Proceedings of the 5th International Conference on Language, Linguistics, and Literature (COLALITE 2023)

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The Language of Beauty: Investigating Persuasive Strategies in Advertising for Cosmetic Products

Authors
Sephia Alya Nur Hidayah1, *, Agwin Degaf1, Siti Nurjuliati Sa’adah1, Rahmanta Ayum Pratiwi1
1UIN Maulana Malik Ibrahim Malang, Jl. Gajayana No. 50 Dinoyo, Kec. Lowokwaru, Jawa Timur, 65144, Kota Malang, Indonesia
*Corresponding author. Email: sephiaalyaa@gmail.com
Corresponding Author
Sephia Alya Nur Hidayah
Available Online 7 November 2023.
DOI
10.2991/978-2-38476-140-1_28How to use a DOI?
Keywords
discourse analysis; persuasive strategies; beauty product advertisements
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.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 5th International Conference on Language, Linguistics, and Literature (COLALITE 2023)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
7 November 2023
ISBN
978-2-38476-140-1
ISSN
2352-5398
DOI
10.2991/978-2-38476-140-1_28How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Sephia Alya Nur Hidayah
AU  - Agwin Degaf
AU  - Siti Nurjuliati Sa’adah
AU  - Rahmanta Ayum Pratiwi
PY  - 2023
DA  - 2023/11/07
TI  - The Language of Beauty: Investigating Persuasive Strategies in Advertising for Cosmetic Products
BT  - Proceedings of the 5th International Conference on Language, Linguistics, and Literature (COLALITE 2023)
PB  - Atlantis Press
SP  - 270
EP  - 288
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-140-1_28
DO  - 10.2991/978-2-38476-140-1_28
ID  - Hidayah2023
ER  -