Republic of the Philippines
University of Southeastern Philippines
College of Arts and Sciences
Bachelor Arts of in English Language Major in Applied Linguistics
First Semester A.Y. 2023-2024
UNRAVEL THE BEAUTY: A MULTIMODAL DISCOURSE ANALYSIS OF SELECTED
MAYBELLINE PHILIPPINES' ADVERTISEMENT ON INSTAGRAM
In Fulfillment of the Final Requirement for ELAL 202 | English Discourse
Presented By:
Gono, Abigail Ann D.
Livitos, Miavic C.
Octal, Stella Maris C.
Pucong, Jhonrey Dave J.
Sinajon, Gellie B.
Presented To:
Mr. Philip Andrew Garlitos
December 2023
Data
Product No. 1- Maybelline’s SuperMatte Ink
Image No. 1 | Feb. 15, 2023 Image No. 2 | Mar. 21,2023
Product No. 2- Maybelline’s Fit Me Fresh Tint
Image No. 3 | Apr. 19, 2023 Image No. 4 | Apr.20 2023
Product No. 3- Maybelline’s Super Stay Vinyl Ink
Image No. 5 | July 15, 2023 Image No. 6 | July 17, 2023
Product No. 4- Maybelline’s Fit Me Compact Powder
Image No. 7 | Nov. 9, 2023 Image No. 8 | Nov. 9 2023
Analysis
Product No. 1- Image 1 and Image No. 2
Image 1: A girl eating isaw, a popular Filipino street food, while seemingly enjoying the
food that she is eating.
Image 2: A different shades of the Super Stay Matte Ink liquid lipstick in its packaging
while one shade of open.
Emojis:
- A winking face emoji conveys general positivity. - A lipstick without a cap emoji
symbolizes cosmetic and beauty products.🫦- A biting lip emoji is used to express flirtation,
or excitement and anticipation. - A thinking face emoji is used to question something
or someone. - a dango (Japanese sweet) emoji - A silver fork and knife, generally
used for dining and eating.
Terms:
“Eat well”- A phrase used to a person for them to have a meal happily. “Slay all day”- is
a phrase used to have a successful day. “Street food”- is a phrase used for the ready-to-
eat food beside the street. “Food trip”- is a phrase used for culinary exploration.
“Mukbang-friendly”- is a phrase used for having a safe eating show. “Perfect pout” is a
phrase used for having a full and well-shaped lip.
Product No. 2- Image No. 3, and Image No.4
Image No.3: The product, Maybelline Fit Me Fresh Tint, is on a table in a beach setting.
Image No. 4: The Maybelline Fit Me Fresh Tint is in a flamingo summer floatie, with the
beach as its background.
Emojis:
- a beach with umbrella emoji, commonly used to indicate vacation or the beach -
umbrella on ground emoji, usually used to indicate relaxation or a day at the beach -
the spiral shell emoji is commonly used on contents concerning the beach, ocean life, or
summer fun. - the sun emoji is commonly used to depict sunny and warm weather or
light and positive energy. - a wave emoji represents ocean or water activities like
swimming or surfing. - a tangerine emoji. Tangerines are a good source of vitamin C.
- a raising hands emoji, usually used when celebrating success or any joyous event.🫦-
the flamingo emoji is usually used to depict summer fun. - the sparkles emoji is
normally used to indicate positive sentiments such as love, happiness, and beauty. -a
palm tree emoji is used to represent tropical places and beaches.
Terms:
"Beach"- is a land that separates the water from an inland area. "Road trip"- is a journey
by riding a vehicle. "Vitamin C"- helps to protect cells and keep them healthy. "Natural
coverage"- is a lighter look that evens your skin tone without hiding your imperfections.
"SPF 50 PA+++"- is a PA index that has a 98 percent protection rate. "Damage"- is any
change in a thing that degrades away from its initial state.
Product No. 3- Image No. 5, and Image No. 6
Image No. 5: Joshua Garcia, a famous actor in the Philippines, holding lipstick that has
the same color as his background while smiling. The color is called “Red Clay” with a
color code of #8F4B41
Image No. 6: A hand holding different shades of Maybelline SuperStay Vinyl Ink with a
background of buildings.
Emojis:
- a hundred emoji is used to convey authenticity and realness. - a kissing face with
a close-eye emoji is used to convey affection. - a cityscape at dusk emoji is used to
express the fascinating nighttime and appreciation for urban life - A kiss mark emoji is
a symbol of lipstick marking to express cosmetics and beauty.
Terms:
“Shade”- is a different color of cosmetic product. “Smudge-proof”- is a phrase that a
product doesn't messily smear. “16HR wear”- is short for 16-hour wear. “City Girls” - is a
phrase used for girls who live in urban areas. “Kissproof”- is a phrase used when a product
doesn't create a mark when kissing.
Product No. 4- Image No. 7, and Image No.8
Image No. 7: A compact powder with black packaging. The picture’s background has
different shades of brown available for the compact powder.
Image No. 8: A compact powder with two shades. It has a sky-blue background to
emphasize the color of the shades.
Emojis:
- a smiling face with a heart-eyed emoji conveys extreme positivity towards a subject.
- a sparkle emoji is used to convey excitement and admiration. - an eyes emoji
conveys observing or taking an interest in something. - A blue heart expresses support
and excitement. - A woman gesturing no emoji is used to indicate no deal. - A droplet
emoji is used to convey liquid substances. - A woman tipping her hand emoji is used to
express sassiness. - A clapping hands emoji is used to express approval or a way of
saying bravo.
Terms: “16Hr Oil Control"- is short for 16-hour oil control, which means it can control the
excess oil in the face. “Soft matte-looking”- is a type of surface texture that is smooth but
not shiny or reflective. “Oily girlies”- is a phrase used for girls who have oily and greasy
skin.
Discussion
Product No. 1- Maybelline’s SuperMatte Ink (Image No. 1) is implying that the lip product
is a transfer-proof product by stating in the caption, “Zero hesitations when eating out.” Maybelline
PH is trying to tell consumers that they do not need to worry about faded lipstick after eating out.
Lipsticks are known to fade after eating or drinking a little bit, so advertising a product that is
transfer-proof while showing a picture of a woman eating while wearing the said lip product would
pique the interest of consumers and would make them want to buy the product because of its
unique quality. They also shared the shade of the lipstick the model is wearing, which is helpful
for those who want to buy the same shade. The hair of the model and the color of “isaw” enhances
the shade of the lipstick she’s wearing, which is a strategy to give an emphasis to the lipstick’s
color. Product No. 1- Maybelline’s SuperMatte Ink (Image No. 2) showed different shades of pink,
brown, and red liquid lipsticks, from cool-toned to warm-toned ones. They also stressed the non-
transfer quality of the lip products while eating by asking in the caption “Mukbang-friendly lippies?”
with the hashtag #SuperstayFoodTrip. With the shade range of the product shown in the picture,
Maybelline PH promotes the inclusivity of their product, that there is a Super Stay Matte Ink
available for every skin tone.
Product No. 2- Maybelline’s Fit Me Fresh Tint (Image No. 3) advertises the Fit Me Fresh
Tint, which is a make-up plus skincare product because it simultaneously acts as a BB Cream
and sunscreen. The product is placed under the sun with the beach as its background in the
picture. Maybelline boasts the brightening effect of the product by mentioning the presence of
Vitamin C in the caption. They also mentioned the natural coverage of the skin tint, implying that
this will look like a second skin when applied. They also mentioned SPF 50 PA+++ in their caption,
implying that their product not only brightens and provides coverage on the skin but is also one
of the best UV protections out there since SPF 50 provides protection from the Sun’s UVB rays
and PA+++ provides protection from the UVA rays. They also used the hashtag
#SummerSunFilter, which implies that their product is good for the summer heat. Maybelline also
established a summer vibe in their caption using the different emojis related to summer. Product
No. 2- Maybelline’s Fit Me Fresh Tint (Image No. 4) features the Maybelline Fit Me Fresh Skin
Tint in a flamingo summer floatie while the beach is in the background. The summer vibe is evident
in the picture and the caption with the emojis used. They also used a suggestive tone in the first
line of the caption: “Love the sun but hate the damage?”. This caption line also suggests that the
skin is protected even under the sun with the skin tint shown in the photo. The inclusion of the
terms SPF 50 PA+++ and #SummerSunFitler also helps with their message that not only is the
skin going to look good when using this product, but it will also give an exceptional defense against
the sun’s UV rays that can damage the skin. The flamingo floaty helps give off a summer vibe that
is also connected to the flamingo emoji in the caption. Shopee and Lazada, well-known online
shopping platforms in the Philippines, are also mentioned. This tells consumers that their products
are available online, conveniently, and hassle-free because those who want to buy the product
can shop from the comfort of their homes. The total number of shades of the skin tint (9) is also
mentioned, telling the consumers that they can choose the shade that fits their skin tone.
Product No. 3- Maybelline’s Super Stay Vinyl Ink (Image No. 5) implies that the product is
available in any shade by asking in the caption, “Which shade will you kiss #JoshuaGarcia with?”
and with the image of Joshua Garcia holding one shade of lipstick that has the same color as the
background. Joshua Garcia is a Philippine actor who gained a thousand fans due to his acting
skills and handsome appearance. The advertisement would gain from this promotion due to him.
The use of a famous face will influence how customers view this product since celebrities can
transfer their star quality into the product. They are excellent at grabbing attention, and the
advertisement will become memorable to the audience. This advertising strategy will promote not
only the product but also the brand’s recognition to help boost sales and increase brand
awareness. They are promoting the hashtag “#KissProofWithJoshua” to project that their product
cannot be easily removed even with a kiss. The hashtags serve as a campaign strategy to help
achieve marketing goals by making the hashtag a trending topic for media users. The interplay
between a hashtag and a celebrity will help boost the social media presence, reach new
audiences, and increase engagement. In connection with the hashtag, it is observable that they
are convincing the audience of their product’s authenticity of being kissproof by saying in the
caption, “No need to worry about transfers” and using emojis that connect to the caption. The
caption’s use of a casual tone in promotion can give the audience a hint of a comfortable
communication style. It is also an interactive post since the audience can answer the question of
what shade they will use. This advertisement will give other consumers an idea of what they will
choose when buying Maybelline’s lipstick. Product No. 3- Maybelline’s Super Stay Vinyl Ink
(Image No. 6) shows off the different shades of the lipstick. The color of the product blends with
the color of the buildings, which gives an aesthetic picture to promote the product well. The
buildings can be seen in the cities; thus, it emphasizes that their product is perfect for city girls as
mentioned in the caption. By using the word “perfect,” it will come off as an ideal and flawless
product for city girls, where city girls are their target market. It is common for advertisements to
obtain customers who are most likely interested in buying the product. They used the cityscape
emoji to connect the caption to the picture and to add a descriptive image of the city. The caption
describes the product as wearable for 16 hours by using the term 16HR and suggests that it is
suitable for city girls, which is the main problem for girls living in urban areas because their lipstick
is not sticking to their lips the whole day. This description will pique the interest of the city girls as
to how their product would last if they used it.
Product No. 4- Maybelline’s Fit Me Compact Powder (Image No. 7) promotion has
highlighted the inclusivity of their product by showing off the different shades of the compact
powder available in different skin tones. The gradient color from darker to lighter skin tone is a
good execution for representing and portraying diverse humankind in this multicultural society.
The caption has an encouraging tone to have confidence when wearing the product and to feel
and look like a star, accompanied by emojis that describe positivity and admiration. The caption
added another sentence promoting that their product is good for 16 hours without having oily skin
for almost an entire day. It uses the term “soft matte-looking” to emphasize how the product sets
on the skin without having a shiny face. This term is usually used to describe a product that
typically helps control shine and oil on the face. This will attract customers who prefer a matte
look rather than a dewy look. Most customers who have oily skin prefer this product because it
sets and offers a balanced condition on the skin. In general, this promotion has used the strategy
of emphasizing positivity and inclusivity in its product. This approach targets customers who have
specific preferences in their looks to have confidence all day without looking greasy. Product No.
4- Maybelline’s Fit Me Compact Powder (Image No. 8) has two different shades and emphasizes
the product's packaging. The product emits a simple yet classy look, which is good for a
minimalistic appearance. The blue background gives off a youthful vibe and clearly emphasizes
the color and shade in a cool tone. The product’s caption emphasizes that having a matte face is
a “MUST” for oily girls, which gives the idea that their target market is the audience who has oily
skin, and capitalizing the word must express an action that is obliged. The caption has an
encouraging approach and emphasizes the buyers' motivation to buy their product by stating the
problem and solution for oily skin. It emphasizes the uniqueness of its product by having a 16-
hour oil control that will help ladies who suffer from oily skin. Thus, emojis are all related to the
caption to add a visual representation to the caption and blend it with the blue aesthetic of the
image. This advertisement highlights the brand’s focus on aesthetic packaging, color theory, and
a problem-solving approach to target a specific audience on Instagram.
Summary of the Findings
Beauty products, encompassing skincare, makeup, hair care, fragrances, and
personal grooming items, serve the purpose of enhancing one's appearance, skin, and
hair health while addressing various cosmetic concerns (Niaounakis, 2015). They play a
role in helping individuals look and feel their best by accentuating natural beauty and
addressing imperfections (Lindner, 2004). Commercials play a significant role in the
widespread popularity of beauty products in mass media, wielding persuasive language
to influence opinions and encourage individuals to change their appearance for a more
beautiful look, particularly targeting women. Language, beyond being an informational
medium, has the power to prompt actions (Gee, 2011). Advertisements, employing a
problem-solution approach in their sentences (Fairclough, 2003), tackle consumer
concerns by offering solutions aligned with their desires and needs. Language, as a
communication system using symbols, conveys profound meaning (DeMichele, 2017).
The text's significance extends beyond words, incorporating semiotic modalities such as
layouts, gestures, visuals, and sounds (Lazar, 2005). In analyzing MaybellinePh's
cosmetic advertisement, researchers utilized semiotics and multimodal critical discourse
analysis to examine how visual and linguistic features and discourse strategies shape
consumer perception, considering various modes like text, symbols, and images.
Maybelline’s advertisement includes a variety of strategies to approach a target
customer. In their Instagram posts, they use captions to use to build confidence and
empowerment in their product. They highlight specific features and benefits of the
endorsed products. They incorporate interactive elements, such as asking questions or
encouraging followers to share their experiences with the products or what shade they
use after buying the product. They also use hashtags to create a cohesive brand identity
and launch campaigns. Thus, captions strategically blend product features with a sense
of desirability to capture the attention of their respective target audiences. They involve
showcasing products on various skin tones or hair types and promoting a message of
beauty for everyone. The color palettes they choose create visually appealing and
cohesive content. The emojis enhance the expressiveness and engagement of captions
and it helps to convey emotions, add personality to the text, and create a visually
appealing aesthetic. The visual impacts used in the promotion and the captions, together
with the hashtags, influence the consumers to purchase the item without delay. They also
use celebrities to enhance the credibility and appeal of their products. Associating a well-
known face with a cosmetic product can positively impact the perception of consumers
and trust in the brand. Therefore, MaybellinePh's advertisement on Instagram highlights
the factors of the products and their desirable features that appeal to customers' benefit
by using various strategies.
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