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Jaworska, S. (2020) Discourse of Advertising. In: Friginal, E. and Hardy, J.A., Eds., The Routledge Handbook of Corpus Approaches to Discourse Analysis, Routledge, 428-444.
https://doi.org/10.4324/9780429259982-25

has been cited by the following article:

• TITLE: Multimodal Advertising Strategies in the Beauty Industry: A Case of Cosmetic Brand

  AUTHORS: Meerim Nurlanbek Kyzy

  KEYWORDS: Multimodal Analysis, Advertising, Beauty Industry, Cosmetic Brands, Discourse Analysis

  JOURNAL NAME: Open Access Library Journal, Vol.12 No.11, November 7, 2025

  ABSTRACT: This study explores the use of multimodal advertising strategies in the beauty industry, focusing specifically on luxury cosmetic brands. Through a detailed analysis of both textual and audiovisual elements, the research investigates how brands like Dior craft persuasive advertising messages. Utilizing multimodal discourse analysis, the study examines the role of various modes such as language, imagery, sound, and color in conveying brand identity and enhancing consumer engagement. The findings highlight the effectiveness of integrating multiple modes in advertising to create a cohesive and impactful brand message. This research contributes to a deeper understanding of how multimodality shapes advertising in the competitive beauty industry.