Scientised Lexes of Local Skincare Products

Asrofin Nur Kholifah

Abstract


In mediascape, women are overrun by alluring beauty products which claims for their promising improvement to women appearance. Often the advertisements boost the connection between beauty and science. Even, contemporary western advertising is often saturated with references to DNA, cell coding, systems and formulas, in addition to scientific sounding ingredients such as hyaluronic acid, bioactive glycoproteins, and biotechnological peptides (Ringrow, 2019).This paper, thus, attempts to disclose these ‘scientised’ lexes of the local beauty products particularly skincare series as well as to reveal the use of scientific language as marketing strategies. The most top three popular brands, MS Glow, Scarlett Whitening and Somethinc serve the corpus. Focusing on the skincare series, the researcher picked out the data then interpreted them descriptively. The results demonstrated that these top three brands employed scientised lexes such as retinol/retinoid, Niacinamide, salicylic acid, Tranexamoyl Dipeptide-23 and hyaluronic acid most of which are perceptibly beneficial to solve aging issue. These products range from whitening day cream, night cream, serum, moisturizer cream, and toner. These scientific lexes are selected by the producers to achieve product authenticity, product efficacy and consumer reassurance. By these ‘scientifically magic’ ingredients, it helps boosting women skin for continual improved appearance. The motto of the MS Glow company which is the Magic for Skin, from which the MS derived, confirms this premise

Full Text:

PDF

References


Arroyo, M.D. (2013). Scientific language in skin-care advertising: persuading through opacity. RESLA, 26

(2013), 197-213. Retrieved from https://www.semanticscholar.org/paper/Scientific-language-in-skincare-advertisisng%3A-Arroyo/8ab77c858da5299ddeead1bfe64486a8698c0a26.

Bai, Z. (2018). The characteristics of language in cosmetic advertisements. Theory and Practice in Language

Studies, 8 (7), 841-847. doi: http://dx.doi.org/10.17507/tpls.0807.16

Coupland, J. (2003). Ageist ideology and discourses of control in skincare product marketing. In J. Coupland

& R. Gwyn (Eds.), Discourse, the body and identity (pp. 127-150). Basingstoke: Palgrave Macmillan.

Hoey, M. (1983). On the surface of discourse. London: Allen and Unwin.

Hoey, M. (2001.) Textual interaction: an intordiction to written discourse analysis. London: Routledge.

https://msglowid.com/

https://scarlettwhitening.com/

https://www.somethinc.com/en/

Jeffries, L. (2007). The textual construction of the female body: a critical discourse analysis approach.

Basingstoke: Palgrave Macmillan.

Martin, J., & White, P. (2005). The language of evaluation: Appraisal in English. Basingstoke: Palgrave

Macmillan.

Prianti, D. (2013). Indonesian female beauty concept: Does it take into account the traditional values? The

Asian Conference on Media and Mass Communication. Official Conference Proceedings.

Ringrow, H. (2013). The ‘scientific’ language of beauty advertisements. Babel: The Language Magazine, 4, 38-

Ringrow, H. (2019). The language of cosmetics advertising. London: Palgrave Macmillan.

Somadi & Said, I.M. (2021). The use of verbal language in Wardah cosmetic advertising. Advances in Social

Science, Education and Humanities Research, 622, 111-115.




DOI: https://doi.org/10.33633/str.v3i1.7644

Article Metrics

Abstract view : 238 times
PDF - 148 times

Refbacks

  • There are currently no refbacks.


ISSN 3021-8225

Indexed by:

 

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.