INNISFREE’S BRAND IMAGE THROUGH JEJU ISLAND CAMPAIGNS
This study aims at revealing the message conveyed by the verbal and non-verbal expressions in cosmetics advertisement videos, in this case, two advertisement videos by a cosmetic brand called, Innisfree. In examining the message, firstly, the writer identifies the verbal and non-verbal expressions used in the advertisements analyzed. Secondly, she discloses the denotative and connotative meanings of those expressions. In so doing, she uses two main theories, namely, the process of signification and Peirce’s triadic modes of sign. The findings reveal that the verbal expressions in the two advertisement videos show that Innisfree is a symbol of a natural beauty and an icon of cosmetic that use nature-based ingredients. Meanwhile, the non-verbal expressions in the two advertisements constantly highlighting on Jeju island’s natural beauty, as the main source of Innifree’s products that should be preserved. Thus, Innisfree encourages its customer to conserve natural environment. In conclusion, Innisfree is a company that produces an inner and outer-beauty.
Bendixen, M.T. (1993) Advertising effects and effectiveness, European Journal of Marketing, 27(10), pp. 19–32. doi: 10.1108/03090569310045861.
Chandler, D. (2007). Semiotics The Basics (2nd ed). London: Routledge.
Knowles, M., & Moon, R. (2004). Introducing metaphor. Routledge.
Najafian, M., & Dabaghi, A. (2011). Hidden Language of Advertising: A Semiotic Approach. Retrieved from: (http://arts.kmutt.ac.th/dral/PDF%20CD%20on%20Web/20-26_Hidden_Language_of_Advertising.pdf)
Nazar, M. (2014) A Linguistic and Semiotic Analysis of the Language of Advertisements of Beauty Creams and their Impact on the University Students.
Peirce, C. (1931–58) Collected Papers (8 vols: vol. 1, Principles of Philosophy, ed. Charles Hartshorne and Paul Weiss, 1931; vol. 2, Elements of Logic, ed. Charles Hartshorne and Paul Weiss, 1932; vol. 3, Exact Logic (Published Papers), ed. Charles Hartshorne and Paul Weiss, 1933; vol. 4, The Simplest Mathematics; ed. Charles Hartshorne and Paul Weiss, 1933; vol. 5, Pragmatism and Pragmaticism, ed. Charles Hartshorne and Paul Weiss, 1934; vol. 6, Scientific Metaphysics ed. Charles Hartshorne and Paul Weiss, 1935; vol. 7, Science and Philosophy, ed. William A. Burks, 1958; vol. 8, Reviews, Correspondence and Bibliography, ed. William A. Burks.
Pitta, D.A. and Prevel Katsanis, L. (1995) ‘Understanding brand equity for successful brand extension’, Journal of Consumer Marketing, 12(4), pp. 51–64. doi: 10.1108/07363769510095306.
Saussure, Ferdinand de ( 1983): Course in General Linguistics (trans. Roy Harris). London: Duckworth.
Sojung, Yoon. (2014, May 29). Korean cosmetics capture overseas markets. [Web log post]. Retrieved Dec 21, 2016, from http://www.korea.net/NewsFocus/Business/view?articleId=119715
- There are currently no refbacks.
Jurnal telah terindeks oleh :