Tabla 1. Categorías Análisis

This analysis covers 301 advertisements for facial cosmetics targeted at women in Spain from 2014 to 2021, unveiling common patterns in both visual structures and language use within the sector. The predominant structures—left-right, top-bottom, and center-margin—mirror a visual organization that is complemented by language characterized by its scientification and ritualization. A notable 85% of the advertisements employ ritualistic language, while scientification is apparent in 58% of the visuals, with 92% of these last substantiating their claims with scientific evidence, adhering to legal requirements. Concerning the most highlighted thematic concerns of the advertisements, 77% of the advertising visuals focus on the face as the primary problem area, and 23% address signs of aging comprehensively with "global anti-wrinkle" solutions. This trend underscores a growing demand for effective anti-aging solutions, reflecting the expectations of consumers in search of complete treatments. This study not only deciphers the predominant communication strategies in cosmetic advertising but also provides new perspectives for future research and applications in cosmetic advertising.