Pinoy-made Nutricosmetics e-advertisements: A Critical Discourse Analysis


The advent of modern technology and digitization of information has transformed the advertising of beauty products through electronic devices and changed the discourse of beauty. While the concept of beauty has been limited to cosmetics, recent development has extended the scope of beauty to cosmeceuticals. This descriptive qualitative research aims to describe the use of language in Pinoy-made nutricosmetics e-advertisements, elaborate on the strategies used in persuading the consumers, and investigate the reasons in using these strategies. The data were collected from the e-advertisements of four (4) Pinoy-made nutricosmetics. Employing Fairclough’s Three-Dimensional Model of Critical Discourse Analysis, the collected data are the words, phrases, clauses, sentences that are used in these e-ads; they are textual features, discursive features, and social features. The findings reveal that there are various linguistic features like the use of imperatives, parallelism, adjectives, pronouns, technical and scientific words, and facts and figures, among others. The discursive strategies found are manufacturing consent through implication, invoking inadequacies, puffery, scientific evidence, offering reimbursement or replacement, and green beauty. The findings also revealed that language used in these e-advertisements appear attractive in building image to the viewers and effective in using various discourse strategies to gain the viewer’s interest in buying the product. Moreover, the findings reveal that advertisers maintain their ruling position and achieve control over the consumers, and advertisers have the power to shape the orders of discourse. Based on these findings, a few recommendations are forwarded for other researchers to undertake.

Author Information
Ada Baraguer, Mindanao State University-Iligan Institute of Technology, Philippines

Paper Information
Conference: IICAH2024
Stream: Language

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Posted by James Alexander Gordon