A multimodal analysis of glojas aesthetics anti aging advertisements on facebook / Presana Kalaichelvan

Presana , Kalaichelvan (2024) A multimodal analysis of glojas aesthetics anti aging advertisements on facebook / Presana Kalaichelvan. Masters thesis, Universiti Malaya.

	PDF (The Candidate's Agreement) Restricted to Repository staff only Download (78Kb)
	PDF (Thesis M.A.) Download (2213Kb)

Abstract

Advertisements play a pivotal role in influencing the choices of consumers especially in the beauty business. These advertisements function as a vehicle to convince consumers that more is needed to make themselves look desirable and attractive. This study aims to identify how the anti-aging advertisements from Glojas Aesthetics are visually and verbally constructed to promote youthfulness and to recognise the messages conveyed by Glojas Aesthetics on aging through the anti-aging advertisements on its official page on Facebook. This paper employed Kress and van Leuwen’s (2020) Visual Social Semiotics and Fairclough’s (1995) Critical Discourse Analysis to conduct a discourse analysis on the anti-aging advertisements from Glojas Aesthetics. The data needed to carry out the research are collected from Glojas Aesthetic’s verified page on Facebook. A total of 30 advertisements were collected and analysed by using the proposed frameworks. Through the analysis, the study seeks to educate consumers on how anti-aging advertisements work visually and verbally to promote youthfulness as well as shed light on the anti-aging messages conveyed through the advertisements that construct aging as a problem or disease to be dealt with.

Actions (For repository staff only : Login required)