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Rhetorical elements used for marketing post on Instagram by Malaysian local cosmetic product: a study of multimodal discourse analysis / Sharifah Syazwa Amierah Syed Khalid, Amir Lukman Abd Rahman, Amirah Athirah Amir Yazid and Nur Diana Nabila Mohammad Omar

This study focuses on the rhetorical elements that are used for marketing posts on Instagram by a Malaysian local cosmetic product through multimodal discourse analysis. This study mainly revolves around social media as it deals with various technicalities including images, texts, nonverbal and colo...

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Main Authors: Syed Khalid, Sharifah Syazwa Amierah, Abd Rahman, Amir Lukman, Amir Yazid, Amirah Athirah, Mohammad Omar, Nur Diana Nabila
Format: Article
Language:English
Published: UiTM Cawangan Johor 2022
Subjects:
Marketing
Advertising
Content analysis (Communication)
Online Access:https://ir.uitm.edu.my/id/eprint/109495/1/109495.pdf
https://ir.uitm.edu.my/id/eprint/109495/
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id my.uitm.ir.109495
record_format eprints
spelling my.uitm.ir.1094952025-02-06T07:33:42Z https://ir.uitm.edu.my/id/eprint/109495/ Rhetorical elements used for marketing post on Instagram by Malaysian local cosmetic product: a study of multimodal discourse analysis / Sharifah Syazwa Amierah Syed Khalid, Amir Lukman Abd Rahman, Amirah Athirah Amir Yazid and Nur Diana Nabila Mohammad Omar iij Syed Khalid, Sharifah Syazwa Amierah Abd Rahman, Amir Lukman Amir Yazid, Amirah Athirah Mohammad Omar, Nur Diana Nabila Marketing Advertising Content analysis (Communication) This study focuses on the rhetorical elements that are used for marketing posts on Instagram by a Malaysian local cosmetic product through multimodal discourse analysis. This study mainly revolves around social media as it deals with various technicalities including images, texts, nonverbal and colors. The three main characteristics of rhetorical elements named logos, ethos, and pathos are studied by analysing posts by the company as an act of persuasion for their audience. This paper adopted Kennedy's (2006) Visual Rhetorical Elements Framework rhetorical elements (logos, ethos, and pathos) as the focal point of the research in analysing Nita Cosmetics ' social media page. 30 posts were selected from Nita Cosmetics ' Instagram page and these posts were analysed. The rhetorical elements in this study would be logos which shows objective truth and portray the quality of the source, the element of ethos represents logic and character which conveys the element of "need and wants " and dependability to the consumers, while pathos reflects around emphasis and engagement. From the findings, it shows that all these elements were used by Nita Cosmetics which enabled them to persuade, attract and engage with their consumers to stay relevant in the business. Keywords: rhetorical elements, multimodal discourse analysis, marketing posts in Malaysian local cosmetics products UiTM Cawangan Johor 2022 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/109495/1/109495.pdf Rhetorical elements used for marketing post on Instagram by Malaysian local cosmetic product: a study of multimodal discourse analysis / Sharifah Syazwa Amierah Syed Khalid, Amir Lukman Abd Rahman, Amirah Athirah Amir Yazid and Nur Diana Nabila Mohammad Omar. (2022) Insight Journal (IJ) <https://ir.uitm.edu.my/view/publication/Insight_Journal_=28IJ=29/>, 9. pp. 31-45. ISSN 2600-8564
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Marketing
Advertising
Content analysis (Communication)
spellingShingle Marketing
Advertising
Content analysis (Communication)
Syed Khalid, Sharifah Syazwa Amierah
Abd Rahman, Amir Lukman
Amir Yazid, Amirah Athirah
Mohammad Omar, Nur Diana Nabila
Rhetorical elements used for marketing post on Instagram by Malaysian local cosmetic product: a study of multimodal discourse analysis / Sharifah Syazwa Amierah Syed Khalid, Amir Lukman Abd Rahman, Amirah Athirah Amir Yazid and Nur Diana Nabila Mohammad Omar
description This study focuses on the rhetorical elements that are used for marketing posts on Instagram by a Malaysian local cosmetic product through multimodal discourse analysis. This study mainly revolves around social media as it deals with various technicalities including images, texts, nonverbal and colors. The three main characteristics of rhetorical elements named logos, ethos, and pathos are studied by analysing posts by the company as an act of persuasion for their audience. This paper adopted Kennedy's (2006) Visual Rhetorical Elements Framework rhetorical elements (logos, ethos, and pathos) as the focal point of the research in analysing Nita Cosmetics ' social media page. 30 posts were selected from Nita Cosmetics ' Instagram page and these posts were analysed. The rhetorical elements in this study would be logos which shows objective truth and portray the quality of the source, the element of ethos represents logic and character which conveys the element of "need and wants " and dependability to the consumers, while pathos reflects around emphasis and engagement. From the findings, it shows that all these elements were used by Nita Cosmetics which enabled them to persuade, attract and engage with their consumers to stay relevant in the business. Keywords: rhetorical elements, multimodal discourse analysis, marketing posts in Malaysian local cosmetics products
format Article
author Syed Khalid, Sharifah Syazwa Amierah
Abd Rahman, Amir Lukman
Amir Yazid, Amirah Athirah
Mohammad Omar, Nur Diana Nabila
author_facet Syed Khalid, Sharifah Syazwa Amierah
Abd Rahman, Amir Lukman
Amir Yazid, Amirah Athirah
Mohammad Omar, Nur Diana Nabila
author_sort Syed Khalid, Sharifah Syazwa Amierah
title Rhetorical elements used for marketing post on Instagram by Malaysian local cosmetic product: a study of multimodal discourse analysis / Sharifah Syazwa Amierah Syed Khalid, Amir Lukman Abd Rahman, Amirah Athirah Amir Yazid and Nur Diana Nabila Mohammad Omar
title_short Rhetorical elements used for marketing post on Instagram by Malaysian local cosmetic product: a study of multimodal discourse analysis / Sharifah Syazwa Amierah Syed Khalid, Amir Lukman Abd Rahman, Amirah Athirah Amir Yazid and Nur Diana Nabila Mohammad Omar
title_full Rhetorical elements used for marketing post on Instagram by Malaysian local cosmetic product: a study of multimodal discourse analysis / Sharifah Syazwa Amierah Syed Khalid, Amir Lukman Abd Rahman, Amirah Athirah Amir Yazid and Nur Diana Nabila Mohammad Omar
title_fullStr Rhetorical elements used for marketing post on Instagram by Malaysian local cosmetic product: a study of multimodal discourse analysis / Sharifah Syazwa Amierah Syed Khalid, Amir Lukman Abd Rahman, Amirah Athirah Amir Yazid and Nur Diana Nabila Mohammad Omar
title_full_unstemmed Rhetorical elements used for marketing post on Instagram by Malaysian local cosmetic product: a study of multimodal discourse analysis / Sharifah Syazwa Amierah Syed Khalid, Amir Lukman Abd Rahman, Amirah Athirah Amir Yazid and Nur Diana Nabila Mohammad Omar
title_sort rhetorical elements used for marketing post on instagram by malaysian local cosmetic product: a study of multimodal discourse analysis / sharifah syazwa amierah syed khalid, amir lukman abd rahman, amirah athirah amir yazid and nur diana nabila mohammad omar
publisher UiTM Cawangan Johor
publishDate 2022
url https://ir.uitm.edu.my/id/eprint/109495/1/109495.pdf
https://ir.uitm.edu.my/id/eprint/109495/
_version_ 1823540789913845760
score 13.239859

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