Citation

From Signification to Medicalization: A Discourse Analysis of Marketing Strategy for Medical cosmetology in Taiwan

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Abstract:

Against the rising critique of “false beauty image” imposed by the fashion and performance circles upon the public, medical cosmetology is emerging as a “promising” solution to conform the standardized body. However, analyses have been focusing upon the perfect body to be achieved rather than on imperfect body to be modified. Though thought to be medical response to existing social needs, medical cosmetology remain dependent on various marketing strategies to convert potential consumers into health consumers. Drawing on analysis of marketing discourses in news, Yahoo Answers and major health websites, this paper investigates the marketing strategy of medical cosmetology.
The author argues that various product placements have been an important strategy for marketing medical cosmetology. A typical marketing discourse is characteristic of problem/solution structure that signifies imperfect body pieces with sociational problems and proposes medical cosmetology as solution to sociational problems. This paper concludes that the combination of commercial marketing strategy with medicalization in lifestyle medicine deserves more attention. Moreover, perfect/false body image might be constructed in opposition to imperfect body pieces along with standardized beauty.
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Association:
Name: 4S Annual Meeting - Abstract and Session Submissions
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http://www.4sonline.org


Citation:
URL: http://citation.allacademic.com/meta/p420654_index.html
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MLA Citation:

Hsu, Kanlin. "From Signification to Medicalization: A Discourse Analysis of Marketing Strategy for Medical cosmetology in Taiwan" Paper presented at the annual meeting of the 4S Annual Meeting - Abstract and Session Submissions, Komaba I Campus, University of Tokyo, Tokyo, Japan, <Not Available>. 2014-11-27 <http://citation.allacademic.com/meta/p420654_index.html>

APA Citation:

Hsu, K. "From Signification to Medicalization: A Discourse Analysis of Marketing Strategy for Medical cosmetology in Taiwan" Paper presented at the annual meeting of the 4S Annual Meeting - Abstract and Session Submissions, Komaba I Campus, University of Tokyo, Tokyo, Japan <Not Available>. 2014-11-27 from http://citation.allacademic.com/meta/p420654_index.html

Publication Type: Abstract
Abstract: Against the rising critique of “false beauty image” imposed by the fashion and performance circles upon the public, medical cosmetology is emerging as a “promising” solution to conform the standardized body. However, analyses have been focusing upon the perfect body to be achieved rather than on imperfect body to be modified. Though thought to be medical response to existing social needs, medical cosmetology remain dependent on various marketing strategies to convert potential consumers into health consumers. Drawing on analysis of marketing discourses in news, Yahoo Answers and major health websites, this paper investigates the marketing strategy of medical cosmetology.
The author argues that various product placements have been an important strategy for marketing medical cosmetology. A typical marketing discourse is characteristic of problem/solution structure that signifies imperfect body pieces with sociational problems and proposes medical cosmetology as solution to sociational problems. This paper concludes that the combination of commercial marketing strategy with medicalization in lifestyle medicine deserves more attention. Moreover, perfect/false body image might be constructed in opposition to imperfect body pieces along with standardized beauty.


Similar Titles:
Marketization and Medicalization of the National Health System in Taiwan: A Historical Analysis

The Hybridized Practices of Hospice and Palliative Care Knowledge in Context of Medical Globalization: The Experience Analysis in Taiwan

Technology and Persuasion: A Conceptual Analysis of Tailoring as a Marketing Strategy in the New Media Environment


 
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