Persuasive means in advertising of beauty products (persuasive language in advertising)

H ere ideas are locations and marketers using step-by-step reasoning in their advertisings, reach conclusions and thus get the desired persuasive effect. O r there could be a situation when marketers engage in circular reasoning and the goal of persuasively customer attraction is not achieved. T his particular metaphor is giving someone a guided tour of some rational argument or some intellectual terrain. F.

or example, «beauty is easy to get by simply using our youthful cream». This example means that every woman always strives to look young (thought) then she buys the cream, uses it, and becomes younger looking (motion). A lthough, the final goal ‘to look young' may be controversial (Geeraerts, 2006: p. 145). A nother metaphor is suitable for advertising discourse is ARGUMENTIS MOTIONAgain, a marketer proposals arguments to generate desires of customers to buy a particular product. A.

nother metaphor suitable for this kind of discourse that knowledge is a valuable but elusive object that can be discovered if one buys the beauty products. I n other words, what have been triedworth a lot. W hat makes all these cases of metaphors to come true is that in each case there are real things are structured by conventional metaphor, and thus they are comprehensible, or even natural. W.

hat makes them different? T here could be always found differences in objects or circumstances, etc. S o, the conclusion can be drawn that metaphor is the main tool through which speakers understand abstract concepts and thus engage in abstract reasoning. M.

ost of the subjects can only be understood through metaphor. S ometimes metaphorical language is difficult to understand to people if English is not their native language. T he problem could seem easier if learners understood that metaphors do not make the language more difficult. T he truth is right opposite, metaphor called upon to make the language more accurate in the statements, clear, and imageable. Metaphors are constantly used and for native speakers automatically it could be said on the level below of consciousness. I.

mportant thing that the metaphor system is central to comprehension of life experience and to the we react in response to that understanding. 3Analysisof the use of persuasive means in print advertisementsof beauty products3.1 Research methodology, materials and procedureResearch of the written beauty products advertisings is conducted in order to analyse language persuasive means used. M ethod of gathered statistical data have been used. W e have selected 30 pages of the most well-known cosmetic companies (Dove, Guerlain and Garnier).

B asic attention has been paid to the main pages and then just method of page scanning has been implemented. 3.2 Language analysis in print advertisements of beauty productsThe focus of the study is print advertisements since they are available to a reader for a longer time. G enerally, people are more exposed to print advertising and readers of print media are more involved and attentive. P.

rint advertisements are more effective than TV commercials or internet advertising (Chand and Chandhary, 2012: 41). V iewing of television commercialstends to be relatively passive, whereas exposure to print media is more active. W ith print advertisements a higher proportion of memories are stored as information about the product rather than about the advertisement itself. P rint media is still the most effective and most used means of advertising. A.

ccording to Stewart and Scotte (1989: 21) «the message in a print advertisement aims to distinguish a product from other competing brands so that it can be recalled by consumers who will be persuaded to buy it. T he message will form a so-called advertising value in the mind of consumers, and will have an impact on their purchasing behavior. L.

arge quantities of advertising technology have been adopted and developed in accordance with this framework."Let's consider the printed advertising by the famous producer of beauty items «Dove» (the main page) (Online 1). F rom the top of a sheet we may read: Welcome to Dove… the home of real beauty. O ver a decadewe’ve been working to make beautya source of confidence, not anxiety and where the journey continues. We may find here an assessing word «real» (adjective), a phrase emphasizing deep experience — «over a decade», cultural attitudes — «confidence, not anxiety» that is important for both men and women of all ages.

T here are more convincing culture attitude relating phrases such as How does #BeautyBias affect your life? T his phrase implies much impression on young girls and women and brings the habit to take care of themselves.

T he word ‘bias' means deeper than just a habit. H ere we also find metaphors journey as we discussed in the chapter above referring to the type in English of LIFE-IS-A-JOURNEY. O.

ne more phrase with deep impression on potential customers is Pledge to be Real. T he words used in the advertising are of deeper meaning than they might be so they produce much deeper impression. «P ledge» is more than just ‘Promise". Also, here we find a reference to ecologically health products that many people strive to use. H ere we find «youthful» creams advertising. T.

his is a wise strategy of marketers because there is an obsession with youth in the world among the people from middle age and older. A lso, there are one main article showing research data on the theme of how beauty helps to be confident as well as additional articles of different care advises. I n my personal opinion, it is a very interesting and informative advertising. L et’s turn now not to the main page of advertising booklet but the inner one.

I t is interesting for me how marketers promote the means for suntan. S o, I’ve found the Guerlain advertising (Online 2). T here is a comparison of ‘before' and ‘after' makes use of contrasted icons. «B.

efore" and «after» also signify «history» and the «latest trend» respectively. S o the advertisement is attempting to set a trend amongst youth. I n the visual «pretty peachy skin» is contrasted with the «sassy tan». Bronzing or tanned skin has been foregrounded against the backdrop of «pretty peachy skin». This has been emphasized with the help of a hyperbolic expression «has disappeared». The advertisement first creates a need for getting bronzing done and then also suggests 7 steps to go about it.

T he tanned skin earlier regarded as unwanted has been presented as «sun kissed skin». The third Beauty Company’s advertising that I’d like to analyse is Garnier (Online 3). G arnier’s age old logo «take care» had an emotional appeal on our parents.

O ne of the main headings is «DISCOVER OUR ACTIVE NATURAL INGREDIENTS» again signifies nature or the product’s relation to it. T here are several very attractive icons of argan, avocado, coconut, lemon, etc. A.

nother heading is «Trending now» implies much of modernity that also refers to the social attitude of being in pace with the trends in this ever changing world. H ere I have found a signifying word — comparison «bomb» in the name of an item Garnier moisture bomb tissue mask. There is a reference and an invitation to the community and social communication below the description of products: We have a growing community of Garnier fansin the UK & Ireland! Are you part of it? T his invitation is addressed to young people who spends a lot of time in social nets. Advertising has become a communication tool which influences people’s attitudes towards products, companies, brand names, lifestyles and public issues. M arketers' aim is to leave the impression in minds and they achieve this goal by attractiveness cues and information cues.

I n our research the most informative advertising belongs to «Dove» Brand. I n all analysed advertisements we have observed very short information, they use short phrases and statements.

I ncomplete information significantly increases the effect of print advertising, making it more persuasive and recallable. All analysed advertisements make a great deal of emotional appeals and established culture attitudes. T hey operate on established beauty ideal and people’s desire to get beauty fast. Discursive practices like advertisings are directly linked with cultural and social issues as well as consider aspects of cognitive linguistics. Advertising reveals gender role stereotypes and influences consumers' lives socially, culturally and economically.

T he structure of the advertisement is of a great importance to the encoder of the advertisement. In the modern theory of metaphor, a huge system of everyday, conventional, conceptual metaphors has been discovered. Metaphor, as a phenomenon, involves both conceptual mappings and individual linguistic expressions. Many of the most basic concepts in English speaker’s conceptual systems are also normally comprehended via metaphor — concepts like time, quantity, state, change, action, cause, purpose, means, modality, and even the concept of a category. Time is understood in terms of things (that is, entities and locations) and motion. The general mapping goes as follows: The event structure metaphor States are locations (bounded regions in space). C hanges are movements (into or out of bounded regions). C auses are forces. A.

ctions are self-propelled movements. P urposes are destinations. M eans are paths (to destinations). D ifficulties are impediments to motion. In the English culture, life is assumed to be purposeful, that is, people are expected to have goals in life. I.

n the event structure metaphor, purposes are destinations and purposeful action is self-propelled motion toward a destination. A purposeful life is a long-term, purposeful activity, and hence a journey. G oals in life are destinations on the journey.

T he actions one takes in life are self-propelled movements, and the totality of one’s actions form a path one moves along. C hoosing a means to achieve a goal is choosing a path to a destination. Generic-level metaphors deal with two problems — first, the problem of personification and second, the problem of proverbs, which requires an understanding of analogy. Table 1 shows summarising data of the field research. Analyses of printed advertisings allow show us the results that: the culture attitude implies and emotional appeals occupied 50% of all persuasive language means;Assessing words — 20%;Metaphors -10%;Comparison — 10%;Hyperbolic expression — 10%.Table 1 — Linguistic means used in advertising of beauty productsLinguistic meansNumber met in field research% to the total (approx.)Emotional Appeals and Culture Attitudes implies: Source of confidence, not anxiety (See Appendices);Beauty is feeling like best version of yourself;Everything is designed to make you beautiful;What it means to be beautiful? How we judge people? B eauty standards and bias affect our lives;Does age really matter? Do they see ageing as an additional boost to their confidence? Fashion and society;Pledge to be RealSociety ditched outdated ideas and celebrated real beauty;Be real — a national movement of organisations;We promise to show reality and diversity in all images…1350Assessing words: Authentic;Unique;Real;Too much, too little, too short;Classy;Mannish, androgynous, ugly;Gorgeous, rich fragrance720MetaphorHome for real beauty;Life as a journey;Society ditched outdated ideas and celebrated real beauty in all its forms;Fashion icon;410ComparisonsDeliciously indulgent way;Sophisticated floral bouquet (App.7);Light as a feather and smooth as silk;As fun and flirtatious.410Hyperbolic expressionsYouthful vitality;Luxury treatment;Moisture bomb310CONCLUSIONThe advertising discourse has a main feature of very metaphoric language that allows to give it such a broad meaning and have a persuasive effect. T he generalizations governing poetic metaphorical expressions are not in language, but in thought: they are general mappings across conceptual domains.

N ow we may see that ordinary everyday English is largely metaphorical, dispelling once and for all the traditional view that metaphor is primarily in the realm of poetic or «figurative» language, metaphor is a major and indispensable part of the ordinary, conventional way of conceptualizing the world, and that the everyday behavior reflects metaphorical understanding of experience. Print advertisements of beauty products appeal a lot to people’s emotions and cultural attitudes. T hey also try to involve young audience to social activities related to beauty products usage. A.

ll analysed advertisements tried to imply that their products are maximum natural, healthy and will make you beautiful really quickly. The persuasive effects of the analysed advertisements were achieved by using assessing words (mainly adjectives and adverbs) and metaphors. A mong metaphors we have met the type of LIFE-IS-A-JOURNEY and image metaphors. A.

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