LANGUAGE IN INDIA

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Volume 24:5 May 2024
ISSN 1930-2940

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         Pammi Pavan Kumar, Ph.D.
         Soibam Rebika Devi, M.Sc., Ph.D.

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An Analysis of the Advertising Language of
Two Vietnamese and Two American Organic Skincare Brands

Ho Thi Lai, M.TESOL, Phuong Doan, M.A., and
Ho Thi Ngoc Han, M.TESOL


Dal Lak Body Polish
Courtesy: https://cocoonoriginal.com/

Abstract

This paper examines and compares the advertising language use in four video advertisements of two Vietnamese organic skincare brands, namely Cocoon, and Cococherry M?c An, and two American organic skincare brands which are Andalou Naturals and True Botanicals. After providing a brief overview of each company’s history and philosophy, the study analyzes the four commercial videos in terms of (1) multimodel texts, i.e. the linguistic, visual, audio, and gestural modes, (2) the ideologies applied in the advertisements, which are greenism, nationalism and consumptionism, and (3) the company’s identity and value.

Keywords: Advertising language, Organic skincare, Analysis.

Introduction

Ever since humans learned how to produce and trade goods, there has been advertising. Advertising has taken on many forms over the years and is now deeply ingrained in our daily lives. Visual resources like paintings and moving pictures have been highlighted in modern society as video media, which has become popular. The visual/optical mode is effective at grabbing customers' attention by clearly describing the qualities and functions of the product. Nevertheless, when it comes to accurately conveying the information that senders intended, language resources continue to be quite important in the advertising sector. Since language is an agreed social contract, it is more objective than a visual representation, which is subject to personal interpretation. Therefore, it implies that the language and visual modes are complementary. Additionally, every aspect of communication, including those modes, has unique meaning-related potentials or restrictions. As a result, rather than using only one isolated mode, the advertising industry has chosen to express meaning across a variety of modes such as linguistic, visual, audio, and gestural. As a result, it is necessary to investigate how different communication methods interact with linguistic components to convey messages in advertisements.

Advertising is intentional communication used to persuade potential customers to buy a good or service. Advertising language is a tactic used to sway consumers' opinions and motivate their behavior. Consequently, ideological elements are present in advertising language to intrigue the consumers. Additionally, as the linguistic aspects in advertising are employed to improve a company's reputation and reflect the values it pursues, it reflects the company's political, social, and cultural viewpoints.

This is only the beginning part of the article. PLEASE CLICK HERE TO READ THE ENTIRE ARTICLE IN PRINTER-FRIENDLY VERSION.

Ho Thi Lai, M.TESOL
English Department
Ho Chi Minh City University of Natural Resources and Environment
236B, Le Van Sy Street, Ward 1, Tan Binh District
Ho Chi Minh City
Vietnam
htlai@hcmunre.edu.vn

Phuong Doan, M.A.
haphuongdoan119@gmail.com

Ho Thi Ngoc Han, M.TESOL
Department of Foreign Languages and Tourism
Phu Xuan University
Hue City
Vietnam
ngochan.ho@gmail.com
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