Interdiskursiviti dalam wacana iklan produk kecantikan berbahasa Jepun

Translated title of the contribution: Interdiscursivity in women beauty products Avertisement in Japanese language

Maserah Shabudin, Idris Aman

Research output: Contribution to journalArticle

1 Citation (Scopus)

Abstract

The advertising strategies of beauty products in Japan has undergone an innovative change. The cosmetics advertisements are not tied to a particular genre, but is a combination of scientific and pharmaceutical genres that play a more extensive function. This paper discusses the interdiscursivity mechanisms and syntactically analyses the two paradigms that identify relationship between the genres and discourse used in 24 selected texts. From the interpretational analysis, it is found that the discourse used in the advertisement is a combination of two genres, namely description of ingredients and description of functions. The description for ingredients employs dermatological discourse and scientific solutions. Meanwhile, the discourse employed for a mascara and fake eyelashes advertisement is a combination of functional description and mathematical discourse. The description of ingredients is a strategy to inform the consumers of the special ingredients used, why they are included and how the ingredients can help to improve their complexion. Scientific jargons that are pharmaceutical in nature is used in describing the ingredients in order to provide an aura of credibility that could help stress on the quality of the product. It is also hoped that by describing the functions, the audience will understand the product better and is able to realize the desired result. Products that are functionally described also appears in the form of mathematical discourse where mathematical visual images form an intuitive understanding through symbolism and language use.

Original languageUndefined/Unknown
Pages (from-to)149-168
Number of pages20
JournalGEMA Online Journal of Language Studies
Volume13
Issue number2
Publication statusPublished - May 2013

Fingerprint

beauty
discourse
genre
language
pharmaceutical
cosmetics
symbolism
credibility
Discourse
Japanese Language
Interdiscursivity
Japan
paradigm

Keywords

  • Beauty products advertisement
  • Description of functions
  • Description of ingredients
  • Interdiscursivity
  • Japanese language

ASJC Scopus subject areas

  • Literature and Literary Theory
  • Language and Linguistics
  • Linguistics and Language

Cite this

Interdiskursiviti dalam wacana iklan produk kecantikan berbahasa Jepun. / Shabudin, Maserah; Aman, Idris.

In: GEMA Online Journal of Language Studies, Vol. 13, No. 2, 05.2013, p. 149-168.

Research output: Contribution to journalArticle

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