Lester’s Multi-Layered Communication Perspectives of Skincare Advertisement on X (Formerly Twitter) By Top Malaysian Brands

This study investigates the communication strategies employed in skincare advertisements posted on X (formerly Twitter) by top brands in Malaysia. Using Paul Martin Lester’s (2013) six perspectives of communication which include personal, historical, technical, ethical, cultural, and critical, this research analyses 200 advertisements selected through purposive sampling based on high engagement within the last three years. The study aims to identify common keywords and themes associated with each perspective, conduct thematic analysis, and provide contextual examples. Findings reveal that the advertisements frequently leverage Personal, Technical, and Ethical perspectives to connect with consumers compared to the other remaining perspectives - Cultural, Critical, and Historical Perspectives. The research highlights how multilayered elements in skincare advertising influence consumer perception and behaviour in Malaysia’s unique cultural context. Theoretically, this study contributes to understanding visual and non-visual communication aspects in advertising by applying Lester’s model to postings of digital advertisements on social media. Practically, it offers insights for brands to refine their advertising strategies. Future research could explore similar analyses in other countries or industries to broaden understanding of visual communication dynamics.

Skincare advertising; Communication strategies; X/Twitter; Lester’s six perspectives of communication; Consumer perception.

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