The realization of interpersonal meanings in cosmetic Maybelline New York in 2018 advertisements

Introduction

Social beings utilize language as a tool to communicate with one another (Lindsay and Knight, 2010; Herman et al., 2020). For worldwide communication, English has grown in popularity and is frequently referred to as an international language. Language is necessary for people (Eggins, 2004) to engage, communicate, and receive information from others.

Language is a means of communicating (Butt, 2011; Herman, van Thao and Purba, 2021) with others through sending ideas, emotions, thoughts, information, and ideals (Herman, van Thao and Purba, 2021). The process of conveying a person or a group’s meanings, ideas, and understanding to another person or group is described as communication (Sharma, 2017:259). The researcher draws the conclusion that communication is an interaction or relationship between 1-2 persons or a group of people in a society who share information. Text is used to communicate and the meaning and structure of the text are contained within it. Meaning (semantics) is crucial in this context because the goal of communication is for listeners to grasp what the speaker is saying.

The greatest level of language is semantics, which acts as a bridge between language and the outer world (Halliday and Matthiesen, 2014:42). This indicates that semantics interfaces with content, but also with other systems that function within context. Lexicogrammar converts the linguistic meaning of experience and interpersonal relationships into words that reflect the speaker’s perspective (Halliday, 1994).

Therefore, researchers want to examine the interpersonal meaning in cosmetic advertising. Interpersonal meaning is one of the most fundamental interacting contrasts between using language to convey knowledge and using it to interchange products and services (Susanto & Watik, 2017; Herman et al., 2022c). Interaction between the speaker or writer and the listener or reader is thus tied to interpersonal meaning. Its purpose is to facilitate the interchange of rhetorical roles such as declarations, questions, offers, and commands (Ngongo et al., 2022).

Therefore, interpersonal meaning can also occur in an advertisement. Where interpersonal meaning is the interaction between the speaker and the listener and the writer and the reader (Herman et al., 2019). In this case, it can be seen that the relationship between interpersonal meanings and advertisements is very clearly related because in an advertisement there must be an author to write the advertisement and those who read the advertisement are the readers.

Advertisement is a process of conveying information about products such as goods, services, and ideas from a company to a target audience. Advertising is the origination or communication of product ideas to motivate consumers to purchase (Belch & Michael, 2003). During the marketing process (Goddard, 1998), advertisements can provide information, ideas or messages to the audience. The purpose of this process is to ask the audience to take action. Cosmetics sellers and commercial businesses require advertising services.

The purpose of cosmetic advertising is not only to provide information but also to introduce the product to buyers. Interpersonal meaning includes speech functions which include speech functions of statements, questions, offers, and commands and their realization in declarative, interrogative, and imperative atmospheres (Herman et al., 2022b).

Therefore, the researcher will examine a cosmetic advertisement product, namely the Maybelline gel pencil. The problem that occurs with the cosmetic advertisement of the product is that the ad does not explain in detail the target age for using these cosmetics. Which means, in the marketing of cosmetic advertisements, there must be a target age for who can use these cosmetic items. The second problem found was the lack of specificity in the delivery of uses and how to use these cosmetic items. What that means is that in an advertisement, whether it’s a beauty advertisement, product advertisement, and so on, there must be a delivery of the use and instructions on how to use the beauty cosmetic item and when the beauty cosmetic item is used. The Maybelline gel pencil is useful for beautifying the eyebrows with color.

Most women use cosmetic products for their beauty so that their partner is comfortable with their beauty (Mafra et al., 2020) but do not see the side effects that will occur in the future. The side effects include facial wrinkles, acne, and blackheads. Examples of Maybelline New York advertisements are, Maybelline gel pencil, eyeliner, lipstick and powder.

Below is a picture of the Maybelline New York’s Gel Pencil beauty cosmetic advertisement:

Figure 1. Maybelline New York’s Gel Pencil beauty cosmetic (Source: http://iprice.co.id/maybelline/makeup/mata/eyeliner/gel/).

From the example above, the researcher can see that the problem with the Maybelline gel pencil New York advertisement is that there is no delivery or instructions on how to use it. Based on the example above, we can clearly see the types of interpersonal meaning of the Maybelline gel pencil New York advertisement (Tables 1-4).

In performing this research, the researcher draws on prior findings from Patpong’s (2009) thesis ‘Thai Persuasive Discourse: A Systemic Functional Approach To An Analysis Of Amulet Advertisements’, which is related to this research. By examining three metafunctions, this study seeks to explain how persuasive discourse is lexicogrammatically investigated. According to the research findings, the relational process comes in second place to the material process in terms of ideational significance. Declarative mood is most frequently used in interpersonal contexts, followed by imperative. The unmarked topical theme was determined to be dominating (91.58%) in the textual analysis, followed by the labeled theme (8.42%).

As a result, it can be claimed that this research differs from earlier research. Cosmetic advertisements that contained four speech functions, including statements, questions, offers, and commands as well as three types of moods, including declarative, interrogative, and imperative in interpersonal meaning has been studied by Patpong. This study has only examined persuasive discourse in the previous study (Patpong, 2009), which was investigated lexicogrammatically by investigating three metafunctions, namely ideational, interpersonal, and textual. As a result, the researcher concentrated only on 3 different moods and 4 speech functions in advertisement for beauty products.

The Halliday theory, proposed by Matthiessen in 2014, is in agreement with this research. Three different types of mood realization, four different types of speech function realization, and mood realization of speech function were discovered by the researcher. Declarative (83.33%), interrogative (3.33%), and imperative (13.33%) moods were realized. Statements (43.33%), questions (6.67%), offers (40%) and orders (10%) are the speech functions that are really used. This demonstrates that statements in advertising for goods are more likely to interest and persuade consumers.

The recent phenomenon in cosmetic advertising and the explanation given above is the reason why this research focuses on analyzing the type of interpersonal meaning in cosmetic advertisements.

The study focuses on analyzing interpersonal meanings in Maybelline New York cosmetic advertisements through linguistic aspects, mood structures, and speech functions. It aims to contribute to understanding communication strategies in advertising and emphasizes the role of language and semantics in conveying interpersonal meanings. By integrating existing theoretical frameworks and building on established theories, the study aims to explore the structure of mood and speech functions in advertising communication. It also highlights the importance of the relationship between the author and the reader in advertising communication, providing insights into the dynamics of communication within the advertising domain.

Methods

Results and discussion

Based on the data analysis, there were five cosmetic Maybelline New York advertisements chosen. To conduct this research, there were 25 clauses to identify. The following analysis had been conducted from the perspective of the interpersonal meaning by analyzing its use of mood, speech function and how the speech function is realized in cosmetic Maybelline New York advertisements (Tables 8-18). It is explained as follows:

The analysis of the cosmetic Maybelline New York advertisements revealed that declarative mood was the most prevalent, constituting 48.64% of the identified mood structures, followed by imperative mood at 45.94% and interrogative mood at 5.40%. In terms of speech functions, statements were the most prevalent at 48.64%, followed by commands at 25%, offers at 19.44%, and questions at 5.55%. The realization of speech function based on mood showed that declarative mood primarily manifested as statements, while imperative mood was predominantly realized as commands and offers. Interrogative mood was less prevalent in the realization of speech functions. Overall, the findings indicate a predominance of declarative mood and statement speech functions in the analyzed cosmetic advertisements, suggesting a tendency towards informative and directive communication strategies in the advertising content.

Tables 5 to 18 provide a comprehensive analysis of mood structures and speech functions in the analyzed cosmetic Maybelline New York advertisements. Table 5 outlines the percentage of declarative, interrogative, and imperative moods identified in the advertisements, with declarative mood being the most prevalent at 48.64%, followed by imperative mood at 45.94% and interrogative mood at 5.40%. Table 6 details the percentage of statements, questions, offers, and commands within the advertisements, indicating that statements were the most prevalent at 48.64%, followed by commands at 25%, offers at 19.44%, and questions at 5.55%. Table 7 further delves into the realization of speech functions based on mood, demonstrating how different speech functions are manifested within specific mood structures. Tables 8 to 18 present specific examples of mood realization and speech function within the advertisements, offering detailed insights into the linguistic and communicative strategies employed in the cosmetic Maybelline New York advertisements. These tables collectively provide a nuanced understanding of the prevalence and realization of mood and speech function types in the analyzed advertisements, shedding light on the linguistic and rhetorical choices within the context of cosmetic advertising.

Tables 8 to 18 provide specific examples of mood realization and speech function within the analyzed cosmetic Maybelline New York advertisements. These tables offer detailed insights into the linguistic and communicative strategies employed in the advertisements. For example, Table 8 presents a specific advertisement quote and analyzes the mood realization and residue elements within the sentence. Similarly, Table 9 provides an example of an interrogative mood with a specific quote and the corresponding residue elements. Tables 10 to 17 offer additional examples of specific advertisements, showcasing the realization of different mood structures and speech functions within the cosmetic Maybelline New York advertisements. The results collectively illustrate how mood and speech function are manifested in specific linguistic contexts, providing a detailed analysis of the interpersonal meanings conveyed through the advertisements.

Discussion

Based on the research and the analysis of 811 pieces of data, 18 clauses were found which were declarative, 2 clauses were interrogative, 17 clauses were imperative. From this we can see that almost all declarative sentences are needed because declarative words are statements. Just like a statement sentence that must have a subject and a finite. Therefore, there are more declarative sentences than other types of mood. To enable the researcher, there were 37 clauses to identify. Types of mood realization is declarative, interrogative and imperative. The types of speech function realization in cosmetic Maybelline New York advertisements are statement, question, offer and command. 18 clauses were found which were statement, 2 clauses were found which were question, 7 clauses were found which were offer and 9 clauses were found which were command. If you want to find the implicit referential meaning you can use the Halliday theory revised by Matthiessen. Therefore, the purpose of the conclusions described above are to determine the type of mood structure in the interpersonal meaning embodied in Maybelline New York cosmetic advertisements, and to find out how the interpersonal meaning in the Maybelline New York cosmetic advertisement is realized.

The study involves analyzing language, communication strategies, and consumer behavior. It uses linguistics, semiotics, and discourse analysis to uncover underlying structures and functions in cosmetic ads. This research helps understand how language influences marketing and advertising. It also explores how advertisers use language and interpersonal elements to engage consumers, convey brand messages, and influence perceptions and behaviors. The impact of linguistic choices on consumer responses, attitudes, and purchase decisions is considered, bridging advertising communication and consumer behavior research.

Ethical questions about language and communication strategies in cosmetic advertising, such as transparency, truthfulness, and the effects of persuasive language on consumer decision-making, are raised. This ethical dimension prompts considerations about the societal impact of advertising communication and the responsibilities of advertisers in conveying accurate and ethical messages.

The present study is crucial for understanding communication strategies used by cosmetic brands in their advertisements. Analyzing language, mood structures, and speech functions in advertising can provide valuable insights for marketers and communication professionals in the industry. This research also explores the relationship between the author and the audience in advertising, helping to understand how advertisements engage with their target audience.

Furthermore, focusing on mood structures and speech functions in cosmetic advertisements lays the groundwork for studying linguistic and semiotic aspects of advertising communication. This knowledge can improve advertising strategies, create more impactful advertisements, and enhance communication in the cosmetic industry. Moreover, studying the impact of interpersonal meanings in advertising on consumer behavior can contribute to consumer behavior research. Understanding how linguistic elements influence consumer perceptions and purchase decisions can inform marketing strategies and lead to more effective advertising campaigns. This research enhances our understanding of communication strategies in the cosmetic industry and offers practical implications for marketers, advertisers, and consumer behavior researchers. By delving into the complexities of language and communication in advertisements, this research can improve advertising practices in the cosmetics sector.

The research findings on mood structures and speech functions in Maybelline New York advertisements offer valuable insights into advertising strategies. The dominance of declarative mood and statement speech functions suggests a focus on informative and directive communication. These results align with previous research emphasizing the importance of declarative sentences in advertising. The prevalence of these linguistic elements highlights their role in conveying information and directives to engage the audience effectively.

Conclusion

The research findings on mood structures and speech functions in Maybelline New York advertisements offer insights into advertising strategies. The dominance of declarative mood and statement speech functions suggests a focus on informative and directive communication. These results align with previous research emphasizing the importance of declarative sentences in advertising. The prevalence of these linguistic elements highlights their role in conveying information and directives to engage the audience effectively. By connecting the findings to established patterns in advertising communication, this study enhances the understanding of linguistic strategies in cosmetic advertising.

Based on the analysis of interpersonal meaning in cosmetic Maybelline New York advertisements, there are some conclusions:

Cosmetic brand Maybelline New York has been a leader in the beauty industry for over a century, and its advertisements have an immense influence on consumer culture. In 2018, their ads began to incorporate more meaningful interpersonal messages in an effort to challenge societal norms and beauty standards. By featuring models of all races, sizes, and genders, the ads highlighted the importance of inclusion and self-love. This shift in messaging was further highlighted by the company’s collaborations with celebrities and influencers who promote positivity and acceptance. The realization of these interpersonal meanings in the 2018 Maybelline New York advertising campaign was significant in terms of its impact on consumer culture, as well as its long-term effect on the beauty industry. This shift in messaging away from conventional beauty standards and towards inclusivity and self-love could be indicative of a broader societal shift towards acceptance and understanding. However, there is still a need for further research in this area to better understand the limitations and future research scope of this new messaging. This could include analyzing the impact of Maybelline’s campaign on consumer behavior and attitudes, as well as exploring how other beauty companies are responding to this shift.