...Jeaney Yip; Susan Ainsworth; Isabella Dabaja Purpose This paper aims to study how a local beauty brand, Mustika Ratu, was able to compete with foreign companies by discursively constructing an ideal of Indonesian beauty that drew on cultural heritage and history, indigenous knowledge, nature...

...Yuko Minowa Purpose This study aims to examine the construction of feminine beauty by onnagata kabuki actors in Japan’s history, with a focus on their narratives in modern advertorials about beauty products. The objective is to identify emerging themes in their narratives and to analyze...

.... Findings This paper shows how the commercial use of chlorophyll offered a lucrative opportunity for marketers, acting as a “tabula rasa” on which they could use discourses of science, nature, idealised femininity and luxury to draw connections with health, modernity and beauty, despite the product having...

... social semiotic analysis, it explores how the brand was a pioneer in lifestyle marketing, using discourses of modernity, beauty and the Swedish “way of life” to sell its toothpaste. Design/methodology/approach Two hundred Stomatol advertisements were collected from the Swedish Historical Newspaper...