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

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.