A Comparative Study of the Stylistics of Cosmetics Advertising of Lancme Paris and Lux

By

Ayotunde Moyinoluwa Oke

October 2009

A Comparative Study of the Stylistics of Cosmetics Advertising of Lancme Paris and Lux

By

Ayotunde Moyinoluwa Oke

A dissertation submitted to the School of Media and Communication, Pan-African University in partial fulfilment of the requirements for the award of the degree of Master of Science of Pan-African University

October 2009

ABSTRACT

This study examines the stylistics of advertising with special focus on cosmetics advertising in the print media using advertising by Lancme, a global cosmetics company, and Lux which is made in Nigeria. The adverts examined are those produced between 2007 and 2009. Two of eight print adverts of each brand were randomly selected and subjected to textual analysis which comprised stylistic and contextual analysis. Communicative elements of these adverts (sentence length, paragraphs, fog index, percentage of hard words, rolerelationship) from two different sources were compared and differences, similarities and influence of origin were analysed. This study proves that Lancme Paris uses hard words and relatively longer sentences in its advertising. It also shows that Lancme leverages on its global reputation as the largest Beauty and Skin Care Company to promote its brands. Nigerian cosmetics advertising as a replica of similar foreign advertisements is also demonstrated by the absence of distinction and originality in them which this study shows. Furthermore, this work proposes that research in the stylistics of local advertising in Pidgin English be conducted.

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ACKNOWLEDGEMENTS To God Almighty be all the glory. Great things He has done. This research is the result of the influence and encouragement of outstanding intellectuals of the School of Media and Communication of the Pan-African University who demystified hitherto opaque theories of communication: Professor Emevwor Biakolo, Professor Hyginus Ekwuazi, Dr. James Tsaaoir, Engineer Vincent Maduka, and Dr. Ike Obiaya. My appreciation also goes to the wonderful friends I made during the year in the MSc One class: High Chief Osa Director, Mr. Sulaimon G. Olanrewaju, the capacious Ebiowei Sokare, Pastor Alexander Johnson, Laolu Thomas, Stanley Oransonye, Gabriel Omozuwa, Samuel Shaibu, Bisi Taiwo, Jide Benson and all others whose names (for want of space and not a lack of affection) I have not mentioned. I have to admit I enjoyed it!

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DEDICATION

This work is dedicated to my wonderful, supportive and accommodating parents, Mr. and Mrs. Oluwole Oke. You are Gods greatest blessing to your children.

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CERTIFICATION I certify that this work was carried out by Ayotunde Moyinoluwa Oke in the School of Media and Communication, Pan African University, under my supervision.

___________________________ Supervisor Dr. James Tsaaior Head of Department, Writing for the Media Stream School of Media and Communication Pan African University Lagos, Nigeria

Table of Contents

Contents Title of Dissertation Abstract Acknowledgement Dedication Certification Table of Contents List of Tables List of Figures

Page i ii iii iv v vi x xi

Chapter One: Introduction and Background 1. Introduction 1.1 History of Advertising in Nigeria 1.2 What is Stylistics 1.3 Stylistics of Advertising 1.4 Statement of the Problem 1.5 Theoretical Foundation 1.6 Objectives of the Study 1.7 Research Questions 1.8 Scope of the study 1.9 Significance of the Study 1 4 11 12 19 21 20 22 22 22

Chapter Two: Review of Relevant Literature 2.1 The science of signs 2.1.1The semiotic theory 2.2 Charles Sanders Peirce 2.2.1 Types of Signs and Meaning 2.3 Semiotic Translation 2.4 Codes 2.5 Roland Barthes 2.5.1 Denotation, Connotation and Myth 2.6 Stylistics 2.6.1 Stylistic Analysis 2.6.2 Phonology and Phonetics 2.6.3 Phonetic Expressive Means and Stylistic Devices 2.6.4 Lexis 26 26 27 29 30 34 35 35 39
41

41 42 46 48

2.6.5 The Interaction of Different Types of Lexical Meaning

2.6.6 Intensification of a Feature 53

2.6.7 Peculiar Use of Set Expressions 54

2.7 Syntax 55
2.8 Graphology/ Graphetics 57

2.9 Semantics 57 Chapter Three: Methodology 3.1 Textual Analysis 3.2. Types of Textual Analysis 3.3 Research Design 62 66 66

Chapter Four: Stylistic Analysis of Lancme Advertisements Lancme Genifique 4.1 Linguistic Description 4.1.1 Graphological Style Markers 4.1.2 Lexical Style Markers 4.1.3 Syntactic Style Markers 4.1.4 Grammatical Style Markers 4.2 Analysis of Contextual Factors 4.2.1 Medium of Communication 4.2.2 Role-relationship 70 70 72 74 75 76 76 77

Lancmes scillation Vibrating Power Mascara Advertisement 4.3 Linguistic Features 4.3.1 Graphological Style Markers 4.3.2 Lexical Style Markers 4.3.3 Syntactic Style Markers 4.3.4 Grammatical Style Markers 4.4 Analysis of Contextual Factors 78 78 79 81 82 83

4.4.1 Medium of Communication 4.4.2 Role-relationship Chapter Five: Stylistic Analysis of Lux Advertisements Lux Limited Edition 5.1 Linguistic Features 5.1.1 Graphological Style Markers 5.1.2 Lexical Style Markers 5.1.3 Syntactic Style Markers 5.1.4 Grammatical Style Markers 5.2 Analysis of Contextual Factors 5.2.1 Medium of Communication 5.2.2 Role-relationship Lux Nut and Cream Soap Advert 5.3 Linguistic Features 5.3.1 Graphological Style Markers 5.3.2 Lexical Style Markers 5.3.3 Syntactical Style Markers 5.3.4 Grammatical Style Markers 5.4 Analysis of Contextual Factors 5.4.1 Medium of Communication 5.4.2 Role-relationship 5.5 Summary and Recommendations

83 83

85 85 86 87 88 89 89 89

90 90 90 91 91 91 91 91 93

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LIST OF FIGURES

Figure 2.1 Syngtamatic Relations Figure 2.2 Peirces Triad Figure 3.1 Difference between Communicators

31 32 67

x LIST OF TABLES

Table 4.1 Paragraph and Sentences Table 4.2 Pre-modifications in the Advertisement Table 4.3 Average sentence length Table 4.4 Number of paragraphs and sentences Table 4.5 Premodifications in the Advertisement Table 4.6 Average sentence length Table 5.1 Number of paragraphs and sentences

72 73 75 79 81 82 86

Table 5.2 Average sentence length Table 5.3 Comparison of stylistic features

88 92

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