In the name of "technology": Analyses of the clarifications, words, and persuasion strategy of cosmeceutical product advertisements

Jing Huey Hwang, Horag Yith Liou

Research output: Contribution to journalArticlepeer-review

Abstract

This paper aims to explore the presentations of advertisements for the technologies utilized by cosmeceutical products, including: what clarifications are there for the essence of the technologies, what words are applied for labeling the technologies, and what strategies are used for persuading consumers. Focusing on the above, this paper collects advertisements from the pamphlets of cosmeceutical stores, as well as in healthcare, fashion and cosmetics magazines, and then conducts content analyses based on the concepts of Systematic Functional Linguistics as well as Persuasion Communication. After executing the investigation, the results reveal that: (1) clarifications are not thorough, and emphases are particularly put on the positive effects functioned by the technologies; (2) the words lableling the technologies apply to mainly collocate process words, descriptive words, and naming words; and (3) advertisements primarily carryout a rational appeal by means of the products' functional values. Based on the above findings, this paper therefore proposes some suggestions to the cosmeceutical industry and to consumers for their reference.

Original languageEnglish
Pages (from-to)1-50
Number of pages50
JournalMass Communication Research
Volume2018-January
Issue number136
Publication statusPublished - 2018

Keywords

  • Advertisements
  • Cosmeceutical product
  • Persuasion communication
  • Systematic functional linguistics (SFL)

ASJC Scopus subject areas

  • Communication

Fingerprint

Dive into the research topics of 'In the name of "technology": Analyses of the clarifications, words, and persuasion strategy of cosmeceutical product advertisements'. Together they form a unique fingerprint.

Cite this