Youth in the making : the skin-care promise
This study focuses on the marketing strategies used to persuade or attract buyers in beauty advertisements. The ideal in beauty is seen in having healthy youthful complexions. Hence it has become a commercial commodity globally. This study sets out to explore and identify activities which are...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Fakulti Sains Sosial dan Kemanusiaan, Universiti Kebangsaan Malaysia
2018
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| Online Access: | http://journalarticle.ukm.my/20433/1/180-Article%20Text-261-1-10-20191013.pdf http://journalarticle.ukm.my/20433/ https://spaj.ukm.my/jws/index.php/jws/issue/view/8 |
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| Summary: | This study focuses on the marketing strategies used to persuade or attract buyers in beauty
advertisements. The ideal in beauty is seen in having healthy youthful complexions. Hence
it has become a commercial commodity globally. This study sets out to explore and identify
activities which are geared towards making oneself beautiful. The activities involved in
making one attractive is cultural to the concept of beauty, and this is framed in the
advertisements of beauty products. In this study a purposive sampling is used to analyse
how marketing strategies framed the concept of beauty in the selected skin care products.
Three categories of beauty products are selected and analyzed at the macro-micro levels.
Lewis’ AIDA model (1898) which spelled out the strategies for marketing is used together
with Roderiguez and Dimitrova’s framework for media framing (2011) to analyse how skin-care products are strategized in cosmetic advertisements. The findings indicated that the
ideological views of beauty are strategically framed with the promise of looking young. |
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