed a mixed method, quantitative and qualitative designs, to investigate the pragmatic presuppositions and pragmatic presupposition triggers, and to identify the advertisers’ preference of pragmatic presupposition(s) and trigger(s) in the advertisements. The corpus was 34 print skin-whitening advertisements form Ray Li magazine, published in China from January to December 2017. After data collection, the advertisements were translated by an official translation agency in China. Yule’s (1996) six types of pragmatic presuppositions and Valeika and Verikaite’s (2010) ten types of triggers were used as data analysis framework. The findings revealed that all six types of pragmatic presuppositions, and only seven types of triggers were used in the advertisements. ‘Factive’ pragmatic presupposition, and ‘referring phrases’ of triggers were the most preferred types. The findings of this study may benefit advertisers to produce more language-effective advertisements in the very competitive Chinese market of women’s products. English language instructors and students could use this study to teach/learn about effective persuasive speech strategies in the advertisements. This study could raise awareness among consumers in analyzing the information about products. Future researchers are recommended to conduct similar studies on beauty advertisements in other languages and among other Asian countries, such as Korea and Japan, which have high consumption of beauty products.

A Cross-Cultural Study of the Representation of Women in Instagram Cosmetic Advertisements

A Cross-Cultural Study of the Representation of Women in Instagram Cosmetic Advertisements Mennatalla Shalaby, Sharifah Nurulhuda Alkaff Abstract Beauty advertisements have long been the focus of feminists as the promotion of idealised beauty standards is seen as oppressive and even demeaning to women. The overwhelming majority of research in this topic has concluded that traditional advertising tends to represent stereotyped images of women in which they are often portrayed as submissive and vulnerable. However, as there is now a pronounced shift towards online advertising, possible changes in the portrayal of women in a non-traditional medium such as social media are investigated in this study as the portrayal of women in social media is still a relatively unexplored area of investigation. In this study, the visual representation of women on the Instagram posts of two cosmetic companies, a multi-national US-based company (Maybelline) and a Middle-Eastern based independent company (Huda Beauty) are examined. The images of women in sixty posts from the two Instagram accounts of both companies were analyzed using Goffman's (1979) and Kang‟s (1997) frameworks of gender display in advertisements. The results show that despite the popular perception of social media as the „great equalizer‟ in terms of the creation and depiction of content, the vast majority of the images analyzed still depict women in the categories that are associated with disempowerment. Surprisingly, however, the images that depict independence and self-assertiveness by both companies feature women wearing the Muslim veil. Full Text: PDF DOI: 10.15640/ijgws.v7n2p6

화장품 브랜드에서 제시한 뷰티 광고 이미지 분석

화장품 브랜드에서 제시한 뷰티 광고 이미지 분석

Shifts in media images of women appearance and social status from 1960 to 2010: A content analysis of beauty advertisements in two Australian magazines

Ageing well and successful ageing have become important themes to describe how older individuals should keep ageing at bay. Products and services aimed at controlling ageing have become associated with ageing well. In this study we aimed to analyse the representation of older women in advertisements specific to appearance and ageing. In particular, we sought to explore how ageing for women was presented in the media over a period 50years and when advertisements began to use the term ‘anti-ageing’. A content analysis of 710 advertisements from two prominent Australian women’s magazines, from 1960 to 2010, was conducted. Analyses showed that advertisements provided a narrow range of images representing women’s physical appearance. The underlying messages were that ageing is problematic and that it had become unforgivable to show any signs of ageing. Text contained in advertisements for beauty products from the two chosen Australian magazines often gave specific and prescriptive advice to women on ways to avoid losing their youthful appearance. It was concluded that media relay powerful messages to spread and modify cultural beliefs informing individuals of a range of options that propose liberation from the problem of ageing.

Peptides, proteins and peeling active ingredients: exploring ‘scientific’ language in English and French cosmetics advertising

Cosmetics brands are increasingly employing a ‘scientific’ or, perhaps more accurately, a pseudo-scientific discourse in their advertisements to help authenticate a particular product in the global beauty marketplace. These advertisements often create and reinforce a connection between beauty and science. This article explores this current phenomenon through critical linguistic analysis of a corpus of Metropolitan French and British English beauty advertisements from May to September 2011. The article also draws on broader issues relating to the use of pseudo-scientific discourse in cosmetics advertising, including questions of (mis)representation of science, consumer response, gender, and advertising regulation in both French and English contexts.

“For Skin That's Us, Authentically Us”: Celebrity, Empowerment, and the Allure of Antiaging Advertisements

This article examines current nuances of the “beauty myth” by analyzing a series of advertisements for antiaging products aimed at women in their 40s and 50s. These advertisements feature popular aging celebrities, Andie MacDowell and Diane Keaton, who assume a supposedly “authentic” voice within the advertisements. We argue that this “code of authenticity” operates within the visual and textual constraints of beauty advertising which undermine the potentially liberating message of authenticity, which, according to Taylor (1991), can be understood as discovering and defining one's true self. While advertisers have shifted ground by hiring aging celebrities, celebrities over 40, the advertisers also appropriate messages of power feminism or what Foss and Foss (2009) refer to as “repowered feminism,” and through “strategic juxtaposition,” continue to reinforce enduring codes of beauty such as the necessity of appearing youthful, thin, able-bodied, White, and middle class.

White or tan? A cross-cultural analysis of skin beauty advertisements between China and the United States

Femininity and beauty ideals are historically and culturally constructed. The current study examines the role of advertising in cultivating and accentuating cultural ideals of skin beauty. A content analysis was conducted on skin beauty advertisements (SBAs) in women's magazines (local editions Cosmopolitan and Vogue) from China and the USA. The findings provide evidence for the ‘white or tan’ dichotomy in skin beauty ideals between contemporary Eastern and Western cultures as how they are reflected and reproduced in SBAs, although the ‘tan ideal’ in the US was not as apparent as the ‘white ideal’ in China. The study also sheds light on the divergence and similarity in global advertising strategies (level of localization and standardization in execution elements) within the two markets. Implications for the globalization of beauty ideals and marketing practices are discussed.

Beauty Product Advertisements: A Critical Discourse Analysis

This study examined beauty advertisements in local English magazines from a Critical Discourse Analysis perspective. This study mainly focused on the use of language in beauty advertisements and strategies employed by advertisers to manipulate and influence their customers. The analysis is based on Fairclough’s three-dimensional framework. It demonstrates how the ideology of ‘beauty’ is produced and reproduced through advertisements in popular local women’s magazines. A qualitative research was conducted on beauty product advertisements in two popular local women’s magazines, Cleo and Women’s Weekly. The findings indicated that advertisers used various strategies to manipulate women. The advertisements promote an idealised lifestyle and manipulate readers to a certain extent into believing whatever that is advertised is indeed true. This study revealed how the ideology of beauty is constructed and reconstructed through magazines by stereotyping how beauty products are synonymous with a better life. Advertising language is used to control people’s minds. Thus people in power (advertisers) use language as a means to exercise control over others.

Does my bottom line look big in this?

Purpose – This paper discerns key fashion and beauty advertising strategies pertaining to model selection in order to best attract North American and Chinese women.Design/methodology/approach – Recommendations are based on survey and focus group research of over 3,500 Canadian, Chinese and American women between the ages of 14 and 65.Findings – Advertisers targeting North American women are advised to cast models who mirror the size, age and race traits of their target market. Conversely, advertisers targeting younger Chinese women are suggested to hire idealized Western models, whereas those targeting older women are advised to hire thin Chinese models. Exceptions and emerging trends are also discussed and subsequent management recommendations are made.Originality/value – This paper provides the first comprehensive managerial guidelines for model casting in fashion and beauty advertising that targets North American and Chinese women.

Género, guerra e políticas do corpo: uma análise crítica multimodal da metáfora na publicidade

This paper deals with an aspect of ‘doing femininity’ in advertising, namely, the participation of women in commercial beauty practices. Specifically, the focus is on how the achievement of beauty is metaphorically conceptualized in advertising as a serious struggle – as war! Of concern is how the domain of militarization associated with hegemonic masculinity gets mapped by advertisers on to the domain of self-aestheticization, conventionally associated with women, and how institutionalized military practices are normalized as an everyday, commonsensical way of ‘doing’ femininity. Drawing upon a corpus of print beauty advertisements (for cosmetics, skin and hair care products, and slimming and body enhancement treatments), the paper adopts a multimodal approach to the analysis of the data, showing how the war metaphor is expressed through a combination of language, color, and visual images (including represented actions, postures, gaze and props). The analysis shows that the war scenario is complete with enemies (bodily imperfections) and tactical solutions (offered by the brands and their products) and, that in this scenario, women occupy a dual position as objects (whose bodies are subjected to tactical intervention) as well as subjects (who take charge of the battle). The study, from a feminist discourse analytic perspective, explores the contradictory elements in the construction of a postfeminist feminine identity in the advertisements, and the implications of using a military metaphor to conceptualize empowerment for women.

How Sex in Advertising Varies by Product Category: An Analysis of Three Decades of Visual Sexual Imagery in Magazine Advertising

This study documents the presence and prevalence of visual sexual imagery in advertising for different product categories through an analysis of 3,232 ads in six mainstream magazines from the years 1983, 1993, and 2003. Ads were coded for sexual imagery on two visual dimensions, model dress and physical contact, and for product category using the Rossiter–Percy Planning Grid (RPPG) as a theoretical framework. Findings revealed that visual sexual imagery increased from 1983 (15%) to 2003 (27%), with much of that growth driven by increases in alcohol, entertainment, and beauty advertising. Of 18 product categories, those containing the highest percentage of visual sexual content included health/hygiene (38%), beauty (36%), drugs/medicine (29%), and clothing (27%). Overall, visual sexual imagery was most prevalent in ads for low-involvement products. As predicted, ads for informational/high-involvement products (e.g., financial, appliances, computers) contained the lowest proportion of visual sexual stimuli.