<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Cosmetics advertising provides a rich field of analysis in terms of pragma-linguistic and multimodal communication, as well as different degrees of persuasion and language creativity. This paper is a case study of Bobbi Brown Cosmetics through the multimodal discourse analysis framework. It employs different deconstruction tools as research variables: the AIDA persuasion pattern (attention, interest, desire, action) in ad constituents, deixis, disjunctive grammar, tropes, and elements of visual semiotics. The analysis will provide insight for master students who intend to develop a career in public relations as copywriters, helping them to understand the persuasion attainment and the potential of strategies and techniques used in advertising communication.</p>
</abstract>

Cosmetics advertising provides a rich field of analysis in terms of pragma-linguistic and multimodal communication, as well as different degrees of persuasion and language creativity. This paper is a case study of Bobbi Brown Cosmetics through the multimodal discourse analysis framework. It employs different deconstruction tools as research variables: the AIDA persuasion pattern (attention, interest, desire, action) in ad constituents, deixis, disjunctive grammar, tropes, and elements of visual semiotics. The analysis will provide insight for master students who intend to develop a career in public relations as copywriters, helping them to understand the persuasion attainment and the potential of strategies and techniques used in advertising communication.

More Play. Your Way – Deconstructing Cosmetics Advertising. A Pragma-Linguistic Case Study

Prof., PhD, ‘G.E. Palade’ University of Medicine, Pharmacy, Science and Technology of Târgu Mureș, Târgu Mureș

Acta Marisiensis. Philologia

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

Cosmetics advertising provides a rich field of analysis in terms of pragma-linguistic and multimodal communication, as well as different degrees of persuasion...

More Play. Your Way – Deconstructing Cosmetics Advertising. A Pragma-Linguistic Case Study

Published Online: Oct 21, 2023

Page range: 1 - 9

DOI: https://doi.org/10.2478/amph-2023-0080

Keywords
cosmetics advertising, person deixis, disjunctive grammar, pragma-linguistics, persuasion

© 2023 Anișoara Pop, published by Sciendo

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

More Play. Your Way – Deconstructing Cosmetics Advertising. A Pragma-Linguistic Case Study

Published Online: Oct 21, 2023

Page range: 1 - 9

DOI: https://doi.org/10.2478/amph-2023-0080

Keywordscosmetics advertising, person deixis, disjunctive grammar, pragma-linguistics, persuasion

© 2023 Anișoara Pop, published by Sciendo

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

Keywords
cosmetics advertising, person deixis, disjunctive grammar, pragma-linguistics, persuasion