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Library's collection Library's IT development CancelAdvertisements are used as a tool for companies to not only introduce their
products, but also build up their brand image. In so doing, companies usually use
image and language. In this study, the thesis’ writer aims at revealing message as
conveyed by the verbal and non-verbal expressions in cosmetics advertisement
videos, in this case, “Innisfree, the story of pristine island” and “Squeezed Greentea
story with Yuki Kuramoto.” First of all, she identifies the verbal and non-verbal
expressions used in the advertisements analyzed. Then she proceeds with disclosing
the denotative and connotative meaning behind those expressions. In disclosing the
expressions, she uses two main theories, namely, the process of signification and
Peirce’s triadic modes of sign. She uses qualitative descriptive approach in
describing and interpreting the two advertisement videos. Based on her analysis,
she finds that through their verbal expressions, two advertisement videos show that
Innisfree is a symbol of a natural beauty and an icon of cosmetic and skincare that
use nature-based ingredients. Meanwhile, through its non-verbal expressions, 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.