The Linguistic Characteristics in Anti-aging Cosmetic Advertisements
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Abstract
Advertisement language, as one variety in the field of register, holds its own characteristics. The success of an advertisement relies on a lot of factors, among which language adopted in the advertisement cannot be ignored. This research aimed to analyze the most frequent linguistic characteristics that appear in anti-aging cosmetic advertisements. The study analyzed 50 samples, which were selected online at random. The results of this research indicated that some “fighting” words, imperative sentences, metaphors, and exaggerations were four notable linguistic characteristics that possess the highest frequency in anti-aging cosmetic advertisements, with “fighting” vocabulary as the most distinctive. The finding of those “fighting” words in anti-aging cosmetic advertisements can be seen as a novel discovery, which has not been noted in previous studies. Those four salient features could hold persuasive, appealing, impressive, and influential effects, and in turn, they work together to attain a successful advertisement. The findings in this research can contribute to register study and have practical implications for manufacturers or those interested in the relationship between language and marketing on how to use language to deliver impressive, appealing, and successful advertisements.
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