A multimodal analysis of glojas aesthetics anti aging advertisements on facebook / Presana Kalaichelvan
Advertisements play a pivotal role in influencing the choices of consumers especially in the beauty business. These advertisements function as a vehicle to convince consumers that more is needed to make themselves look desirable and attractive. This study aims to identify how the anti-aging advertis...
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| Format: | Thesis |
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2024
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| Online Access: | http://studentsrepo.um.edu.my/15561/2/Presana_Kalaichelvan.pdf http://studentsrepo.um.edu.my/15561/1/Presana_Alaichelvan.pdf http://studentsrepo.um.edu.my/15561/ |
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| Summary: | Advertisements play a pivotal role in influencing the choices of consumers especially in the beauty business. These advertisements function as a vehicle to convince consumers that more is needed to make themselves look desirable and attractive. This study aims to identify how the anti-aging advertisements from Glojas Aesthetics are visually and verbally constructed to promote youthfulness and to recognise the messages conveyed by Glojas Aesthetics on aging through the anti-aging advertisements on its official page on Facebook. This paper employed Kress and van Leuwen’s (2020) Visual Social Semiotics and Fairclough’s (1995) Critical Discourse Analysis to conduct a discourse analysis on the anti-aging advertisements from Glojas Aesthetics. The data needed to carry out the research are collected from Glojas Aesthetic’s verified page on Facebook. A total of 30 advertisements were collected and analysed by using the proposed frameworks. Through the analysis, the study seeks to educate consumers on how anti-aging advertisements work visually and verbally to promote youthfulness as well as shed light on the anti-aging messages conveyed through the advertisements that construct aging as a problem or disease to be dealt with.
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