1.

O Introduction

Beauty is only skin deep. Nonetheless, in the world of plastic surgery, it is about

visible beauty, the sort of beauty the naked eye sees and perceives. Think about

Hollywood and Korean pop singers. The advertisement selected for this genre

analysis promotes a plastic surgery clinic, of which its headline itself screams

volumes: Turning Back the Hands of Time. Hurd-Clarke and Griffin, as cited in

Brown and Knight (2015), had probed deep into the issue of youthfulness via

conducting exhaustive interviews with 44 women and found that the need for a drink

in the fountain of youth surpasses norms; it is in fact a social obsession.

It is crucial to distinguish plastic surgery from cosmetic surgery, as both terms could

be misinterpreted as being the same, and also due to the focus of the particular

advertisement selected for this genre analysis, which is on cosmetic and

reconstruction surgery. According to the American Board of Cosmetic Surgery, The

procedures, techniques, and principles of cosmetic surgery are entirely focused on

enhancing a patients appearance. Improving aesthetic appeal, symmetry, and

proportion are the key goalsPlastic surgery is defined as a surgical specialty

dedicated to reconstruction of facial and body defects due to birth disorders, trauma,

burns, and disease. Plastic surgery is intended to correct dysfunctional areas of the

body and is reconstructive in nature.

2.0 Communicative Purpose

The communicative purpose behind the advertisement selected for this genre

analysis assignment is to inform readers and potential customers the latest and

innovative surgical techniques offered at L.A. Vinas Plastic Surgery & Med Spa. The

service clients are assured with is revolutionary in a sense that recovery time is

shorter and the entire experience is more comfortable.

3.0 Rhetorical Structure

The moves identified in the advertisement are not confined to a single generic

specification. Bhatia (2016) explicitly mentioned in his book Critical Genre Analysis:

Investigating interdiscursive performance in professional practice that rhetorical

moves in any one advertisement do not necessarily abide the same structure and

factors such as the type of product, target audience and kind of strategies influence

the moves that appear.

This section of the analysis report is constructed parallel to the flow of the actual

advertisement itself, one paragraph following the next.

Analysis of headline

The presence of headlines in a brochure is significant. As mentioned by Hanung

(2013), the headlines give a face or identity to the brochure.

In Move 1, the phrase Turning Back the Hands of Time is used to draw the readers

attention. According to Handley (2016), percentage of visitors that will read the
headline is 80% but only 20% will actually continue reading the piece. This fact

emphasizes the critical first impression prompted by headlines.

A study done by Beltramini and Blasko (1986) across selected headlines from a

collection of award-winning advertisements had shown that familiar saying in the

context of familiar phrases, word play, unorthodox use of usual sayings or frequently

recognized arrangement of words did play a role towards overall successful

performance of the advertisements.

As cited in Kronrod and Danziger (2013), studies carried out by McQuarrie and Mick;

McQuarrie and Phillips; Phillips and McQuarrie have shown the effectiveness of

figurative language to prompt positive attitudes toward the advertisement.

Analysis of moves in paragraph 1

Actual paragraph

Given the fact paragraph 1 in the advertisement comprises a couple of moves, this

paragraph is therefore broken down into separate portions to visibly discern one

move from the other.

Move 5: Establishing Credentials

LA. Vinas Plastic Surgery & Med Spa is the premier South Florida cosmetic
and reconstructive surgery center. Board Certified Plastic Surgeon, Luis Vinas
It
M.D., FACS, has mastered the most innovative surgical techniques
is

very important that the company highlights its credentials to demonstrate to readers

their prominent position in the cosmetic surgery industry.

Hennink-Kaminski et al. (2010) highlighted the use of credentials by players in the

cosmetic surgery industry is common, given the competitive nature of the industry

itself. Interestingly, pointed out as well, is the prohibition of the term board

certification by physicians who arent licensed by the American Board of Medical

Specialties. This could possibly rationalize the move of establishing its credentials

right at the beginning as this move explicitly informs readers their legitimacy in the

cosmetic surgery industry, hence instilling a sense of trust in the readers.

Move 4: Detailing the Product or Service

the most innovative surgical techniques to provide you exceptional

results. Using the revolutionary Harmonic Scalpel, recovery time can
be significantly reduced and more comfortable.

The reason for having highlighted (in cyan) the particular portion of the entire

sentence is to indicate that the same portion was addressed previously as Move 5.

The same portion is addressed as being Move 4 as well.

This move indicates three distinctive values customers can experience if the service

is engaged:

Exceptional results
Drastic cut down in recovery time
A more comfortable experience
The statement recovery time can be significantly reduced and more comfortable

poses a very critical point in terms of attracting potential customers as according to

Markarian and Hovsepian (2011), surgical procedures are perceived by majority of

consumers as risky business but with the incorporation of minimal or noninvasive

procedures into surgery, the value of risk is virtually non-existent.

Sarwer and Crerand (2004) highlighted the element of speedy recovery time and

safety measures are frequently highlighted to patients due to their perceived

marketable value.

In this move as well the service is described as being revolutionary and the product is

identified as Harmonic Scalpel.

Analysis of moves in paragraph 2

Move 5: Establishing Credentials

Move 4: Detailing the Product or Service

Given the fact this particular paragraph in the advertisement comprises a couple of

moves, this paragraph is therefore broken down into separate portions to visibly

discern one move from the other.

*Actual paragraph

Dr. Vinas has pioneered

 Portion 1

Portion 1 addresses move 5; establishing credentials. This statement alone

emphasizes strongly to readers that this particular individual, Dr. Vinas, has founded

a groundbreaking surgical method called the Ultra V Facelift.

the Ultra V Facelift

Portion 2

Portion 2 addresses move 4, specifically identifying the product.

utilizing a unique technique of cheek suspension,

lifting the cheeks

Portion 3

Portion 3 addresses move 4, specifically describing the product.

and restoring its youthful look

Portion 4

Portion 4 addresses move 4, specifically indicating the value of the product.

Analysis of moves in paragraph 3

Move 4: Detailing the Product or Service

Move 9: Soliciting response

*Actual paragraph

Given the fact this particular paragraph in the advertisement comprises a couple of

moves, this paragraph is therefore broken down into separate portions to visibly

discern one move from the other.

Whether you wish for dramatic or a more subtle result, the effects are
long lasting and can turn back the hands of time.

Portion 1

Portion 1 addresses move 4; specifically indicating the value of the product or

service. This is certainly an important criteria for those looking to have work done on,

which is the promise of eternal youth.

With a facelift

Portion 2
This portion of the entire sentence addresses move 4; specifically identifying the

product.

you can look years younger, more alert, and counter the effects of
gravity and aging.

Portion 3

Portion 3 addresses move 4; specifically indicating the value of the product.

Please call us so we may offer a personalized consultation.

Portion 4

Portion 4 addresses move 9: soliciting a response.

Analysis of moves in paragraph 4

Move 9: Soliciting response

Move 4: Detailing the product

Move 6: Celebrity endorsement

Move 7: Offering incentives

*Actual paragraph
Given the fact this particular paragraph in the advertisement comprises a couple of

moves, this paragraph is therefore broken down into separate portions to visibly

discern one move from the other.

Ask about Ulthera

Portion 1

Portion 1 addresses Move 9; soliciting response. The purpose for this move is to

encourage readers to seek further information in regards to the advertised product or

service (Hanung, 2013). This portion also addresses Move 4; identifying the product.

The reason that this portion shares a separate move is because the product Ulthera

is only introduced in the 4th paragraph.

our newest non-surgical, no downtime lift

Portion 2

Portion 2 addresses Move 4; describing the product.

featured on the Rachael Ray Show, The Doctors & Dr. Oz.

Portion 3
Portion 3 addresses Move 6; celebrity endorsement. On the surface, all three fall

under the category of endorsers. However, in the context of marketing, there are

two subtypes: The celebrity and The professional expert (Friedman et al. 1976).

According to Friedman et al. (1976, p.22), The celebrity is known to the public for

his accomplishments in areas unrelated to the product class endorsed. This

explicitly refers to The Rachael Ray Show, an American talk show on which the chef

Rachael Ray offers a mixed program of entertainment, information and cooking,

which has no affiliation with the notion of plastic surgery.

Although the other two endorsers; The Doctors and Dr. Oz, are considerably figures

of celebrity stature, because of the nature of the shows, which revolves around the

issue of health and medicine, these endorsers belong to the latter category; the

professional expert. Friedman et al. (1976, p.22) defines the professional expert as a

recognized authority on the product class endorsed whose expertise, the result of

special knowledge or training, is superior to that acquired by ordinary people.

Mention this ad, and receive 10% off this treatment as our gift to you.

Portion 4

Portion 4 addresses Move 7; offering incentives. In an article written in The New York

Times (Singer 2008), websites belonging to certain surgeons offer promotional deals

such as $500 off a single operation or a combo-deal (body or facial surgeries) that is

worth a thousand dollars less.

4.0 Rhetorical Strategies

4.1 Language Features

Table 1. Tenses found in the brochure

No Tenses Total
1 Present Simple 6
2 Present Perfect 2
3 Present Simple Continuous 3

Table 2. Adjectives found in the brochure

No Adjectives Total
1 Comparative 4
2 Superlative 2
3 Adjectives (on its own) 9

Table 3. Modal Verbs found in the brochure

No Modal Verbs Total

1 Can 3
2 May 1

Given that adjectives hold the highest score in terms of frequency, adjectives will be

the only language feature reviewed.

Table 2 reveals a total of 15 adjectives used in the advertisement. Out of these 15

adjectives, most can be somewhat directly linked to the image of the model portrayed

in the advertisement: more comfortable, unique, youthful, dramatic (result), more

subtle (result), long lasting (effects), younger and more alert. It would make

sense for these adjectives to be used, as the primary notion behind cosmetic and

reconstructive surgery is to offer individuals the opportunity for reversing their age

or alter present appearances so their lost youth could be captured once again and

desired features made a reality.

Rahim (2013) had done a study on the choice of adjectives in cosmetic

advertisements and frequent recurrences of adjectives were smooth, fragrance,

soft and fair. Rahim (2013, p.90) mentioned the following: the adjectives

smooth and fragrance were explicitly shown by the model in the advertisement.
The model had smooth facial skin with the index finger sliding down the cheek; the

model also made it clear she had smooth face.

Putting this context of imagery interpretation into the context of the advertisement

being analyzed, the model displays a feeling of comfort and her dramatic, youthful

appearance gives the impression of a dream-alike state that possibly leads readers

into believing the transformation is long lasting.

5.0 Conclusion

The communicative purpose behind the advertisement is to promote the wonders

and miracles that cosmetic and reconstructive surgery could possibly offer to

individuals that seek a restoration of youthful looks. In addition to reversing the

damage inflicted through ageing, the surgical techniques adopted are claimed to be

of the finest standards, promising the possibility of reduction in recovery time with

minimum discomfort. Emphasizing adjectives such as the most innovative,

exceptional results and personalized consultation give L.A. Vinas Plastic Surgery

& Med Spa the credibility they would need to verify their strong position in the field.

The endorsement of celebrities further boosts the centers image, giving it a

competitive edge in the industry. Final point to be addressed here is the extensive

use of adjectives in the advertisement. Personally, this is expected, as the key

function of adjectives is to embellish and beautify the language aspect in order to

support the overall idea the advertisement intends on communicating to readers.

6.0 References

Beltramini, R.F. and Blasko, V.J. (1986). An Analysis of Award-Winning Advertising

Headlines. Journal of Advertising Research, 48-52.

Bhatia, V.K. (2015). Critical Genre Analysis: Investigating interdiscursive

performance in professional practice. Routledge.

Brown, A. and Knight, T.(2015). Shifts in media images of women appearance and

social status from 1960 to 2010: A content analysis of beauty advertisements in two

Australian magazines. Journal of Aging Studies, 35, 74-83.

Cosmetic surgery vs. plastic surgery. Retrieved from

http://www.americanboardcosmeticsurgery.org/patient-resources/cosmetic-surgery-

vs-plastic-surgery/

Friedman, H.H., Termini, S., and Washington, R. (1976). The Effectiveness of

Advertisements Utilizing Four Types of Endorsers. Journal of Advertising, 5(3), 22-24.

Handley, A. (2016). Hook em With Headlines. Entrepreneur, 44(2), 18-19.

HANUNG, B. (2013). Genre Analysis of Stanford University Brochures. Skripsi,

Fakultas Ilmu Budaya.

Hennink-Kaminski, H., Reid, L.N. and King, K.W. (2010). The Content of Cosmetic

Surgery Advertisements Placed in Large City Magazines, 1985-2004. Journal of

Current Issues and Research in Advertising, 32(2), 41-57.

Kronrod, A. and Danziger, S. (2013). Wii Will Rock You! The Use and Effect of

Figurative Language in Consumer Reviews of Hedonic and Utilitarian Consumption.

Journal of Consumer Research, 40, 726-739.

Markarian, M.K. and Hovsepian, R.V. (2011). The Interface of Cosmetic Medicine and

Surgery: Working from the Inside and the Outside. Clin Plastic Surg, 38, 335-345.

Rahim, N.A. (2013). Adjective Identification in Television Advertisements. Social and

Behavioral Sciences, 103, 86-94.

Sarwer, D.B. and Crerand, C.E. (2004). Body image and cosmetic medical

treatments. Body Image 1, 99-111.

Singer, N. (2008). In Hard Times, a Cosmetic Hard Sell. Retrieved from

http://www.nytimes.com/2008/11/06/fashion/06skin.html

APPENDIX