Lisa M. Janos

Abstract

This study examined advertisements in which metaphorical comparisons were made between cosmetic/beauty products and food. The purpose was to identify what rhetorical themes emerged among the advertisements and to determine if the visuals could provide sufficient content for a marketing message. Twelve images from four companies were chosen. An analysis was performed on each through the application of visual semiotics. Findings indicated that a visual metaphor approach can deliver involved rhetorical marketing messages to the viewer. The theme of indulgence was clear among the ads and the comparison of cosmetics to food suggested that the product should become part of the self, not to be ingested the way food would be, but to be absorbed into the daily lives of consumers.

Library of Congress Subject Headings

Advertising--Cosmetics; Visual communication; Metaphor in art

Publication Date

11-7-2014

Document Type

Thesis

Student Type

Graduate

Degree Name

Communication and Media Technologies (MS)

Department, Program, or Center

Department of Communication (CLA)

Advisor

Patrick Scanlon

Advisor/Committee Member

Kelly Norris Martin

Advisor/Committee Member

Tina Olsin Lent

Comments

Physical copy available from RIT's Wallace Library at HF6161.C77 J36 2014

Campus

RIT – Main Campus

Plan Codes

COMMTCH-MS

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