Multimodal Analysis of Advertisements of Luxury and Celebrity Cosmetics Brands

In recent years, the beauty industry has undergone significant transformations due to the rising popularity of celebrity-created cosmetic brands. The influence of celebrities on consumer behavior has become increasingly prominent, as their endorsements can significantly boost sales and strengthen brand identity. Despite the abundance of advertising materials for cosmetic products, there is a noticeable gap in the research of specific linguistic and multimodal techniques used by celebrity brands compared to luxury brands. This study aims to conduct a comprehensive multimodal analysis of the linguistic, auditory and visual means employed in the advertising of these brands to gain a deeper understanding of cosmetic advertising dynamics and its impact on consumers. Alongside qualitative data collection and quantitative analysis, this study employs methods of multimodal, stylistic, and video analysis. Each method facilitates the assessment and understanding of the interaction between various modes—textual, visual, and auditory—within a single advertisement. The findings reveal that luxury brand advertising campaigns emphasize sophistication and uniqueness through complex audiovisual and textual components. In contrast, celebrity brands actively leverage the celebrity's persona to establish an emotional connection with the audience. Comparative analysis indicates that luxury brands favor refined vocabulary and abundance of stylistic devices, whereas celebrity brands adopt a more informal and conversational style. The study underscores the importance of a multimodal approach in cosmetic brand advertising. Understanding the use of different modes and linguistic strategies contributes to the development of multimodal and stylistic analysis theories in advertising. It also offers practical recommendations for creating more effective advertising campaigns for marketing and communication professionals. Keywords: multimodal analysis, advertisement, cosmetic brands, modes, visual elements, advertising discourse, linguistic analysis, media linguistics, audio elements