● Department of Media Studies
PRACTICAL LAB RECORD – MINOR
PROJECT
Course Name: Essentials of Communication Practical
Course Code: 24JOR2L211
Student Name: Sweety Ghosh
Department of Media Studies
BA JOPYEN
CERTIFICATE
This is to certify that Ms. Sweety Ghosh
Roll no. 24JPEA57
has successfully completed the MINOR PROJECT prescribed for the course
Essentials of Communication Practical of BA JOPYEN programme at Kristu
Jayanti College, Bengaluru, in the academic year 2024-2025
Date: 29/10/2024
Signature of the Course in-charge
Department of Media Studies
Coordinator | Head of the Department
Department of Media Studies
Table of Content
No Details
1 Introduction
2 Appeals utilised in the campaign
3 Linguistic devices employed
4 Cultural symbols represented
5 Non-verbal cues evident
6 Signs and symbols incorporated
7 Conclusion
1. INTRODUCTION
Campaign title: Refill me
Brand: Laneige
Medium: TV(advertisement),Media(social media)
Target Audience: Women
Date of Release: Spring 2016
Laneige is a South Korean skincare brand known for its innovative and hydrating products
particularly in the realm of moisture-focused solutions. The “Feel the Glow” line emphasises
radiance and hydration, featuring products designed to enhance skin’s luminosity and overall
health . Utilising advanced water technology , Laneige combines natural ingredients with
cutting – edge formulas to deliver effective hydration and a youthful glow. This line caters to
various skin types, promoting a fresh and vibrant complexion . Whether through serums,
moisturisers, or masks. Laneige aims to help users achieve their best skin through effective,
feel-good skincare.
1.1 Synopsis of the Advertisements
1.1.1 Advertisement 1 : Refill me Campaign 2016 starring Lee Sung kung
The Laneige "Refill Me" ad campaign launched
in 2016 featured popular South Korean model
and actress Lee Sung Kyung as its ambassador.
This campaign aimed to promote Laneige's
innovative refillable skincare products while
emphasising sustainability and eco-friendliness.
The central theme of the "Refill Me" campaign
was to encourage consumers to adopt sustainable beauty practices by utilizing refillable
packaging. Lee Sung Kyung, known for her fresh and youthful image, effectively embodied
the brand’s aesthetic and message, making the campaign relatable and appealing to a wide
audience. The campaign showcased a range of refillable products, particularly highlighting
the benefits of using these items in reducing plastic waste. The visuals combined vibrant
colors and engaging graphics, capturing the essence of Laneige's commitment to innovation
in beauty while maintaining a strong focus on environmental responsibility. In addition to
promoting the products, the campaign featured educational elements, informing consumers
about the importance of sustainability in their beauty routines. By leveraging Lee Sung
Kyung’s popularity, Laneige successfully increased awareness and excitement around the
refillable concept, encouraging a shift towards more eco-conscious consumer behaviour.
1.1.2 Advertisement 2 : Refill me Coaching Clinic Grazia X Laneige
The Laneige "Refill Me Coaching Clinic”
was a collaboration between Grazia and
Laneige, aimed to educate and engage
consumers about sustainable beauty
practices. This initiative focused on the
benefits of refillable products while
promoting a holistic approach to skincare.
The clinic featured interactive sessions that
allowed participants to learn about Laneige's refillable product line, including skincare
techniques and the importance of reducing waste. Expert skincare coaches provided
personalized advice, guiding attendees on how to integrate refillable products into their
routines effectively. This collaboration with Grazia helped amplify the campaign's reach,
leveraging the magazine’s influence to attract a broader audience interested in beauty and
sustainability. The event was designed not only to showcase Laneige’s commitment to eco-
friendly practices but also to create a community of informed consumers who prioritize
sustainable choices. Through engaging content and hands-on experiences, the "Refill Me
Coaching Clinic" successfully promoted Laneige's refillable products while fostering a
conversation about sustainability in the beauty industry. The initiative highlighted the brand’s
innovative approach to skincare, blending effective beauty solutions with a commitment to
environmental responsibility.
1.1.3 Advertisement 3 : The laneige water bank gel cream
The Laneige Water Bank Gel Cream refill
advertisement featuring Song Hye Kyo focuses
on promoting the brand's innovative refillable
packaging while highlighting the benefits of the
Water Bank Gel Cream itself. In this
advertisement , Song Hye Kyo, a renowned
South Korean actress known for her radiant skin
and sophisticated image, embodies the essence of
Laneige's commitment to hydration and
sustainability. The advertisement showcases the Water Bank Gel Cream, emphasizing its
lightweight, hydrating properties that are perfect for various skin types. The visual elements
of the ad are bright and refreshing, reflecting the cream's hydrating benefits, with a strong
focus on the eco-friendly aspect of the refillable packaging. By using refillable containers,
Laneige aims to reduce plastic waste and encourage consumers to make more sustainable
beauty choices. Through Song Hye Kyo's engaging presence and the ad's appealing
aesthetics, the campaign effectively communicates Laneige's message of combining effective
skincare with environmental responsibility.
1.2 PURPOSE OF CHOOSING LANEIGE ADVERTISEMENT CAMPAIGN:
REFILL ME
The Laneige Refill Me Campaign was launched in 2016 . The Laneige "Refill Me" campaign
is a bold initiative aimed at promoting sustainability within the beauty industry. At its core,
the campaign encourages consumers to adopt eco-friendly practices by offering a range of
refillable skincare products. By providing refill options for popular items like moisturisers
and serums, Laneige underscores its commitment to reducing plastic waste and fostering
responsible consumer behaviour. This move not only aligns with growing environmental
awareness among consumers but also positions Laneige as a leader in sustainable beauty. A
significant aspect of the campaign is its emphasis on consumer engagement. Laneige invites
customers to share their refill experiences on social media, creating a sense of community
around the idea of sustainable beauty practices. This user-generated content not only
amplifies the campaign's reach but also encourages dialogue about the importance of
reducing single-use packaging. By fostering a connection with its audience, Laneige
enhances brand loyalty and encourages more individuals to consider sustainable alternatives
in their beauty routines. In addition to engaging content, the "Refill Me" campaign features
visually striking imagery that reflects Laneige’s modern and youthful brand identity. The
vibrant visuals are designed to capture attention and convey the innovative nature of the
refillable products. Complementing the aesthetic appeal, Laneige also focuses on educating
consumers about the environmental impact of their beauty choices, providing valuable
information on how refills can contribute to a healthier planet. Overall, the Laneige "Refill
Me" campaign successfully combines effective skincare with a strong message of
sustainability, encouraging consumers to rethink their beauty habits while enjoying high-
quality products. By prioritizing both performance and environmental responsibility, Laneige
not only meets the needs of its customers but also helps pave the way for a more sustainable
future in the beauty industry.
2. APPEALS UTILISED IN THE CAMPAIGN
The Laneige "Refill Me" advertisement campaign employs a variety of appeals that
enhance its effectiveness in promoting sustainability and engaging consumers. Here’s
a more detailed look at appeals utilised in each advertisement:
2.1 Advertisement 1 and 3 :
2.1.1 Testimonial Appeal
Featuring well-known celebrities like Lee Sung Kyung and
Song Hye Kyo lends credibility to the campaign. Their
involvement enhances brand visibility and makes the products
more relatable and aspirational. Fans of these figures are more
likely to engage with the brand, as they trust and admire their
choices. The endorsement creates a sense of aspirational lifestyle associated with using
Laneige products.
2.1.2 Aesthetic Appeal
The visual elements of the "Refill Me" campaign are
striking and carefully crafted, showcasing the refillable
products in a vibrant, appealing manner. The use of bright
colors and modern design aligns with Laneige’s youthful
and fresh brand identity. This aesthetic appeal not only
attracts attention but also reinforces the idea that sustainable products can be beautiful and
desirable.
2.2 Advertisement 2:
2.2.1 Ethical Appeal
The campaign taps into consumers' feelings of responsibility and
empowerment. By emphasising the importance of making eco-friendly
choices, it encourages individuals to take pride in contributing to a healthier
planet. This emotional connection fosters loyalty, as consumers feel they are
part of a movement toward sustainability. Laneige's commitment to
reducing plastic waste and promoting sustainable practices aligns with the
values of ethically conscious consumers. The campaign effectively communicates the brand's
dedication to environmental responsibility, which resonates with those who prioritise ethical
considerations in their purchasing decisions. This appeal helps position Laneige as a brand
that cares about both its products and the planet. The campaign emphasises the importance of
refillable packaging and the environmental impact of traditional beauty products. By
providing educational content, Laneige informs consumers about how their choices affect the
planet. This knowledge empowers consumers to make informed decisions, reinforcing the
brand's image as a leader in sustainability. It also positions Laneige as a trustworthy source of
information in the beauty industry.
3. LINGUISTIC DEVICES EMPLOYED
3.1 Table showing the connotative and denotative meaning of the phrases
used in the advertisement campaign:
Words/ phrases Connotative Denotative
Meaning Meaning
Advertisement 1 Refill with moisture It implies a sense of It refers to the literal
rejuvenation, act of replenishing
vitality, and care for or adding moisture
the skin. to the skin.
Advertisement 2 Refill me for "Refill me" evokes a "Refill me" suggests
sparkling life sense of renewal and replenishing or
self-care, inviting restoring something,
the audience to likely referring to a
rejuvenate product that hydrates
themselves. or revitalizes the
"Sparkling life" skin. "Sparkling life"
connotes vitality, indicates a vibrant,
energy, and a sense lively, and healthy
of joy, suggesting appearance, possibly
that using the implying glowing
product can enhance skin.
one's overall well-
being and radiance.
Advertisement 3 Hydration on the go "Hydration on the "Hydration on the
go" implies go" literally suggests
convenience, a product or solution
practicality, and a that provides
busy lifestyle, moisture or
suggesting that hydration that is
maintaining skin convenient for use
hydration is easy and while traveling or
accessible, even in a during daily
fast-paced world. It activities.
evokes a sense of
self-care that fits
into modern life,
emphasizing that
users can take care
of their skin without
sacrificing time or
effort.
Glow wherever you "Glow" connotes "Glow" indicates a
are vitality, confidence, radiant, luminous
and beauty, quality, often
suggesting an inner associated with
radiance that healthy skin.
enhances one’s "Wherever you are"
overall presence. suggests that this
The idea of glowing glow can be
"wherever you are" achieved in any
implies that users location,
can feel radiant and emphasizing
beautiful in any accessibility and
situation—whether versatility.
at home, at work, or
on the go—
promoting a sense of
empowerment and
self-assurance.
3. 2 Metaphor
The Laneige "Refill Me" advertisement campaign utilises several metaphors to convey its
themes of hydration, sustainability, and self-care. Here are a few key metaphors often seen in
their messaging:
Refill as Renewal: The concept of refilling suggests rejuvenation, emphasising the idea of
replenishing not just the product, but also one's skin and self-care routine.
Water as Life Source: Water is a central metaphor representing vitality and essential
nourishment, highlighting the importance of hydration for healthy skin.
Nature's Cycle: By linking the refillable aspect to nature, the campaign conveys a message of
sustainability, portraying the brand as eco-conscious and in harmony with the environment.
Journey of Self-Care: The process of refilling can symbolise a personal journey towards
better self-care practices, encouraging consumers to take active steps in nurturing themselves.
These metaphors work together to create a cohesive message about the benefits of Laneige
products while promoting environmentally friendly practices.
3.3 Functions of Language in Advertisement
The functions of language in the Laneige advertisement campaign include:
3.3.1 Instrumental function
The ad campaign primarily focuses on the aspect of achieving specific goals and conveying
clear information. The language provides essential details about the products, such as
benefits, ingredients, and usage instructions, helping consumers make informed decisions.
Instrumental language effectively promotes Laneige as a brand. It reinforces the brand’s core
message about hydration and sustainability, positioning it favourably in the market.
3.3.2 Persuasive function
The ad uses persuasive language to encourage consumers to purchase the products. By
highlighting unique selling points, such as refill ability and hydration, it aims to motivate
potential buyers. The campaign highlights the unique advantages of using Laneige products,
such as superior hydration and the eco-friendly aspect convincing consumers of their
necessity.
3.4 Language and meaning making based on situational, social, and
cultural meaning
The language used in the Laneige "Refill Me" ad campaign is rich with situational, social,
and cultural meanings that resonate with diverse audiences. Here’s a breakdown of how these
meanings are constructed:
3.4.1 Situational Meaning
1. Product Context: The language focuses on hydration and refillability, highlighting the
situational context of skincare. This emphasises the need for regular hydration in daily
routines, making the products relevant to consumers’ everyday lives.
2. Usage Instructions: Clear and straightforward language communicates how to use the
refillable products, situating them as user-friendly and accessible. This practical aspect
addresses the consumer’s need for simplicity in their beauty routine.
3.4.2 Social Meaning
1.Community and Belonging: The campaign language often invites consumers to be part of a
movement toward sustainability. Phrases like "join the refill revolution" foster a sense of
community, encouraging collective responsibility among consumers.
2.Self-Care Norms: By framing skincare as essential to well-being, the language aligns with
contemporary social norms around self-care and mental health. It promotes the idea that
investing in oneself is both valuable and necessary.
3. Eco-Consciousness: The emphasis on sustainability speaks to growing social concerns
about environmental issues. The language appeals to consumers who prioritise eco-friendly
choices, reinforcing social values related to environmental responsibility.
3.4.3 Cultural Meaning
Cultural Values of Beauty: The campaign taps into cultural ideals around beauty and self-
care, which are increasingly linked to wellness. The language promotes the notion that
skincare is not just about appearance but also about health and self-respect.
Global Sustainability Trends: The refillable aspect reflects a broader cultural shift toward
sustainable practices. The language resonates with a global audience increasingly concerned
about environmental impact, aligning the brand with these cultural movements.
Narratives of Empowerment: By using language that empowers consumers to take control of
their skincare and environmental impact, the campaign connects with cultural narratives
around individual agency and responsibility.
3.5 Application of politeness theory
In the Laneige "Refill Me" ad campaign, the application of politeness theory is evident
through strategic language choices that foster consumer engagement while maintaining
respect and rapport. The campaign predominantly employs positive politeness strategies,
which focus on building a sense of community and belonging. Phrases like “join the refill
revolution” create an inviting atmosphere, encouraging consumers to feel part of a larger
movement toward sustainability. This approach not only enhances brand loyalty but also
affirms the values of consumers, showing that the brand recognizes and respects their
commitment to self-care and eco-conscious choices.
Additionally, the campaign effectively utilises negative politeness strategies to avoid
imposing on the audience. By framing invitations in a way that emphasises choice, such as
using phrases like “we invite you to,” the language respects the autonomy of consumers,
allowing them to feel empowered in their decision-making. This indirect approach softens the
message, reducing any potential pressure to purchase, and enhances the overall consumer
experience by making it feel voluntary rather than obligatory.
Mitigating face threats is another key aspect of the campaign's language. The ad
acknowledges common consumer concerns related to hydration and sustainability, validating
these worries with empathetic language. By recognizing the audience’s anxieties and
positioning the products as solutions, the campaign effectively lowers barriers to engagement
and reinforces a positive image of the brand. Furthermore, the inclusive tone avoids elitist
language, making the products accessible to a broad audience, which aligns with the
campaign's goal of fostering a welcoming community.
The use of modality in the language also plays a significant role in expressing possibility
rather than obligation. By incorporating modal verbs, such as “you can enhance your
routine,” the campaign presents benefits in a way that respects consumer agency. This
indirect suggestion allows potential customers to feel in control, further aligning the brand
with contemporary values of empowerment and choice.
Overall, the application of politeness theory in the Laneige "Refill Me" ad campaign
demonstrates a thoughtful approach to consumer communication. By balancing positive and
negative politeness strategies, the campaign not only promotes its products but also cultivates
a respectful and engaging relationship with its audience, ultimately enhancing brand loyalty
and fostering a sense of community around shared values.
4. CULTURAL SYMBOLS REPRESENTED
Cultural symbols are objects, images, or elements that represent particular values, beliefs, or
ideas within a culture. They can convey identity, heritage, and collective memory.The
Laneige "Refill Me" ad campaign utilises various cultural signs and symbols to convey
sustainability and self-care. Some important cultural symbols seen in the advertisement
campaign are:
4.1 Nature and Water:
Water is central to Laneige’s brand identity, symbolising hydration and purity. The campaign
emphasises the importance of natural ingredients, aligning with environmental sustainability
and the idea of refreshing beauty.
4.2 Minimalism:
The design aesthetics often reflect a minimalist approach, representing clarity and simplicity.
This aligns with modern beauty ideals, suggesting that true beauty is about enhancing rather
than masking.
4.3 Refillable Packaging:
The use of refillable containers symbolises sustainability and responsibility. It represents a
shift toward eco-friendly practices in the beauty industry, encouraging consumers to be
mindful of their environmental impact.
4.4 Cultural Diversity:
The campaign often showcases diverse models and cultural influences, reflecting inclusivity
and the idea that beauty is universal yet uniquely expressed in different cultures.
4.5 Rituals of Self-Care:
Elements in the campaign highlight self-care practices, symbolising the importance of taking
time for oneself. This taps into cultural beliefs about wellness and personal health.
Incorporating natural imagery, such as water and flora, emphasises the brand’s commitment
to hydration and environmental consciousness.
4.7 Colour Palette:
Soft pastels like blues and pinks often used in the campaign evoke calmness and tranquillity,
aligning with themes of self-care and wellness.
4.8 Korean Beauty Aesthetics:
Traditional elements from Korean skincare practices, like layering and hydration, highlight
the brand's cultural roots and expertise in beauty. These elements together create a narrative
that aligns with contemporary cultural values around sustainability and holistic self-care.
