Human vs ChatGPT – Language of Advertising in Beauty Products Advertisements by Ida Skubis

Human vs ChatGPT – Language of Advertising in Beauty Products Advertisements by Ida Skubis

This book systematically investigates the linguistic strategies employed in beauty product advertising to assess their persuasive and manipulative effects. The work is divided into two sections: a review of relevant literature and an empirical analysis of advertisements. The analysis initially focuses on the linguistic features of advertisements created by humans prior to the introduction of ChatGPT, examining the linguistic measures used and their methods of persuasion and manipulation. Subsequent sections provide a detailed examination of advertisements generated by ChatGPT versions 3.5 and 4.0, analysing the artificial intelligence’s use of linguistic techniques. This includes a meta-analysis where ChatGPT itself discusses the linguistic strategies it employs. The ultimate goal is to compare and contrast the effectiveness and linguistic devices used in advertisements crafted by humans and those by ChatGPT, analysing how AI influences the language of advertising and its impact on consumer behaviour.

Ida Skubis, PhD, Silesian University of Technology Dominika Kołodziejczyk, Jan Dlugosz University, Poland

Dominika Kołodziejczyk, Jan Dlugosz University, Poland