Endorsement Power : A Multimodal Analysis On Korean Beauty Product Advertisements In Malaysia
This study entitled "Endorsement Power: A Multimodal Analysis on Korean Beauty Product Advertisements in Malaysia" aims. in analysing the Korean beauty product advertisements and identifying the power of endorsement in the advertisements in the views of Korean beauty product consumers....
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Format: | Final Year Project Report |
Language: | English English |
Published: |
Universiti Malaysia Sarawak, (UNIMAS)
2017
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Subjects: | |
Online Access: | http://ir.unimas.my/id/eprint/34563/1/Endorsement%20Power%20%20A%20Multimodal%20Analysis%20On%20Korean%20Beauty%20Product%20Advertisements%20In%20Malaysia%2824pgs%29.pdf http://ir.unimas.my/id/eprint/34563/4/June%20Liaw%20ft.pdf http://ir.unimas.my/id/eprint/34563/ |
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Summary: | This study entitled "Endorsement Power: A Multimodal Analysis on Korean Beauty
Product Advertisements in Malaysia" aims. in analysing the Korean beauty product
advertisements and identifying the power of endorsement in the advertisements in the views
of Korean beauty product consumers. Fifteen Korean beauty product advertisements were
analysed using O'Toole's (1994) framework to describe the representational functions by the
modes of communication, and short interviews were held to investigate the power of
endorsers in consumers' purchase intention of the products. From the analysis, two modes of
communication, static images and texts were found. All the advertisements has an image of
the endorsers and most of it were K-Pop idols. The most dominant theme found in the
advertisement is nature and most advertisements had an outdoor setting. All the
advertisements had a goal in captivating the viewers' attention with a few exceptions that had
an additional goal of showing the product is based on natural ingredients. The written texts
mostly showed the brand name and name of product. Data from the interviews showed that
more consumers are attracted to the endorsers in the advertisements. This study can be
extended via the use of other functions as stated in O'Toole's (1994) framework. |
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