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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: Lau, Hui Chwen, Lee, Siew Chin
Format: Article
Language:English
Published: Fakulti Sains Sosial dan Kemanusiaan, Universiti Kebangsaan Malaysia 2018
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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spelling my-ukm.journal.204332022-11-09T07:31:26Z http://journalarticle.ukm.my/20433/ Youth in the making : the skin-care promise Lau, Hui Chwen Lee, Siew Chin 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. Fakulti Sains Sosial dan Kemanusiaan, Universiti Kebangsaan Malaysia 2018-12 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/20433/1/180-Article%20Text-261-1-10-20191013.pdf Lau, Hui Chwen and Lee, Siew Chin (2018) Youth in the making : the skin-care promise. Jurnal Wacana Sarjana, 2 (4). pp. 1-14. ISSN 2600-9501 https://spaj.ukm.my/jws/index.php/jws/issue/view/8
institution Universiti Kebangsaan Malaysia
building Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description 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.
format Article
author Lau, Hui Chwen
Lee, Siew Chin
spellingShingle Lau, Hui Chwen
Lee, Siew Chin
Youth in the making : the skin-care promise
author_facet Lau, Hui Chwen
Lee, Siew Chin
author_sort Lau, Hui Chwen
title Youth in the making : the skin-care promise
title_short Youth in the making : the skin-care promise
title_full Youth in the making : the skin-care promise
title_fullStr Youth in the making : the skin-care promise
title_full_unstemmed Youth in the making : the skin-care promise
title_sort youth in the making : the skin-care promise
publisher Fakulti Sains Sosial dan Kemanusiaan, Universiti Kebangsaan Malaysia
publishDate 2018
url 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
_version_ 1751537461185478656
score 13.211869

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