Referential function in English cosmetics advertisements

Abstract

Cosmetics advertisements use language strategically to inform and persuade consumers. Drawing on Roman Jakobson’s model of communicative functions, this study examines the referential function in 134 English-language cosmetics advertisements from L’Oréal Paris, Estée Lauder, Olay, and Shiseido, collected from official brand websites and product packaging. Using qualitative content analysis supported by quantitative frequency counts, the study investigates how referential language presents ingredients, technological features, and product-related claims. The findings show that the referential function is mainly realized through ingredient descriptions, scientific claims, and product-effect statements. These features contribute to product credibility and create an appearance of objectivity. The study concludes that referential language in cosmetics advertising functions as an informational-persuasive hybrid, presenting product claims as information while simultaneously supporting persuasive purposes.