A Stylistic Analysis of the English Language Usage in Selected Beauty-based Social Media Advertisements in Nigeria

Abstract

This study explores the stylistic use of English in beauty-based social media advertisements in Nigeria, focusing on platforms like Instagram and Facebook. In recent years, the use of social media for advertising has grown exponentially, especially in the beauty industry. However, the unawareness of the right use of linguistic features has led to misconceptions and misinterpretations by consumers. Using Michael Halliday's Systemic Functional Linguistics (SFL), specifically the interpersonal and ideational metafunctions, the research examines how language is employed to engage and persuade consumers. Three purposively selected advertisements from popular beauty brands were analyzed using a qualitative approach. The findings reveal that advertisers use descriptive, persuasive, and emotive language to evoke imagery and emotion, creating a sense of urgency and exclusivity. Techniques such as sensory-rich descriptions, hyperbole, and inclusive terms are common, effectively influencing consumer perceptions and purchase decisions. The study highlights the significant role of English language in digital marketing, offering valuable insights for linguists, marketers, and advertisers. It recommends that beauty brands refine their use of emotive and sensory language to strengthen consumer engagement. Further research could investigate the impact of cultural nuances on the effectiveness of these linguistic strategies in the Nigerian context. This study contributes to the understanding of how language in social media advertising shapes consumer behavior and provides a framework for more effective marketing communications.