Abstract
A common technique in contemporary beauty advertisements is the use of various ‘scientific’ claims, lexis, and imagery. This chapter identifies, and compares, some common ‘scientised’ discursive strategies in French and English beauty advertising, aiming to provide a more concrete framework for analysing this aspect of cosmetics advertising. The chapter finishes by addressing a more recent counter-phenomenon: a ‘green’ cosmetics advertising discourse, in which brands emphasise a lack of chemicals and a more ‘natural’ approach to beauty.
Some of the material in this chapter appeared previously in Ringrow (2014).
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Ringrow, H. (2016). Scientised Beauty Advertising Discourse: With Peptides or Paraben-Free?. In: The Language of Cosmetics Advertising. Palgrave Pivot, London. https://doi.org/10.1057/978-1-137-55798-8_5
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DOI: https://doi.org/10.1057/978-1-137-55798-8_5
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