Onomatopoeia in makeup advertisements in Japanese fashion magazine

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  • ファッション雑誌の化粧品広告におけるオノマトペについて

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The purpose of this paper is to look at the characteristics of Japanese onomatopoeias appearing in cosmetics and skincare products advertisements in fashion magazine. The assumption is that the use of onomatopoeias in cosmetics and skincare products describe and deliver the sensation of the products to readers and consumers. The “AっBリ” and “ABAB” forms appeared the most in the cosmetics advertisements. \ The five major findings of the research are as follows. (1) “AっBリ” form such as “shittori”, “sukkiri” and “sappari” are used excessively in order to describe and deliver the products benefits. (2) A numbers of co-occurrence of “AっBリ” form with adjectival participles are found. For example, “shittori nameraka” are used to deliver both moist and smooth feeling. (3) The use of joined onomatopoeias makes the products more appealing. (4) The use of “onomatopoeia+tsuku” with suffixes like “-gachi” “-nai” “-zu” is found to deliver negative image of skin problems. This also suggests that the advertised products as the solutions. (5) The use of shittori+kan” shows the moist feeling of the products. These findings show that onomatopoeias are used in many ways to deliver the features and benefits of skincare products.

Journal

  • 人間文化創成科学論叢

    人間文化創成科学論叢 16 77-85, 2014-03-31

    お茶の水女子大学大学院人間文化創成科学研究科

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