Attitudinal Appraisal in Beauty Vloggers' Foundation- Related Videos

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ATTITUDINAL APPRAISAL IN BEAUTY VLOGGERS’ FOUNDATION-

RELATED VIDEOS AND ITS RELATION TO PERSUASION AND

BEAUTY STANDARDS

A THESIS

Presented as Partial Fulfilment of the Requirements

for the Degree of Magister Humaniora (M. Hum)

in English Language Studies

Indah Utami Chaerunnisah

186332007

THE GRADUATE PROGRAM OF ENGLISH LANGUAGE STUDIES

SANATA DHARMA UNIVERSITY

YOGYAKARTA

2020

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ATTITUDINAL APPRAISAL IN BEAUTY VLOGGERS’ FOUNDATION-

RELATED VIDEOS AND ITS RELATION TO PERSUASION AND

BEAUTY STANDARDS

A THESIS

Presented as Partial Fulfilment of the Requirements

for the Degree of Magister Humaniora (M. Hum)

in English Language Studies

Indah Utami Chaerunnisah

186332007

THE GRADUATE PROGRAM OF ENGLISH LANGUAGE STUDIES

SANATA DHARMA UNIVERSITY

YOGYAKARTA

2020

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MOTTO

Worry about nothing. Pray about everything.

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TABLE OF CONTENTS TITLE PAGE………..………………………………………...... ………………....i APPROVAL PAGE…………..………………………………………………..….ii DEFENSE APPROVAL PAGE….……..……………………………………..…iii MOTTO ...... iv STATEMENT OF ORIGINALITY ...... v LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI KARYA ILMIAH UNTUK KEPENTINGAN AKADEMIS ...... vi ACKNOWLEDGMENT ...... vii TABLE OF CONTENTS ...... viii LIST OF ABBREVIATIONS ...... xi LIST OF TABLES ...... xii LIST OF FIGURES ...... xiii LIST OF APPENDICES ...... xiv ABSTRACT ...... xv ABSTRAK ...... xvi CHAPTER I INTRODUCTION ...... 1 A. Background of the Study ...... 1 B. Research Questions ...... 7 C. Objectives of the Study ...... 7 D. The Significance of the Study ...... 9 CHAPTER II THEORETICAL REVIEW ...... 11 A. Review of Related Theories ...... 11 1. Systemic Functional Grammar ...... 11 2. Appraisal ...... 13 3. Persuasion ...... 20 4. The Concept of Beauty Standard ...... 25 5. Beauty Vloggers ...... 29 B. Review of Related Studies ...... 30 C. Theoretical Framework ...... 35 CHAPTER III RESEARCH METHODOLOGY ...... 37 A. Type of the Study ...... 37 B. Data Source and Data Collection ...... 39 C. Number of Data ...... 42

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D. Data Analysis ...... 43 CHAPTER IV RESULTS AND DISCUSSION ...... 46 A. Types of Attitudinal Appraisal ...... 46 1. Appreciation ...... 47 2. Affect ...... 56 3. Judgment ...... 65 B. Reasons of Using Each Type of Attitudinal Appraisal ...... 71 1. Appealing to Logic and Ethics through Appreciation ...... 72 2. Appealing to Emotion through Affect ...... 80 3. Appealing to Ethics through Judgment ...... 83 C. Beauty Standards Reflected in the Attitudinal Appraisal ...... 87 1. Skin Colour: Inclusivity ...... 87 2. Skin Imperfections: Full Coverage Foundations ...... 90 CHAPTER V CONSLUSIONS AND SUGGESTIONS ...... 95 A. Conclusions ...... 95 B. Suggestions ...... 103 BIBLIOGRAPHY ...... 105 APPENDICES ...... 111 Appendix 1. The Table of Raw and Complete Data ...... 112 Table 1a. Tati Westbrook (Tati): 100 SHADES of foundation… ...... 112 Table 1b. Nikkie de Jager (nikkietutorials): The New World’s Most Full Coverage Foundation?? ...... 118 Table 1c. Jeffree Star: Can This $20.00 Foundation Cover My Sadness? Let’s Find Out… ...... 128 Table 1d. James Charles: Anastasia Beverly Hills Foundation – Finally a Match! ...... 138 Appendix 2. The Tables of Data Analysis per Beauty Vlogger ...... 148 Table 2a. Tati Westbrook (Tati): 100 SHADES of foundation… ...... 148 Table 2b. Nikkie de Jager (nikkietutorials): The New World’s Most Full Coverage Foundation?? ...... 158 Table 2c. Jeffree Star: Can This $20.00 Foundation Cover My Sadness? Let’s Find Out… ...... 174 Table 2d. James Charles: Anastasia Beverly Hills Foundation – Finally a Match! ...... 183 Appendix 3. The Tables of Data Analysis per Type of Attitudinal Appraisal . 196

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Table 3a. Appreciation...... 196 Table 3b. Affect ...... 223 Table 3c. Judgment ...... 234

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LIST OF ABBREVIATIONS

1. AF : Affect 2. AP : Appreciation 3. C/B : Composition/Balance 4. C/C : Composition/Complexity 5. DI/D : Dis/inclination/Desire 6. DI/F : Dis/inclination/Fear 7. DS/D : Dissatisfaction/Displeasure 8. DS/E : Dissatisfaction/Ennui 9. H/A : Happiness/Affection 10. H/C : Happiness/Cheer 11. JA01 : James Charles, data number 1 12. JE01 : Jeffree Star, data number 1 13. JU : Judgment 14. N01 : Nikkie de Jager, data number 1 15. R/I : Reaction/Impact 16. R/Q : Reaction/ Quality 17. S/C : Security/Confidence 18. S/I : Satisfaction/Interest 19. S/P : Satisfaction/Pleasure 20. S/T : Security/Trust 21. SE/N : Social Esteem/Normality 22. SE/T : Social Esteem/Tenacity 23. SS/P : Social Sanction/Propriety 24. SS/V : Social Sanction/Veracity 25. T01 : Tati Westbrook, data number 1 26. U/A : Unhappiness/Antipathy 27. U/M : Unhappiness/Misery 28. V : Valuation 29. + : Positive 30. - : Negative

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LIST OF TABLES

Table 3.1 Selected Videos from Each Beauty Vloggers……………………...…41

Table 3.2 Number of Data…………………………………………………....….42

Table 3.3 Example of Data Classification……………………………………….43

Table 4.1 Attitudinal Appraisal in the Beauty Vloggers’ Foundation-Related Videos………………………………………………………………....46 Table 4.3 Appreciation Found in the Beauty Vloggers’ Foundation-Related Videos………………………………………………………………....48 Table 4.3 Affect Found in the Beauty Vloggers’ Foundation-Related Videos.....56 Table 4.4 Judgment Found in the Beauty Vloggers’ Foundation-Related Videos………………………………………………………………....66

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LIST OF FIGURES

Figure 2.1 Judgment and appreciation as institutionalized affect (Martin & White, 2005)………………………………………………………………...15 Figure 2.2 Types of affect and it lexical realizations (Ngo and Unsworth, 2015)…………………...……………………………………...…….16 Figure 2.3 Types of judgment and it lexical realizations (Ngo and Unsworth, 2015)…………………………………………………………...……17 Figure 2.4 Types of appreciation and it lexical realizations (Ngo and Unsworth, 2015) ………………………………………………………………...18 Figure 2.5 Types of Indirect Realisations of Attitude and Its Linguistic Realisations (Martin & White, 2005)………………...……………...... 19

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LIST OF APPENDICES

Appendix 1. The Tables of Raw and Complete Data…………………………..111 Appendix 2. The Tables of Data Analysis per Beauty Vlogger………………..148 Appendix 3. The Tables of Data Analysis per Type of Attitudinal Appraisal…196

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ABSTRACT Chaerunnisah, Indah Utami. 2020. Attitudinal Appraisal in Beauty Vloggers’ Foundation-Related Videos and Its Relation to Persuasion and Beauty Standards. Yogyakarta: The Graduate Program in English Language Studies, Sanata Dharma University. This study analyses attitudinal appraisal in prominent beauty vloggers’ foundation-related videos on Youtube. As implications to the result of this analysis, discourse analysis was conducted to examine the relation between attitudinal appraisal and persuasion as well as beauty standard. Thus, this study proposes three research questions which are; 1) What types of attitudinal appraisal do the beauty vloggers use in their videos? 2) From the perspective of evaluative language as means of persuasion, why do the beauty vloggers use the types of appraisal? and 3) What beauty standards do the attitudinal appraisal reflect in their videos? This is a discourse analysis and a systemic functional linguistic study. The objects of this study are videos related to makeup foundation taken from four prominent beauty vloggers’ Youtube channel i.e. Jeffree Star, James Charles, Tati, and Nikkie Tutorials. The data in this study are utterances taken from these videos. With the help of tables, the researcher analysed the data and answered the questions using several theories. To analyse the types and subtypes of evaluative language in the videos, this study applies Martin and White’s appraisal theory which provides characteristics and examples of each type of attitudinal appraisal which then help the researcher categorize the data. Moreover, as the evaluative language is mainly used as means of persuasion, persuasive strategies by Aristotle is utilized to support the analysis on why each type and subtype of attitudinal appraisal were applied in the videos. Further, as their evaluative language signifies their thoughts and opinions related to makeup and beauty, various research on beauty standards especially on skin colour and imperfection were used to explain how the evaluative language applied by the beauty vloggers in the videos reflect their beauty standards. The results reveal that; first, all types of attitudinal appraisal are applied in the videos. Appreciation occupies more than half of the data and appears to be the most dominant type of attitude. Affect is revealed to be the second most dominant, and judgment as the least used type. Second, from these findings, it is revealed that each type of attitude gives different contributions toward the persuasion process. Appreciation is applied to appeal to logic and ethics, affect is utilized to appeal to emotions, and judgment is used to appeal to ethics. Third, the evaluative language that they used also reflects their beauty standard. All of the beauty vloggers are revealed to support skin colour inclusivity. However, all of them display negative reactions to skin imperfections. This thesis argues that the use each type of attitudinal appraisal depends on the genre of the text. Also, although the features and characteristics of each type of attitudinal appraisal from Martin and White are still limited and requires further explanation, this study found that with the help of discourse analysis, it can be applied to reveal the objectivity of the speakers, their persuasive strategies, and their stance and belief on a particular topic.

Keywords: discourse analysis, attitudinal appraisal, beauty standard, beauty vlogger

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ABSTRAK Chaerunnisah, Indah Utami. 2020. Attitudinal Appraisal in Beauty Vloggers’ Foundation-Related Videos and Its Relation to Persuasion and Beauty Standards. Yogyakarta: Program Pascasarjana Kajian Bahasa Inggris, Universitas Sanata Dharma. Penelitian ini menganalisis penggunaan attitudinal appraisal dalam video yang berkaitan dengan alas bedak dari para beauty vlogger terkenal di Youtube. Sebagai implikasi dari hasil analisis ini, analisis wacana dilakukan untuk mempelajari hubungan antara bahasa evaluatif yang digunakan dengan persuasi dan standar kecantikan. Dalam penelitian ini ada tiga pertanyaan yang diajukan yaitu 1) apa saja tipe attitudinal appraisal yang digunakan para beauty? 2) dari sudut pandang bahasa evaluatif sebagai alat persuasi, mengapa mereka menggunakan tipe-tipe tersebut? dan 3) apa saja standar kecantikan yang muncul dari attitudinal appraisal yang digunakan oleh para beauty vlogger? Penelitian ini merupakan sebuah analisis wacana dan systemic functional grammar. Objek dari penelitian ini merupakan video terkait alas bedak yang diambil dari saluran Youtube empat beauty vlogger terkenal yaitu Jeffree Star, James Charles, Tati, dan Nikkie Tutorials, dan data yang dipakai merupakan ucapan dari video-video ini. Dengan bantuan tabel, peneliti menganalisis data menggunakan beberapa teori. Untuk menganalisa bahasa evaluatif dalam video- video tersebut, penelitian ini menggunakan teori dari Martin and White yang menyajikan karakteristik dari tiap tipe attitudinal appraisal. Selanjutnya, strategi persuasi dari Aristotele digunakan untuk mendukung analisis mengapa tipe tertentu digunakan oleh para beauty vloggers. Kemudian, berbagai teori dan penelitian mengenai standar kecantikan khususnya tentang warna serta ketidaksempurnaan kulit digunakan untuk menjelaskan bagaimana evaluasi mereka merefleksikan standar kecantikan yang mereka percayai. Hasil penelitian menunjukkan bahwa; pertama, semua tipe attitudinal appraisal digunakan oleh para beauty vlogger. Apresiasi muncul sebagai tipe yang paling banyak dipakai, afek menempati posisi kedua, dan penilaian di posisi terakhir. Kedua, penelitian ini menemukan pula bahwa tiap tipe ini memberikan kontribusi berbeda kepada proses persuasi yang terjadi. Apresiasi digunakan untuk menarik penonton melalui logika dan etika, afek menarik penonton melalui emosi dan penilaian menarik penonton melalui etika. Ketiga, bahasa evaluatif yang digunakan ini juga menunjukkan standar kecantikan yang dipercayai oleh para beauty vlogger. Semua beauty vlogger yang dianalisa dalam penelitian ini mendukung inklusivitas warna kulit dalam industri kecantikan. Namun, mereka menunjukkan reaksi berbeda pada ketidaksempurnaan kulit mereka. Penelitian ini menemukan bahwa penggunaan tiap tipe attitudinal appraisal bergantung pada jenis teks atau media. Kemudian, walaupun karakteristik tiap tipe attitudinal appraisal yang dijabarkan Martin dan White masih kurang, penelitian ini menemukan bahwa dengan bantuan analisis wacana, teori ini dapat digunakan untuk mengukur objektifitas pembicara, menunjukkan bagaimana bahasa evaluasi digunakan dalam proses persuasi, serta menganalisa pendapat mereka mengenai topik yang dibicarakan. Kata Kunci: analisis wacana, attitudinal appraisal, persuasi, standar kecantikan, beauty vlogger

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CHAPTER I

INTRODUCTION

This chapter provides the background of the study which gives a brief explanation of several concepts related to the study, and a discussion on why this study is important and significant. Further, it also discusses the research questions along with the research objectives as well as how this study will be beneficial for various parties.

A. Background of the Study

Over the last decade, social media has become a significant part of people’s everyday lives. In the past, people interacted and socialized mainly through meetings and face-to-face interactions. Meanwhile nowadays, most people rely on social media such as Facebook, Instagram, Twitter, and Youtube to build interpersonal relationships with others. On social media, people interact and communicate with their virtual friends, some are those they actually meet in real life, but many are people they have never even actually met. Besides interacting with their friends, Van Dijk (Blanco-Ruiz & Sainz-de-Baranda, 2018) argues that people also use social media as a source of information, entertainment and even education. This is possible because social media allows every person with a phone and an internet connection to create an account and post whatever they like. Their posts sometimes can be informative, entertaining and educative, and as the users come from different backgrounds and cultures, the contents of their posts vary widely.

The extensive number and wide variety of contents enable every type of social media to have the ability to cover all of these functions. Nevertheless, each of them

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focuses on different types of information and distinctive types of communication form. On Instagram, people share pictures. On facebook and Twitter, although they can also upload pictures, people mainly post statuses and tweets in written forms.

Meanwhile on Youtube, people watch, upload and download videos. Among these types of social media, Alexa.com, a website company which gathers internet traffics and rankings, reveals that after Google, Youtube is the second most visited website and also ranks second as a social media with the most active users after Facebook.

This is not surprising since compared to other social media, most Youtube users or

Youtubers provide more wholesome and well-developed contents. In line with the functions of social media, Vesnic-Alujevic and van-Bauwel (2014) argue that

Youtube videos serve at least four communicative functions namely ‘informing, interacting, engaging and mobilizing’ (Riboni, 2017, p. 190). All these functions are realized through several different types of videos such as vlogs, interviews, documentaries, short movies, music videos, and tutorials. Moreover, these videos cover an extensive variety of topics namely education, music, food, automotive, art, craft, fashion, and beauty.

Furthermore, among many different topics, beauty which includes cosmetics and skin/body care is one of the most popular topics on Youtube. Youtubers who tackle this topic mainly share information about make-ups and skincare products, do reviews, and provide tips and know-how as well as tutorials (Kedveš, 2013).

Their videos are mostly in the form of vlogs or video blogs, and the Youtubers are specifically well-known as beauty vloggers. In their videos, beauty vloggers demonstrate how to use and apply makeup tools and makeup products such as foundation, lipstick, eye-shadows and eyeliners. After applying the products, they

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also share their review and express their reaction about the quality of the products.

Although some are receiving endorsement from makeup brands, most beauty vloggers are independent, so they are not tied to a certain company or brand. Hence, they can be more free and honest in reviewing the products. Therefore, many people refer to their videos before buying or applying a certain product. In fact, they believe that these beauty vloggers will give more genuine reactions and provide factual information about the cosmetic products they are interested in compared to advertisements released by the make-up brands.

Additionally, besides the power it holds, people are willing to spend a significant amount of time and effort in making videos mainly because Youtube videos can be monetized (Weare, 2016). Monetizing videos means that people include advertisements in their videos to earn money. Hence, the number of subscribers and viewers of a video can become a commodity where people are given money for it. Unlike broadcasting stations, Youtube transfers money directly to the beauty vloggers’ account. The bigger their audience, the more money they earn.

Because of this, the profession as a Youtuber especially a beauty vlogger has become a trend in the last few years. Celebrities and public figures who used to only appear on TV and radio are now trying to get their hands on Youtube. Moreover, non-celebrities also follow this trend by trying to upload high quality videos with interesting contents and fancy make-up techniques. This is possible because on

Youtube, every person with a camera and internet connections can become an influencer. With some knowledge on cosmetics and make-up techniques, everyone can become a beauty vlogger. However, as there is a massive number of beauty vloggers, it is extremely difficult to become popular and influential. The

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competition to gain viewers and subscribers is fierce so they try to apply every possible way to gain attention and leave an impact on their viewers.

From many beauty vloggers on Youtube, four of the most influential ones are

Jeffree Star, James Charles, Nikkie de Jager and Tati Westbrook. These beauty vloggers have more than ten million subscribers where Jeffree has 17 million, James

16 million, Nikkie 13 million, and Tati 10 million. Each of them has gained more than a billion views from all of their videos, collaborated with many brands in the beauty industry, and even established their own make-up brand. These numbers and achievements signify that these beauty vloggers have significant impact and influence especially in the beauty industry. More than ten million people look up to them, trust them and even idolize them. It means that their evaluation of a certain product can influence many of their viewers and followers.

As most of their videos include reviews and reactions to a certain product, many of their speech and utterances used evaluative language. Because it plays a significant role in their videos, the types of evaluative language and the words they use have to be carefully chosen. In relation to this, linguistics discusses evaluative language particularly in the theory of appraisal (Martin & White, 2005). Following

Martin and White (2005), types of evaluative language are discussed specifically in attitudinal appraisal. Here, there are three types of evaluative language namely affect, judgment and appreciation. These types of appraisal are applied by the beauty vloggers in their videos to express their thoughts and emotion, evaluate someone’s behaviour, and share their reaction and appreciation of make-up or skincare products.

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Furthermore, although they do not explicitly tell their viewers to buy something or to do a certain action, their evaluation and review of a certain makeup brand or tool have the ability to induce an effect in the viewers’ cognitive process.

This power to influence is included in the discussion of persuasion. In relation to this, the evaluative language they use in the video plays a significant role in determining whether their utterance is persuasive or not. In the process of persuasion, the goal is not only to make others think and behave the way they desire them to, but it is also essential to build relationships (Ross, 1994) and create an emotional bond with the viewers. In order to achieve this goal, there are several methods people can apply in the persuasion process. They are cognitive, affective and behavioural methods or more popularly recognized as logos, pathos and ethos.

Cognitive components include logical arguments and evidence, affective components consist of personal engagement, and emotional bond and appeal, and behavioural components contain the persuader’s personality and trustworthiness

(Cockcroft, Cockcroft, Hamilton, & Downing, 2014). These methods are sometimes used separately and individually, but most of the time it is combined and mixed to fit the medium, the context and the culture. Therefore, the evaluative language applied in the beauty vloggers’ videos might vary as they try to appeal and engage with their audience through various strategies and methods.

Additionally, besides being used as an implicit persuasion, the utterances in the videos uploaded by the beauty vloggers contain their ideologies especially on the idea of beauty standard. In their utterances, people do not only transfer information, they also deliver their ideas and beliefs on a certain topic. In this case, beauty vloggers evaluate a certain beauty product and express their opinion on what

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looks beautiful, what makes people look gorgeous and what people can do to make them look stunning. In other words, they share their ideas of what people should look like to be called beautiful. These beauty vloggers express their judgment and evaluation which includes their ideologies and beliefs. Either consciously or unconsciously, these ideologies and beliefs are reflected in their utterances, and will further influence and affect their viewers.

As it influences many people, beauty vloggers’ videos have become an object of study in many researches. One of them tries to examine how beauty vloggers influence consumers behaviour (Forbes, 2016), while another one tries to reveal how the beauty vloggers create their persona and identity in order to become unique and influential (Riboni, 2017). Some of the research also focuses on investigating these videos as persuasive means. Researchers attempt at revealing how beauty vloggers influence the brand power and marketing of a certain cosmetic product

(Forbes, 2016). Furthermore, persuasion and beauty standards have also become trending topics in the field of linguistics. However, generally, the study on persuasion mainly analyses political speech and advertisements. On the other hand, the majority of researches on beauty standard attempt at examining how it is constructed in the society, and how it affects people’s thought and behaviour.

Moreover, attitudinal appraisal has also been applied in various studies. However most of them investigate political discourse and only focus on the general categories of attitudinal appraisal.

In comparison with the previous studies, this research is interested in the use of evaluative language in the beauty vloggers’ Youtube videos. Through discourse analysis, it attempts to reveal the types of evaluative language, why it is applied and

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how it reflects their ideology especially on beauty standards. This study is significant for millions of people who are influenced by the evaluative language used by these beauty vloggers. Consciously or unconsciously, their thoughts, ideologies and beliefs are transmitted through their videos, and their audiences include it in their cognitive process. Their opinion becomes a part of consideration in the audiences’ decision making process. It can affect the way they dress, the cosmetic products they buy, and even the way they see others. Moreover, it plays a vital role in shaping the audiences’ ideology. On a larger scale, their evaluative language has the power to control the direction of make-up trends as well as to influence the development of culture and ideology related to the beauty industry and beauty standard in the society.

B. Research Questions

Following the background of the problems, three research questions have been formulated as follows.

1. What types of attitudinal appraisal do the beauty vloggers use in their videos?

2. From the perspective of evaluative language as means of persuasion, why do

the beauty vloggers use the types of appraisal?

3. What beauty standards do the attitudinal appraisal reflect in their videos?

C. Objectives of the Study

Based on the research questions in the previous section, the objectives of this study are 1) to reveal the types of appraisal used by the beauty vloggers in their videos, 2) to explain why they use those types of appraisal, and 3) to identify and describe how the types of appraisal reflect the beauty standard hold by the beauty vloggers. In the theory of appraisal, there are several sub topics namely

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engagement, graduation and attitude. However, this study aims at revealing and describing the beauty vloggers’ judgment and evaluation on how something is good or bad, hence it will only focus on the analysis of attitude. Moreover, through the analysis of appraisal, this study would like to examine to which extent these beauty vloggers are neutral and objective. The main objective of this research is to provide an extensive discussion on the characteristics of type, subtype, and sub-subtype of attitudinal appraisal along with its benefits and limitations in analysing language use.

Besides analysing the type of appraisal used by the beauty vloggers, this research also attempts at explaining why they use a particular type of appraisal.

Here, the explanation will focus on the perspective of evaluative language as a means of persuasion especially on Aristotle’s persuasive strategies; ethos, pathos and logos. In his book, Ross (1994) compares these strategies with the current attitude dimensions where he found that each strategy is “strikingly similar” to behavioural, affective and cognitive dimensions respectively. In this study, Ross’s

(1994) argument and explanation on modes of persuasion will also be taken into account in the analysis of persuasion in the videos. Moreover, as an audio visual material or media, Youtube videos fall into the category of digital rhetoric, so in the persuasion process, the persuaders usually include verbal and nonverbal aspects in their persuasive strategies (Basaraba, 2015). However, as a linguistic research that focuses on analysing evaluative language in-depth, this study will only focus on the verbal aspect of the videos.

As an implication of the attitudinal appraisal analysis, it also aims at identifying and describing how the types of appraisal and the language that they use

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in their judgment and evaluation reflects their ideas about beauty standards.

However, this study focuses on videos related to make-up foundation, hence it will only discuss the beauty standard related to face and skin color.

D. The Significance of the Study

This research is expected to be beneficial for several parties. Theoretically, this study will enrich the field of linguistic research especially on the analysis of appraisal in Youtube videos. It will be beneficial specifically for linguistic students since it can add their knowledge and understanding on how appraisal is used to influence people, and how it reflects the ideology of the speaker. In addition, the findings of this study will contribute to the improvement of researches in the field of linguistics especially in the analysis of appraisal. Further, it can also motivate other researchers to conduct similar studies, and they can use the findings of this research as one of their bibliographical sources.

Practically, this research will be beneficial for beauty vloggers in general since this study analyses the appraisal used by influential and successful beauty vloggers. They can refer to the findings of this study, and see what kind of techniques are used by the influential beauty vloggers in persuading their subscribers. As for the beauty vloggers analysed in this study, this research will be beneficial for them as well because they can use the findings to see how their evaluation influences others’ beliefs and ideology.

Moreover, the analysis of appraisal in this study will also be beneficial for readers and people in general especially for those who watch the videos or those who have the people in the videos as their influencers and role models in the beauty industry. The findings of this study are expected to give them a further

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understanding on the kind of strategies used by the beauty vloggers to persuade them in buying certain products or using certain techniques in doing makeup as well as how their ideology and beliefs are influenced and affected. Hence, in the future, they can be more selective, and they will have a wider perspective in considering what kind of products they actually need and will actually make them look good.

In addition, they will also be more aware of the ideology transmission, and it will make them be more careful in considering and accepting those ideas and beliefs.

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CHAPTER II

THEORETICAL REVIEW

This chapter gives an extensive discussion on the theories and concepts applied in the study. Besides, it also discusses several related studies which have been conducted by various researchers. This is to see how the topics are still relevant, how the theories and concepts were applied as well as why this study is different compared to the previous ones. In addition, it also provides a further explanation on how the theories are employed to answer the research questions.

A. Review of Related Theories

In this study, several theories are applied to answer the research questions.

These theories are the theory of appraisal, the theory of persuasion and the concept of beauty standards. This section provides explanations on each of the theories.

Additionally, systemic functional grammar is also discussed briefly to show where the appraisal theory rooted from.

1. Systemic Functional Grammar

Systemic functional grammar was first proposed by M. A. K. Halliday in

1970. As the name suggests, it sees language and meaning based on their functions in human interaction. Eggins (2004, pp. 20-21) describes systemic functional grammar as an approach which tries to explain how language is used in different situations and circumstances, and how it is ‘structured for use as a semiotic system’.

Furthermore, Thompson (2014, p. 28) states that in functional linguistics, meaning is seen as equal to function as it carries the message that the speaker wants the hearer to receive. Moreover, language is seen as functional since it is used by the speaker to achieve a goal, ‘to do a job’, or to perform its function in social

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interaction or communication (Fontaine, 2013, p. 3). In addition, Fontaine (2013) strengthens Eggins statement that systemic functional framework attempts at providing an in-depth explanation on the function as well as the structure of language as both aspects are essential in the meaning making process. However, contrary to Eggins (2004), Fontaine (2013) claims that meaning is the combination of function and structure.

Furthermore, following Halliday (1985), there are three functions of language, it is used to: 1) share experiences and express emotions, 2) build and maintain relationships with others and 3) organize and form a text which is in line with other broader concepts. Further, Halliday called this as metafunctions, and each of the functions mentioned before is called experiential metafunction, interpersonal metafunction and textual metafunction respectively. These three metafunctions work together to achieve the speaker’s goal in the communication process. Therefore in producing an utterance, all of these aspects are taken into account to create meaning. However, since this research aims at analysing appraisals, further discussion in the next section will focus only on interpersonal metafunction.

As discussed in the previous section, interpersonal metafunction focuses on how language is used as a way of interacting and maintaining relationships with other people in the society (Thompson, 2014). Fontaine (2013, p. 109) states that interpersonal metafunction ‘involves the means by which the speaker’s personal views are expressed, such as, for example, degrees of doubt, certainty, ability or obligation’. Moreover, she adds that in this strand of meaning, people include more

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personal and explicit interaction such as ‘asking questions, giving instructions, or providing information’.

Furthermore, the analysis of interpersonal metafunction is centred on the subjects of sentences, the modality, the polarity and the appraisal. Analysing the subject of sentences is essential to reveal the theme of the sentence, while analysing the modality will be beneficial to see the probability, commitment and responsibility of the speaker (Thompson, 2014). In addition, the analysis of polarity reveals the orientation of the speaker’s utterance, whether it is positive or negative.

Lastly, investigating appraisal, which will be the focus of this study, will be beneficial to discover the use of language in evaluation and judgment (Martin &

White, 2005).

2. Appraisal

Appraisal theory was proposed by Martin and White in 2005. Basically, it is a theory which analyses how people evaluate other people, things, and events happening around them (Martin & White, 2005). As a part of interpersonal metafunction, Ruo-Mei (2016) claims that appraisal theory is applied to ‘negotiate’ the speaker’s relationship with their readers/listeners where they will form solidarity with those with similar ideologies, distance themselves from the ones who hold different beliefs, or in many cases, ‘persuade’ them into holding the same values and ideals (Ngo & Unsworth, 2015).

Further, appraisal is divided into three categories namely engagement, graduation and attitude. However, this research will focus only on analysing the attitudinal appraisal which is further divided into; appreciation, affect and judgment. Appreciation is further divided into reaction, composition and valuation,

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affect into un/happiness, in/security, dis/satisfaction, and dis/inclination, and judgment into social esteem and social sanction.

a. Attitude

Thompson (2014, p. 80) argues that in the theory of appraisal, attitude is

placed in a significant position, and plays a substantial role in understanding and

analysing evaluative language. Martin and White (2005, p. 42) describes attitude as

a semantic system which involves the evaluation of ‘emotion, ethics, and

aesthetics’. It provides a mapping of evaluative language particularly on how

someone feels, what is considered normal or abnormal, and what is seen as beautiful

or ugly (Martin & Rose, 2003). In the appraisal theory, these three domains are

termed as affect, judgment and appreciation respectively.

Affect describes how people react emotionally, what they feel about

something, and how they respond to it. Judgment involves evaluation on how

people should behave, and appreciation construes an assessment of things

(Thompson, 2008). Each of these domains can be either positive or negative, and

they can be expressed into different intensities. Furthermore, affect is considered as

a central part since it is innate and valued individually. Meanwhile judgment and

appreciation is considered as an ‘institutionalised affect’ where judgment proposes

a set of rules to the community, and appreciation evaluates the value of things. The

figure below illustrates the relation between judgment, affect and appreciation.

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Figure 2.1 Judgment and appreciation as institutionalized affect (Martin & White, 2005, p. 45) 1) Affect

Affect is a type of attitude which focuses on the expression of a human's feeling and emotion (Martin & White, 2005). Whether they are glad or terrified, excited or demotivated, and whether something is interesting or boring. As seen in the previous sentence, these emotions and feelings can be positive or negative. In addition, people also express their emotion with different intensities from low to high for example like, love, and obsessed. Nevertheless, it is important to note that since appraisal is a discourse semantic system, the realisation of affect is not limited to adjectives, but it is also expressed through modality, adverbs, verbs as well as metaphors. Moreover, affect is also divided into realis and irrealis where the former means the emotion is caused by or directed to things which currently exist, while the latter is the emotions felt for an event or things in the future (Thompson, 2008).

In relation to this, affect is further categorized into dis/ inclination which is an irrealis affect, and un/ happiness, in/security, and dis/satisfaction which are realis affect. To achieve a deeper understanding, below is a figure which provides subtypes of each category along with several examples.

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Figure 2.2 Types of affect and its lexical realizations. (Ngo & Unsworth, 2015, p. 4) 2) Judgment

While affect focuses on feelings and emotions, judgment is concerned more on evaluating people’s behaviour and actions; whether or not it is normal and in line with the moral values in the society, and people’s capacity; whether or not they are capable, responsible and truthful (Martin & White, 2005). The value in judgment is not specific to an individual, it is a shared value which is based on a convention in a certain community. Since each community has a different background, history and culture, the values they hold vary and will be different from one another. Moreover, as opposed to affect which puts emphasis on the

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feeling of the appraiser, judgment stresses more on the ‘quality’ of the entities

being evaluated (Thompson, 2014). Rather than focusing on the appraiser, it

focuses more on people’s actions and behaviour. Furthermore, there are two types

of judgment namely social esteem and social sanction. Social esteem comprises

normality, capacity and tenacity, while social sanction is further divided into

veracity and propriety. The figure below presents a mapping of judgment and its

types as well as examples of linguistic realisations of each type.

Figure 2.3 Types of judgment and its lexical realizations (Ngo & Unsworth, 2015, p. 5) 3) Appreciation

Appreciation is defined as an act of evaluating natural phenomena, performance and objects, and assessing their worth and value in their respective field (Martin & White, 2005). The evaluation of a certain object is different from one field to another since what is considered valuable and attractive in a particular field might be worthless and ordinary in the others. However, most of them are conventional, internalized and have been approved by the members of that particular community. As an example, full lips are considered beautiful in the

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United States, but people in Asia think thinner lips are prettier (Heidekrueger, et al.,

2017). Furthermore, appreciation includes three subtypes which are reaction, composition and valuation. Reaction focuses on how people respond and react to things, performances or phenomena, whether or not it is interesting and attractive.

Composition is concerned with the structure of objects and phenomena, it evaluates the balance as well as complexity. Lastly, valuation places its attention on the value and worth of objects, performances or phenomena. Below is a figure which provides an illustration of the subtypes of appreciation as well as the examples.

Figure 2.4 Types of appreciation and its lexical realizations (Ngo & Unsworth, 2015, p. 5) 4) Indirect Realisations Although all examples presented above demonstrate appraisal which are expressed openly, evaluation is not always communicated explicitly. In relation to this, there are two ways of expressing evaluation where it can be delivered explicitly and implicitly. Martin and White (2005) use the terms inscribed and invoked to

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explain these strategies. Inscribed attitude is communicated with lexical choices which reveal their feelings and judgment clearly. Meanwhile, in invoked attitudes, people do not express their evaluation openly. Rather, they make other people feel what they feel through lexical choices with connotative meaning. Furthermore, invoked attitude are also divided into two types of strategy which are provoke and invite. Usually in provoking others’ judgment and feelings, people use metaphor and other figurative languages. Meanwhile in inviting attitude or appraisal, there are two strategies; flagged which is indicated by the use of attitudinal lexical items, and afforded which uses reference to norms and cultures (Martin & White, 2005).

The figure below demonstrates the types and examples of attitude which are realized implicitly.

Figure 2.5 Types of Indirect Realisations of Attitude and Its Linguistic Realisations (Martin & White, 2005, p. 67) b. Engagement and Graduation

Besides attitude, the theory of appraisal also covers two other aspects of meaning namely engagement and graduation. Engagement focuses on analysing modality and projection of the evaluation, while graduation is concerned with how the intensity of the evaluation can be added or lessened (Thompson, 2014).

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Furthermore, graduation is categorized into two types namely force where the degree of evaluation is strengthened or weakened and focus where the boundaries between categories in the context of non-gradable items is sharpened or softened

(Pascual & Unger, 2010). In addition, engagement also consists of two categories namely monogloss and heterogloss. Further, Pascual and Unger (2010) argue that in the system of appraisal, engagement and graduation work simultaneously along with attitude and give contribution to its analysis and understanding. Graduation helps sharpen or weaken the feeling and judgment, and engagement gives further insight into the source of the evaluation or attitude.

3. Persuasion

In this modern era, persuasion has become an inseparable part of the society.

In their everyday lives, people encounter many types of persuasion such as commercial persuasion on TV, political persuasion in a newspaper (Borchers,

2005), or a ‘casual’ persuasion from a friend and family members. It can be obvious and blatant, and it can be so subtle and internalized that it is hard to recognize. The process of persuasion sometimes is not planned, people just casually talk to others and influence their way of thinking and their lifestyle. However, many times persuasion is constructed and planned carefully. It is realized through various strategies and media in order to achieve the effects that the persuaders desire. It comes in every way possible with a mission to motivate, to influence people into thinking the way they want them to, and into behaving the way they desire them to.

As it has massive influence in today’s society, the discussion of persuasion is significant and essential.

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a. Definition

The definition of persuasion can be understood from several different perspectives. Early definition of persuasion, which is closely related to the discussion of rhetoric, focuses more on the persuaders, on how they can apply various strategies to make the effect of persuasion more impactful and apparent

(Borchers, 2005, p. 17). On the other hand, other scholars also tried to focus on the receivers, and one of them is Fotheringham (1966, p. 7) who defines persuasion as

‘that body of effects in receiver, relevant and instrumental to source desired goals, brought about by a process in which messages have been a major determinant of those effects’. In other words, persuasion is the effects internalized in a human's mind that are related to their goals and are influenced by the words from others.

Furthermore, a more wholesome definition suggests that persuasion is how symbols are used to influence the actions, thoughts and behaviours of others (Burke, 1969).

From these definitions, it is clear that the discussion of persuasion centres on the idea of impact and influence, how people can use language and signs to create a desired effect on others. Persuaders try to take part and influence the construction process of the audience’s culture where they seek to influence what the audience think is right, pretty and valuable (Borchers, 2005).

Moreover, it is important to note as well that the process of persuasion is not a one way communication. It is a ‘coproduction of meaning’ (Borchers, 2005) where both the persuaders and the audience work together to create a shared meaning and reality. In the process of persuasion, the audience plays an active role where they have the capability and right to decide which options they want to take, which information they want to believe, and which persuasive message they want

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to hear and see. Therefore, for persuaders, the critical point is to grab the audience’s attention, and make them listen to what they would like to say and present (Jurado,

2017). In other words, an effective persuasion nowadays does not simply tell the audience what to do, what to buy, or how to feel, but rather they try to engage with the audience and build a relationship with them. Nevertheless, besides the persuader’s influence, many aspects take parts in this process such as the cultural background, the situation, and the audience’s needs and experience (Ross, 1994).

Therefore, to achieve their goal in the persuasion process it is essential for the persuaders to understand their audience and the context.

b. Methods and Strategies

In relation to the previous section, the information about their audience will help the persuaders select which strategy is more influential. Aristotle in Ross

(1994, p. 9) argues that there are three types of modes or methods that people can use to persuade others, they are best described as behavioural, affective and cognitive methods or more commonly known as ethos, pathos, and logos respectively.

Behavioural method or ethos is closely related to the persuader’s character and image where they should be perceived as someone trustworthy, intelligent and genuine in front of the audience (Ko, 2015). Aristotle in Cockcroft et al. (2014, p.

6) claims that the persuaders morality, credibility and personality is the most effective way to convince the audience to change their attitude and behaviour. In other words, the better their personality, the easier people can accept and believe in what they state and claim (Brembeck & Howell, 1976, p. 255). Thus, in order to effectively and successfully persuade the audience, persuaders should have a good

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personality and reputation to build trust and to impress the audience. These personalities and reputation are constructed through a series of interactions with their audience. In relation to this, it is important for them to sound confidence and convincing during the communication and persuasion process. Besides, persuaders’ ethos can also be determined by their expertise, social status, education background, gender and even appearance (Brembeck & Howell, 1976).

Furthermore, affective method or pathos is used to stir and arouse the emotion of the audience. The components of this method include ‘emotional appeal, needs reduction, personal relevance, personal commitment and affective consistency’

(Ross, 1994, p. 11). Aristotle (Cockcroft et al. 2014, p. 7) argues that the audience’s response to a persuasive message will be different when they are in a particular state of emotion such as love, hatred, respect, sympathy or fear. Such emotions have the ability to motivate and induce a change in the audience’s attitude and way of thinking. Therefore, appealing to the audience’s emotion will increase the effectiveness of the persuasive message (Brembeck & Howell, 1976).

In addition, cognitive method or logos is realized through logical reasons and comprehensible arguments as well as consistent evidence and behaviour (Ross,

1994). After giving a good impression to the audience, and building a relationship as well as emotional bond with them, the last step remaining is to convince them with evidence and reasoning. After persuaders make a claim, it is important for them to provide logical arguments and scientific proof to support the claim and to confirm that it is indeed accurate. Moreover, Cockcroft et al. (2014, p. 116) argue that the arguments and reasoning the persuaders deliver might affect the audience’s

‘emotional orientation’, and also influence how the audience perceive their

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character and personality. Therefore, constructing a comprehensible and clear argument is also significant in the process of persuasion. There are several models of arguments that persuaders can use to convince their audience. They are definition, cause and effect, similarity, oppositional, degree, testimony, genus/species, part/whole, associational, and root meaning model of arguments

(Cockcroft, Cockcroft, Hamilton, & Downing, 2014, p. 118). To use these models, persuaders should possess an extensive understanding and knowledge on that particular topic. After that, each of them can be applied and adjusted accordingly depending on the audience, situation and context of the persuasion process.

From the three methods above, sometimes persuaders only apply one method since it is possible to persuade people through only logical arguments and evidence.

However, since persuasion is a long and complex process, many times they use a mixed method where they combine different methods and strategies to make the persuasion more effective and impactful (Ross, 1994). c. Media and Devices

Furthermore, besides the methods and strategies, the medium in which the persuasive messages are transmitted also varies widely. Some of the most commonly used media include television, newspapers, oral presentation, internet and social media. Different medium carries different messages, targets different groups of audience, applies different strategies and identifies with different cultures

(Borchers, 2005). Persuasive messages in newspapers are constructed differently compared to those in the internet. Even on the internet, different types of websites and social media such as Facebook, Twitter, Instagram and Youtube require their own unique way of persuasion. Therefore, they need different approaches and

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strategies. In his articIn relation to this, Hocks (2003, p. 631) states that “modern information technologies construct meaning as simultaneously verbal, visual, and interactive hybrids”. Hence, Basaraba (2015, p. 24) argues that social media persuasion, especially Youtube videos, are included in the discussion of “digital rhetoric” where the persuasive strategies range from linguistic to non-linguistic aspects. For example, on Instagram, the main persuasive point is the visual element, while on Youtube, the persuasive strategies include both audio elements such as utterances or speech and visual elements such as pictures or visual aid.

Additionally, another important aspect in the process of persuasion is the persuasive message itself. In constructing a persuasive message, it is significant to apply a persuasive device which is suitable to the medium and can grab the audience’s attention. The selected persuasive device might determine whether or not the message is persuasive and influential enough to stir the audience’s emotion and desire. In a study on persuasion, a model which is called Elaboration Likelihood

Model was introduced to explain how people react and respond to different persuasive acts (Petty & Cacioppo, 1986). Based on this model, there are several persuasive devices which are frequently used and have been proved effective and influential, and three of them are evaluation, framing vs. orientation and example vs. statistics.

4. The Concept of Beauty Standard

“Beauty is in the eye of the beholder” (Hungerford, 1895). The idiom which reportedly originated from the 13th century is what people often say. It suggests that beauty is subjective, and it depends on the person who sees it (Cambridge

Dictionary Online). However, as human’s culture evolves, society tries to create a

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standard of beauty. That is a standard that women have to meet if they want to be considered as beautiful and attractive. In addition, Lorber and Martin (2007) claims that the beauty standard itself is constructed by the members of the society where they also become the subject which should fulfil this standard. Moreover, Gimlin

(2002) argues that women continuously face pressures from the society to conform to the beauty standards they create. This happens because body and appearance is one of the most significant factors which influences people’s image and role in the society (Griffin & Langlois, 2006). In addition, Weitz (2008) found that women with attractive appearance are less lonely, and more likely to get hired and promoted. Although many people will deny, physical appearance many times plays an essential role in people’s decision making and communication strategies.

Besides, Blood (2005) argues that women who fail to conform to the beauty standard are considered not normal and ideal by society.

Furthermore, aspects that people usually are concerned with in defining someone’s physical appearance include body shape, skin tone, height, weight, facial features and hairstyles (Baumann, 2007). Moreover, beauty standards and ideals differ from one culture to another. In other words, characteristics and features which are considered beautiful in western cultures would be different with the ones in

Asian or African cultures. Mckay et al. (2018) claim that in western culture, a woman is considered beautiful when they have fair skin, and their body is toned, thin and youthful. Meanwhile in Asia, particularly in Indonesia, white blushing and smooth skin as well as slim and slender body are considered ideal and attractive

(Sugiharti, 2018). Here, it can be seen that the beauty ideals are just slightly different although both have extremely different cultures and environments. In

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relation to this, McKay et al (2018) argue that this happens due to the massive influence of western beauty standards depicted in many advertisements and social media in the global beauty market. As people see it almost everywhere and every day, these images of unattainable beauty are then internalized by these people.

Furthermore, in discussing beauty standards, some aspects that are often highlighted are skin colour and imperfections. The discussion of skin colour is closely tied to racism and discrimination. People usually associate negative traits to those with darker skin colour, and they are often evaluated negatively in everyday lives. Frisby (2019, p. 39) argues that this discrimination actually dates back to the era of slavery where those with fair skin are more preferred. She said that slave owners gave different treatments to their slaves based on their skin colour where those with darker skin colour were assigned to work outside under the sun, while those with lighter skin colour work at their homes. In today’s society, this condition is now termed as white privilege where people with fair skin are more valued and prioritized (Sims, 2009). Discrimination against people with dark complexion still exists and are present in every aspect of their lives. At work, at school, and even around their neighbourhood, people with darker skin colour face negative treatments solely because of their skin colour.

Specifically, in the beauty industry, people with darker skin tone are often ignored by makeup brands, and they are offered a very limited choice of makeup products (Jedinak, 2019). Slavery and colonialism create a social construct where people with fair skin are more desired, and advertisements and social media worsen this condition by excessively using white models to promote the idea that white is beautiful. People, especially women of colour are often targeted as customers for

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bleaching and whitening products (Olugbode, 2016). These constructions force people with darker skin colour to believe that they have to fix their dark complexions to be accepted and to be more attractive. The limited options of makeup products also force them to use products such as foundation, concealers and setting powder with lighter shades. Because of the never ending discussion, in the last decade, makeup brands started to provide more options for people with darker skin colour. Brands such as Fenty Beauty, Beauty Bakery and L’oreal have released a series of makeup products with wide shade ranges which can cover every skin colour globally. Their success also inspires other makeup products to release products which promote skin colour inclusivity. Nevertheless, the struggle against discrimination and racism are still continuing in many aspects of their lives.

Additionally, in the beauty industry, another popular topic is skin imperfections. These imperfections include acnes, pimples, wrinkles, dark spots, blemishes, freckles and dark circles. They are caused by several factors such as infections (Ashfari, Payami, & Peyman nia, 2017), aging, unhealthy diet, excessive sun exposure. Also, they can be genetic and hereditary. Their existence is very common, and it is normal and many times inevitable. However, these imperfections are considered undesirable, and the existence of these facial flaws may decrease people’s self-esteem and confidence (Beresniak, et al., 2017). Moreover, these flaws are depicted as disturbing by advertisements and social media, so it should be fixed and covered. In addition, they always associate beauty with smooth and flawless skin. However, curing and getting rid of these flaws many times can be very difficult and require a lot of time and money. The best option available is to hide and disguise them through makeup. People put on makeup mainly to cover

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imperfections, to enhance their facial appearance and to increase their self-esteem

(Lee & Oh, 2018; Frisby, 2019). As a result, people wear makeup daily, and in several conditions such as at work or at a party, people are obligated to wear makeup.

In relation to this, people are expected to always wear makeup, or others will call them lazy, not feminine, or will think that they are feeling unwell (Morrow,

2017). Their bare faces are seen as unattractive, and facial imperfections worsen the condition. This social construct leads to people, especially women, feeling obligated to cover their flaws, and they have no option but to wear makeup especially in public places. This has put on a burden on women to always appear perfect and flawless. Many have recognized this social construct as unhealthy and have started various campaigns to normalize facial flaws and imperfections. An article in The Guardian reports that this campaign was started in 2015 by Em Ford on Youtube. Various celebrities and influencers have followed her step and took part in supporting this campaign. However, as this social construct has been in society for decades, changing people’s perspective on skin imperfections appears to be very hard and challenging.

5. Beauty Vloggers

The rapid development of technology nowadays creates various new professions which enable people to work and influence others without having to meet them or interact with them face-to-face. One of the trending professions in social media is social influencer, which in Youtube, it is specifically called a video blogger or vlogger. Frobenius (2011) describes a vlogger as someone who shoots

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and creates a video about a certain content and uploads it on a platform for others to watch and comment on. This video is usually called a vlog. As the name suggests, a beauty vlogger is a vlogger who creates a video or a vlog which is related to beauty products, techniques, or industry. Riboni (2017) explains that beauty vloggers do not only apply vlogging technique, they also include how-to procedures in making their videos since most of them present makeup tutorials. Therefore, many people refer to these videos to learn how to apply makeup properly as well as to see the review and evaluate if a certain product is worth buying. These lead to a condition where these videos along with the beauty vlogger becomes powerful and influential.

They do not only influence their audience, but also the make-up brands and industry as well.

B. Review of Related Studies

In the last decade, there have been many researchers who have conducted an analysis related to discourse analysis, appraisal theory, persuasion and beauty standards. Although their topic is similar, the results of the studies vary as each of them applied different methods in analysing the data, and focused on different objects and aspects of life. Since the current study attempts at tackling the same topic and issue, it is significant to understand how the previous studies applied the theories as well as how the issue was investigated and resolved. Therefore, in this section, several topics related to the study will be discussed along with several previous studies related to each topic. At the end of this section, several arguments on why this study is different with the previous studies will also be provided.

In the last decade, many researchers have applied discourse analysis to examine various objects of study. One of them is Siti Ina Safira (2011) who applied

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discourse analysis to analyse a teacher’ utterances and how she positions herself and her audience in the Youtube videos. After analysing the data, she found that the teacher displays confidence and expertise in the videos, and the students are both active and passive. However, this article still has some limitations as the researcher’s understanding on linguistics is still limited, the audience’s comments are not included and the non-verbal aspects are not analysed. Furthermore, besides being used to analyse Youtube videos, discourse analysis is also applied to investigate the power of language in movies. In her thesis entitled Discourse

Analysis of the Interaction between the Therapist and the King in Overcoming the

King’s Stuttering Disorder in Tom Hooper’s The King’s Speech, Nurvita Wijayanti

(2016) conducted a transitivity, textual and interpersonal analysis the utterances of the characters to reveal how language is used to cure the King’s disorder. The result of the analysis suggests that there is a “dynamic process” in healing the King, and discourse analysis is proven to be successful in revealing the power of language in the movie. However, this study does not present a strong connection between the linguistic analysis with the seven building task. Similar to this study, Lely

Sepniwati (2014) utilized discourse analysis to analyse identity-building in newspaper’s advertisements. Her thesis collected clauses from the advertisements and conducted a transitivity analysis and social actor representation analysis on it.

She found that the major processes used in the study are relational and material processes, and the essential aspects that need to exist in the commercials are the brand and the product. However, this study only provided general findings on advertisements, not on a particular industry, and the study lacks depth in the analysis of context.

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After Martin and White proposed the theory of appraisal in 2005, many studies related to this theory have been conducted. Taboada and Aloy Mayo (2017) in their article applied appraisal to analyse a news text in a woman magazine. They aimed at revealing the evaluative language ,especially attitudinal appraisal, and transitivity processes used by the magazine editor as well as the readers in the reader response, and describing how their evaluative language reflected their belief and stance on the issue. However, while providing a good amount of examples and analysis, this study lacks depth and fails to provide an extensive discussion on how the attitudinal appraisal reflected the ideology behind them. Additionally, Sari

(2019) also applies attitudinal appraisal in her thesis entitled The Attitude of The

Jakarta Post (TJP) and Republika Online (RO) toward LGBT Community in

Indonesia. Here, appraisal theories were used in the microanalysis to reveal the attitude of both news sites toward the LGBT community. However, similar to many previous studies, the analysis focuses only on categorizing the data into three main categories of attitudinal appraisal, and its polarity; positive and negative. Further, in the macro analysis, she applied Van Dijk’s Critical Discourse Analysis to provide further interpretation of the microanalysis. The result shows that both news sites show different attitudes. TJP believes that LGBT community deserves equal treatment, while RO thinks that they are ‘a serious threat’ to Indonesia.

Furthermore, there are also a number of studies that attempt at discussing persuasion in different aspects such as politics, business, and advertising. One of those studies was conducted by Hsiu-ching Ko (2015). The study which is entitled

Political Persuasion: Adopting Aristotelian Rhetoric in Public Policy Debate

Strategies aims at exploring and investigating the political discourse of Taiwan’s

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President Ma Ying-Jeou on the cross-strait Economic Cooperation Framework

Agreement (ECFA) debate. It focuses on how the president applied Aristotle’s persuasion strategies; ethos, pathos and logos in his speech during the debate. The result shows that pathos is the most frequently used strategy and ethos is the least frequent one. Ko (2015) argues that the president successfully used the strategies to convince the audience that the signing of ECFA is important and urgently needed.

Additionally, another study on persuasion was a thesis conducted by Madya Giri

Aditama (2016) which examines the use of persuasive strategies in research papers.

He compares the persuasive strategy as well as hedges used by native and non- native researcher in their paper. The study reveals that the native researchers tend to use more logical appeal in contrast to non-natives who applied all strategies with similar frequencies. In this study, Aditama (2016) suggests that researchers should also apply emotional and behavioural appeal to persuade their readers. However, this study does not give a detailed explanation on why he believes that equal use of persuasive strategies will be more effective and successful.

On the other hand, several researchers conducted an investigation on how beauty standards are created and constructed by the society in different countries and continents. Chan et al. (2017) study how people, especially children in Hong

Kong perceives physical beauty and the beauty standard they have in mind. As expected, the result suggests that most children believe that being beautiful is good where those who are considered handsome and pretty have a remarkable social relation with their friends. However, compared to beauty standards in teens and adults, the children tend to associate good looking with pretty clothes and flawless teeth and skin. Furthermore, another study entitled Western Beauty Pressures and

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Their Impact on Young University Women by Mckay et al (2018) aimed to see how western beauty standards influence people’s judgement, consumption and behaviour as well as how they try to counter it and protect themselves from the pressures. The findings reveals that all of the respondents are pushed to conform to western beauty standards, and are shamed when they refuse to. However, as it only has 13 respondents, it is difficult to make a generalization and draw a general conclusion.

Furthermore, the rapid development of technology and the increasing popularity of social media, especially Youtube, attract various scholars to conduct research related to it. They try to reveal the language item, its power and impact as well as the ideology behind them. Besides, many study on Youtube content especially the ones related beauty and makeup analyse how the use of beauty vloggers influence the brand’s power and people’s consumption (Forbes, 2016). On the other hand, there are several researchers who concern more on the language used by the beauty vloggers in their videos. A study entitled The Youtube Makeup

Tutorial Video: A Preliminary Analysis of the Language of “Makeup Guru” conducted by Riboni (2017) analysed the communication skill of popular beauty vloggers and applied discourse analysis to reveal how they construct their identity and persona in the beauty industry.

Finally, after discussing various previous studies related to discourse analysis, appraisal, persuasion, Youtube beauty content and beauty standard, it can be seen how this study is different. First, although all of the studies are similar to the current study which focuses on analysing linguistic aspects of audio-visual media and mass media, none of these studies applied evaluative language and analyse beauty

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vloggers’ videos.m Second, the majority of studies on appraisal analysed narrative as well as news articles and advertisements, while this study focused on analysing evaluative language in Youtube beauty content. In addition, most of them focused only on categorizing their data into the three types of attitudinal appraisal.

Meanwhile, this study went further and analysed the subtype of each category in detail. Third, although many people have conducted studies on persuasion, there is no study which focuses on analysing persuasion used in evaluative language especially on Youtube. Fourth, the previous studies analysing Youtube beauty content focused on different aspects such as women language, gender discourse and its language features. However, none of them applied appraisal theory to analyses beauty vloggers’ speech and tries to reveal how it reflects the beauty standard they constructed.

C. Theoretical Framework

As discussed in the previous chapter, this study aims at 1) revealing the types of attitudinal appraisal in the prominent beauty vloggers’ videos, 2) describing why they used these types of attitudinal appraisal and 3) explaining how the types of attitudinal appraisal used by the beauty vloggers reflect their standard of beauty. To disclose the type of appraisal in the beauty vloggers’ videos, the researcher applies the theory of appraisal proposed by Martin and White in 2005. This theory focuses on analysing how evaluative language is presented in a communication. Basically, there are three aspects of appraisal, namely graduation, engagement and attitude.

However, this study will only emphasize on the analysis of attitudinal appraisal.

Here, the reader can see how the beauty vloggers relay their evaluation in their videos, and what type of attitudinal appraisal is used. Moreover, the researcher

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bases her analyses on Halliday’s systemic functional grammar or more specifically on interpersonal metafunction. The understanding of these theories is significant to help the researcher understand the position of appraisal in the system of meaning, and its role in discourse analysis.

Moreover, the researcher includes Aristotle’s theory of persuasion specifically ethos, pathos and logos to help the readers understand the correlation between types of appraisal and the impacts they have to the ideology and behaviour of their viewers. It is also applied to investigate the reason behind the use of a particular type of attitudinal appraisal in the videos. Furthermore, to present an in- depth explanation on why the attitudinal appraisal used by the beauty vloggers in their videos reflect their standard of beauty, the researcher applies various theories on the perception of beauty standard as well as how it is formed and presented in the society, how it differs in each country and between genders. In addition, appraisal as a discursive semantic theory is applied as well to help the researcher investigate the evaluative language in the videos and provide further discussion and interpretation.

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CHAPTER III

RESEARCH METHODOLOGY

This chapter discusses the methodological aspects of the study. It provides an explanation of the type of study as well as the source of data, and elaborates the process of collecting the data as well as how the data were classified, analysed and interpreted. In addition, this chapter will also explain how this study gains its validity and trustworthiness.

A. Type of the Study

This study belongs to discourse analysis as it attempts at revealing how language does not only deliver information, but also carries the identity and ideology of the speaker. Discourse analysis itself is used across disciplines

(Schriffin, Tannen, & Hamilton, 2001), and its definition is ‘flexible’ (Graham,

2005). It ‘depends on the subject area and theoretical orientation of the researcher’

(Jansen, 2008, p. 107), so from one field of study to another, the definition of discourse analysis might vary widely. To strengthen this argument, Jorgensen and

Phillips (2002, p. 1) also states that there is “no clear consensus” on the definition of discourse and how it can be analysed. In an attempt to define discourse analysis,

Jaworsky and Coupland as cited in Schriffin, Tannen and Hamilton (2001, p. 1) reveal that definitions of discourse generally fall on either of three categories which are meaning beyond sentence, language use, and non-linguistic aspects.

This study adopts the first perspective which sees discourse analysis as an attempt to analyse language and its implication. Moreover, from the perspective of linguistics, Nunan (1993, p. 20) argues that “the ultimate aim of discourse analysis is to show how linguistic elements (found in language) enable language users to

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communicate in context”. Following the context of the communication, people adjust their linguistic and communication strategies in order to achieve their goal in the interaction (Gee, 2005). In discourse analysis, these patterns are identified and analysed in order to present description, explanation, and interpretation of a certain discourse and how people behave accordingly. In relation to this, this study is categorized into discourse analysis since it aims at analysing how people use evaluative language on Youtube.

Further, Gee (2005, p. 88) argues that an analysis on discourse is “based on the speech (and gaze and gesture and action) or writing that are deemed relevant in the situation and that are relevant to the arguments the analyst attempted to make”.

Moreover, Gee (2005, p. 88) adds that a data or transcript in analysing discourse might be “narrow” or “broad”, depending on the researcher’s objectives in the study.

In accordance with the view, although the videos in this research include linguistic and non-linguistic aspects, this study placed its focus on the linguistic aspect of the videos which is the speaker’s sentences or utterances as it is relevant with the purpose of this study which focuses on the evaluative language. In relation to this, the main objective of this study is to present a detailed analysis of evaluative language used by beauty vloggers in their foundation related videos on Youtube.

Moreover, through the analysis of appraisal, this study also aims to explain how the evaluative language used by the beauty vloggers reflect their ideology and beauty standard. Applying discourse analysis is suitable and appropriate since the objectives of the research are in line with the purpose of conducting discourse analysis.

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Furthermore, to present an exhaustive explanation on evaluative language,

Martin and White’s appraisal theory (2005) which rooted from Halliday’s systemic functional grammar was applied as the basis of the linguistic analysis. This theory was utilized to identify the evaluative language in the videos as well as to analyse the patterns, the types and the linguistic components of the appraisals used by the beauty vloggers in the video. In addition, the theory of persuasion was also applied to support the analysis and provide explanation on why the beauty vloggers applied a particular type of appraising items more than the other types. Furthermore, several concepts of beauty standard were revisited and reviewed to help the researcher identify the beauty ideals reflected in the evaluative language used by the beauty vloggers in their Youtube videos.

B. Data Source and Data Collection

The data used in this research are attitudinal appraisal which were collected from several foundation related videos by four prominent beauty vloggers namely

Tati Westbrook, Nikkie de Jager, Jeffree Star, and James Charles on Youtube.

These youtubers are chosen by following several criteria. First, those chosen are the ones whose content uses full English to ensure data reliability. Second, the researcher chose beauty vloggers with the highest number of subscribers. Following these criteria, below are four of the most prominent beauty vlogger on Youtube:

First, Jeffrey Lynn Steininger or known as Jeffree Star is an American singer, famous beauty youtuber and internet celebrity (Dixon, 2018). His Youtube account;

Jeffree Star which mainly posts beauty related videos has over 18.2 million subscribers. He is a well-known make-up artist and a model as well. His major role and influence in the beauty industry helped Jeffree to launch his own beauty brand

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which is named after his own name; Jeffree Star Cosmetics (Gomez, 2019).

Besides, many times, as an internet personality, he has collaborated with other big cosmetic brands such as Morphe and Manny MUA (Denton, 2017).

Second, James Charles Dickinson is an American internet personality and a famous beauty youtuber (Collins, 2019). His youtube channel, James Charles, whose content is centred on beauty items and make-up has over 19.2 million subscribers. He became famous after he was chosen to represent CoverGirl as its first ever male brand ambassador (Hjort & Komulainen, 2017). With a big name in the beauty industry, James has worked on many collaborations with big makeup brands, magazines and clothing brands (Collins, 2019).

Third, Tatiana A. Krievins or widely known as Tati Westbrook has established her name as one of the most popular beauty gurus and make-up artists in the beauty industry (Chambers, 2019). Currently using Youtube as her main platform, her channel, Tati, has 9.5 million subscribers with a total of 1.2 billion views. As a big internet personality, Tati has also several times become a model, has collaborated with big make-up brands and launched his own beauty brand called

Halo Beauty (Gomez, 2019).

Fourth, Nikkie de Jager is a Dutch beauty vlogger who started her career as a make-up artist (Krause, 2020). She creates vlogs and videos related to make-up and skincare products and uploaded them to her youtube channel called Nikkie Tutorials which has 13.4 million subscribers and has been watched 1.1 billion times. Similar to the previous beauty vloggers, Nikkie has also done many collaborations with famous celebrities and big make-up brands (Dixon, 2020). In addition, she also won

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several awards such as “Youtube Guru'' in Shorty Awards and “Choice

Fashion/Beauty Webstar” at The Teen Choice Award (Krause, 2020).

After selecting the beauty vloggers, the researcher selected one video from

each of them by looking at the time they were uploaded, the number of views and

the content. The selected videos are those from 2019 to reveal their most recent

ideas and opinions related to beauty standards. Further, since not all of the videos

they uploaded are related to makeup review and evaluation, the videos chosen are

those which discussed makeup foundations. However, not all foundation related

videos were chosen, the researcher only selected the video which has the highest

number of views as of October 2019. Besides to narrow down the data, this was

done because videos related to foundation contain more of their opinion and ideas

on beauty standards. Following these criteria, the following videos were selected.

Table 3.1 Selected Videos from Each Beauty Vloggers

Beauty Vlogger Number of No. Title of Video Youtube Channel View 1. Tati 100 SHADES of foundation… 3.2M The New World’s Most Full Coverage 2 Nikkie Tutorials 5.5M Foundation?? Can This $20.00 Foundation Cover My 3. Jeffree Star 8.5M Sadness? Let’s Find Out… Anastasia Beverly Hills 4. James Charles 7M Foundation…Finally A Match?!

After videos selection, the researcher downloaded these videos from their official Youtube channel to ensure the authenticity and the completeness of the videos. The researcher then watched each of the videos, and collected the data from each of the beauty vloggers. The preliminary data in this study are all of the phrases, clauses and sentences uttered by the beauty vloggers in their videos. All of the beauty vloggers in this study use English as their native language or at least as their

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second language, so all of them use good and understandable English which then ensures the reliability of the data.

Moreover, instead of solely taking the data from the subtitles, the researcher also manually and directly took notes from their utterances in the videos to make sure that the data presented in this study are complete and comprehensive. The complete raw data from each video are inserted into a table and are presented in appendix 1. After gathering the raw data from each of the beauty vloggers, utterances which contain appraising items are selected and separated to a different table which is organized based on the beauty vlogger. These data are provided in appendix 2. Further, the researcher watched the videos repeatedly to prevent errors and mistakes, and to ensure that all utterances which contain appraisal especially attitudinal appraisal have been recorded and noted.

C. Number of Data

In the previous section, four prominent beauty vloggers with one video each were selected as the data source. After watching and collecting data from the videos, the numbers of attitudinal appraisal used by the beauty vloggers differ. Besides, the number of data in each type also varied. To be clearer, below is the number of data in each type of attitudinal appraisal used by the beauty vloggers.

Table 3.2 Number of Data

Type James Jeffree Tati Nikkie Total Appreciation 74 56 62 96 288 Affect 25 26 27 26 104 Judgment 13 3 6 2 24 Total 112 85 95 124 416

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D. Data Analysis

After the data collection was completed, the researcher started conducting

data analysis. In analysing the data, there are several steps which were taken. First,

the data were analysed using appraisal theory to reveal the type of attitudinal

appraisals used by the beauty vloggers in the videos. However, since the data

collected are in a form of utterances and one utterance might contain more than

one type or subtype of attitudinal appraisal, the researcher identified the appraising

items first. After that, the appraising items were classified into three types of

attitudinal appraisal namely affect, judgment and appreciation. After classifying

the data into these three major types of attitudinal appraisal, they were analysed

and grouped into more specific sub type. Affect is classified into happiness,

unhappiness, satisfaction, dissatisfaction, security and insecurity; judgment into

social esteem and social sanction; and appreciation into reaction, valuation and

composition. The complete data which has been categorized per type are presented

in appendix 3.

Besides analysing the types of appraisal, the researcher also examined

whether the appraising item is considered as a positive or negative appraisal as well

as the appraised items of each data. Further, to make the process of data analysis

easier, the researcher organized and classified the data into the same types and

subtypes for each of the beauty vloggers. They were then counted to see which

type of attitudinal appraisal was dominantly used by each of the beauty vloggers.

Below is an example of the data. The complete data can be seen in appendix 2.

Table 3.3 Example of Data Classification Beauty Vlogger : James Charles Video Title : Anastasia Beverly Hills Foundation – Finally a Match!

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Type of App. Att. Sub- No Time Code Utterances Att. Appraised (+/-) Item Categories Appraisal JE1/A Juvia’s place the really reaction, 1 00.59 P/R/Q is a really appreciation foundation + cool quality /+ cool brand. ’s brand

Second, after analysing the type and subtype of each appraising item,

realisation and polarity of each attitudinal appraisal applied in the videos were also

examined, the researcher used the findings to investigate and describe the reason

why certain type was used dominantly by the beauty vloggers. To support the

analysis, the theory of persuasion especially Aristotle’s persuasive strategies were

employed. Third, the researcher also utilized the concept of beauty standard and

beauty ideals to reveal the beauty standards and ideals reflected in the appraisal and

to explain how the attitudinal appraisal applied in the videos reflect the beauty

standard and ideals held by the beauty vloggers.

A thorough analysis was conducted to answer each of the research questions.

The process of analysing the data, from the identification until the categorization

into types and subtypes, are done following a rigid process to make sure that the

analysis is valid and accurate. In the discussion, specific features, detailed

characteristics and examples on each type of appraisal are also provided to support

and validate the analysis. In addition, to ensure the trustworthiness of the study, the

researcher triangulated the data and the analysis by referring to the theory and

consulting to the supervisor. The data were triangulated by referring to various

theories related to appraisal, persuasion and beauty standards from different

experts. In addition, she also compared it to many previous related studies which

analysed evaluative language. After checking the trustworthiness by theory, the

researcher consulted the supervisor to see if the analysis has been done correctly

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and thoroughly, and the result and findings are valid and trustworthy. Lastly, the researcher drew conclusions and gave suggestions based on the result of the analysis.

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CHAPTER IV

RESULTS AND DISCUSSIONS

This chapter provides an answer to each of the research questions proposed in chapter one. It presents the results of data analysis on the attitudinal appraisal found in the prominent beauty vloggers’ videos, and gives an in-depth explanation of each of the findings. Following the order of the research questions, this chapter consists of three parts. The first part discusses the types of attitudinal appraisal found in the videos with several data presented as examples. Along with the number and frequencies of each type of attitudinal appraisal, the second part deals with the reasons why those types of appraisal are applied by the beauty vloggers on the videos. Further, the third part reveals and explains the ideologies related to beauty standards reflected in the attitudinal appraisal used by the beauty vloggers in their foundation related videos.

A. Types of Attitudinal Appraisal

After collecting, analysing and classifying the data from the videos, it is revealed that all three types of attitudinal appraisal namely affect, judgment and appreciation are used by the beauty vloggers. However, the occurrence and frequency of each data differ from one type to another. Below is the table to illustrate the number of data as well as the frequencies of each type of appraisal:

Table 4.1 Attitudinal Appraisal in the Beauty Vloggers’ Foundation-Related Videos

Type Frequency % Appreciation 288 69 Affect 104 25 Judgment 24 6 Total 416

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Table 4.1 presents the number of data found in each attitudinal appraisal type.

As can be seen in the table, appreciation is the most dominant type of attitudinal appraisal applied by the beauty vloggers. Following far behind as the second most used type is affect, and judgment as the least used type of attitudinal appraisal. As a preliminary implication, the dominance of appreciation is expected as the videos mainly involve the beauty vloggers’ reaction and review of the foundation products.

Therefore, they tend to evaluate and appraise the product they are reviewing.

However, this dominance also provides further implication which will be discussed more in depth in the next section. Before discussing the implications, below is the discussion of each type and subtype along with three examples for each type of the subtypes to get a closer look at these attitudinal appraisals.

1. Appreciation

Through data analysis, appreciation is revealed to be the most frequently used type of attitudinal appraisal in the videos. As the beauty vloggers mainly focus on evaluating the makeup product for their viewers, appreciation is preferred as it does not explicitly show personal feelings and emotion of the speaker. Hence, it will sound more objective and convincing. Further, the use of appreciation is considered more comprehensible as it focuses more on the makeup products, and explicitly tells the viewers about their quality. This is important as it is easier for the viewers to make judgment and decision based on the information from the videos which at the end will affect their thoughts and behaviours.

Table 4.3 below shows the number of data and frequencies of the subtypes of appreciation which are reaction, composition and valuation. It reveals that the most frequently used type is reaction which is expected as the videos mainly focus

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on reviewing and reacting to the makeup foundations. Following not far behind is composition as the second most used one, while far behind in the last position is valuation. In the following paragraphs, each of these subtypes will be discussed further along with several examples. The details of each data sample can be seen on Appendix 3 table 3a page 193.

Table 4.2 Appreciation Found in the Beauty Vloggers’ Foundation-Related Videos

Sub-type Sum % Reaction 141 49 Composition 98 34 Valuation 49 17 Total 288 a. Reaction

As the most dominant subtype of appreciation applied in the videos, reaction is mainly used to react to the quality and performance of the foundations. Several important aspects to consider before buying foundation include its packaging, shade range, consistency, oxidation, and endurance. The beauty vloggers make sure to cover all of these aspects, and reaction is mainly used to evaluate them. Further, reaction is divided into two subtypes namely quality and impact where each subtype covers different aspects of evaluation. Below, example (1), (2), and (3) demonstrate the use of quality in the videos.

(1) It lasted beautifully throughout the day. (N96/AP/R/Q/+) (2) But in reality, there are like twelve shades and the undertones are all awful. (JA17/AP/R/Q/-) (3) Look how cute the packaging is. (JE8/AP/R/Q/+)

Example (1), (2) and (3) illustrates the use of quality in the videos. In example (1), Nikkie talks about the endurance of the foundation she is trying. She points out how the foundation still looks good even after going through the whole

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day, and positively appraises it using the adverb beautifully as the appraising item.

Further, James expresses his reaction to the quality of the foundation’s undertone in example (2). Here, while explaining to his viewers about the importance of inclusivity in the makeup industry, he also discusses how some brands claim that they are inclusive, but in reality it is not. Contrary to their claim, they only provide a limited shade range which clearly will not cover all skin tones. Moreover, James argues that the undertones are disappointing. In the video, he uses an adjective: awful as the appraising item to evaluate the undertones of the foundations he is criticizing. Additionally, in example (3), Jeffree appraises the packaging of the foundation he is trying, and uses the adjective cute to express his positive evaluation.

After looking at the examples, it can be seen that quality is mostly expressed through adjectives and adverbs. In the videos, the adjectives applied are beautiful, cool, good, better, best, great, amazing, cute, perfect, pretty, nice, awful, bob, bomb, sexy, crazy, killer, gross, friendly, (not) bad, and wild. In addition, similar to example (1), it is also signified by the use of adverbs such as beautifully, well, and nicely. Moreover, from the examples, it can be concluded that a reaction is categorized as quality when it expresses how the speaker thinks about the object; whether or not it is pleasing, or whether or not the speaker likes it.

(4) I don’t think it’s necessary, I do think it’s overwhelming, but I don’t think it’s the biggest negative ever. (T89/AP/R/I/-) (5) Over their own foundation, it looks stunning. (JE66/AP/R/I/+) (6) Like their quality and their price point is literally mind blowing. So good. (N2/AP/R/I/+) While the previous examples demonstrate the use of quality, example (4),

(5) and (6) illustrate the use of impact. Similar to James in example (2), Tati also

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discusses inclusivity and criticizes the shade range of the foundation she is trying in example (4). However, while James condemns the brands for not providing enough shades, Tati expresses her complaint as the brand provides too many shades.

Tati uses the word overwhelming to express how the extensive shade range made her feel. Although she thinks inclusivity is important, she argues that 100 shades is just too much, and will lead to confusion. The brand’s crazy shade range is seen as unnecessary. Hence, she appraises the foundation negatively. Moreover, in example (5), Jeffree talks about the concealer she applied after applying the foundation. Here, he uses the adjective stunning to describe how the concealer looked on his face. Additionally, example (6) shows Nikkie’s reaction toward the quality and price of the foundation. Since the price of a foundation usually determines its quality, she is amazed that with a standard price, she can get such a superior quality. Therefore, she uses the adjective mind blowing to positively evaluate the foundation.

Furthermore, the examples of impact above show that this subtype mainly uses adjectives as the appraising items. In the videos, the adjectives used are stunning, impeccable, sickening, exciting, interesting, mind blowing, insane, phenomenal, intense, fantastic, luxurious and overwhelming. Compared to quality, impact is similar as it also shows the reaction of the speaker. However, this subtype usually reveals how the object makes the speaker feel: whether or not it is interesting, or whether or not it grabs the speaker’s attention. In addition, to better differentiate it with other types of appreciation, reaction is usually based on the speaker’s taste, feeling and emotion. Moreover, although most of the data show inscribed appraisal where evaluation is given explicitly through adjectives, impact

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is also expressed through invoked appraisal where it is delivered implicitly. One of the data is presented below:

(7) Wow you guys, I’m a little shook right now. (JE33/AP/R/I/+)

Using the phrase a little shook as the appraising item, it is clearly seen in the sentence above that Jeffree is surprised. Therefore, there is a high possibility that this example can be mistakenly categorized as insecurity/surprise. In order to avoid this mistake, it is important to analyse the context of the sentence, and the basic difference of each type and subtype of attitudinal appraisal. The sentence above shows Jeffree’s reaction toward the quality of the foundation. An evaluation is included into insecurity/surprise if it is a reaction toward a threat or a terror.

Meanwhile in the example above, he is indeed surprised, but it is not because of a threat or terror, but because of how good the foundation is. Furthermore, this example is categorized into impact because it implicitly tells the viewers about how impressive the foundation is. Moreover, it also invokes an interest in the viewers to check out the foundation. After analysing the data, indirect realisations only appear in this category, and only sentences which are not included in other subtypes are discussed and categorized separately into invoke appraisals. b. Composition

In the videos, the beauty vloggers mainly use composition to discuss the foundations’ consistency, colour, combination with other makeup products, packaging, and labels. In other words, most of the time, it covers evaluations of what they can see, touch and perceive. Furthermore, composition is divided into two subtypes namely balance and complexity. Below, several examples of balance are presented:

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(8) I definitely think you have to set the concealer, because it creases a little bit underneath my eyes. (N51/AP/C/B/-) (9) Everything looks intact. (JE77/AP/C/B/+) (10) We have 300 which is too dark. (JA28/AP/C/B/-)

Example (8), (9) and (10) show how appraisal toward balance is carried out in the videos. In example (8), Nikkie has just finished applying concealer on her face after applying foundation, and she noticed that there are creases under her eyes.

In order to make it look smooth, she advises her viewers to set the concealer using setting powder. In the make-up industry, balance is achieved when the concealer, foundation, and other make-up products are applied smoothly and flawlessly.

Therefore, using the verb phrase creases a little bit, Nikkie negatively appraises the concealer’s balance on her face. In relation to this, Jeffree positively evaluates the foundation he is trying using the word intact in example (9). He comments on how the make-up products stay put nicely and does not crack even after several hours.

Additionally, in example (10), James talks about the colour of the foundation. He is having a hard time in choosing his shade as most of them do not match his skin colours. In this case, the balance between her skin colour and the foundation’s shade is not achieved, so he appraises it negatively using the adjective too light.

The examples in the previous paragraph reveal that the appraising item in balance are mostly in a form of adjectives or adjective phrases and verbs or verb phrases, although some are also in a form of adverbs and nouns or noun phrases.

The adjectives and adjective phrases used are too light, too dark, intact, thick, uneven, full, even, flawless, neat, sleek, long wearing, cakey, matte, liquidy, creamy, super high, smooth, crusty, drier, richer, super pale, not right, light, too yellow, a lot darker than I thought it would be, brightening, oily, rough, dry, and like a desert.

In addition, the verbs and verb phrases include not caked up, creases a little bit,

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hold up, last longer, has held together, doesn’t last as long, becomes one, creates patches, doesn’t get more blank canvas than this, not exaggerating, brings back life, has more coverage, loosening up the base, poking holes, create redness, is not lifting the base, is not doing anything weird, applying like a dream, look like skin, is not settling into fine lines, break apart, isn't the 'oh my god, girl, you need moisture' matte, veils the skin and blurs everything out, never become that, matches my hand almost like exactly, cover, cancel out, does not feel super heavy, even everything out, didn’t do any touch ups, match really well, ties in together, vanished, giving me the natural shine, and didn’t coagulate. Meanwhile, the nouns are balance, oiliness, separation, and a few crack. In addition, the adverb applied is flawlessly.

(11) It is a super simple glass rectangular bottle which I really really like. (JA6/AP/C/C/+) (12) This is kinda lowkey very very smart and straight to the point. (JA11/AP/C/C/+) (13) This foundation you guys has a very massive shade range as well as the concealer which I want to try today as well. (JE27/AP/C/C/+) Furthermore, example (11), (12) and (13) illustrate how complexity is applied in the videos. In example (11), James talks about the packaging of the foundation, and praises it using the appraising item simple. Although it is not complex, he evaluates it positively as simplicity is seen as something desirable for a packaging since it makes it easier to be stored and carried everywhere. Similarly, in example (12), he evaluates the label of the foundation positively because the simple and clear label makes it easier for make-up artists who have a huge amount of makeup products to find it. Here, he uses the adjective straight to the point to appraise the foundation’s clear and big label. Additionally, example (13) discusses the foundation’s crazy shade range, and Jeffree uses the adjective massive to

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appraise it. Having a massive shade range is not easy, and it can become complicated both for the brand who produces it and for the consumer as well.

However, although it is complicated, it is evaluated positively as it can provide more choices and can cover more skin colours.

In the discussion of complexity, being complex or simple can be both evaluated positively or negatively. Sometimes being simple is seen as ordinary, other times it is seen as effective and time saving. Therefore, the polarity of this subtype depends heavily on the field and the evaluator. Moreover, from the examples, it can be seen that this subtype mostly uses adjectives or adjective phrases as its appraising item. The adjectives and adjective phrases applied in the videos are simple, straight to the point, massive, luminous and glowy. c. Valuation

In the videos, valuation predominantly covers evaluations on the make-up products’ price, packaging, endurance, inclusivity and coverage. Generally, it expresses what the speaker thinks about the object based on its quality and performance. Moreover, the data also shows that many times, valuation reveals the final judgment of the beauty vloggers. Compared to other types of appreciation, valuation is different as it does not have any subtype. Therefore, only three examples are presented.

(14) It retails for only $20. That’s a very good price point for one fluid ounce. (JE15/AP/V+) (15) Inclusivity means literally anybody can go to the line and anybody can find their colour, and I think that is very very important. (JA19/AP/V/+) (16) The Juvia’s place I am Magic Foundation and Concealer are Jeffree Star approved. (JE81/AP/V/+)

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Example (14) shows Jeffree’s appraisal toward the price of the foundation he is trying. For the amount of product he gets, he thinks the price is very reasonable, and he uses the adjective good to evaluate it. After evaluating its quality and quantity, he tells his viewers that the foundation is worth buying. Further, example

(15) expresses James thought about inclusivity. He believes that it is essential for makeup brands to provide more choices so that people all over the world can have something that fulfil and fit their needs. Here, he uses the adjective important to appraise inclusivity. Additionally, in example (16), Jeffree reveals his final verdict on the foundation and the concealer. With the phrase Jeffree Star approved, he gives his positive evaluation, and tells the viewers that the foundation has amazing qualities and reasonable prices. Here, Jeffree can use his own name as a stamp of approval as he is an expert in make-up as well as a respected and influential figure in the beauty community. Being approved by Jeffree Star means that the foundation has fulfilled his high standard and meticulous evaluation, and therefore can give a huge impact on his viewers’ decision as well.

From the examples above, it is revealed that valuation can be expressed through different parts of speech such as adjective, adverb, noun and verb. In the video, the adjectives or adjective phrases used are indie, most fullest, good, comparable, standard, important, different, rare, amazing, normal, Jeffree Star approved, favourite, average, typical, better, on point, okay, not necessary, and right. Meanwhile, the nouns or noun phrases are rarity, Holy Grail, so much product for such a little price, absolute yes, and number one. In addition, they also use verbs or verb phrases namely killing it, giving Dermacol a run for its money, blows every other foundation out there out of the water, and fit. Moreover, the

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adverbs applied are well and exactly what I was looking for. Further, there are also some in the form of sentences which are this is it, and I don’t think it’s the biggest negative ever. Based on the data analysis, valuation basically covers what the speaker thinks about the object after considering its quality and quantity. Although it can be similar with other types of appreciation, it is different as it is mostly based on the speaker’s knowledge, thought and the field’s standard. Therefore, what is considered more important in one field, can be less important in other fields.

2. Affect

As the second most frequently used type of attitudinal appraisal, affect is predominantly used to show the beauty vloggers’ feeling related to the makeup products. Most of the utterances are used to express their wish and expectation on the products’ performance and quality, how they feel about it and whether or not they are satisfied. Further, affect is divided into four subtypes namely dis/inclination, un/happiness, in/security, and dis/satisfaction. All of these subtypes appear in the videos, although each of them have different frequencies.

Table 4.3 Affect Found in the Beauty Vloggers’ Foundation-Related Videos

Subtype Sum % un/happiness 59 57 dis/inclination 25 24 dis/satisfaction 17 16 in/security 3 3 Total 104

Table 4.2 above illustrates the number of data found for each subtype of affect along with its frequencies. Here, it can be seen that all subtypes of affect are applied in the videos. The most frequently used one is un/happiness with almost

50% of occurrence. Dis/inclination appears as the second most used subtype,

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followed by dis/satisfaction and the least used one; in/security. In the following paragraphs, each of these subtypes will be discussed further along with several examples and its explanations. The details of each data sample below are presented in Appendix 3 table 3b page 220. a. Dis/Inclination

After analysing the attitudinal appraisal in the foundation-related videos, both subtypes of dis/inclination namely desire and fear are used. In general, desire is used to express their intention, want and wish related to the makeup products, while fear is used to express their anxiety about the quality of the foundation they are trying; how it will perform on their face, or how long wearing it will be. To get a clearer view on how they use these subtypes of appraisal, below are several examples:

(17) …because we don’t want orange shining through it, and just to cancel out those grey tones. (JA51/AF/DI/D/-) (18) So would I recommend the 'I am magic' foundation by Juvia's Place? Ab-so-lutely. (N101/AF/DI/D/+) (19) Let's just hope it doesn’t get really really bad later on. (JA86/AF/DI/D/+)

Example (17), (18) and (19) above illustrate the use of desire in the videos where the appraising items are don’t want, recommend and hope. The appraising item in example (17) shows James’ disinclination where he expresses his negative affect about the coverage of the foundation. Here, the appraising items reflect the idea that the speaker dislikes having the colour of his colour corrector seen, and he prefers having the foundation to cover those colours. In relation to this, it is categorized as desire as the speaker voices out his want and preference regarding the foundation coverage. Meanwhile, in example (18), Nikkie tries to recommend the product to her viewers. After trying the foundation, she found out that it has a

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good quality and is worth buying, so she wants her viewers to try it as well. Hence, the word recommend is categorized into desire. Similarly, the word hope in example

(19) is also categorized as desire as it shows James’ wish for the foundation to be long wearing. As one of the important aspects to consider when buying foundation, it will give a huge effect on James’ final evaluation of the foundation which later will also affect his viewers' thought and behaviour.

After looking at these examples, it can be seen that desire mainly deals with what the speaker wants and wishes. However, it is not limited to what the speaker wants for themself, but also what they want for others; what they want them to do or in this case to buy and try. In the data, words and phrases that signify the use of this subtype are want, recommend, bring it on, hope, hopefully and prefer.

(20) I'm kinda nervous, because Juvia's Place is so, like so hardcore my favorite eyeshadow brand that I'm like I'm rooting for you. (N16/AF/IS/D/-) (21) I was scared. (N92/AF/DI/F/+)

On the other hand, example (20) and (21) are categorized into fear. In example (20), Nikkie expresses her anxiety before trying the foundation where the appraising item is kinda nervous. As she really loves the foundation’s brand, she is afraid that it would not turn out as good as she expected. Therefore, she is really concerned about how the foundation will apply on her face. Similarly, in example

(21), Nikkie uses the word scared to voice out her worry about the quality of the foundation. This subtype is similar to disquiet in in/security. However, while fear is “almost always related to intention”, disquiet is a feeling expressed as a

“reaction” toward possible threats (Martin & White, 2005). In relation to this, compared to disquiet which is a reaction to a terror or threat that already happened or is happening, fear can be seen as an anticipation. Hence, example (21) is

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categorized as fear as it is her anticipation of how the foundation will perform later.

In the videos, this subtype is expressed through adjectives namely nervous and scared. b. Un/happiness

Un/happiness is considered one of the most basic feelings felt by humans.

Therefore, it is used a lot of times by the beauty vloggers. In the videos, they applied both subtypes to show how they feel about the makeup products and techniques. In addition, they also use it to express their preference and liking related to makeup.

Unlike dis/inclination, un/happiness is further divided into unhappiness and happiness. Unhappiness itself also has sub categories which are misery and antipathy. The followings are some of the examples of misery:

(22) As I said this process is very very irritating and frustrating for me to deal with. (JA45/AF/U/M/-) (23) I’ve honestly always just been confused and also jealous of people who are able to use a foundation brush, and like do their foundation. (JA61/AF/U/M/) (24) But now, let's see how my Holy Grail, Fenty Beauty Butter Powder reacts to this mix because if my Fenty Beauty doesn't work with this, I'm gonna be heartbroken. (N50/AF/U/M/-)

Example (22), (23) and (24) demonstrate how misery is expressed in the videos. Here, the appraising items are very very irritating, confused and heartbroken. In example (22), James talks about how his difficulty in choosing foundation shade irritated him. Moreover, example (23) shows his confusion in using brush to apply the foundation. Meanwhile, in example (24), Nikkie expresses the sadness she would feel if the foundation does not work well with her butter powder. From these three examples, all of the appraising items are used to express the unhappiness they felt within themselves. Therefore, they are categorized as

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misery. Words applied to express misery found in the videos are heartbroken, frustrating, irritating and confused.

(25) I don’t like matte foundation. (N93/AF/U/A/+) (26) There is my pimple popping through which is really annoying. (JA69/AF/U/A/-) (27) I’m actually really annoyed at myself for not packing this. (T84/AF/U/A/)

Furthermore, don’t like, really annoying and annoyed are the appraising items applied in example (25), (26) and (27) which are categorized as antipathy.

Example (25) shows how Nikkie disliked matte foundation. Meanwhile, in example

(26), James expresses his dislike toward his pimple. It annoys him as it can make the makeup look less smooth and flawless. Additionally, example (27) talks about how Tati feels unhappy with her action. She feels upset toward herself for not bringing the foundation along. Here, all of the feelings are directed at other things, therefore they are included in the antipathy category. Moreover, these examples also demonstrate how antipathy can be directed not only to other people or things, but also to the speakers themselves. Further, some of the expressions used to show antipathy in the videos are don’t like, jealous, annoying/annoyed and gross.

Along with unhappiness, happiness can easily be recognized as it is a basic feeling which has been introduced in human’s early childhood. Following Martin and White (2005), happiness consists of two subtypes which are affection and cheer. Similar to the concept of misery and antipathy in unhappiness, affection is a happiness directed to something or someone, while cheer is the happiness felt within the speaker. After analysing the data, happiness is revealed to be the most dominant type of affect applied in the videos, and both of its subtypes are applied by the beauty vloggers. Some of the examples are presented below:

(28) I love their shade names. (JE10/AF/H/A/+)

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(29) You definitely can still see my freckles and by beauty marks through the foundation which I really really do like. (JA53/AF/H/A/+) (30) I have a lot of love for this brand so don't go thinking that I'm just gonna crap all over this. (T18/AF/H/A/+)

The use of affection in the videos is shown in example (28), (29) and (30) where the appraising items are love, really really do like and have a lot of love. In example (28), Jeffree expresses his love toward the shade names of the foundation.

Similarly, James shows his love toward the foundation’s coverage in example (29).

Moreover, Tati also clarifies her love toward the brand in example (30) although she is doubting the foundation’s quality. Each of the examples above shows the speakers’ happiness or love toward someone or something which is why they are included into affection. In the videos, this subtype is mainly signified by the verbs like and love. However, it is not limited to verbs, affection is also expresses through noun phrases such as a lot of love in example (30) and so into.

(31) If it stays like this (matte), I’ll be super super happy. (JA87/AF/H/C/+) (32) …it is a way more matte finish than what I usually go for, so I'm excited to see how this kind of reacts. (N24/AF/H/C/+) (33) It has been so much fun testing this out. (N124/AF/H/C/+)

In addition, example (31), (32) and (33) demonstrate the use of cheer in the videos. Here, the appraising items are super super happy, excited and has been so much fun. In example (31), James talks about the happiness he will get if the foundation stays intact and mattes after several hours. Meanwhile, Nikkie in example (32) expresses her delight and eagerness to test the new foundation.

Similarly, at the end of her video, she shares in example (33) how the process of testing the foundation has brought such enjoyment to her. All the feelings and emotion expressed in these three examples are felt by the speaker within themselves. Thus, it is included into cheer. In addition, it is also interesting to notice

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that while the speakers mainly use verbs to express affection, cheer is predominantly expressed through adjectives such as happy, excited, fun and pumped up. c. In/security

In/security is further divided into security and insecurity. However, the data analysis reveals that only security is applied in the videos, while insecurity is not.

In the videos, security comprises the beauty vloggers’ feelings of comfort, assurance, and trust toward the makeup product. Furthermore, it is separated into two subtypes which are confidence and trust. In the beauty vloggers’ videos, security only appears in three data and both of them are categorized as trust. The data are as follow:

(34) And I do feel very comfortable putting my stamp of approval on this. (N103/AF/S/T/+) (35) I don’t have a lot of faith in it. (T27/AF/S/T/-) (36) I'm kinda nervous, because Juvia's Place is so, like SO hardcore my favorite eyeshadow brand that I'm like I'm rooting for you. (N18/AF/S/T/+)

In example (34), (35) and (36), the appraising items are very comfortable, don’t have a lot of faith, and am rooting for you. Example (34) illustrates how

Nikkie feels after trying the foundation. As the foundation has an outstanding quality and a competitive price point, it is easy for her to approve the foundation and recommend it to her viewers. Meanwhile, in example (35), Tati expresses her distrust toward the foundation she is going to try as she thinks that the foundation has too many shades, and she expects the quality to be disappointing. Additionally, example (36) illustrates Nikkie’s excitement and worries before trying the foundation. As she is familiar with the brand, and she acknowledges the brand’s good quality eyeshadow, she believes that they will also do a good job with their

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foundation and concealer. Using the verbs phrase am rooting for you, Nikkie shows her support and trust toward the makeup products. Furthermore, although security is categorized as a positive feeling, the subtype can also be negative as people might or might not believe in something or someone. Moreover, all examples of security here are directed toward others, therefore they are included into trust. d. Dis/satisfaction

In the videos, dis/satisfaction is mainly used to show the beauty vloggers’ pleasure and displeasure toward the foundations’ shade range. As the name suggests, this type of affect consists of two categories namely dissatisfaction and satisfaction. Further, dissatisfaction is separated into two subtypes namely ennui and displeasure where the former is expressed when the speaker is actively involved in the activity and the latter is when they are only an observer or a bystander (Martin

& White, 2005). After analysing the videos, both types are applied, and the examples of displeasure are presented below:

(37) I have a lot to say just my initial reaction with a hundred shade range... (T1/AF/DS/D/-) (38) …and I know a lot of people online had this same kind of gut response you know ‘do we need a hundred shades?’ ‘is this getting out of hand?’ (T2/AF/DS/D/-) (39) When I saw it first, I was a little bit taken aback. (JA9/AF/DS/D/-)

Example (37) talks about Tati’s feeling when she first opened the foundation. As the foundation has 100 shades, it makes her feel a complex emotion, and the phrase have a lot to say implicitly describes her disappointment and rage toward the brand who potentially use the concept of inclusivity only to give a positive image to the brand. Tati thinks that they will fail on accomplishing the idea of inclusivity as the quality of the foundation might be bad, so she is furious. Still in the same sentence, Tati further expresses her displeasure in example (38) using

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the phrase had this same kind of gut response. Here, she argues that other people will also be displeased by the foundation’s shade range. Similarly, example (39) shows James dissatisfaction toward the foundation’s big label. Here, he uses the verb phrase was a little bit taken aback to show that he is not pleased with what he is seeing. Further, all examples of dissatisfaction above are directed toward the brands who create the shade range and label, and they do not play an active role in creating it. Therefore, all of them are included into displeasure.

(40) I’m confused, that’s all I’m saying. (T19/AF/DS/E/-) (41) Part of me feels really confused. (T24/AF/DS/E/-) (42) Looking at a hundred shades like I have no clue which one is mine. (T25/AF/DS/E/-) In relation to the discussion in the previous paragraph, in example (40), (41) and (42), Tati is still discussing the foundation’s crazy shade range. Although both are dissatisfaction caused by the same problem, this one is different as it is felt when she becomes an active participant in the process. The problem brings confusion when she has to apply the foundation in her make-up process as there are too many choices of shades. Therefore, the appraising item confused and have no clue here are categorized as an ennui. To easily differentiate these two subtypes, it is also useful to see if it is felt during the process or toward the result. If it is the former, it means it is included into ennui, while the latter means it is categorized as displeasure.

In contrast with dissatisfaction, satisfaction can be understood as a feeling of accomplishment, triumph or completion people feel when they or the people around them successfully achieve something (Martin & White, 2005). This type of attitudinal appraisal is further divided into two subtypes namely pleasure and interest. Similar to the previous subtypes, interest is felt when the speaker plays an

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active role in the process, while pleasure when they act only as a watcher. In the videos, both subtypes appear, although interest can only be seen in one datum. First, the examples of pleasure are as follow:

(43) Bitch is impressed. (JE68/AF/S/P/+) (44) I am so so so impressed with what I'm seeing. (N89/AF/S/P/+) (45) But beside that, I am impressed. (JE80/AF/S/P/+)

The appraising items in example (43), (44) and (45) are typical words and phrases used to express satisfaction toward something. In example (43), the word impressed is used by Jeffree to express his satisfaction toward the coverage of the foundation. Similarly, in example (44), the adjective impressed is also applied by

Nikkie to react to the foundation’s amazing quality. Additionally, James uses the same adjective, impressed, to express his satisfaction toward the foundation’s quality. Furthermore, these three examples are all directed toward the quality of the foundation which is the result of the company’s effort without them taking part in it. Therefore they are categorized as pleasure.

(46) That stuff is my new number one, but also I’m kinda curious. (T43/AF/S/I/+) On the other hand, example (46) discusses Tati's curiosity toward the foundation lighter shades as it says that it can be used as a concealer. The appraising item curious expresses what she feels when she is in the process of doing make-up where she is an active participant. Hence, it is categorized as an interest. Further, this feeling is also categorized into interest since the make-up’s quality and her skill in applying it successfully made her feel tempted to use the lighter shades as well.

3. Judgment

In the world of beauty vloggers, many times, they do not only talk about makeup products, but they also discuss the company and brands behind them.

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Similarly, there are also countless beauty vloggers who strive to get the attention of their viewers. As they struggle to build their brand power, their attitude and behaviour play a huge role in appealing to the public. In relation to this, the use of judgment in the videos are mainly to evaluate the behaviour of the foundation’s brand and the people behind it as well as themselves. The brand here are people who take part in creating, producing and marketing the products which is why it is categorized as judgment. However, compared to other types of attitudinal appraisal, it is rarely used as their judgment of other people might affect and ruin their own reputation. Therefore, this type is only used several times to avoid further implication and drama within the beauty community.

Additionally, judgment is further divided into two subtypes which are social esteem and social sanction. Table 4.4 below illustrates the number of data as well as the frequency of each subtype. Here, it reveals that the occurrence of each subtype is similar as each occupies nearly half of the total data. The details on each data are presented in Appendix 3 table 3c page 231. The following paragraphs provide detailed explanations for each of these subtypes along with several data samples.

Table 4.4 Judgment Found in the Beauty Vloggers’ Foundation-Related Videos

Subtype Sum % social esteem 14 58 social sanction 10 42 Total 24 a. Social Esteem

As explained in the previous section, the beauty vloggers mainly use social esteem to appraise themselves and the brand of the makeup products. Through this

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type of appraisal, they evaluate the brand’s creativity, devotion and commitment to provide the best quality for their customers. In addition, they also use it to appraise their own normality regarding the way they use makeup, and the way they talk about makeup. Further, social esteem is divided into three subtypes namely normality, capacity and tenacity. Below are examples of the first subtype which is normality:

(47) Am I literally crazy? (JA63/JU/SE/N/-) (48) And then I just scrub in a tiny little bit of the dragon beauty colour corrector just to cover some beard areas just like I normally do. (JA47/JU/SE/N/+) (49) Normally I don't say this and this has nothing to do with this being my brush, but usually I just live for a damp sponge like I think it looks really pretty but I love how this is applying. (JE43/JU/SE/N/+)

The use of normality in the videos can be seen in example (47), (48) and

(49). In example (47), James discusses how he can only use brushes to apply foundations. Compared to other beauty vloggers who can use both beauty sponges and brushes, he considers himself not normal, and he questions his normality using the adjective crazy. Additionally, James uses the adverb normally to talk about his makeup routine. He talks about how covering his beard is a process he usually does when he does his makeup. Moreover, example (49) shows how Jeffree appraises himself regarding her foundation brush. He uses the adverb normally to tell his viewers that he usually does not praise a makeup product just because it is his own collaboration product with the brand. He puts emphasis on this as it can make people doubt the objectivity of his evaluation. Based on the examples above, the beauty vloggers use both adverbs and adjectives to express their judgment on normality. In the videos, the adjective used is crazy, while the adverb applied is normally.

(50) This is kinda lowkey very very smart and straight to the point. (JA10/JU/SE/C/+)

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(51) I struggle quite a lot with it honestly. (JA4/JU/SE/C/-) (52) They come in with 50 different shades which I think is so so beyond incredible. (JA13/JU/SE/C/+)

Furthermore, example (50), (51), and (52) show how the beauty vloggers appraise capacity in their videos. In example (50), James comments on the label of the foundation which he thinks is very big and clear. He applies the adjective smart to evaluate the capacity of the people behind the brand who come up with the ideas.

In addition, example (51) illustrates how James always faces difficulty in choosing the right shade. Here, the verb struggle is used to appraise his own capacity. This word implies that James still lacks the skill to match his skin colour with foundation’s shade, and it can make his viewers doubt his capability. Further, example (52) discusses the foundation’s shade range. Here, James praises the brand who can provide a wide variety of shades with good quality. Using the adjective incredible, he appraises the brand’s capacity in creating and producing such crazy shade ranges. Looking at these examples, it can be seen that in the videos only verbs and adjectives are used as the appraising items in evaluating capacity. The verbs are struggle, step it up, and have adequate ranges, while the adjectives are incredible and smart.

(53) They put a lot of thought into that. (T56/JU/SE/T/+) (54) I am that dedicated. (JE6/JU/SE/T/+) (55) I'm not afraid to admit that I'm definitely not a foundation expert in any way shape or form. (JA3/JU/SE/T/+) Similar to the previous subtypes, the beauty vloggers only evaluate the tenacity of themselves and the brand of the makeup products. Example (53), (54), and (55) demonstrate how they appraise tenacity in their videos. In example (53),

Tati comments on the foundation’s applicator which can be both used as a stick for concealer and as a pump for foundation. She praises the people behind the brand

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who came up with it using the verb phrase put a lot of thought, and appraises them for spending a lot of time and effort in order to produce a good quality product.

Similarly, Jeffree is heading out to buy a foundation his viewers want him to try, and appraises his tenacity in example (54). The adjective dedicated is used to describe his effort in fulfilling his viewers’ suggestion and wish. Meanwhile, in example (55), James is talking about his skill in matching the foundation shades with his skin tone and colour. He openly tells his viewers about his weakness, and uses the verb phrase not afraid to describe his tenacity and bravery. From these examples, it can be seen that tenacity in the videos is evaluated using verb phrases and adjectives. Here, the verb phrases are put a lot of thought, and not afraid, and the adjective is dedicated.

By looking at the examples of each subtype of social esteem above, it is actually quite easy to differentiate normality with the two others as it mainly talks about what people usually do, and what they think is common. However, differentiating capacity and tenacity can be tricky because both are pretty similar.

In the video, capacity evaluates the beauty vloggers’ talent in doing their makeup, as well as the makeup brands’ ability in producing and creating their product.

Meanwhile, tenacity appraises the beauty vloggers’ determination and dedication in their field of expertise. Hence it can be said that while capacity is the innate quality of the person evaluated, tenacity is the result of effort and hard work. b. Social Sanction

As social sanction is divided into veracity and propriety, the beauty vloggers predominantly use this type of judgment to discuss honesty and morality. Again, similar to the previous type of judgment, it is also used to judge themselves and the

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makeup brand. They judge how they evaluate the products, and how the makeup brands advertise their products. Below are some of the examples:

(56) It is soft matte like how the packaging claimed. (JE50/JU/SS/V/+) (57) Honestly it looks really really bomb. (JA58/JU/SS/V/+) (58) In all honesty, I didn't think I was going to like this, but we're off to a great start. (N30/JU/SS/V+)

Example (56), (57) and (58) demonstrate the use of veracity in the videos.

In example (56), Jeffree uses the phrase like how the packaging claimed to evaluate the brand’s honesty. Makeup products usually come with some claims such as brightening, long lasting, inclusive, waterproof, and cruelty-free. These claims are made as a form of advertisement to promote the makeup products as well as to give information on what the products can do to the customers. However, many makeup brands tend to provide claims that are not truthful and therefore deceiving their customers. Jeffree, in this example, points this out and testifies that the foundation’s claim is proven. On the other hand, James talks about the foundation’s quality in example (57). Using the adverb honestly he appraises his own trustworthiness in evaluating the makeup product. Similarly, example (58) also discusses Nikkie's evaluation toward the foundation. Using the phrase in all honesty, she emphasizes her trustworthiness to her viewers. Further, these examples demonstrate how veracity is expressed through different parts of speech namely adverb and adjective as well as idioms. The adverb phrases are exactly what the foundation claims to do, like how the packaging claimed, the adverb is honestly, and the adjective is honest.

In addition, the idiom used is out in the open.

(59) …but then there's this other Avenue of our brands just trying to one-up each other with these crazy shade ranges that really aren't necessary if you boil it down just to use it as a marketing tool. (T12/JU/SS/P/- and T15/JU/SS/P/-)

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Furthermore, example (59) shows the use of propriety in the videos where

Tati is talking about the foundation’s shade range. At the beginning of her video, she is surprised that the foundation has a hundred shades, and she starts questioning whether it is only a marketing gimmick from the brand. Her suspicions come from her experience with other brands who use inclusivity only to look better than the others without paying attention to the quality and the shade range of the foundation.

In this example, she expresses her evaluation using the phrases just trying to one up each other and boil it down just to use it as a marketing tool. Both of these actions are seen as morally and ethically wrong in the makeup industry.

The examples above demonstrate how the subtypes of social sanction are different. Although both generally evaluated what is acceptable in the society, veracity is usually related to the person’s truthfulness. Meanwhile propriety, as the name suggests, is predominantly used to appraise the person’s morality and ethics.

In the videos, veracity is applied to emphasize the beauty vloggers’ trustworthiness in reviewing and evaluating the product, and also to appraise the brand’s honesty toward their customers. In addition, propriety is used to judge the brand’s behaviour and marketing strategies in the makeup industry. To make it simple, veracity is whether what someone says is true or not, while propriety is whether what someone says or does is appropriate according to the society’s social norms and standard.

B. Reasons of Using Each Type of Attitudinal Appraisal

In the discussion of attitudinal appraisal in the previous section, it can be seen that the frequency of each type is different from one beauty vlogger to another.

Although the dominance of a certain type or subtype is expected based on the videos genre and topics, it might also indicate that there are certain aspects that the beauty

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vloggers want to emphasize or highlight. The discussion in this section will focus more on how their words are used to establish their influence, and persuade their audience. Therefore, the explanation on why a certain type of attitudinal appraisal is more frequently used than the other will be provided from the perspective of evaluation as means of persuasion.

In the previous section, it has been revealed that the most dominant type of appraisal applied by the beauty vloggers in the videos is appreciation, the second one is affect, and the last one is judgment. Although their objectives in general are to strengthen their influence, and to increase their individual brand power as well as popularity, each type of attitudinal appraisal contributes different effects toward the process. Hence, the beauty vloggers use them for different reasons in the videos.

Generally in the videos, appreciation is used to appeal to logic and ethics, affect is used to appeal to feelings and emotion, and judgment is applied to appeal to ethics and norms. In the discussion below, implications on the use of each type, and the reasons why appreciation is more dominant than the others will be explained thoroughly. Several data related to the topic will be presented as well to justify and strengthen the arguments, while the details and complete data can be seen in

Appendix 2 page 145.

1. Appealing to Logic and Ethics through Appreciation

Following the discussion in the previous section, it is revealed that appreciation is used by the beauty vloggers mainly to talk about the quality and quantity of the makeup products. Specifically, they evaluate important aspects that the viewers need to know when they choose to buy or use foundations from a certain brand. These important aspects include the products’ price, packaging, consistency,

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applicability, oxidation, durability, colour, undertone, shade range, coverage, and its combination with other makeup products. Through appreciation, the beauty vloggers provide exhaustive and complete information as well as evaluation related to these aspects of the foundations. The detailed and relevant information in appreciation enables the beauty vloggers to appeal to their viewers’ logic and comprehension. Further, it is also used to appeal to ethics, as the specific and in- depth explanations exhibit and demonstrate the beauty vloggers vast knowledge and understanding on makeup, hence confirming their expertise and establishing their trustworthiness. Therefore, there are several reasons behind the dominant use of appreciation in the videos which are to provide relevant, detailed and complete information, to demonstrate expertise, and to increase credibility.

One of the main reasons people watch reviews from beauty vloggers on

Youtube is to find further information about the quality of a specific makeup product. This is because they cannot directly try on the product (Ferradino, 2017), or they need other opinions from experts as a confirmation to their pre-existing knowledge (Georgia, 2015). Usually, it would be a part of their research before actually buying or using the product. As the viewers usually have specific information and products they want to know in mind, it is important for the beauty vloggers to provide relevant information in their videos. In relation to this, the products’ brands have actually released their own advertisements and have provided several information about the product in the products’ packaging.

However, people still seek reviews from beauty vloggers because information from the makeup brand is considered “too direct, and focused on selling” (Forbes, 2016) and not sufficient. Therefore, it is essential for beauty vloggers to provide complete

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and detailed explanation and evaluation for their viewers. In the videos, the beauty vloggers examined in this research provide relevant, detailed and complete information through the use of appreciation. Each type of appreciation covers different aspects of the foundation, and they give different contributions to the completeness of the information and evaluation. Below, example (1) to (5) show the use of reaction/quality:

(60) It is blending into the skin beautifully, you know, usually with matte foundations it kind of like lays on top of the skin. (N25/AP/R/Q/+) (61) Okay, it is reacting well under my eyes, I just- so let's just pounce it on, baby! (N52/AP/R/Q/+) (62) The primers, the foundation, the concealer and the powder all work together beautifully, like-I- This-Uh, if this is gonna last and stay looking nice all day long...*super shook* I'm shook, my like- (inaudible sounds) (N54/AP/R/Q/+) (63) The undertone looks really good. (JA42/AP/R/Q/-) (64) It does not feel super heavy, and I feel like it does a really good job at evening everything out and covering everything. (JA57/AP/R/Q/+) In the videos, reaction generally covers the information about the foundations’ coverage, shade, undertone, formula, packaging, application as well as its combination with other makeup products. In example (60), Nikkie talks about how the foundation perfectly lay on top of her skin, and she also points out that usually matte foundation will be difficult to blend. She emphasizes this quality by highlighting the fact that the foundation does not coagulate under her eyes which is essential because usually foundations tend to create patches in that area. Compared to the information in the packaging which only says that it is a matte foundation,

Nikkie gives additional facts to her viewers. Additionally, in example (62), Nikkie also tells her viewers that the foundation formed a perfect combination with other makeup products she is using. Meanwhile in example (63), James informs his viewers that the foundation has a perfect undertone. These information are usually

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not included in the foundation’s package as well as advertisements. Further, example (64) evaluates the coverage and evenness of the foundation. Here, James confirms the foundation’s claim about its coverage, and it is important as it can convince the viewers that it indeed has a full coverage. Further, more information on other aspects are delivered through the use of reaction; impact as can be seen in the examples below:

(65) I don’t think it’s necessary, I do think it’s overwhelming, but I don’t think it’s the biggest negative ever. (T89/AP/R/I/-) (66) For the price point, the formula is impeccable. (JE74/AP/R/I/+) (67) It (the jar) feels very luxurious. (JA75/AP/R/I/+)

Compared to reaction; quality which directly tells whether the product is good or bad, impact focuses more on how the products affect the beauty vloggers.

In example (65), Tati is evaluating the shade range of the foundation which she thinks is unnecessary. It is interesting to notice that she uses the personal pronoun

‘I’ to emphasize that it is indeed her personal opinion. With this, it means that she does not try to tell her viewers to feel the same, but she just wants to share and let them know. This kind of information usually is given to educate her viewers and to criticize the brand. In addition, it also implies that her evaluation is not “influenced by external factors” (Ferradino, 2017) especially the brand. In addition, example

(66) evaluates the formula of the foundation and example (67) appraises the jar of the foundation. Both of these information are not usually provided by make-up brands, but it is necessary as the formula determines the quality of the foundation, and how the jar looks influence the viewers’ decision making process. Compared to this, complexity; balance is used more to comment on the foundation liquid, and it can be seen on the examples below:

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(68) So this definitely is a more creamy slash liquidy product as opposed to the foundation. (N39/AP/C/B/+) (69) Texture really really smooth, but the discolouration vanished. (JE31/AP/C/B/+) (70) Like it actually has held together, the pigmentation, the smoothness, the evenness. (T75/AP/C/B/+) (71) It's full coverage, but it is so long wearing. I'm loving this. (T80/AP/C/B/+) (72) It’s giving me the natural shine. (JE41/AP/C/B/+) (73) Of course, there's a little bit of oiliness going on here on the t-zone, like I said earlier, I do have an oily t-zone, so, the sides of my nose have started to break apart a little bit, like you can see a little bit of separation going on right here. (N80/AP/C/B/-) Example (68), (69), and (70) above all show evaluation on the foundation liquid. Specifically, example (68) appraises the foundation’s consistency, example

(69) comments on the foundation’s texture, and example (70) evaluates the foundation’s colour, texture and blending. All of this information can only be acquired through experience when people directly try and touch the foundation.

However, as most of the viewers watch the video before buying or possessing the product, the beauty vloggers share their experience instead. Furthermore, compared to the previous three examples, example (71), (72) and (73) talk more about the finish of the foundation. Example (71) discusses the foundation’s coverage, example (72) points out the foundation’s shine, and example (14) evaluates the foundation’s durability. Here, it is interesting to point out that the previous examples provided positive reviews, but example (73) gives a negative review on the foundation. Pointing out some of the products’ negative side is a good strategy to make the evaluation more trustworthy and credible. Furthermore, example (74) and (75) below discusses the products label and packaging:

(74) This is kinda lowkey very very smart and straight to the point. (JA11/AP/C/C/+)

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(75) It is a super simple glass rectangular bottle which I really really like. (JA6/AP/C/C/+) Example (74) above comments on the foundation’s label on the bottle which is big and thick. This is important for make-up artist or people with a lot of makeup products, as the big label can help them locate and recognize the product easier.

In addition, example (75) talks about the simplicity of the packaging which can be attractive to some people. Clearly, these information are usually not provided by the make-up brand. Moreover, other important aspects to consider before buying a product are the price and its worth. These aspects are discusses through valuation as can be seen in example (76) to (77) below:

(76) The price is right. (T91/AP/V/+) (77) That is very comparable to $60 dollar Giorgio Armani luminous silk which is the same amount of product in there. (JE16/AP/V/+) (78) Even over my eyebrow stubble which is a rarity on this channel, it looks nice. (JE55/AP/V/+) (79) I do wanna show a bottle that hasn’t been opened because it does come sealed, and I think it’s really important, and I think that’s great. (JE25/AP/V/+) Example (76) and (77) both talk about the foundations’ price. However, while in example (76) Tati directly tells her viewers how she thinks about the foundation’s price, Jeffree in example (77) compares the foundation’s price with another similar product. Both strategies are excellent as the viewers need a straightforward evaluation as well as a comparison with other similar and competing products. The foundation brand usually will just tell people the price, while these beauty vloggers will tell their viewers if the foundations are actually worth the price. Moreover, in example (78), Jeffree pointed out how the foundation can perform better and do what other products cannot usually do to his face. This kind of detailed information is only possible as the beauty vloggers have a lot of

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experience from trying countless different foundation products. In addition, example (79) talks about the product’s seal. Here, Jeffree wants his viewers to be aware that a sealed foundation is essential as it is a guarantee that the foundation has not been opened, thus confirming that the product is clean, not oxidized, and full.

From the discussion above, it can be seen that the information provided by the beauty vloggers are more complete and thorough compared to those provided by the make-up brands. This is why many people choose to refer to these videos when they want to buy a certain makeup product. Moreover, the beauty vloggers focus more on the product so that the information and evaluation that they share are relevant to what the viewers want to know. Relevant, comprehensive, and detailed information is considered “more efficient than emotional and subjective information” (Petty & Cacioppo, 1984), and will make the evaluation a “high quality review” (Park, Lee, & Han, 2007). Because of these reasons, appreciation is preferred by the beauty vloggers, and it becomes the most dominant type of attitudinal appraisal in the videos.

Furthermore, in relation to the use of appraisal as persuasive means, the information and evaluation in the videos served as logical reasons for the viewers, and it is used to appeal to the viewers’ logic and comprehension. Instead of directly asking them to buy the products, the beauty vloggers tell them practically everything that they need to know about the product and evaluate every important aspect they need to consider, and let them decide on their own (Cockcroft,

Cockcroft, Hamilton, & Downing, 2014). This is essential as the viewers need to have freedom to choose and make a decision on their own. In addition, this strategy

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will also make the persuasion less visible. Instead of persuading, the viewers will most likely think that they are just sharing their experience and know-hows on their videos. Therefore, in the beauty vloggers videos, the most dominant persuasive strategy is logos which appeal to the viewers’ logic. This finding is different compared to previous studies such as (Ko, 2015) which reveals that pathos is the most dominant strategy applied by Taiwan’s president in his speech. This is likely due to the fact that both are used in different genres where his research analyses political speech while this study focuses on examining beauty vloggers’ utterance.

Further, it is also different with Aditama’s (2016) findings which argue that all persuasive strategies should be incorporated equally to make the persuasion more effective.

Additionally, besides contributing to the make-up brand’s marketing process, this strategy also gives positive impacts to the beauty vloggers’ personal brand power. This is because providing thorough and detailed evaluation is only possible when the appraiser possesses enough knowledge and understanding about makeup. By doing this, the beauty vloggers indirectly demonstrate their expertise in the make-up field, and it convinces their viewers that they are experienced and qualified. Expertise itself is vital as it is one of several main factors which contribute to the credibility of the beauty vloggers (Ohanian, 1990). The beauty vloggers credibility is significant as it is one of the aspects which contribute to the success of the beauty vloggers (Ferradino, 2017). When the source is credible, the persuasion process will be easier and more effective (Hovland, Janis, & Kelley,

1953). Indirectly, it appeals to the beauty vloggers’ ethos which is the basic and

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most important aspect of persuasion (Cockcroft, Cockcroft, Hamilton, & Downing,

2014).

2. Appealing to Emotion through Affect

As persuasion process is not simple and instant, people usually combine several different methods to persuade their audience (Ross, 1994). Therefore, although appreciation is preferred and is used in more than half of the data, affect is also applied by the beauty vloggers to make the process more effective

(Brembeck & Howell, 1976), and to maximize the result. In the videos, after using appreciation to appeal to the viewers’ logic and ethics, affect is used to appeal to the viewers’ feeling and emotion. Particularly, through affect, the beauty vloggers shared their preference, happiness, satisfaction as well as their fear and desire. The following paragraphs will provide further discussions along with one example for each subtype of affect. Although similar to the previous section, the discussion in this section will be different for it focuses more on how each subtype contributes to the persuasion process.

Since all of the beauty vloggers have more than ten million subscribers, each of them has become a prominent figure in the beauty industry. On youtube they are known as beauty vloggers and beauty gurus, and on other social media platforms such as Twitter and Instagram they are known as beauty influencers. With this much power, people already acknowledge their taste and preference. Their experience and knowledge make them have a high standard on make-up products, so their viewers believe that if they are satisfied and happy with the product, it means that the product is good and worth trying. Through affect, appraisals related to these aspects are expressed, and some of the examples can be seen below:

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(80) I love so many things about it from the ingredients to the bottle. (T86/AF/H/A/+) (81) The first thing I notice, my skin looking really really good, and I’m very excited about that. (JA94/AF/H/C/+) (82) This is making my skin look flawless, I'm so impressed of what is happening right now. (T47/AF/S/P/+) (83) That stuff is my new number one, but also I’m kinda curious. (T43/AF/S/I/+) (84) I wanted to try the foundation so bad. (JE7/AF/DI/D/+) In example (80), Tati expresses her affection for the foundation. She emphasized that she loves every aspect of the foundation. Meanwhile, in example

(81), James shared his excitement about the durability of the foundation. Further, example (82) shows how satisfied Tati is when she saw the foundation’s coverage, and example (83) reveals her interest in the foundation. In example (84), Jeffree expresses his desire to try on the new foundation. In these examples, the beauty vloggers express their likings, taste and preference. All of these utterances will be meaningless if they are uttered by an ordinary person. However, as they are expressed by prominent beauty vloggers, they carry power and influence. By sharing how they feel about the foundations, they induce the viewers’ curiosity and interest. Indirectly, they convince their viewers that if you use the same product, you will get the same happiness, and they are interested in the product and want it so bad because it is that good.

Besides sharing their affection and happiness, affect is also used to express their unhappiness, fear, confusion and doubt. If the beauty vloggers only share positive evaluations, and only show their positive sides, the viewers will doubt their honesty and they will be too perfect. Therefore, it is essential for the beauty vloggers to also share their vulnerability and negative appraisals toward the product. Below are some examples which show the beauty vloggers’ fragile sides and their negative reviews:

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(85) I was scared. (N92/AF/DI/F/-) (86) I’ve honestly always just been confused and also jealous of people who are able to use a foundation brush, and like do their foundation. (JA62/AF/U/A/-) (87) I’m confused, that’s all I’m saying. (T19/AF/DS/E/-) (88) I’m actually really annoyed at myself for not packing this.(T84/AF/U/A/) (89) I don’t have a lot of faith in it. (T27/AF/S/T/-) (90) I have a lot to say just my initial reaction with a hundred shade range, and I know a lot of people online had this same kind of gut response you know ‘do we need a hundred shades?’ ‘is this getting out of hand?’ because while inclusivity is so important and there needs to be something for everyone. (T1/AF/DS/D/-)

Nikkie reveals that she is afraid of how the foundation will perform on her skin in example (85). This utterance implies that Nikkie has such a high expectation on the foundation, which means that the brand has a good reputation and the products have been satisfying. Further, James expresses his jealousy of those who can use foundation brush skilfully in example (86). Here, he bravely shows his weakness to the viewers, and openly admits that he still lacks a lot of things.

Meanwhile in example (87), Tati shows her confusions over the foundation’s shade range. She criticizes the brand by saying that 100 shade rage is unnecessary and confusing. In addition, example (88) reveals Tati’s annoyance at herself for not packing the foundation. It is because she does not expect the foundation to be that good, and she indirectly gives positive appraisal to the product.

From the examples in the previous paragraph, it can be seen that the beauty vloggers also reveal their weaknesses. They do not only show their audience that they are confident, but they also show their vulnerable side. This is important as it will make them more relatable, it will make them appear imperfect and humane, and it will make the viewers feel closer to them. It will then make the beauty vloggers more “likeable and credible” (Georgia, 2015). Moreover, the videos will be more attractive when the viewers can relate to the beauty vloggers and what they

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do in the videos (Ferradino, 2017). In addition, if the beauty vloggers appear to be flawlessly perfect, the viewers will feel distant, and it will also make them doubt the beauty vloggers’ credibility. Another important thing is that they might think they are incapable of doing what the beauty vloggers demonstrate, and it will make them hesitate to buy or try the make-up product. At the end, it will hamper or even make the persuasion process fail.

Moreover, it is also interesting to notice that all of the subjects in the examples above are personal pronoun ‘I’. This implies that instead of telling their viewers how to feel, they share their own feelings and emotions. This is significant as the beauty vloggers make sure that the viewers have complete control over their own emotion. They do not dictate and order, but they give the viewers room to think and decide on their own. In addition, the use of personal pronoun emphasize that those are their personal opinion, argument and evaluation. The use of affect usually makes the evaluation sound more subjective and personal. However, as the beauty vloggers are already considered as gurus and experts, it will make the evaluation more credible and trustworthy.

3. Appealing to Ethics through Judgment

Compared to the previous types of attitudinal appraisal, judgment is only used in less than 25 data in the videos. However, albeit the fact that it is the least used type of attitudinal appraisal, it still gives a significant contribution to the persuasion process. As discussed in the previous section, judgment mainly appraises people and their behaviour. Specifically, in the videos, it is used to evaluate the make-up brand’s morality, ability, and trustworthiness. In addition, the beauty vloggers also used it to judge their own normality, credibility, capability,

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and dedication. In relation to the use of evaluative language as persuasive means, judgment, in the videos, is used to appeal to ethics or ethos. It is used to emphasize stance, to build trust, and to establish character and personality. In the following paragraphs, each will be discussedwhi in detail along with several examples. The discussion will be divided between judgment on the brand and on the beauty vloggers themselves.

Nowadays, many people do not only pay attention to the product they want to try or buy, they also try to search for information related to its brand. Therefore, besides giving comments and reviews on the products, the beauty vloggers sometimes also judge and evaluate the make-up brands behind them. This is because there are some brands who tend to exaggerate their claim, and indirectly lie to their customers. In addition, there are also several brands who use unethical marketing strategy, some others use ingredients which are distributed by companies who use child labour, and a few others are accused of plagiarizing other makeup brands. These are only some of the examples of the problems and drama that happened in the beauty industry. As insiders who have many links and acquaintances in the beauty industry, beauty vloggers are usually well aware of these kinds of rumours and problems. Therefore, sometimes they will share these information to their viewers. In the videos analysed in this study, the beauty vloggers also share their evaluation on the brands. Some of them can be seen in the following examples:

(91) They put a lot of thought into that. (T56/JU/SE/T/+) (92) They come in with 50 different shades which I think is so so beyond incredible. (JA13/JU/SE/C/+) (93) This is kinda lowkey very very smart and straight to the point. (JA10/JU/SE/C/+) (94) That is exactly what the foundation claims to do. (JA107/JU/SS/V/+)

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(95) …but then there's this other Avenue of our brands just trying to one-up each other with these crazy shade ranges that really aren't necessary if you boil it down just to use it as a marketing tool. (T15/JU/SS/P/-)

Example (91) reveals Tati’s evaluation on the brand’s dedication. She praises the brand’s commitment and devotion in creating a high quality foundation.

Similarly, in example (92) James also praises the brand’s capability in creating a wide shade range without ignoring the foundation’s quality. In addition, he also gives positive evaluation toward the brand who create a simple and effective label for their foundation in example (93). Further, James positively appraises the foundation honesty in providing information for their customers. Many times, brands fail to prove their claim, and make their customer unsatisfied and feel betrayed. Additionally, Tati criticizes some brands who use shade range only as a marketing strategy without paying attention to the quality of the foundation. When a brand is accused of immoral and unethical behaviour, their brand power also decreases, and some people will cancel them and hesitate to buy their products.

Therefore, these information are significant for the persuasion process. By giving positive evaluation, it will increase the brands’ credibility and trustworthiness.

Furthermore, in the videos, the beauty vloggers also applied judgment to evaluate themselves. Although appreciation and affect are used more in increasing their trustworthiness and strengthening influence, judgment is also applied to emphasize their credibility and tenacity. Below are some of the examples:

(96) If I don’t like something about this, it is out in the open. (N7/JU/SS/V/+) (97) I'm not afraid to admit that I'm definitely not a foundation expert in any way shape or form. (JA3/JU/SE/T/+) (98) I am that dedicated. (JE6/JU/SE/T/+) (99) I struggle quite a lot with it honestly (JA4/JU/SE/C/-) (100) Am I literally crazy? (JA63/JU/SE/N/-)

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In example (96), Nikkie emphasized her honesty to her viewers. She tries to assure her viewers that she will provide a wholesome evaluation where she will not hesitate to give a negative evaluation toward the product if she found any. Similarly,

James claimed that he is not scared if his viewers know his weaknesses, and openly tells his viewers that foundation is not his expertise in example (97). Both of these examples demonstrate the beauty vloggers effort in convincing their viewers through judgment. Additionally, in example (98), Jeffree confidently tells his viewers about his tenacity in trying to provide what his viewers want. It is well known that Jeffree has a sassy personality which has become one of his charms, so this utterance will strengthen his internet personality. On the other hand, James admitted that he had a hard time finding the right shade for his skin colour and undertone in example (99). In addition, example (100) shows James questioning his normality because he cannot use foundation brush properly. These two examples demonstrate how the beauty vloggers especially James criticizes themselves and reveals their weaknesses. As discussed in the previous parts, giving negative evaluation especially toward themselves will make the viewers believe that they are straightforward, authentic and are not afraid of critiques.

In relation to this, persuaders, especially beauty vloggers, tend to avoid giving excessive praise for themselves. Besides making them appear as narcissists, it will also make their audience doubt their credibility and trustworthiness. This is why judgment, especially the one used to appraise the beauty vloggers themselves, only appeared in less than ten data. Furthermore, another interesting point to notice is that in the videos, the beauty vloggers never use judgment to evaluate or even criticize other beauty vloggers. This is due to the fact that the beauty community is

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harsh and competitive. Their utterances can get twisted, and it will make them involved in unnecessary dramas. Sometimes, it can increase their engagement, but many times people will remember them as problematic and drama queens.

C. Beauty Standards Reflected in the Attitudinal Appraisal

Besides being used as means of persuasion, attitudinal appraisals used by the beauty vloggers in the videos also reveal their ideologies and beliefs.

Specifically, their evaluations and judgments reflect their standard of beauty.

Through the attitudinal appraisals, they shared what they love to see, what they think is beautiful and how people can achieve it. Further, as all of the videos focused on foundations, the beauty standards depicted in the attitudinal appraisal are mainly related to people’s face particularly their skin colour and imperfections. In the following paragraphs, each of these beauty standards will be discussed thoroughly along with several examples to validate and strengthen the arguments. Further, complete and detailed analysis and presentation of the data are provided in

Appendix 2 page 145.

1. Skin Colour: Inclusivity

In the discussion of ideal beauty standards, skin colour has been one of the most discussed topics for decades. Partially, because it is closely related to colonialism and racism. In the beauty industry particularly, it is because most cosmetic brands continue to promote their ‘white is beautiful’ ideology, and force people especially women of colour to conform to this standard. However, in this growing community where most things are globalized, cosmetic brands and beauty influencers are starting to pay attention to the issue of skin colour inclusivity. As they try to cover more variety of consumers and a larger number of audience, the

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idea of inclusivity comes up where they try to provide a wider range of cosmetics especially foundations which can fit every woman’s skin colour (Jedinak, 2019). In the videos, all of the beauty vloggers discuss this issue through their evaluation.

Several examples of the data are provided below:

(101) Inclusivity means literally anybody can go to the line and anybody can find their colour, and I think that is very very important. (JA19/AP/V/+) (102) These are labelled from dark to light similar to Beauty Bakerie which I really love. (JE29/AF/H/A/+) (103) You know one thing I really really like with this line is that the deepest shade starts with the lowest number and I believe beauty bakery did that too. (N8/AF/H/A/+) (104) I am such a believer in that and I think it is so incredible to see brands really step it up and have adequate ranges in each category from very fair to light, light medium, medium, medium deep, deep. (T4/JU/SE/C/+)

Through the adjective important, James explicitly argues that inclusivity is essential in the beauty industry. In example (101), he uses the adjective very twice in front of the headword to emphasize how significant inclusivity is. Moreover, in example (102), Jeffree gives positive evaluation for the brand, Juvia’s Place, which labels their foundation from dark to light. Similarly, in example (103), Nikkie also praises the same brand because it starts the shade number with the darkest colour.

Both of these beauty vloggers pay attention to this numbering because it reflects the brand’s priorities. Usually foundations are labelled from the lightest to the darkest where the lowest numbers are given to the lighter shades. It implies that the brand prioritizes people with lighter skin colour. By doing the opposite, Juvia’s Place, the brand evaluated by Jeffree and Nikkie, are changing this norm and start to give more attention to people with darker skin colour. In addition to being inclusive, this brand also makes people with darker skin colour their priorities, which rarely happens in the beauty industry (Jedinak, 2019). Further, example (104) shows

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Tati’s positive evaluation for brands who are willing to provide more shades to their foundation. She uses the adjective incredible to praise the brands who provide a wide shade range so that people, no matter what their skin colour is, can have a choice, and are not forced to choose the shades which do not match their skin colour.

Generally, in the examples above, it can be seen that all of the beauty vloggers give positive evaluation toward the idea of inclusivity. They praise the brands who try to provide more shade ranges for people with darker skin colour, and positively appraise the brands which prioritize them. This signifies that the trend in the beauty industry is changing. Although in the past, there have been several attempts done to tackle the issue of diversity and inclusivity i.e. Dove Cosmetics in 2003, many studies still argue that people with darker skin colour are offered limited choices

(Jedinak, 2019), and Western beauty ideals are still more acceptable in the mainstream media and still have significant impact in the beauty industry (Walters,

2018). However, lately, with the successful release of Fenty Beauty who put the issue of inclusivity into spotlight and try to promote diversity, brands such as

Juvia’s Place, Anastasia, and Pür which are evaluated in the videos are also releasing foundation products with wide shade range to cater to the diverse skin colour globally.

In relation to this, albeit the fact that in some parts of the world people still think that ‘white is beauty’, these beauty vloggers are promoting inclusivity, and are taking parts in changing the westernized beauty standard. Even though all of them are considered to have fair skin, they try to represent and give a voice to people with darker skin colour who have long been neglected by brands in the beauty

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industry. As influencers, they play a leading role in changing their viewers’ perspective on this issue. By giving positive appraisal and criticizing brands which fail to provide more choices for their customer, these beauty vloggers are confirming their stance and emphasizing their argument that beauty no longer belongs only to people with fair skin, but beauty is diverse and universal; every skin colour is beautiful.

2. Skin Imperfections: Full Coverage Foundations

Skin imperfections are normal, and almost every person has a problem with their skin especially face skin which is more sensitive and prone to skin problems.

These skin imperfections include acnes, pimples, freckles, blemishes, discoloration, and dark circles. Some are hereditary, some are hormonal, and some others are the result of irritation and unhealthy lifestyle. However, albeit the fact that some of them cannot be controlled easily, all are seen as undesirable or even disgusting and people are expected to fix it and appear flawless in public (Morrow, 2017). Through makeup, especially foundations, these flaws are covered and veiled. In relation to this, the attitudinal appraisal used in the videos reveal that some of the beauty vloggers still think that their imperfections should not be visible, and the foundations should be able to cover all of their flaws. Because of this, all of them prefer high and full coverage makeup. Moreover, their evaluation also signifies that they desire flawless skin which is smooth and looks like a canvas. The following paragraphs will provide further explanation and discussion on these topics.

Compared to the skin colour inclusivity, the topic of skin imperfection is less discussed in the videos. The beauty vloggers do not openly reveal their stance and arguments related to this topic. However, in some data, they express their

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beauty standard related to skin imperfections implicitly. Some of the examples are provided in the followings:

(105) There is my pimple popping through which is really annoying. (JA69/AF/U/A/-) (106) Texture really really smooth, but the discolouration vanished. (JE32/AP/C/B/+) (107) This is a creamy radiant formula, it is going to soften and cancel out dark circles, blemishes and skin imperfections. Bring it on! (JE58/AF/DI/D/+) Example (105) above shows James negative evaluation when his pimple is not perfectly covered by the foundation. Using the adjective annoying, he expresses his frustration, and he intensified his discomfort with the adjective really. This implies that James hates having pimples on his face, and it is seen as disturbing and undesirable. Additionally, in example (106) Jeffree positively appraises the foundation for successfully hiding his discoloration. It signifies that Jeffree dislikes the discoloration, he wanted it to disappear. Similarly, Jeffree expresses his excitement when the brand claims that the foundation can cover dark circles, blemishes and skin imperfections. Through his evaluation in example (107), he implicitly reveals his desire to have his flaws disguised. All of these three examples reveal that Jeffree and James still believe that pimples, dark circles, blemishes and discolorations are not normal, and it should be fixed and veiled.

meanwhile, James shows different reaction to freckles in example (108) which can be seen below:

(108) It even everything out really nicely, but you can still see my freckles popping through. (JA68/AP/R/Q/+)

In this example, he gives a positive reaction to the foundation when his freckles are still visible through his makeup. This different attitude is displayed because lately freckles have been a trend in the beauty industry. Although freckles

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are sometimes caused by excessive sun exposure and many times are hereditary, people still see it as disturbing, so people with freckles are negatively evaluated. To raise their self-esteem and confidence, there has been a campaign where people emphasize that freckles are normal and beautiful (Cahyadi & Adji, 2019). From this example, it can be inferred that James is also following this trend to normalize freckles and make people with freckles feel more accepted and included.

Besides directly addressing their imperfections, their stance on this issue can also be inferred from their evaluation on the coverage of the foundation. In the previous paragraphs, the beauty vloggers give positive evaluation toward foundation which can cover their flaws. Similarly, they also positively appraise the foundations’ full coverage which can be seen in the following example:

(109) The coverage is definitely there. (JE38/AP/C/B/+) (110) …and here I am, absolutely living for the coverage, like if you are looking to become a blank canvas to put all your makeup on, this is it. (N45/AF/S/P+) (111) I just need more a little bit more, you don't need a ton. It is very very full coverage. It could be used as a concealer spot. (T39/AP/C/B/+) (112) But it is doing a good job at evening everything out which is obviously the point of medium coverage. (JA54/AP/R/Q/+) In example (109), Jeffree indirectly informed his viewers about the coverage of the foundation. Through the phrase definitely there, he evaluates the foundation’s full coverage positively. Further, example (110) shows Nikkie’s excitement when she found out how full coverage the foundation is. She even describes her face as a blank canvas to emphasize that the foundation can make her face look smooth and flawless. Similarly, in example (111), Tati highlights the foundation’s full coverage, and even uses the adjective very twice to modify the adjective full to stress her judgment. Also, she adds that it can even be applied as a concealer which implies that the foundation indeed has a very full coverage. Meanwhile, in example

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(112), James expresses his satisfaction for the foundation’s coverage. While the previous beauty vloggers use full coverage foundation, James applies a medium coverage foundation which covers less than the full coverage one. As discussed in the previous paragraph, James prefers having his freckles visible which is why he likes medium coverage foundation more. However, by giving a positive reaction to the foundation’s coverage, it can be inferred that he is similar to other beauty vloggers, he still believes that his face has to appear smooth and perfect.

In relation to this, it is also strengthened by their positive evaluation toward their flawless makeup. Below are some of the examples:

(113) There is no creasing, no fine lines, no texture. This is good. (JA79/AP/C/B/+) (114) It's a beautiful, velvet matte that sort of like veils the skin and blurs everything out. (N91/AP/C/B/+) (115) This is making my skin look flawless, I'm so impressed what is happening right now. (T47/AF/S/P/+) In example (113), James evaluates the finish of his makeup using the adjective good. He gives a positive reaction toward the foundation because it made her face look smooth and flawless. Additionally, in example (114), Nikkie praises the foundation which can veil the skin and blur everything out. Similar to James, her positive appreciation signifies that she prefers having her flaws disguised by the foundation, and it can be inferred that she believes a face with no imperfections is beautiful and more attractive. Moreover, in example (115), Tati expresses her satisfaction after the foundation successfully made her skin look smooth and perfect. This also strengthens the argument that flawless skin is still preferred and more desired, at least by these beauty vloggers.

After carefully analysing each of the examples, all of the beauty vloggers can be seen having similar beliefs related to skin imperfections. All of them are

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more satisfied when the foundation can cover and veil their flaws. This finding reaffirms Chan et al.’s (2017) argument which suggest that flawless and perfect face is still preferred and desired. However, not all flaws are undesirable, some which are unwanted are pimples, dark circles, blemishes, and discolorations. Meanwhile, freckles, which are considered as an imperfection, are now seen as an attractive trait by the beauty vloggers especially James. Although there are many ongoing campaigns which are trying to normalize acne, pimples and other imperfections, the beauty vloggers in the videos are still thinking that those imperfections are unwanted and should be fixed. It makes people, especially women, feel obligated to wear makeup all the time to cover their imperfection. The point of wearing makeup, especially foundations, is indeed to “enhance” someone’s appearance

(Silverio, 2010). However, skin imperfections many times cannot be controlled, and very hard to fix, because it requires effort and a lot of money. Instead of promoting the use of foundation to cover them, it would be better for the beauty vloggers to normalize having skin imperfections. That way, people, especially women, will not be seen as unattractive and gross when they choose to not wear makeup. They will not be evaluated negatively, and they will feel more comfortable showing their bare face in public.

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CHAPTER V

CONCLUSIONS AND SUGGESTIONS

This chapter presents several conclusions of the findings and discussion in the previous chapter. Here, the answer to each research question will be reviewed and highlighted. In addition, this chapter also provides suggestions for future research. It discusses several aspects that have potential and can be developed by other researchers who are interested in conducting similar studies under the same topic.

A. Conclusions

Besides giving information, evaluative language can also be used to persuade others. Moreover, it also embodies the speaker’s belief and ideology. Beauty vloggers who frequently give reactions and reviews on makeup products mainly used evaluative language in their videos. This study analysed four of the most popular beauty vloggers, and found that their utterances do not only carry information, but also their persuasive strategies and beliefs on beauty standards.

From these findings, several conclusions can be drawn, and they will be discussed in the following paragraphs.

The first research question is addressed using the Appraisal Theory proposed by Martin and White in 2005. There are three aspects of appraisal namely attitude, engagement, and graduation. However, this study only focuses on analysing attitude and its types and subtypes. There are three types of attitude which are affect, judgment and appreciation, and after analysing the utterances in the videos, it is revealed that all types of attitude are applied by the beauty vloggers. Each type has

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different frequencies, and appreciation appears to be the most frequently used type of attitudinal appraisal. It occupies more than half of the data, while affect follows behind as the second most dominant and judgment as the third one.

As appreciation is applied to evaluate objects, the beauty vloggers use this type of attitudinal appraisal mainly to appraise the foundations and its accompanying makeup products such as concealer, primer, and setting powder.

Appreciation has three subtypes namely reaction, composition and valuation, and all of them appear in the videos. From these three subtypes, the most dominant one is reaction, followed by composition not far behind as the second one, and valuation as the least used one. Further, reaction also has two subtypes which are quality and impact. Specifically, quality and impact are used by the beauty vloggers to evaluate the products’ packaging, consistency, shade range, and oxidation. In addition, composition also consists of two subtypes which are balance and complexity. These two subtypes are applied to comment on the products’ colour, coverage, label, packaging, consistency and its combination with other makeup products.

Meanwhile, valuation does not have any subtype and it is applied to judge on the products’ price, packaging, coverage, and inclusivity.

Furthermore, affect, as the second most dominant type, is predominantly used to express the beauty vloggers feeling and emotion related to the products. It is further divided into four subtypes which are dis/inclination, un/happiness, dis/satisfaction, and in/security. Each of which is applied to convey different emotions. First, un/happiness which is revealed to be the most frequently used subtype is further separated into happiness and unhappiness. Happiness itself also has two subtypes which are affection and cheer. As the name suggests, both are

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applied to show the beauty vloggers’ excitement and love toward themselves or the makeup products. On the other hand, unhappiness also covers two subtypes namely misery and antipathy. These two subtypes are used to express their dislike, hatred or sadness toward themselves or the makeup products. On the contrary, the second most dominant type is dis/inclination which is not separated into two contrary types like un/happiness. It is directly divided into two subtypes namely fear and desire where the former is used to express the beauty vloggers anxiety on how the foundation will perform and the latter is applied to express their wish and preference related to the makeup products. Additionally, the third most dominant type is dis/satisfaction. Similar to un/happiness, it is further separated into satisfaction and dissatisfaction. Satisfaction is divided into two subtypes namely pleasure and interest. As the name suggests, these subtypes are applied to express the beauty vloggers’ satisfaction and curiosity. Meanwhile, dissatisfaction comprise the feeling of ennui and dissatisfaction which are applied to show their disappointment and boredom. Lastly, the least used type of affect is in/security. It is also divided into security and insecurity, but the latter does not appear on the videos. Security itself covers confidence and trust, but only trust that appeared on the videos. It is applied to show the beauty vloggers faith in the brands and its products.

Compared to appreciation and affect, judgment only appears in less than 25 data in the videos. However, all of the subtypes are applied by the beauty vloggers.

The first and most dominant subtype is social esteem which is further separated into normality, capacity and tenacity. Normality is used to appraise the beauty vloggers’ skill and belief, capacity is applied to judge the beauty vloggers and the brands’ skill and capability, and tenacity is applied to evaluate their dedication and

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devotion. In addition, the second and the least dominant type of judgment is social sanction. It consists of veracity and propriety, where the former is used to judge the beauty vloggers and the brands’ honesty and trustworthiness and the latter is applied to appraise the brands’ morality and ethics.

Further, as evaluative language can also be used as means of persuasion, the use of each type of attitudinal appraisal provides different contributions to the persuasion process in the videos. In addition, it also answers the question about the reasons why each type is used and why it appeared with different frequencies.

Aristotle’s persuasion comprises appeals to ethos, pathos and logos. In the videos, the dominance of appreciation is due to the fact that the videos focused on providing reviews and reactions to the makeup products. Moreover, it is also used to appeal to the viewers’ logic and ethics or logos and ethos. They appeal to logos by providing relevant, detailed and complete information and evaluation for the viewers, and through this, they demonstrate their skill and expertise which later are used to appeal to ethos.

Additionally, the use of affect contributes to the persuasion process by appealing to the viewer’s emotion or pathos. In specific, they attract the viewers emotionally by sharing their happiness, desire, insecurities and fears. They present themselves as ordinary humans who have positive and negative emotions, thus making them relatable and authentic, so that their viewers feel more connected and close to these beauty vloggers. Furthermore, judgment is used to appeal to the viewers’ ethics or ethos. This type of attitudinal appraisal is applied to emphasize the beauty vloggers and the brands’ trustworthiness and credibility, to establish their stance and personality, and to criticize and praise the brands’ morality.

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Compared to the previous studies, the dominance of logos is in contrast with

Ko’s (2015) finding which claims that pathos is more dominant in persuading audiences in political speeches. The major dominance of logos also goes against

Aditama’s (2016) argument which suggests that the three strategies should be used equally to successfully achieve the goal of persuasion. This difference most likely appeared because both of the previous research analyse different genres compared to this study where Ko (2015) focuses on a political speech while Aditama (2016) examines academic texts. In addition, the relationship between the persuader and the audience also affects the type of persuasive strategies applied in the persuasion process. Although Aristotle says that ethos is the most effective persuasive strategy the result of this study reveals that the beauty vloggers applied logos as the most dominant strategy. This might happen because the beauty vloggers have already proven their credibility and have established a strong connection with their viewers throughout their career. Therefore, the current study argues that the type of persuasive strategy applied by persuaders in a persuasion process depends heavily on the genre and field as well as their target audience and the persuader’s relation with them.

Lastly, the third research question is answered through the concept of beauty standards from various research. In the videos, the beauty vloggers, both consciously and unconsciously, reveal their beauty standard through the attitudinal appraisals. As the videos focused on foundation which is applied to people's face, there are two aspects of beauty standard discussed namely skin colour and skin imperfections. In the discussion of skin colour, all of the beauty vloggers openly support the idea of skin colour inclusivity. They praise the brands who try to provide

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foundations with a wide shade range so that people, especially women of colour, have more options, and are not forced to use foundations which are too light for them. In addition, they also criticize brands who use the issue of skin colour inclusivity only as a marketing strategy and ignore the quality of the foundation.

Further, on the topic of skin imperfection, all of the beauty vloggers display negative reactions toward their flaws. Skin imperfections which include pimples, dark circles, blemishes and discolorations are seen as disturbing and undesirable.

Therefore, all of them express positive appraisal for foundations which have full coverage and can hide and disguise their flaws. However, a different reaction is shown by James, one of the beauty vloggers, toward freckles. It wa previously considered as imperfections, but he displayed a positive reaction to it. This happens because James is following a trend that tries to normalize freckles, and make people with freckles feel more comfortable with their skin and more confident. Therefore, unlike the other beauty vloggers, James prefers a medium coverage foundation which covers his flaws, but still makes his freckles visible.

The rising popularity of skin colour inclusivity movement found in this study is in line with McKay’s (2018) findings which reveal that women of colour are starting to fight and resist the pressure to have fair skin. All of the beauty vloggers directly address this issue and express their opinion without being afraid of facing backlashes from their viewers. This courage might come from the fact that their viewers have become pretty familiar with the topic, and many of them are starting to shift their perspective on skin colour and have slowly accepted the idea that all skin colour is beautiful. However, although the current study has proven that all of the beauty vloggers have accepted and supported this belief, it cannot provide a

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significant proof that skin colour inclusivity movement has changed the society’s mindset. Further analysis is required to reveal whether this movement is successful and whether the support from these beauty vloggers gives a significant contribution to the success.

Moreover, the findings on skin imperfections also strengthen the arguments from previous studies such as Chan et al. (2017) which shows that smooth and flawless skin is still preferred and desired. All of the beauty vloggers give negative evaluation to their skin imperfections and use foundations to cover their flaws such as pimples, blemishes and dark circles. Three of four beauty vloggers even applied full coverage foundation which turned their faces into blank canvas. Indirectly, they contribute to the culture which forces people, especially women to appear perfect and flawless. Faces with makeup are considered more normal and accepted compared to those without one. Moreover, people nowadays even have difficulties in recognizing whether someone applied makeup or not. They start to think that all people especially women have smooth skin and those with skin imperfections are seen as disgusting and undesirable. This study does not condemn the use of makeup, however the researcher believes that it should not be seen as an obligation. Women should have the power and freedom to choose whether they want to apply makeup or not, they should feel comfortable in both situations, and the society should not pressure them into wearing one. Therefore, following the success of the freckles campaign, these beauty vloggers, as influential figures in the beauty community, should use their power and popularity to normalize women having other flaws such pimples and dark circles or at least do not portray them as something disgusting and abnormal.

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Additionally, as the objectivity of these beauty vloggers are now often being questioned, the results of this study suggest that appraisal theory can be used to answer this question to some extent. The analysis of attitudinal appraisal in their videos reveals that the credibility of these beauty vloggers are quite high. However, the data in this study cannot give significant proof, and this study only acquired data from the beauty vloggers. To confirm their objectivity and to provide a complete evaluation of the makeup products, further analysis on the products’ quality and other parties such as the viewers, and the brands’ representatives are required.

Finally, attitudinal appraisal in the videos are used for different aspects of the review. Each type and subtype are used to evaluate the foundation in detail, and allow the beauty vloggers to provide a wholesome evaluation for their viewers.

Furthermore, although they appear harmless, these videos carry the beauty vloggers’ agenda to attract and persuade their viewers. Because of this, viewers need to be careful and critical in deciding which product is worth trying and buying.

Moreover, these evaluative languages also demonstrate the beauty vloggers beauty standard. Their beauty standards might unconsciously affect the viewers belief and determine their self-esteem and confidence. Therefore, the viewers need to filter their input, and have to be able to critically choose which one is involved in their decision making. To sum up, the analysis in this study demonstrates that appraisal theory can be used to answer various questions. With the help of discourse analysis, it can be applied to reveal the persuasive strategies employed by the speaker, and to measure the speaker’s trustworthiness and objectivity to some extent. Also, it shows the speaker’s thoughts and opinions on a certain topic.

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B. Suggestions

After conducting this study, several suggestions can be given for future researchers who would like to study the same topics. This research analyses attitudinal appraisal in prominent beauty vloggers’ videos related to foundation, its relation to persuasion and how it reflected the beauty vloggers’ standard of beauty.

As there are only four videos analysed, the result of this study cannot be generalized as the data are limited to only one video from each beauty vlogger. Future researchers are encouraged to add the number of videos or beauty vloggers to represent the countless videos and thousands of beauty vloggers.

Furthermore, appraisal theory or attitudinal appraisal in specific still needs to be developed further. Although each type can be recognized easily, there are some parts which are confusing and unclear. In addition, recognizing each type of the subtype appears to be another hard work. Because there are very few sources which provide detailed explanation, categorizing the data is extremely difficult and tedious. Therefore, it will be very beneficial if future researchers can provide more complete and detailed analyses. Because this research focuses only on attitude, they can contribute to the field of study by providing a thorough analysis on engagement or graduation, or even appraisal theory as a whole. Moreover, they can also analyse the use of appraisal in different types of videos or fields of interest.

Moreover, as an emerging mode of communication, Yotube videos have many more aspects that can be explored. As it is difficult to provide a thorough analysis of every aspect in one study and for the sake of a detailed and in-depth analysis on attitudinal appraisal, this study focuses only on the linguistic part of the videos. In relation to this, future researchers are encouraged to conduct studies

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which analyse either the verbal and non-verbal aspect of Youtube videos. Here, they can place their focus on a more detailed transcription which includes the speaker’s pitch, stress or intonation, or on the non-verbal aspect which include pictures, camera angles, and the choice of color.

In addition, the use of evaluative language as means of persuasion is also under discussion. Future researchers are suggested to conduct more studies under this topic. As Aristotlean persuasive strategies have been commonly discussed, they can employ other persuasion theories and see how evaluation can be used to persuade others. Additionally, the topic of beauty standard in beauty vloggers videos can also be analysed further. Previous research predominantly focused on skin colour and racism in general, only few of them discuss skin colour and imperfection in detail. Moreover, there are very little studies which link the issue of skin colour and imperfections to specific makeup products, and portray the struggle of people who are underrepresented in the beauty community.

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Martin, J. R., & White, P. R. (2005). The Language of Evaluation. New York: Palgrave Macmillan. Mathews, T. J. (2013). The Relationship Between Skin Complexion and Social Outcomes: How Colorism Affects the Lives of African American Women (Master's Thesis, Clark Atlanta University). Institutional Repository at the Clark Atlanta University. Retrieved from https://core.ac.uk Mckay, A., Moore, S., & Kubik, W. (2018). Western Beauty Pressures and Their Impact on Young University Women. International Journal of Gender and Women's Studies Vol. 6, No. 2, 1-11. Mills, J. S., Shannon, A., & Hogue, J. (2017). Beauty, Body Image, and the Media. InTech. Morrow, L. K. (2017). Cosmetic Beauty: The Intrinsic and Extrinsic Motivators. Siegel Institute Ethics Research Scholars: Vol 2, Article 2. Ngo, T., & Unsworth, L. (2015). Reworking the Appraisal Framework in ESL Research: Refining Attitude Resources. Functional Linguistics, 1-24. Nunan, D. (1993). Introducing Discourse Analysis. London: Penguin. Ohanian, R. (1990). Construction and Validation of A Scale to Measure Celebrity Endorsers: Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 39-52. Olugbode, M. O. (2016). Expanding the Beauty Spectrum: A Case Study of Lupita Nyong'o as the Brand Ambassador of Lancome Cosmetic (Master's Thesis The University of Alabama). Institutional Repository at the University of Alabama. Retrieved from http://acumen.lib.ua.edu Park, D.-H., Lee, J., & Han, I. (2007). The Effect of On-line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement. International Journal of Electronic Commerce , Vol 11 No 4, 125-148. Pascual, M., & Unger, L. (2010). Appraisal in the Research Genres: An Analysis of Grant Proposals by Argentinean Researchers. Revista Signos, 261-280. Petty, R. E., & Cacioppo, J. T. (1984). The Effect of Involvement on Responses to Argument Quantity and Quality: Central and Peripheral Routes to Persuasion. Journal of Personality and Social Psychology , Vol. 46 No.1, 69-81. Petty, R. E., & Cacioppo, J. T. (1986). The Elaboration Likelihood Model of Persuasion. Advances in experimental social psychology, edited by L. Berkowitz., 123–205. Riboni, G. (2017). The Youtube Makeup Tutorial Video: A Preliminary Linguistic Analysis of the Language of "Makeup Gurus". Lingue e Linguagi, 189-205. Ross, R. S. (1994). Understanding Persuasion. New Jersey: Englewood Cliffs. Ruo-Mei, W. (2016). A Practical Application of Appraisal Theory on Critical A Practical Application of Appraisal Theory on Critical. US-China Foreign Language, Vol. 14, No. 12, 868-876 doi:10.17265/1539-8080/2016.12.007. Safira, S. I. (2011). Cognitive Theory in Action: A Discourse Analysis to A Youtube Video about Teaching. Jurnal Psikologi: Teori & Terapan, Vol. 2, No. 1, 58-66.

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Sari, N. (2019). The Attitude of The Jakarta Post and Republika Online Toward LGBT Community in Indonesia (Master's Thesis, Sanata Dharma University). Institutional Repository at Sanata Dharma University. Retrieved from library.usd.ac.id Schriffin, D., Tannen, D., & Hamilton, H. E. (2001). Introduction: What is Discourse Analysis? In D. Schriffin, D. Tannen, & H. E. Hamilton, The Handbook of Discourse Analysis (p. 1-10). Massachusetts: Blackwell Publisher Inc. Sepniwati, L. (2014). Identity-Building Strategy in the English Advertisements in Kompas Newspaper (Master's Thesis, Sanata Dharma University). Institutional Repository at Sanata Dharma University. Retrieved from library.usd.ac.id Shabrina, I. (2016). Persuasive Strategies Used in Hillary Clinton's Political Campaign Speech (Bachelor's Thesis, State Islamic University of Maulana Malik Ibrahim). Institutional Repository at the State Islamic University of Maulana Malik Ibrahim. Retrieved from http://etheses.uin- malang.ac.id/4016/1/12320012.pdf Silverio, L. (2010). Makeup's Effects on Self-Perception (Master's Project, Old Dominion University). Institutional Repository at the Old Dominion University. Retrieved from https://digitalcommons.odu.edu Sims, C. (2009). The Impact of African American Skin Tone Bias in the Workplace: Implications for Critical Human Resource Development. Online Journal of Workforce Education and Development, Volume III, Issue 4, 1-17. Sugiharti, D. R. (2018). Beauty Construction on Pond’s White Beauty Gita Gutawa Version: Semiotic Analysis of Advertisement. Advances in Social Science, Education and Humanities Research (ASSEHR), volume 228, 384-388. Taboada, M., & Aloy Mayo, M. (2017). Evaluation in Political Discourse Addressed to Women: Appraisal Analysis of Cosmopolitan’s Online Coverage of the 2014 US Midterm Elections. Discourse, Context and Media. Thompson, G. (2008). Appraising Glances: Evaluating Martin's Model of Appraisal. Word, 169-187. Thompson, G. (2014). Introducing Functional Grammar. London: Routledge. Walters, J. (2018). “Finally Some Diversity”: An Exploration into the Publics’ Perceptions of the ‘Fenty Beauty’ Campaign in Relation to How It Challenges the Lack of Diversity in the Mainstream Westernized Beauty Industry (PhD Dissertation, Cardiff Metropolitan University). Institutional Repository at Cardiff Metropolitan University. Retrieved from https://repository.cardiffmet.ac.uk/handle/10369/9985. Weare, A. M. (2016). Beauty Work : A Case Study of Digital Video Production and Postfeminist Practices on Youtube's ICON Network (Master's Thesis, University of Iowa). Institutional Repository at the University of Iowa. Retrieved from https://ir.uiowa.edu Weitz, R. (2008). Women and Their Hair: Seeking Power through Resistance and Accommodation. Sociology of the Body: A Reader, 314-320.

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Wijayanti, N. (2016). Discourse Analysis of the Interaction between the Therapist and the King in Overcoming the King’s Stuttering Disorder in Tom Hooper’s The King’s Speech (Master's Thesis, Sanata Dharma University). Institutional Repository at Sanata Dharma University. Retrieved from library.usd.ac.id

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APPENDICES

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Appendix 1. The Table of Raw and Complete Data Table 1a. Tati Westbrook (Tati): 100 SHADES of foundation…

Time Utterances 0:01 Hey guys welcome to today's video 0:03 I'm getting back into the groove of it. 0:05 I just got back from North Carolina I was with my sisters 0:08 who mean the absolute world to me 0:10 and it was seriously the best time ever 0:13 and I got to see the babies and hang out and 0:16 just really take a break like take a good little break from everything 0:20 so I'm here in the studio I'm back at it and 0:21 there was a box sent my way was a hundred shades of foundation 0:23 I have a lot to say just my initial reaction with a hundred shade range 0:32 and I know a lot of people online had this same kind of gut response 0:38 You know, do we need a hundred shades? is this getting out of hand? Because while inclusivity is so important and there needs to be something 0:40 for everyone, I am such a believer in that 0:44 and I think it is so incredible to see brands really step it up and have adequate ranges in each category from very fair to light light 0:50 medium medium medium deep deep. 0:55 You know, there's just so many different skin tones globally 0:58 so it is important but it's a little intense I think you know, anywhere from the 30 to 45 shades really will cover 1:01 globally any skin color out there 1:04 and that this is just a little confusing 1:15 so I hope that does not upset anybody watching this right now 1:18 but I just have to speak from the heart 1:22 because there's a balance of covering everything and making sure everybody has what they need if they want to try the 1:24 product no matter where you come from 1:30 what your skin color is that everybody has something they can use but then there's this other Avenue of our brands just trying to one-up each 1:31 other with these crazy shade ranges that really aren't necessary 1:40 if you boil it down just to use it as a marketing tool 1:44 that sounds gross to say that, I know 1:45 and I love this brand. I have a lot of love for this brand 1:51 so don't go thinking that I'm just gonna crap all over this. It's just me speaking how I normally wouldn't any video about all of the 1:55 pros and cons. 1:59 I'm confused that's all I'm saying 2:05 I look like like I belong in Harry Potter or I keep glancing in the monitor 2:10 and I feel like a wizard where's my wand lots of them bibbidi-bobbidi-boo 2:16 I'm gonna use this to make my face look great.

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2:19 Okay, so this product right here 2:22 let me share with you at the name of the product that has a hundred shades. 2:26 This is the pure four and one love your selfie. 2:28 I like the name I think it's cute 2:34 I want to like my selfies. 2:35 It is a long wear foundation it says it can also be used as a concealer 2:39 You get one ounce in here. It is okay. A lot of claims going on. 2:43 Blue light defense, anti-pollution, cruelty-free yay 2:45 gluten-free mm-hmm and it's vegan friendly. 2:47 This is friendly to so many people 2:51 so they sent me three shades that they thought would be my shades. 2:56 Let's see here. They sent me light natural five. 3:00 They sent me light natural six. They sent me light natural four. 3:06 They're trying to shade match me to behave is what they're doing because normally I'm like I'm medium neutral and then I just like wrap a 3:07 bunch of bronzer on the rest of my body. 3:11 I might do that but these look nice 3:14 so you get a brush this is the magic tool. 3:17 What? Wait excuse me what the heck??!! 3:20 Is that there's like a silicon bauble in here? 3:23 Who are you? This looks like you should I need to cover that up. Okay so what else you getting here is my best friend Michelle is just 3:26 talking about her. Hey hello Happy Friday! You're on speaker and you're in my video 3:33 because 3:42 I was actually just talking about you 3:48 I don't know your ears were ringing because 3:49 I was talking about you and your obsession with pure cosmetics mmm-hmm why can you get us an immediate review like from a real 3:51 woman 3:58 who has children diapers to change and a career 4:04 Please fill us in on why you love this powder. The coverage is amazing and it's completely smooth and the best part is 4:13 when you wear it and like naturally you're trying you're trying to find like a cute way for 4:16 saying when you get sweaty a little bit. 4:26 It looks better. Actually I have one more question because I like getting a response from 4:33 like the women in my life that are busy that don't have a lot of time to fuss 4:41 you know what they really think about these big launches 4:43 so what Pierre just did is they launched a hundred shades of foundation. 4:48 Do you think that's too much? 4:50 or do you like that that makes sense?

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I would hope so. I mean part of me thinks it's marketing part of me agrees 5:04 with you part of me feels really confused. 5:10 Looking at a hundred shades of like I have no clue which one is mine. 5:12 Yeah they have a nice like grid on line. 5:21 I don't know I'm gonna dig in and 5:23 I'll let you know later how it goes okay. 5:26 I'll go do my job oh yes I love that. 5:30 Yes treat yourself you so deserve it and 5:33 everybody watching thumbs up this video 5:35 if you would like to see the mysterious best friend Michelle on my channel. 5:37 Alright okay I love you. I'll call you later. 5:42 Wow we haven't even gotten to application. 5:44 We need to make this happen so I'm just gonna take kind of a quick peek in here at the medium section 5:46 like just in case see this is confusing. Hello. Right. Pink. Neutral. This is a lot. I'm gonna do some close-ups so 5:49 you guys can see all the foundations. 6:01 I just need to put it on my face. Let's just do that. 6:09 We're gonna try out this crazy brush too. I don't have a lot of faith for this but we're just weren't gonna go. We're 6:11 gonna do it. 6:13 I also have a Beauty Blender here we'll do halfsies to light. 6:23 well these are both too light for me but 6:27 thank God I have a hundred foundations to choose Something that I like doing is if I know a foundation matches me really 6:29 really well I will actually take a little bit of it in like a contact lens case 6:39 or just any little jar like squeeze a little bit in there pour a little bit in there 6:45 and that way you know that in all light that that is your shade 6:49 and it makes you feel great and you love it and 6:54 if you're curious to branch out and try a different formula finish new foundation take that with you when you go shopping and that 6:56 way you can put a little bit of what you know matches you on your hand and then you can take a little bit of the new shade and try to get really 7:01 really close. 7:05 That way you're not fooled by fluorescent lighting. 7:11 That is a great way to shade match so tips I'm magic. 7:16 Well, what the heck was I thinking? 7:19 With this let's try to shade match. Okay. 7:23 That's about like my beauty blender 1c. 7:26 This is the foundation that I like to wear and this looks pretty close. 7:27 I have already primed my skin so this one little area will not be primed. 7:33 We're gonna take a breath and get through it together. It's gonna be fine. 7:37 I just want to dot this on the face everywhere. 7:39 We're gonna do one side first. With the brush, it's kind of thick like,

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7:45 I do feel like I'm putting concealer on my face 7:48 and I'm gonna do check-ins probably from a plane. 7:53 I always love seeing how it make it performs on a plane 7:55 because that is just like dehydration station 7:59 and it usually ends up looking terrible no matter what. 8:01 So you know, we'll find out. 8:05 Oh this is actually blending. It's so nice. I'm so sorry I was rude to you. Ha. Okay, in the monitor for whatever reason it looks a little uneven, in the 8:16 mirror it doesn't. I'm going to continue this side. 8:24 Try it with the beauty blender 8:27 Wow. Okay. A little goes a long way. 8:42 I'm gonna bronze up my neck. I know I'm just gonna, I just need more a little bit more. You don't need a 8:44 ton. It is very very full coverage. It could be used as a concealer spot. 8:49 Concealer on the face or underneath the eye. I kind of am into that I might actually use the lighter shade that they sent 8:53 me as my concealer. 8:57 Today I really don't want to because I'm so into the jeffree star concealer. 9:04 That stuff is my new number but also I'm kind of curious you know. 9:09 Okay, so while that brush seemed to really like blend it out quickly. 9:17 I think I still prefer the sponge, 9:19 it just soaks a little the product back so you get an even and perfect blend. This is making my skin look flawless. I'm so impressed. What is happening 9:21 right now? 9:33 Okay, I'm gonna use this as my concealer. 9:51 So far so good. 9:53 I need powders I need the rest of the makeup, 9:55 and I will be right back. T]This is the end result you guys. 10:00 I am loving this foundation. 10:02 It feels so nice on the skin. It is covering my skin. 10:05 It has not caked up at all. 10:08 It just, it looks so so nice and especially with the rest of my makeup on. I did like the full glam thing today I will link below a video where you can 10:10 see the rest of this makeup in action. 10:15 The eyeshadow, the highlight all of that it is very budget-friendly. 10:22 It is a bunch of new wet and wild. 10:24 so I will link that below but this foundation has been on my face now because I filmed another video 10:27 for several hours. 10:28 It is oh my gosh how is it for 19? 10:34 So I put this on around like 1:30. 10:36 I am gonna wear this all the way until I get to Seattle tonight. 10:40 So I will be sure to do a bunch of check-ins. 10:44 It does say it's a very long wear product

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10:47 and I really want to put that to the test. 10:48 I also want to mention a few other call-outs. 10:50 and then we'll just kind of let it sit and see what happens. Okay, so here's the rest of the information that I think you guys should 10:52 know. 10:58 It has an energy complex I feel really tired so I don't really know what energy ginseng green tea vitamin B to help 11:02 boost the skin's natural metabolism. 11:05 I don't know about that but it's one of the benefits in this product 11:11 It has Lincoln berry extract. 11:13 It says it helps protect skin against abuse 11:15 and I don't know why that sounds so crazy to me, like what a word? 11:18 abuse caused by high-energy visible blue light. Everybody is including a lot of blue light you know protection in their 11:24 products 11:25 because of this that we do all day every day, 11:31 Right, the concealer use the doe foot applicator. 11:33 Foundation use one or two pumps. 11:36 That's interesting. Okay, 11:38 so this I didn't notice this, check it out. 11:41 It's a concealer or you use the pump and it's your foundation. 11:47 That's really really neat. They put a lot of thought into that. 11:49 The shade range is crazy. It's $36 and now the fun part we see how many hours it takes until this 11:52 makeup completely falls apart. 11:56 All right I will see you guys in a few hours. You guys I am having like two major discoveries with foundation in one 12:02 week. 12:05 and that almost never ever happens 12:10 I love coming to this light so you guys can really see what's going on. 12:15 I feel like this foundation looks good, 12:17 it feels good it feels like it's gonna hold up even through a flight 12:19 and we will see how that goes 12:22 It has a nice natural finish full coverage. 12:25 I like the application with the doe foot applicator and pump. 12:27 I think that's so neat. 12:30 It's very similar to the concealer, but more coverage and it feels like it's gonna last longer which I really 12:32 love. 12:34 not as juicy not as hydrating but ah 12:41 it's good right it's nice. It's 6:48. I will check in with you guy who's on the plane and we will continue the 12:46 makeup foundation journey. 12:48 Alright guys so it is about nine o'clock now foundation is so good.

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12:58 I can't believe this we have cocoa with us and the weirdest thing happened. This guy literally was like mad at me for taking my shoes off at the TSA 13:01 PreCheck and he found it necessary to like track us down and no joke while we're 13:04 walking to you know where we board. 13:09 He came up to do I,t James was holding perfect it was like that dogs. 13:16 It was the weirdest thing ever like honestly super super weird, 13:21 so I'm just like weird weird energy exchange I don't know. 13:23 The foundation is fantastic. It's looking the best. 13:28 Anyway we're on a flight and we're very happy. We headed to Seattle. I ah deep breaths but I'm like kind of shocked that the makeup looks as 13:30 good as it does for as long as I'm wearing it. 13:38 Right all right you guys so I got off the plane. 13:44 I settled I looked at the clock, and it is 12:30 so this makeup has been on for hours and hours hours and I am actually 13:48 kind of surprised that it looks as good as it does. 13:55 Like it actually has held together, 13:58 the pigmentation, the smoothness, the evenness. 14:01 I don't know I really like this. 14:02 I'm so shocked. I did not think it would end up this way 14:05 but I feel like I'm having such a killer skin day 14:07 It's like the Tarte one that I just reviewed that I like, but for different reasons that one is more of a natural moisturizing lighter 14:12 coverage type of a thing 14:13 that doesn't last as long. 14:17 This one is like whoa. You're flawless. 14:20 It's full coverage but it is so long wearing. Yes I'm shiny but I would be with like anything else and always when I'm 14:23 on a plane. I get like super like my skin just ends up looking terrible by the time I'm 14:26 done being on a plane 14:30 so I'm loving this. 14:36 I think this is so great. 14:37 I'm actually really annoyed with myself for not packing it. 14:38 so I'll be trying it again when I get back to LA but sure 14:44 Wow Like such a good job I love so many things about it. 14:47 From the ingredients to the bottle, you know the wild color range like 14:51 I don't know I was able to find my color 14:55 so I guess like you do you. 14:56 If you want to bring out a hundred shade, 14:57 I don't think it's necessary I think it could be overwhelming 14:59 but I don't really think it's the biggest negative ever, 15:01 so I'm just gonna leave it be 15:04 The price is right.

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15:06 The wear time is good. I'm good. I need to take off my makeup but really you know how I always say like 15:09 I'm expired. not like I could just put on a little bit of powder a little gloss and I could go 15:11 hit the town and feel really cute and good. 15:22 So that's a good makeup day 15:24 and a good foundation day I'm calling it. 15:26 Thank you guys for hanging out with me. 15:28 Thanks so much for watching. Let me know if there are other products out there that you want to see me 15:29 review and do a full day wear test. 15:30 Thumbs the video up up if you enjoyed it subscribe if you like my channel. 15:34 Bless you James and ring the bell I will see you guys in my next video. 15:42 Thank you so much for watching.

Table 1b. Nikkie de Jager (nikkietutorials): The New World’s Most Full Coverage Foundation??

Time Utterance 0:03 Hello guys, it's me. Nikki. Hello? If you know me, you know that Juvia's Place has always been my 0:06 favorite 0:12 eyeshadow brand out there. 0:14 Juvia's Place; the douche the douche; one swipe 0:19 BAM! Like their quality and their price point is literally mind-blowing 0:24 So good. Like So Good! And a lot of people were waiting to see what was next for 0:25 Juvia's Place 0:30 after these amazing eye shadows. So about a week ago 0:34 Juvia's Place announced that they're finally coming out with

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foundations and concealers. And the minute they came out with this a lot 0:38 of-pretty much every one of you guys were like Okay, girl, we know you love Juvia's Place. We know you are affiliated 0:45 with them. Are you gonna spill the tea? 0:51 Are you gonna tell us what's up? Are you gonna show us what's good? 0:55 Look what came in, an entire bag filled with foundations, concealers I have the foundation right here. You guys know that I am a full 1:00 coverage junkie, the more coverage, the better. So today I am really putting it to 1:05 the test 1:10 and even though I'm an affiliate to Juvia's Place 1:12 that doesn't mean that I'm gonna hold back if 1:15 I see something that I don't like you're gonna be the first to hear it. 1:18 If I don't like something about this, it is out in the open 1:21 I can be an affiliate to a brand, I can be on a brand's PR list, I truly don't care. The only thing I care about is you guys and where you 1:24 spent your money on. 1:30 So today is all about that. 1:33 So if you are excited to see if this is any good then stay tuned. Okay before I dive in, there are a couple of things that need to be 1:39 addressed. 1:43 So the 'I am magic' Juvia's Place foundation is long wear, 1:49 it has a smooth application and flawless coverage 1:53 in 42 shades. 1:58 Formulated to give a radiant matte finish, blends easily and gives a soft focus effect. No parabens, no testing on 2:02 animals and made in Italy. So I did a little bit of research and the colors that seemed to fit my needs 2:08 the most are 730 Isla. 2:16 Isla? Ila? Isla? ♪ La Isla Bonita ♪ and 720 Bali. 2:21 So, when I look at 730 2:23 it says very fair skin with neutral cool undertones and Bali 720 fair skin with neutral undertone. You know one thing I really 2:28 really like with this line is that the deepest shade starts with the lowest number and I believe 2:34 beauty bakery did that too. 2:39 Yes, I love it that way. All right, so it's telling me radiant matte feel that automatically makes a little light in my head go up 2:43 and say "okay, don't go too, too matte on the primer too", because if you go super matte on the 2:49 primer, super matte on the foundation, you're just gonna look very cakey and it's 2:53 not gonna be a great day, 2:57 so you kind of want to balance it out.

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So I am gonna take a primer that has both a beautiful glow to it, but is 2:59 also very nourishing. 3:06 So for primer today, I really want to mix two of my current favorites; 3:09 first of all the Milk Hydro Grip - this has an amazing stick to it, 3:14 just anything is just really going to adhere to this and it's like glue. But since the foundation has a matte feel they say, I do want to add a 3:18 little bit of glow so I'm just gonna add one pump of the Huda Beauty 'Nymph in Luna' for 3:22 that extra shine. 3:30 Okay, that is exactly what I was looking for. I'm kinda nervous, because Juvia's Place is so, like SO hardcore my 3:33 favorite eyeshadow brand that I'm like I'm rooting for you 3:40 We're all rooting for you! So, let's hope and pray that this works with my skin. Now before I start, 3:41 my skin is normal to combination, like combination, so my t-zone tends to get oily and everything around it 3:48 is kind of normal to dry- 3:54 I like.. need the best of both worlds. 3:56 Okay, here we go. Picking it up of my damp sponge and 3:59 Holy Crap. 4:05 Oh, my. Oh. Oh, my. 4:07 Oh, my god, like, I can not speak! WHAT?! Oh my god, this is giving Dermacol a run for its money - aka The 4:11 World's Most Full Coverage Foundation. Dermacol has left the chat. 4:19 Oh my god, this is insane! 4:22 Do you see how full coverage? 4:24 All right, so as I'm applying it the first thing I can tell is that indeed, 4:28 it is a way more matte finish than what I usually go for, so I'm excited to see how this kind of reacts. It is blending into the skin 4:33 beautifully, you know, usually with matte foundations it kind of like lays on top of 4:39 the skin. With this it just becomes one. And remember guys, whenever you apply foundation, you want to use 4:46 up and down motions, tapping motions to get the most coverage out of your product, even 4:49 though that with this product you don't need any more- 4:55 Oh my god, that looks... 4:57 insane. Even though it is a matte foundation 5:01 I feel like I have enough time to seamlessly blend it in. Usually, when they are super fast drying you kind of get into trouble, 5:05 because it creates patches. Today is actually the perfect day to try this out too, because it is so hot in 5:10 Holland. So it's really gonna put it to the test. 5:17 I am a little speechless, like this is... 5:20 It doesn't get more blank canvasy than this.

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In all honesty, I didn't think I was going to like this, but we're off to a 5:23 great start. So it's not exaggerating any pores, 5:28 it is kind of like a veil, like a matte veil over the skin and it just- it like-it Moving on to the concealer. The first thing I'm noticing about the 5:35 concealers is that the packaging is like big, so I'm like 5:41 Oh, I'm like, it feels like you'll be set for a while and I like that feeling. 5:45 I also love the coral color going on. 5:48 So the colors I have here are number 20 and 22. So I'm dipping into number 22, and I don't know anything about the 5:52 concealers, it doesn't say on the little paper what the concealers really do, so I'm just 5:56 gonna slap it on then we'll see. Oh... oh Juvia's Place said 'okay, more coverage'. So, this feels very 6:02 creamy and rich. 6:10 It's nice and liquidy. 6:13 Wow, okay. 6:15 Wow, that just added another 20% of coverage to my face. It's insane. So this definitely is a more creamy slash liquidy product as opposed to 6:19 the foundation. 6:26 See that sheen that it just brought back to my face? 6:28 It has a nice like little dew going on. Under my eyes I always start on the lowest part, get that nice and 6:31 smooth, and flawlessly blend it out. 6:37 and then I go up underneath my eye. I think the combo of this foundation and concealer is like perfect too, 6:40 because the foundation is like matte, 6:46 but then the concealer kind of brings back life. 6:48 *gasps* 6:50 Whaat?? I was not expecting this- I. 6:53 Like I said, I kind of thought I wasn't gonna like this one, 6:56 and here I am, absolutely living for the coverage like if you are looking to become a blank canvas to put all your makeup 6:59 on, this is it. The foundation has more coverage than the concealer, even though the 7:05 concealer already is super high coverage. 7:10 but now, let's see how my Holy Grail, Fenty Beauty Butter Powder reacts to this mix, because if my Fenty Beauty doesn't work with this, 7:16 I'm gonna be heartbroken. I definitely think you have to set the concealer, because it creases a little 7:21 bit underneath my eyes. 7:28 Okay, stamping in... Okay, it is reacting well under my eyes, I just- so let's just pounce it on, 7:33 baby! 7:41 Oh, my flippin flip-flops, this is good. Okay, so.

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the primers, the foundation, the concealer and the powder all work 7:45 together beautifully, like- 7:53 I- This- 7:55 Uh, if this is gonna last and stay looking nice all day long... 7:59 *super shook* 8:01 I'm shook, my like- I'm gonna go off camera do my brows, do a little bit of makeup and then 8:03 I'll be back for all of that. Okay, so I've been away for like two hours in real lif,e because you 8:09 know, it's a Saturday 8:13 I'm just chilling, you know, I was doing my brows then I was having lunch with Dylan and then I was doing my eyeshadow and 8:16 it's been a good while 8:21 since this foundation has been on my face and it still looks phenomenal. 8:26 For the eyes Juvia's has also recently launched this, the Nubian 3 Coral Palette, and I was like 'since it's a Juvia's day why 8:30 not try this as well?' 8:36 This is just sexy. So I put that on my eyes today and, uh, really loving that so I definitely 8:38 wanted to show you that too, 8:42 but so far when we're looking at the base, the concealer... 8:47 Holy crap. Now it is really the moment of truth because with a lot of foundations, as 8:48 soon as you go in with the brush and kind of start working in your bronzer and your highlighters and all 8:54 that, you're kind of like loosening up the base and kind of like poking holes into it, and like it 8:59 creates redness and like it's not smooth anymore... So, let's see how miss Juvia's is gonna hold up. I'm taking my bronzer 9:05 and I'm gonna swirl this on to the cheek 9:12 I'm gonna go a bit higher up to create more like... supermodel cheeks. 9:17 Doubt that I will ever be a supermodel, but we can dream. *laughs* 9:22 Okay. 9:23 Okay, that is great. It is not lifting the base. 9:28 It is not doing anything weird. Like, no alarm bells are going off just yet. You know, don't ring the 9:30 bells, Game of Thrones! Don't ring him! O-kay, time for blush. I don't know if I'm even allowed to say anything 9:36 about this, but I tell you guys everything, 9:41 so who cares? I'm just gonna say it and we'll see what happens. Today was actually supposed to be a whole lot different, because 9:45 Blackpink, you know, Blackpink- their team saw my video that I did and they 9:50 contacted my team and they were like, "Hey, the girls are coming over for concert in Amsterdam on Saturday 9:56 and

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the girls love her and we would love for them to get connected and film 9:59 while they're in Holland." So, of course I started freaking out but then unfortunately things got 10:05 cancelled, because the girls have the flu, and 10:12 I think that is so incredible that they always have to keep pushing you know, when you have a concert, you can just bail out because you're 10:17 sick. You have to push through, so unfortunately, they had to cancel all press for the entire day, but they're 10:22 still doing their concert so mad respect to the girls of Blackpink. I'm a little sad that our video didn't 10:29 happen, that's life. And I feel like everything happens for a reason in life, and if 10:34 not now maybe in the future. For highlighter today I'm going in with this oldie, but goodie. This is by 10:39 Mac. This is the Extra Dimension Skin Finish in Double Gleam. Haven't dipped into this in forever, but somehow I saw this in my stash 10:46 and I was like 10:52 'Oh, I'm putting that on our face today' so let's GLOW! 10:57 Like, I almost forgot how good this is! People are sleeping on this double gleam. And since this is a more matte 11:01 foundation, 11:06 I don't mind giving myself that glass skin look, so I'm pulling that highlighter all the way towards the top corner of my 11:09 lip and that gives you that glass skin sheen. Guys, everything is just 11:16 applying like a dream. It's like a- 11:22 a velvet soft journey. 11:25 Now like I said, it is a more matte foundation, so I don't mind really kicking up that glow using my highlighter if I'm 11:28 gonna make things look dewy. Okay, not that it changes anything for the look, but I'm just gonna do lips 11:33 on camera too while I have you here. 11:39 First gonna line. For lipstick, I'm gonna go in with the Kylie Nova lipstick - such a pretty 11:42 color. 11:48 Little bit of gloss, 'cause gloss just, you know, makes the day. Alright, and then of course setting spray to make everything look like 11:58 skin again. 12:05 Ah, my lashes are wet! I zoomed you in a bit more to really give you the chance to look at my 12:06 skin. 12:10 And as you can see, it's like 12:13 this veil of perfect matteness, the perfect coverage... 12:17 Everything just looks like well-placed, like everything looks on point. Alright, and that is what the completed face looks like using the Juvia's 12:23 Place 'I am magic' foundation and concealer.

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I will save all my final thoughts and my final verdict towards the end of 12:29 this video, 12:34 now I'm just gonna live my life wear this out, 12:37 try this out for hours upon hours, you know, and see if this holds because if this holds, I have found my 12:39 new Holy Grail. So, I'm gonna do that right now and I'm gonna take you through the day. 12:45 So let's go! Alright, so I'm just sitting here on my couch. The makeup has been on 12:49 for like 12:55 two hours now, I quickly wanted to come on here 12:58 and ask you for the biggest favor of my life. Today is Saturday. Tomorrow's Sunday and tomorrow I'm uploading this 13:02 video, 13:06 so when you're seeing this, 13:08 today, Mikai, my little brother who passed away would have turned 15. Down here in Europe, we have a charity called 13:12 "Alpe d'HuZes". 13:18 And the Alpe d'HuZes is a mountain in France. Every year people climb these mountains by walking up it or biking up it to raise money for 13:24 charity. 13:30 And it's always to raise money for more research on cancer. If you're not familiar with the story of my little brother, he had cancer, 13:34 um, that specifically hit his muscles, and like all the- like the soft tissue in his body. It's a rare type 13:41 of cancer that's really unknown and more money needs to be available to do research. So, my stepdad, my 13:49 older brother, 13:56 Dylan, myself and Linda are gonna join charity. 14:00 Linda and myself are gonna walk up the Alps d'HuZes to raise money, and the men - Dylan, my brother and my stepdad - are gonna bike it and 14:05 we've been training, and my question to you is 14:12 if you have a dollar, if you have two dollars, 14:16 ten dollars, anything, please donate in the link down below. The Alpe d'HuZes is a non-profit 14:19 charity, so all the money, all of it, goes to research for cancer, and the more 14:24 research, the more lives that can be saved. And I wish- *starts breaking up* -there 14:30 was more reason, 14:36 *loses her words* -and I, I just wish that... *teary eyed*...there was enough research, you know, to save Mikai. He 14:39 has opened my eyes to, to really enjoy life, and- um, we're really doing this for him and for all 14:46 the people out there that suffer from cancer, and um 14:55 cancer needs to be defeated, and to defeat it we need money,

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so we're hiking and biking up that mountain for him and for everyone 14:59 out there. 15:04 This is my moment to ask my glowbabies to help donate to the charity 15:10 um and that would truly mean the world. I will leave the link down below 15:11 where you can donate and anything helps. Yeah, now I'm gonna stop crying and keep this makeup on for hours to 15:18 see how it does. *chuckles* 15:22 We are on our way to dinner. 15:23 Babe, do you like my foundation? - It's amazing. 15:27 Op- we got an 'amazing'! 15:29 Been wearing it for seven hours. Looking good! And it's not settling into fine lines, I still look... it looks 15:32 good! So, what usually happens to me after like, 5-6 hours is that it kind of like 15:39 settles into my smile lines, but 15:46 not doing that today. 15:48 Do you still like it? - Of course! 15:51 Thank you. So, one of my all-time favorite things in life is the Eurovision Song 15:53 Contest, and I'm watching, it's the finals, *loudly talking* and let's hope Holland wins, because if Holland wins, 16:01 I'm gonna demand to be the host next year, but... 16:09 All right guys, so, I've been wearing the foundation and concealer mix for 13 hours 16:10 now, and it's time for me to call it a day. 16:16 I just wanted to hop back in to show you what my face looks like, and I am so so so impressed with what I'm seeing. Of course, there's a little bit 16:22 of oiliness going on here on the t-zone, 16:28 like I said earlier, I do have an oily t-zone, so, the sides of my nose have started to break apart a little bit, like you 16:31 can see a little bit of separation going on right here. 16:38 Other than that it looks absolutely insane. My lips look crusty. So, right now it is 1:30am here in Holland, and I am 16:41 ready to go to bed, so what I'm gonna do is take my makeup off and give my thoughts a 16:48 night to really settle down and see what I think of the foundation and the concealer, and then tomorrow morning I 16:54 will be back to give you my final thoughts and final verdict. So, I will see you tomorrow morning looking a whole lot different than 17:01 this. *Happily sighs* Good morning, guys. It is time for my final thoughts on 17:06 the Juvia's Place 'I am magic' foundations and concealers. 17:15 Okay, so let's start with the 'I am magic' foundation. 17:19 You guys, I think we have just witnessed this becoming my favorite,

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full coverage foundation out there, and I think we just witnessed this 17:23 becoming my Holy Grail foundation on the market. When it comes to full coverage, this blows every other foundation out 17:32 there out of the water. This is absolutely insane. This can cover the beauty communities drama 17:39 right now. It has a matte finish, but it isn't the 'oh my god, girl, you need moisture' matte. It's a beautiful, 17:45 velvet matte 17:52 that sort of like veils the skin and blurs everything out. I was scared, 17:57 I don't like matte foundations. So when I saw that this was matte and when I put it on my face, I was 17:59 like "oh my god, oh my god, here we go, that's gonna be bad, it's gonna be so bad" 18:05 and when I looked in the mirror, I was like 'it doesn't look bad YET' and when I was done applying it, I was just waiting for it to become like 18:09 this crusty dry mess 18:14 but it never became that! It lasted beautifully throughout the day. I needed- I think I touched up 18:16 with powder like three times. I always do that. I didn't have to powder more than with other foundations, but I also 18:24 didn't have to powder less. 18:29 I am shocked. I am in a state of shock, 18:33 because I was not expecting this. I'm a Juvia's Place affiliate, okay, but that doesn't mean I'm not gonna tell you the truth, and my truth is 18:37 that I thought this was gonna suck. Even Dylan thought it looked amazing and he said it looked like I was 18:42 wearing less, even though I have more coverage going on. 18:49 So, this in my book is absolutely insane. It retails for $20, 18:54 and for those twenty dollars you get thirty milliliters of product. Now when I compare that to a couple of my other favorites, Fenty, the 18:58 Pro Filter retails for 19:04 $35 and with that you get 32 milliliters of products. I kind of like comparing these, because this is a matte and this is a matte, 19:08 but this is way more of a creamy and thicker matte that sort of hugs the skin, where this one can 19:14 look very drying on me. 19:20 So would I recommend the 'I am magic' foundation by Juvia's Place? 19:25 Ab-so-lutely. If you're looking for a full coverage, matte, veil dream This is it. And I do feel very comfortable putting my stamp of approval 19:30 on this, 19:35 so I do want to let you know that I am an affiliate to Juvia's Place, 19:39 so at checkout if you want to order this or the Nubian Coral Palette, you can use discount code 'Nikkie' at checkout to save some money. Just 19:43 putting it out there: you don't have to use my code, but if you want to save some money, 19:47 there you go. Alright the concealer.

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I am really really impressed with this. It is unlike any other concealer 19:52 that I have in my collection. My Jouer 19:59 is more high coverage and a little bit drier and 20:05 like richer in texture. The thing about this is that it is super liquidy, which kind of makes me expect it to have less coverage, but it still has 20:09 amazing coverage. I think I would have liked this more if it was a tinsy bit richer and less 20:14 liquidy, but that's just my personal preference. I think it's a really really good 20:20 concealer. Is it better than Jouer? 20:27 No. I feel like if you have a drier under eye, 20:31 this is beautiful. I love that you get 10 milliliters of product for 20:37 $14, people, fourteen dollars. 20:40 You know and when we do compare that to Jouer - $22 for 20:45 4.14 milliliters- thats six milliliters less. It's an amazing bargain. You get so much product for such a little price 20:49 that I think it's okay to try this out and see if you like it, 20:56 because I feel like this is a very broad, sort of 21:01 general, "I'm gonna really like this concealer" type of concealer. I feel like it's gonna fit a lot of needs for a lot of people. So foundation, 21:04 absolute yes. Concealer a Yes, and it's probably- it's one of those concealers that I feel like a lot of 21:12 people would just like, because it just works, um but I will let you be the judge of that. As always with all of my reviews, 21:18 all of my first impressions, you own your wallet. I'm not going to be the person to tell you that you 21:24 have to get something, but I can really recommend something, and I'm really recommending the 21:29 foundation, I'm recommending the concealer, but you are the boss. 21:37 Now let's move on to the Dutch word of the day! 21:40 *Dutch word of the day music plays* In my last video the Dutch word of the day was for 'lifetime' - 21:45 "Levenslang", and here is the winning comment. As for today's Dutch word of the day 21:49 um- I didn't know what to do. And then I asked someone on Twitter and someone replied to me saying 21:55 'diversity' and since there are 42 shades of foundation, 24 shades of concealer, I think that's a good fitting theme word for 22:02 today's video, 22:08 so today's Dutch word of the day is for 'diversity'. 22:12 Diversiteit *begins pronunciation of word* 22:14 -Di- 22:15 -ver- 22:17 -si- 22:18 -teit-

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22:19 Juvia's Place is always bringing the 'diversiteit". *chuckles* 22:22 As always if you want to be featured in my next video, all you have to do is leave the Dutch word of the day down below in the 22:25 comments or leave a video response 22:31 on Instagram, under the hashtag #dutchwordoftheday. Good luck! 22:36 Guys I'm gonna thank you so much for watching, 22:37 It has been so much fun testing this out, 22:40 seeing if I was gonna like it and I'm so glad to report that I'm loving it. I want to thank you so much for watching. I love you. Don't forget to 22:44 subscribe. Don't forget to like, I love you. Goodbye.

Table 1c. Jeffree Star: Can This $20.00 Foundation Cover My Sadness? Let’s Find Out…

Time Utterances 0:01 What's up everybody? Welcome back to my channel. 0:03 Hi. How are ya? Now in today's video, 0:06 there's a lot going on today 0:09 First of all, it's da Vinci's birthday. 0:10 Yes my little Gemini, your brother's birthday. 0:16 da Vinci turned one, I feel like we literally just uploaded a video 0:21 like announcing that we got him. Give me your boy. 0:25 Alright, so let's talk about makeup.

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We are about to go on a little adventure to an exotic island with me and some of 0:27 our family, 0:31 but I can't just go somewhere 0:34 and turn it off. I have to do a little bit of work 0:37 and I listen to playing with a cup and an island. 0:39 It sounds good hon drama lyn. so I I put out a tweet you guys the other day and I say what new products should I 0:41 be reviewing besides Kylie skin. I got a lot requests to do the new Juvia's place foundation, concealer and setting 0:51 powder. 0:59 Now Juvia's place is a really cool brand. 1:01 They are indie. They're amazing. 1:03 Their packaging beautiful, 1:06 My girl nikkietutorials put me on them a few years ago, and I am living that they have a new skincare line so I heard a little rumor that just 1:07 hit Ulta. When is our flight? Like in an hour, so we have an hour to run de Alta and see if 1:14 they have it. 1:22 I was just on trend mood and their foundation display is allegedly in most Ultas. I know sometimes it takes a few days to roll out so let's pray that it's at the 1:28 Calabasas location so we're gonna hop in the car really quickly and go try to get this foundation and 1:34 then we will try it in Turks and Caicos. 1:44 Okay, you ready? Are you? They're about to close so let's get out of here. Okay, we all know how nerve-racking it is sometimes when you can only buy 1:54 things online, 1:58 and you have to try to find your shade right for the foundation 2:04 so thank God we can go in store today . 2:07 I'm just gonna grab like three or four shades 2:09 and we'll like do a real official match when we're whoa in different country. 2:15 You know what I mean? So, 2:17 Let's pray they have my shade. Actually Juvia's place has a new concealer and setting powder that just hit the 2:20 market. 2:23 I ordered the concealers online and they don't get here until a day after we leave, 2:28 so I'm gonna have someone mailed them. You guys know I always have three bodyguards at my house, my dog, sitter my 2:31 chef, so someone gonna go to FedEx he's gonna help me the concealers while we're on 2:35 the island. 2:42 I'm that dedicated. 2:43 because bitch we're gonna try it all together. 2:44 You guys asked, I'm gonna deliver everything. 2:48 Oh okay let's see if they got what I'm looking for. 3:00 Hi. How are ya? How's it going? 3:05 We're looking for the new Juvia's place foundation. 3:07 Please tell me you have it.

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3:10 Oh my god, yes. I just play. How are you doing? 3:15 Oh you guys just put this out on, okay. 3:21 It's amazing. 3:22 We're leaving gonna trip in an hour and 3:24 I wanted to try the foundation so bad. Look how cute the packaging is. I love it. We'll do a real first impressions on the 3:27 island, 3:30 but for now let me just do a little, 3:34 we'll do a little tester, love bali and 3:40 I love their shade names. Okay. You know what I love about this brand is that all the dark shades are first and the 3:42 lightest shades are last. Love that. 3:49 You know me, I'm gonna do it real quick that ashington? 3:55 Why does that matter? Really. Well let me do a little intro. All right. I think I'm gonna grab shades 740 up until I think 600 or 610 that looks 4:01 safe or maybe 630 oh there's one 730 left 4:13 so people have already been here because news clip that this is out and It is allegedly one of the new world's most fullest coverage foundation so I'm my 4:19 girl, 4:25 we're getting them all, 640. 4:28 Okay, I'm sweating. 4:45 Oh okay. Hey everybody, so obviously I did not end up trying out this foundation on the 4:49 island, and our trip obviously got cut off short and we've just been dealing with a lot as a 4:57 family, 5:03 but today is day seven since diamond passed away, 5:07 and I can't just sit in my house all day and be sad. I know she wouldn't want that. 5:13 You guys don't want that for me and my family has been so sweet. So many people have sent so many gifts and flowers 5:15 and paintings of diamond and drawings, 5:23 and there's just been so much love sent our way. 5:26 I just feel really grateful very humbled by it all so oh thank you guys so much. 5:31 So today I want to try this foundation. 5:34 I've actually been really dying to just play with makeup and just. kind of distract me. I haven't really grieved in a long time. I was someone that had 5:38 a lot of deaths as a child. 5:45 My dad passed away when I was five, and a half my grandparents that helped raise me while my mom was drunk half of 5:47 my childhood. 5:50 They passed away when I was graduating high school and it was just whoo girl. 5:57 It was rough you know so I haven't 5:59 really had something this horrific happen in a while so we are all just, 6:05 just trying to process everything, 6:08 but girl I want to try some makeup. 6:10 I want to see how this works and I want to actually finish this video.

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6:12 So girl my skin feels dry you guys I do want to talk a lot about some stuff today. 6:20 The title of this video was not to be shocking. 6:21 I just kind of want to talk about mental health and just some topics 6:25 that have been on my mind I never really just sit down and do get readies 6:28 I'm always reviewing or doing something else. 6:30 so let's dive in all right my skin it's rough. You see that pimples. 6:35 I've been stressed. I haven't shaved off my eyebrows. I really don't give a fuck. 6:38 I just want to play with some makeup and try to relax. All right so we are going to go in with the ever so famous Bobbi Brown vitamin 6:43 enriched face space. 6:49 I've been using this since my first video on my channel and 6:53 it is a really good hydrating base. 6:55 If you want to really lay down your foundation, 6:58 you don't need a crazy prime. 7:00 I know that shocking what primer you don't really need it just really moisturize, 7:06 press it into your pores and if the foundations good it will laid out on its own. Okay, it's finally time for me to try this elusive I am magic velvety matte 7:10 foundation from the brand Juvia's place. 7:20 Now this is an alta exclusive. It's also available on their website now. 7:23 This retails for only $20. That is a very good price point for one fluid ounce. That is very comparable to a $60 Giorgio Armani luminous silk which is the same 7:30 amount of product in there. 7:37 What else could we compare it to you guys YSL um 7:40 Well, that is a very heavy price point actually has only 0.8 4 fluid ounces so 7:46 Juvia’s place has a very standard sized foundation. 7:48 Now here is what the unit carton looks like it of course has their signature colors, 7:53 their logo, everything always matches with them. 7:57 I like their packaging. 7:59 It is just very sleek, and I love how it all ties in together. 8:00 love how it just all ties in together as As you guys saw I did go to Ulta I bought a bunch of shades like girl you know 8:03 me. 8:08 I'm like I don't want a shade match in the store 8:09 so I bought one two three four five six seven eight no I mean I went in. 8:14 You guys know I went like I bought like 15 shades. 8:16 I did shade match myself on the island, 8:19 and I am shade Kairo 600 so 8:23 we are gonna try this out today. 8:25 I did not try it at all yet so is it amazing? 8:29 I know my girl nikkietutorials tried this 8:31 and girl she was like bitch you need you need this, 8:34 so I'm like okay let's see if it's gonna be jeffree star approved. 8:39 Alright now when you open it up, Let's see what it looks like now it of course matches the box and it comes in a tube 8:41 like this.

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Some people were not living that you can’t see the foundation in the component 8:48 like a normal glass or plastic bottle. I don't mind that. I have used foundations like that before like there's a Laura 8:59 Mercier one. 9:03 I don't mind it you know if it's getting empty it feels lighter so 9:07 I don't mind it. 9:07 All right now I already tried this one, doing a little swatch.

I do wanna show a bottle that hasn’t been opened because it does come sealed, 9:11 and I think it’s really important, and I think that’s great.

9:20 So the foundation will not come off until you pop off that silver seal. I want to try one side with a damp Beauty sponge so we'll use my little Morphe of 9:23 course collab Jeffree Star sponge. and then on the other side we'll go in with the foundation brush which is the 9:29 Morphe Jeffre Star foundation brush, 9:36 and we'll just do a little battle and see which side we like better. 9:40 I don't want to be sad you guys. I know a lot of you come to my channel for entertainment and laughter but I never 9:43 want to be funny with you guys, 9:49 and um we've really been going through it. 9:51 I have been crying basically for six days straight, 9:56 and my skin everything's been going through it. 9:57 my eyes were so swollen for two days. 10:00 I hid indoors I haven't been on my phone 10:02 and I've just been focusing on family 10:05 and natan being strong for my other dogs 10:08 I don't know what anyone else believes in 10:10 but diva who is 10 years old, 10:12 he's been going through it I think. You know, 10:14 he helped me raise diamonds so for him, 10:16 to not have his sister there in the house anymore is really affecting him. 10:20 and he hasn't left my side since so 10:23 we're just trying to be strong you guys. okay let's see if this foundation can cover my depression and my anxiety and my 10:25 sadness. Here we go. 10:32 so this foundation allegedly is going to give me a smooth application 10:37 but also very natural it is soft matt is gonna give me a flawless coverage. It has a great formula to even out complexion refine skin texture and erase 10:42 blemishes, maintaining the initial finish throughout the day suitable for all skin types 10:46 including sensitive and oily skin. This foundation you guys has a very massive shade range as well as the concealer 10:53 which I want to try today as well. These are labelled from dark to light similar to Beauty Bakerie which I really 11:00 love.

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11:05 So let's dive in and let's start with the sponge side on my right over here. 11:09 Now allegedly you don't need a lot 11:12 so I don't want to go overboard. 11:13 I'm gonna do a little bit. 11:14 I'm literally just gonna start there 11:16 and let's see what happens. 11:24 Oh wow. Okay. Hi. Hello full-coverage. 11:28 I'm just gonna go over my mouth oh wow, 11:31 so you guys gonna really see what's happening here. 11:32 Okay that one little dollop covered so much like Oh Lord okay. 11:45 So let's keep going. Okay now we all have seen me in 4k HD everything up closed and I have 11:57 discoloration on my face. 12:03 Texture really really smooth, but the discolouration vanished. 12:05 I'm like whoa. 12:08 Whoa okay, let's keep blending. 12:15 Wow you guys, I’m a little shook right now. 12:18 I picked a color that was a little more warm. 12:19 I've been very like dead inside. 12:22 okay let's keep it real so I do want a little bit of warmth to my skin. 12:25 of course when I have concealer and 12:27 everything is blended out, it will do. 12:29 It will perfectly match but your girl is fair right now and 12:33 I love this shade. 12:34 I think it's perfect for my undertone so I'm gonna go down a little bit into my robe area whoa, look at the difference you 12:36 guys. 12:41 This side is like like high 12:44 then over here it's like whoa. 12:47 It's really luminous. It's pretty. 12:49 The coverage is definitely there. 12:51 I love how it's looking on the skin. It's very nice. 12:53 It almost reminds me of honestly the luminous silk a little bit because 12:57 it's giving me that like natural shine. 12:59 which could be from the moisturizer and of course the formula. 13:04 Wow okay now let's try the brush. Okay, this side is looking rough, so let's go in with my own brush of course and you guys these are actually back in 13:06 stock on morphebrushes.com. 13:12 Ulta fully sold out every single store in America I'm like wow that's unreal, 13:18 so thank you guys for supporting the brush launch so massively. 13:24 It was like unrea,l so okay let's dive in. 13:27 Of course you guys shade Cairo 600 let's do a little bit here now. 13:32 We all know that beauty sponges absorb product a little bit. 13:34 Brushes do not so I'm gonna go with a dot and see how it looks over here.

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13:39 It's in desperate need. I know I'm shading myself a lot today but girl, 13:46 it's how I'm feeling. Okay, let's go. Whoa, okay. I normally don't say this and this has nothing to do with this being 13:56 my brush, but usually I just live for a damp sponge like I think it looks really pretty but I love how this is applying. 14:10 This is just a different experience. 14:13 Okay, we definitely need another drop. 14:29 Whoa I'm a little shook I'm like uh 14:32 I haven't had a new foundation that 14:34 I've laid down in a while 14:36 that I have immediately been like, oh okay. 14:38 This is something kind of amazing okay um, 14:42 what side do I like better? 14:44 Sponge of course was over here, brush over here. 14:47 What do you guys think? Let's do a little pan now. 14:52 The coverage is really beautiful. 14:54 It is soft matte like the packaging claimed. 14:56 I really like it so far obviously 14:57 Obviously I haven't set it but it looks really pretty. 15:00 It isn't drying down weird. 15:01 It didn't coagulate in any my dry patches, 15:04 and even over my eyebrows stubble which is a rarity on this channel. 15:07 It looks nice. so let's try their concealer we have the brand new IM magic it's a magica 15:10 foundation. 15:16 okay not to toot my own horn hi Juvia's Place Magic Star concealer. How are ya? 15:22 Okay but, this concealer is only $14, that is amazing. 15:25 you get 10 milliliters that is 0.34 fluid ounces. 15:27 Here is what the packaging looks like. 15:31 This is a creamy radiant formula. It is going to soften and cancel out dark circles blemishes and skin imperfections. 15:35 Bring it on! 15:41 Now I bought three shades I got 24, 21 and 23. 15:45 Now 24 looks very bright and 15:50 it's the lightest shade so let's go in and try it. 15:52 A little might go a long way. 15:54 I don't know yet but here's what the packaging looks like 15:56 I like how thick and fat it looks. 16:00 It looks really cute. 16:01 I love the packaging, of course it matches everything else. 16:02 and here is what the doe foot looks like oh I love it. 16:07 I love a large and in charge applicator. 16:09 Alright now I don't know how full coverage this formula is. 16:10 It says it oh yeah this is gonna be brightening,

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16:14 brightening so I'm gonna start there. 16:17 That's a lot of product but I love it. 16:18 I'm gonna blend out, you guys know how I like it. 16:20 So let's go on with our damp sponge. 16:22 It's still semi wet so let's see how it looks. 16:38 Bitch is impressed. Over their own foundation it looks stunning. 16:44 It still has a little bit of that luminosity. 16:46 It looks kind of like glowy. 16:48 It has skin texture. It doesn't look like dry 16:49 and like a desert it still looks pretty. 16:52 Of course if I set it, it will lose that kind of glossy moment 16:59 which is obviously up to you if you want to fully set it. 17:01 How is it gonna look in a few minutes, will it set itself? Only time will tell. 17:06 I want to add more but it looks pretty so I don't need to 17:07 because I went in with a lot of products, 17:09 so let's conceal the rest of the face. 17:35 Whoa okay, wow this combo is like giving me everything I need. 17:39 I'm like okay. 17:42 Wow you guys okay now sad news is that they also have a setting powder I had it shipped to the island we have obviously left early so the setting powder is 17:49 at my house in Turks and Caicos, 17:58 so will I ever see that package again? I have idea, 17:59 so hold us quickly go in with a little bit of my own magic star 18:03 trying to loosen powder and we will set this concealer lightly. 18:05 I know I don't ever really sit down a lot and just talk but 18:09 I think that more people should just be so real 18:11 and honest and I know a lot of people watch YouTube for entertainment. 18:15 I fully get it but if you have watched someone for a long time. 18:20 I think it's okay to share and be like yo I'm not doing okay right now because 18:24 I think everyone tries to live this picture-perfect Instagram airbrushed world 18:29 and it's just like oh it's that's fun to an extent but it's just not really like . 18:34 I can't relate to anyone that's constantly on no, shade to myself but like all I do if I see a girl, a guy, 18:37 anyone and their whole feet is just on the beach sipping on martinis just chilling in their 18:42 fucking Lamborghini. 18:49 yeah that's cute but reality is there's so much more to that you guys, 18:56 you know what I mean and I think a lot of people don't talk about mental health 18:59 and me and Nate girl we both have depression we have anxiety and I think when you see people living these you know who like lives on snapchat 19:03 Instagram anything. 19:11 Right, a lot of people are afraid to show the bad. 19:13 They only show the good so a lot of you guys are maybe tricked, 19:17 or you only assume people are always just living

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19:19 and having the best time on the planet 19:22 and that's just not realistic and 19:23 I just want to stay here in Baguio. 19:25 It may look good half the time, most of the time 19:27 but um shit in your own head can really mess with you 19:33 so if you feel alone a lot of the time you guys. Hi. 19:37 Me, my whole life you know I don't have a lot of friends. 19:38 Me and Nate can barely trust people. 19:40 It's it's been really rough lately, 19:42 and you know with only a week of diamond. 19:46 Seeing it's just been a lot, it makes you really realize what's important. 19:51 You also have to be strong for each other. 19:53 Thank God I have Nate you guys I don't know, 19:56 I just really think that the universe put him in my life for a reason because 20:01 I had a really hard time accepting love. 20:03 Loving myself before I met him so just having him in my life having him love me 20:10 and my dogs for the last four and a half years has been such a blessing and 20:13 definitely has changed me for the better. Okay you guys I'm gonna go have some lunch with Nate really quick and go hang 20:16 out with the dogs. 20:21 I've been feeling so weird being away from him and 20:26 we had a trip coming up this week. We cancelled it. I am still going to be going to the UK in a few weeks to do my master classes with 20:29 Mitchell. 20:35 I cannot wait to see everyone, 20:37 but before that we just need we're gonna go on a quick little lunch date. 20:42 We're gonna see how this foundation last for the next few hours, 20:46 and I'll be back in a little bit 20:47 bit all right you guys Nate told me to just keep playing in makeup 20:53 so he's over here eating with me. 20:54 Oh this last week you guys but body's so tired. 20:57 I'm drained but how are you? 21:01 That's also an important question. 21:03 A lot of people people might view it as selfish or we have problems accepting that we need to focus on ourselves and make sure 21:06 that we're good. So are you good? That's a question you need to ask yourself after watching this 21:11 video is how is your mental health really doing as well. 21:20 Sometimes we need to just really focus on that. Be selfish! Let someone call you selfish but unless you're really good how is everyone else 21:25 around you gonna be good. I know that makeups making me feel a little something besides grief which is 21:30 really nice. 21:34 Hi highlighter like next week. Hi. 21:37 Jawbreaker launch you guys insane one of the biggest launches of my career and

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21:41 I'm just like who life is testing me. It's really testing me so I'm just staying buckled in and you know trying to enjoy 21:44 every moment and 21:51 just appreciate you know everything I have. 21:54 Gentlemen what do we think about our concealer. Oh, okay you guys. 22:01 It's been a few hours me and Nate just got back from my lunch date. 22:06 It is beautiful outside today. 22:08 Hey babe alright it's time to really judge these products. Look at here. 22:17 New foundation new concealer Nate doesn't even know what I was trying earlier, so let me look myself right now. We are in the sunshine right here. it is really 22:21 beautiful out. 22:26 It's like what 80 degrees. 22:28 Mmm yeah it's really nice. 22:31 You've seen me try so much stuff in the last four years. 22:35 How does my skin look for real? We needed Nate the Nathan breakdown oh yeah. 22:41 I think it looks really nice looks. (Nate) 22:44 It's evenly distributed like very well, you know. (Nate) 22:46 Oh I blended it. What about the formula? 22:48 Does it look dry? Does it look smooth? 22:50 Is it like kinky dry? Like sickening look, cakey. I mean it looks like it's pretty kind of full coverage but but still kind of skin like 22:53 yeah exactly. (Nate) 23:02 Looking up really close, I like it a lot. 23:06 Yeah yeah right here that this says Cairo - what's that? That's a shade name. 23:12 Oh say yeah you've been there? 23:14 Yes I have that's so cool. (Nate) 23:15 Nate went to Egypt what two years ago uh 23:17 Yeah it was cool years ago it was really pretty. (Nate) 23:19 Oh yeah? Okay, real quickly back to my skin. 23:23 Now listen for a twenty dollar foundation and a $14 drama lyn, 23:29 you're sitting on honey, $14 what do you think honey? 23:35 For the price point, the formula is impeccable. 23:39 and I didn't know until I just read the bottle but 23:41 this is made in Italy. Hi. The formulas that like out there are unreal. 23:48 An Italian lab does my highlighters, hi, how are ya? 23:51 My skin looks good you guys, it really does. 23:53 Like from being so emotional all week 23:57 and having really dry skin and not really taking care of myself. 24:00 This foundation like laid really really nice. 24:03 For old me, why, I've been wearing if like what, Nate? Three hours? 24:10 Everything looks intact. 24:12 There's a few cracks around my nose. That's normal and I probably would have used a little bit more of a pore filling 24:11 primer because my nose girls she's going through it.

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24:22 But besides that, I am impressed. 24:26 SO without further ado let's get this over with. 24:29 The Juvia's Place I am magic foundation 24:32 and concealer are jeffree star approved. 24:39 For an indie brand to come on the market with their first-ever foundation, 24:42 they're killing it. Let's just say that right now. 24:44 So if you want to try something that has a very full coverage this year, 24:47 if you want to look sickening off summer and look like a doll then try it out. 24:51 Let me know how you feel all. 24:53 Rright you guys I'm thoroughly impressed today. It was good, I'm okay I think. 25:03 The next rest of the year it's gonna be really hard. 25:06 It's also been really difficult to just be out of our routine 25:11 and only have five dogs. 25:13 today actually they're all getting groomed. Hi Daddy. 25:15 I don't know she's so go keep it low-key. 25:17 Everyone has got little haircuts. 25:20 Everyone's freshly bathed 25:23 but it's a little quiet out here so thank you for watching today's video. 25:26 I will see you guys on the next one. Bye guys.

Table 1d. James Charles: Anastasia Beverly Hills Foundation – Finally a Match!

Time Utterance 0:01 Hi sisters James Charles here and welcome back my youtube channel. First, today's video I am very very excited because we're doing something a 0:04 little bit different for me at least. Obviously, you guys know I don't really do reviews that often on this 0:09 YouTube channel I'm definitely a person that six are the same makeup products in every single video. 0:16 I mean if it ain't broke don't fix it. Every once in a while I make our brand and the industry will come with a 0:18 product that is very very exciting that everyone cannot stop talking about and that is what happened today

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Because of my favorite brands of all time Anastasia at Beverly Hills just 0:26 launched their brand new at foundation and they're setting powder. Uuu look at that good effect. 0:35 That's a little scary. 0:38 3 James is here. Can barely deal with one. Let's be real okay and it's no secret that for me foundation is a little bit of a 0:41 sore subject when it comes to a makeup routine, like we've had some great moments. 0:47 We've also had some really really awful embarrassing moments. I'm not afraid to admit that I'm definitely not a foundation expert in any way 0:51 shape or form 0:53 I struggle quite a lot with it honestly but at this point I have tried quite a lot of different foundations to modify 0:57 like my perfect foundation that works for me, 1:02 so whenever a new foundation comes out that I'm excited about, 1.03 I definitely always want to try it out 1:05 and for today's video that is exactly what we're going to do. Anastasia, they sent over their entire shade range of the foundations and their 1:06 loose powders, 1:11 and we're gonna test it out. 1:12 I have some at meetings, I have some phone calls and 1:14 I also have a photo shoot today so we're doing a full we're test giving you guys the real tea of the brand new 1:15 Anastasia Beverly Hills foundation.. 1:27 All right you guys let's just jump right into this review, 1:29 I'm so excited with everything that I have to do today. Actually this will be really good at where test as well because I will be 1:32 wearing it all day long and also through a photo shoot so we'll get to see how it really photographs 1:36 in front of super high definition cameras 1:40 which could be very very scary or it could look really really bomb. 1:43 Anasasia sent over these PR packages super early this morning and if you open it up here's what's inside if I pull one of the shades out of the 1:46 pr box, 1:50 this is actually what the packaging components look like 1.51 It is a super simple glass rectangular bottle which I really really like. It says Anastasia Beverly Hills luminous foundation on this side and on the 1:56 other side it says Foundation 1:59 and really huge black letters. It is not that I don’t like it, it’s just I’ve never seen it before, this is just the 2:02 first time I see it. 2.07 When I saw it first, I was a little bit taken aback. but I do follow more Vita on Twitter who is the president of Anastasia and 2:10 as somebody asked her about it and she said that 2:14 it's actually for a makeup artist,

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because when you pack everything in a kit it can be really really hard to find 2:16 of distinguish everything so if it's labeled you know exactly what you're grabbing for you kind of think 2:20 that. 2:23 This is kinda lowkey very very smart and straight to the point. in each bottle I believe there is yep one fluid ounce of product which is 2:26 definitely the universal standard when it comes to foundations. 2:32 At this point and this will be retailing for $38. 2:35 This (the price) is kinda the standard too. 2:38 The 21 is $35 the two days for this way that I always use is 38. 2:44 I think the Urban Decay one is 40. 2:46 All those prices are right in my head for some reason so it definitely is like an average price point in terms of the other foundations 2:48 of the top-tier brands. Now in terms of shade into this foundation that, there are five different 2:52 categories fair light medium tan and deep. 2:58 and they come in a 50 different They come in with 50 different shades which I think is so so beyond 3:03 incredible. There’s a nice beautiful ombre from super super pale to super super dark, 3:04 and everybody can find their shade somewhere in here. 3.12 Hopefully we’re included because you guys know that I struggle a lot. 03.16 I think this is really really important. Many brands heard about the makeup industry or coming out with that 3:17 foundation lines with like I super pale, 3:21 white color and then a dark brown and are like oh my God we're inclusive. 3:24 But in reality, there are like twelve shades and the undertones are all awful. 3:27 The undertones are all off. Inclusivity means literally anybody can go to the line and anybody can find 3.28 their colour, and I think that is very very important. I'm not gonna swatch all 50 shades because I don't think that's showcasing 3:33 the deeper skin tones. 3:37 on my skin tone is gonna help literally anybody purchasing it duh 3:39 but I do want to give some quick love to Nima tang and Alissa Ashley, 3:42 they have some of my favorite foundation reviews for women of color and also makeup Tiffany J just because I freaking love her and I've been 3:45 obsessed watching her videos recently. If you guys want to check out their videos on this foundation I'm sure they'll 3:49 be up very very soon. 3:54 I wanna quickly go over the claims before we actually put the foundation on. The Anastasia Beverly Hills luminous foundation is water-resistant, long 3:57 wearing with a medium coverage formula. Okay, it gives the complexion a fresh already a lot with a lightweight second 4:02 skin feeling.

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It is a no flashback formula. We will definitely be testing that with our photo 4:07 shoot later on today. it is suitable for all skin types including sensitive skin which you know is 4:13 very very important for a lot of you sisters out there. 4:20 It is clinically tested, dermatologist tested, 4:22 and the formula is also cruelty free and vegan. Lastly before we actually get into our makeup application I know this intro is 4:23 very very long. Anastasia also launch their brand new setting powder as well which I’m very 4:29 very pump-up for and we’ll be using this in this video. 4:36 It comes with five different shades which I actually think really really cool. 4:37 We have the shade of vanilla for light skin tones. 4:39 We have banana for medium skin tones. 4:41 We have deep peach for tan skin tones. 4:44 We have golden orange or deep skin tones. 4:48 We also have a translucent which is the universal shade for everybody. 4:52 That's some good balancing right there. 4:54 Look at the on associate setting powder is a lightweight silky powder, 4:58 that sets makeup with a flawless matte 5:01 Hopefully there’s no shine, finger crossed. It delivers a long wearing of that to the makeup okay we will test that today 5:04 and see. 5:07 Hopefully I don’t have to do many touch ups. 5:09 It is clinically tested and also cruelty-free and vegan This setting powder retails for $36 which just like the foundation, it is like 5.16 average pricing. 5:19 Finally done, 5:20 this is why I don't do reviews, okay. 5:21 That was like three hours of me just talking 5:23 and stuttering and trying to say the same thing over no too much information 5:27 this is why I just like to put on the makeup and call it a day, 5:30 But I'm also excited to finally get into this 5:32 but now we have another challenge 5:34 but if we actually get into our makeup and that is color 5:39 This should be interesting. Okay so we have the two hundredths which definite looks like it could be 5:41 bad for me. 5:45 We have 300 which is too dark. 5:47 I feel like definitely we have 5:49 We have 100 which I think is too light. 5:51 We have 500 which are definitely not right. 5:53 I'm gonna go ahead and test some of the trades in the light category. 5:56 We have 160 200 210 220 and 240

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5:59 and see if any of them are good. Let's try 160, on my hand it looks a little bit light, on my face it looks a little 6:01 bit light, on my chest it looks a bit too yellow. Let's try 200 W, on my hand it looks a little bit light, on my face it looks too 6:11 light , on my chest it looks a bit not great. Let’s try 210 neutral. The undertone looks a little bit better, so it looks a little 6:19 bit light on my hand, on my face it looks not anywhere close to anything, on my chest the undertone looks definitely better but still no. 6:31 Let's try 220 neutral, let's go a little bit darker. 6:33 honestly yeah okay let's try 250 oh wow That (foundation no.250) blend in with my neck so well, kind of ish, maybe 6:38 no. Let’s mix 250 and 220, and see how it looks. That (foundation no. 215) 6:46 looks really good. 6:49 The undertone looks really good. I think I’m actually going with 315 neutral which is a lot darker than I thought it would be, but as you can see this colour matches my hand almost 6:54 like exactly, and once I weigh down on my neck it’s gonna match with my body too. As I said this process is very very irritating and frustrating for me to deal 7:06 with. but you gotta do it, you gotta do it. I'm gonna stuff with just my touch out 7:09 water cream to moisturize my face. 7:14 before I go ahead and put on the foundation And then I just scrub in a tiny little bit of the dragon beauty colour corrector 7:20 just to cover some beard areas just like I normally do. 7:24 Finally, let's go ahead and put this on. I'm going to spot my face in half and do a Beauty Blender on one side and a 7:26 brush on the other. both of these are from Morphe which you guys can use KO james for 10% 7:29 off and 7:33 will see it which one looks better. 7:34 They actually seem like a really good colour. 7:36 The foundation claims to be lightweight and medium coverage, Which I say it is building up really really nicely, and it is covering over the 7:40 colour corrector which is obviously important because we don’t want orange shining through it, and just to cancel out those grey tones. You definitely can still see my freckles and by beauty marks through the 7.49 foundation which I really really do like. But it is doing a good job at evening everything out which is obviously the 7.54 point of medium coverage. It does not feel super heavy, and I feel like it does a really good job at 8:01 evening everything out and covering everything. 8:06 Honestly it looks really really bomb.

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8:08 Okay let's go ahead and try out the brush on the other side. I’ve honestly always just been confused and also jealous of people who are 8:12 able to use a foundation brush, and like do their foundation. 8:17 No matter how much I blend it out I always feel like I need a beauty blender to go and just like make everything look like perfect and get rid of brush 8:21 strokes. 8:24 Like is that just me? 8:25 Am I literally crazy? I'm definitely a Beauty Blender type of person no we just have to blown this 8:27 down really really far in here. 8:29 Okay you guys so this is how the foundation looks on the skin, with a Beauty Blender on one side and a foundation brush on the other oh 8:32 wow. 8:36 Okay we are close up and ready to go. 8:38 Wow. It looks really really pretty. It definitely is luminous like how it claims, but it does not look like gross 8:41 oily. 8:43 I definitely will be setting this down with a powder and a few minutes but 8:48 This is off to a really really good start. 8:50 I definitely do agree that it is medium coverage. It even everything out really nicely, but you can still see my freckles popping 8:51 through. 8:56 There is my pimple popping through which is really annoying. 8:57 But I wonder if I add just a little bit more if it like buildup 9:00 oh yeah it does. Okay, so it is definitely buildable. 9:02 This is good advice, now let's just do a concealer quickly 09:04 For concealer that's always I'm just gonna grab my shape tape 9:08 and highlight the middle points of my face 9:10 All right you because that is everything. 9:11 The concealer layed on top of everything really really nicely. Nothing weird at all, and the foundation is looking so so beautiful at this 9:14 point. 9:18 but I do want to go ahead and set it and please 9:21 so we're gonna test out the brand-new Anastasia setting powder as well. 9.23 I will use the shade vanilla because it can be used for brightening. 9.27 I don’t know why but I love how big these jars are. 9:30 It (the jar) feels very luxurious. 9:32 I'm gonna dip in my beauty sponge into that powder 9:33 and pop this right underneath the eye 9:35 to do some nice bright at night wondering how brightening this actually is. That could've been a mistake could also put this right in the middle of my 9:38 forehead. 9:43 down my nose as it's where it gets the most oily. 9:46 Well that mattify things really quickly.

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9:47 Focusing kind of like in the center of my face then, I'm gonna grab the translucent shade and with a fluffy brush that's gonna dip 9:50 into this 9:54 and we just need to set the you rest of my face in place. 9:55 Ok so they’re not kidding when they say that it would be very matte. Wow. Wow I'm just gonna get myself a quick sprays of the Anastasia dewy setting 9:58 spray just because this is the luminous foundation 10:03 and if i zoom you guys, 10:05 and this is what the foundation is looking like now, that is all set in place. 10.08 It is setting on the skin so nicely. 10.11 There is no creasing, no fine lines, no texture. This is good. 10:15 This is pretty much the base routine all complete and I will say right now, 10.17 I’m really really liking how it looks. 10:20 But I have a full face of makeup now to add on to this 10:22 but for my photo shoot which I'm running very very late for 10:25 so I'm going to go into that off camera quickly 10:26 I will check in with the finished look 10:27 and about an hour for now and then 10:29 we will continue checking in throughout the day 10:30 to see if it continues to look really really good 10:33 or this could turn into a major fail later on we're going to find out together. 10:35 All right you guys of your gawk and this is the finished look all complete 10:38 This is not a special look it is for the photo shoot 10:39 like I said obviously we're focusing on the foundation and as of right now. 10.43 I think it looks so so beautiful. 10:45 It is currently 2:30 oh, 10:47 you can't even see it it is currently 2.31 pm 10:48 You're gonna have to trust me on this one 10:50 I started this video about two hours ago now 10:51 but I did have to take about a 30 minute break for a phone call meeting 10:54 and through talking through the entire thing I still do not see any creasing, the foundation still looks really really 10.56 beautiful. 10.59 I am getting a little shine here in this area which I don’t love 11:01 shine right here in this area which I 11:02 but it is a luminous foundation which is a little bit different for me 11:05 so I'm going to go into this open-minded and 11.07 Let's just hope it doesn’t get realy really bad later on 10.09 If it stays like this (matte), I’ll be super super happy. 11:11 Okay, guys. This is how it looks on natural lighting. 11.12 Honestly guys it looks so so good. 11:16 I don't wanna jinx that cause it has to go for a while.

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10.20 It looks so bob in the colour. 11:22 Like guys let them out. This is rare. 11:33 How would you say my foundations looking so far? 11:35 I'm doing a little review today, okay. 11:37 It looks really good it looks like a good match. (Person A) 11:39 Okay so about four hours and right now, 11.49 this is pretty good for four hours. hello blog is coming 6:42 p.m. we just finished our photo shoot and I was 11:53 super hungry 11:59 because they realize I forgot to eat today. 12:00 Don't do that kids, it's not good for you. I thought I'd be really keen to just like take some photos with my McFlurry 12:02 and my french fries 12:06 but I wanted to do a quick little check in because as I was looking through the photos of her a little at McDonald's 12:07 parking lot photo shoot that we have going on right now. The first thing I notice, my skin looking really really good, and I’m very 12.13 excited about that. 12:15 really good and I'm very excited about 12:17 The foundation has been on for about seven hours by now, it was also okay about 105 degrees in California today which was absolutely 12:20 disgusting. 12:26 I was literally sweating and deimos during my photo shoot TMI start . 12:30 You didn't know that but you do because it's a foundation I review. I didn’t do any touch ups but I did have to like blow myself a little bit with 12.31 the napkin earlier. 12:36 It's really hard being Instagram model. 12.42 It actually looks pretty bomb, we’re seven hours in. 12.44 The foundation we’re testing is going really well. 12:46 If I look in the mirror I'm not really sure. I don’t see any creases aside from this one in my mouth region, but I get that 12.47 all the time. My nose region is getting a little bit oily, this happens all the time literally 12.53 every foundation that I ever worn, but it’s not bad. 12.58 I’m really happy. 13.00 You guys, this looks so good. What do you guys think? Answer that. Jokes on you, but I'll read the 13:03 comments later on. 13:05 Let's get out of here this is a mess 13:08 Oh like hell are you kidding? All right sisters. We are finally back home after a very very long a but super super productive 13:19 day. 13:23 I cannot wait for you guys to see what we've been working on. 13:26 It is currently 11.08 p.m. at night that is how p.m. maids oh my god.

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13:32 I am beyond exhausted and this makeup has been on for 11 hours now 13:36 and it's time to give you guys my final thoughts. I am pretty sure you guys can guess one thing about this foundation since I 13:37 definitely have made it really obvious to all the check-ins today 13:43 but I do want to give you guys just a quick little sister summary. My skin is definitely getting oily in a few different places especially my nose 13.44 regions right here like on my under eye cheek type of region. 13:53 And then kind of above the brow bone in the center of the forehead. This is pretty typical for my skin no matter what foundation they’re wearing 13.54 especially if I don’t do touch ups throughout the day which I normally do. Obviously for this review I did not so I could give you guys the unfiltered 13:59 result but 14.04 Considering this is a luminous foundation, I don’t think it looks bad at all. 14.06 That is exactly what the foundation claims to do. 14.09 If I’m being honest, I don’t even think the oiliness look that bad. Personally I would definitely take a little bit of powder and touch up this 14:12 face. but I know a lot of people do prefer a more dewy natural skin like type of 14:15 finish so 14.21 For you guys, I think this foundation would be really really perfect. And this will be definitely added to my kit, and I’ll definitely use it a lot 14.24 more often. All right you guys that I think that is pretty much everything that I have tor 14:26 today's brand new video. 14:29 I'm trying to make sure that I didn't forget anything, 14:31 but I think we're pretty much all good 14:33 If you enjoyed it please don't forget to give it a big thumbs up down below, 14:37 and show your love and support. 14:38 It would really mean a lot to me and also leaving a comment down below and let me know if you actually like seeing 14:40 me do reviews. 14:42 Let me know if this was helpful. 14:44 Let me know if you are intrigued 14:45 and you want to try it out. 14:46 I'm definitely looking forward to hearing you guys' thoughts. I obviously love trying out new makeup products and would love to do these 14:48 videos more often. 14:51 Of course only if you guys want to see them as well. If you have not already subscribed make sure to click that big red subscribe 14:54 button down below and 14:57 come join these sister here almost 16 million. Sists are strong I hope to have you join the family and also click that bell 14:59 icon button, so you could be notified every time I upload a brand new video. 15:07 If you like to follow me and my makeup journey,

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15:08 you can follow me on Instagram and Twitter. 15:09 They are both James Charles. 15:10 My snapchat for more behind the scenes. It is Charles extra Charles and my twitch for gaming content is Jay Charles 15:12 beauty. 15:17 This video of sisters how to close the sisters. 15:18 Thank you so much love for always falling in supporting here. 15:21 I love you I love u I love u literally so so so much and if you'd like to the next videos a sister shadow don't forget to always reach a reach our videos and live on Twitter and also try to my youtube post 15:23 notifications. 15:30 Thank you so much for watching this videos today. 15:31 I love you and I will see you in at the next one.

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Appendix 2. The Tables of Data Analysis per Beauty Vlogger Table 2a. Tati Westbrook (Tati): 100 SHADES of foundation…

Type of Attitude Appraising No Time Code Utterances Attitudinal Sub- Appraised (+/-) Item Appraisal Categories dissatisfactio the I have a lot to say just my initial I have a lot 1 00.23 T1/AF/DS/D/- affect n, foundation’s - reaction with a hundred shade range, to say displeasure shade range and I know a lot of people online had this same kind of gut response this same dissatisfactio the 2 00.23 T2/AF/DS/D/- you know ‘do we need a hundred kind of gut affect n, foundation’s - shades?’ ‘is this getting out of response displeasure shade range hand?’ because while inclusivity is so 3 00.23 T3/AP/V/+ important and there needs to be important appreciation valuation inclusivity + something for everyone. I am such a believer in that and I think it is so incredible to see social the brands really step it up and have so 4 00.42 T4/JU/SE/C/+ judgment esteem, foundation’s + adequate ranges in each category incredible capacity shade range from very fair to light, light medium, medium medium deep, deep.

I am such a believer in that and I social the think it is so incredible to see brands 5 00.42 S5/JU/SE/T/+ step it up judgment esteem, foundation’s + really step it up and have adequate capacity shade range ranges in each category from very

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fair to light, light medium, medium medium deep, deep.

I am such a believer in that and I think it is so incredible to see brands have social the really step it up and have adequate 6 00.42 S6/JU/SE/T/+ adequate judgment esteem, foundation’s + ranges in each category from very ranges capacity shade range fair to light, light medium, medium medium deep, deep. You know there's just so many 7 00.55 T7/AP/V/+ different skin tones globally so it is important appreciation valuation inclusivity + important, but it's a little intense. You know there's just so many the a little reaction, 8 00.55 T8/AP/R/I/- different skin tones globally so it is appreciation foundation’s - intense impact important, but it's a little intense. shade range I think you know anywhere from the 30 to 45 shades really will cover dissatisfactio the a little 9 01.01 T9/AF/DI/D/- globally any skin color out there, affect n, foundation’s - confusing and that this is just a little displeasure shade range confusing, the …so I hope that does not upset dis/inclinatio 10 01.15 T10/AF/DI/D/+ hope affect foundation’s + anybody watching this right now n, desire shade range …but I just have to speak from the the heart because there's a balance of composition, 11 01.18 T11/AP/C/B/+ balance appreciation foundation’s + covering everything and making balance shade range sure everybody has what they need.

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…but then there's this other Avenue of our brands just trying to one-up trying to social the each other with these crazy shade 12 01.31 T12/JU/SS/P/- one-up each judgment sanction, foundation’s - ranges that really aren't necessary if other propriety shade range you boil it down just to use it as a marketing tool. …but then there's this other Avenue of our brands just trying to one-up the each other with these crazy shade reaction, 13 01.31 T13/AP/R/Q/- crazy appreciation foundation’s - ranges that really aren't necessary if quality shade range you boil it down just to use it as a marketing tool. …but then there's this other Avenue of our brands just trying to one-up the each other with these crazy shade really aren't 14 01.31 T14/AP/V/- appreciation valuation foundation’s - ranges that really aren't necessary necessary shade range if you boil it down just to use it as a marketing tool. …but then there's this other Avenue boil it down of our brands just trying to one-up just to use it social the each other with these crazy shade 15 01.31 T15/JU/SS/P/- as a judgment sanction, foundation’s - ranges that really aren't necessary if marketing propriety shade range you boil it down just to use it as a tool. marketing tool. the That sounds gross to say that, I reaction, 16 01.44 T16/AP/R/Q/- gross appreciation foundation’s - know… quality shade range the happiness, 17 01.45 T17/AF/H/A/+ … and I love this brand. love affect foundation’s + affection brand

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I have a lot of love for this brand so the happiness, 18 01.47 T18/AF/H/A/+ don't go thinking that I'm just gonna a lot of love affect foundation’s + affection crap all over this. brand dissatisfactio the 19 01.56 T19/AF/DS/D/- I’m confused, that’s all I’m saying. confused affect n, foundation’s - displeasure shade range the happiness, 20 02.28 T20/AF/H/A/+ I like the name I think it's cute. like affect foundation’s + affection name the reaction, 21 02.28 T21/AP/R/Q/+ I like the name I think it's cute. cute appreciation foundation’s + quality name reaction, the 22 02.47 T22/AP/R/Q/+ This is friendly to so many people. friendly appreciation + quality foundation reaction, the 23 03.11 T23/AP/R/Q/+ I might do that but these look nice nice appreciation + quality foundation dissatisfactio the 24 05.07 T24/AF/DS/D/- Part of me feels really confused confused affect n, foundation’s - displeasure shade range dissatisfactio the Looking at a hundred shades like I have no 25 05.10 T25/AF/DI/D/- affect n, foundation’s - have no clue which one is mine clue displeasure shade range We’re gonna try this crazy brush reaction, 26 06.11 T26/AP/R/Q/+ crazy appreciation the brush + too. quality don’t have security, 27 T27/AF/S/T/- I don’t have a lot of faith in it. a lot of affect the brush - trust faith

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Well these are both too light for me, composition, the 28 06.23 T28/AP/CO/C/- but thank God I have a hundred too light appreciation - balance foundation foundations to choose. the reaction, 29 06.26 T29/AP/R/Q/+ These look nice. nice appreciation foundation’s + quality shade Something that I like doing is if I know a foundation matches me really really, well I will actually take putting happiness, 30 06.29 T30/AF/H/A/+ a little bit of it in like a contact lens like affect foundations + affection case or just any little jar like squeeze into small jar a little bit in there pour a little bit in there. … and that way you know that in all light that that is your shade and it reaction, knowing your 31 06.31 T31/AP/R/Q/+ feel great appreciation + makes you feel great, and you love quality shade it. … and that way you know that in all light that that is your shade and it happiness, knowing your 32 06.31 T32/AF/H/H/+ love affect + makes you feel great, and you love affection shade it. putting reaction, 33 07.11 T33/AP/R/Q/+ That is a great way to shade match. great appreciation foundations + quality into small jar It’s kind of thick, I do feel like I’m kind of composition, 34 07.41 T34/AP/CO/C/- appreciation the concealer - putting concealer on my face. thick balance

I always love seeing how it make it happiness, 35 07.53 T35/AF/H/A/+ love affect foundations + performs on a plane… affection

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Oh this is actually blending it's so reaction, the 36 08.05 T36/AP/R/Q/+ so nice appreciation + nice. I'm so sorry I was rude to you. quality foundation In the monitor for whatever reason it a little composition, the 37 08.18 T37/AP/C/B/- looks a little uneven, in the mirror it appreciation - uneven balance foundation doesn't. In the monitor for whatever reason it doesn't composition, the 38 08.18 T38/AP/C/B/+ looks a little uneven, in the mirror it (look appreciation + balance foundation doesn't. uneven) I just need more a little bit more you very very don't need a ton it is very very full composition, the 39 08.44 T39/AP/C/B/+ full appreciation + coverage. It could be used as a balance foundation coverage concealer spot. I don’t wanna do that because I’m don’t dis/inclinatio using the 40 08.59 T40/AF/DI/D/- affect - so into the Jeffree Star concealer. wanna n, desire concealer I don’t wanna do that because I’m so happiness, 41 08.59 T41/AF/H/H/+ so into affect the concealer + into the Jeffree Star concealer. affection That stuff is my new number one, my new 42 09.04 T42/AP/V/+ appreciation valuation the concealer + but also I’m kinda curious. number one That stuff is my new number one, satisfaction, 43 09.04 T43/AF/S/I/+ curious affect the concealer + but also I’m kinda curious. interest

I think I still prefer the sponge it happiness, 44 09.17 T44/AF/H/A/+ prefer affect sponge + just soaks a little the product back, affection

I think I still prefer the sponge it just even and composition, 45 09.17 T45/AP/C/B/+ soaks a little the product back, so perfect appreciation sponge + balance you get an even and perfect blend. blend this is making my skin look composition, the 46 09.25 T46/AP/C/B/+ flawless, I'm so impressed what is flawless appreciation + balance foundation happening right now.

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I'm so impressed what is happening so satisfaction, the 47 09.25 T47/AF/S/P/+ affect + right now. impressed pleasure foundation reaction, the 48 09.51 T48/AP/R/Q/+ So far so good. so good appreciation + quality foundation happiness, the 49 10.00 T49/AF/H/A/+ Guys I am loving this foundation. loving affect + affection foundation reaction, the 50 10.02 T50/AP/R/Q/+ It feels so nice on the skin. so nice appreciation + quality foundation not caked composition, the 51 10.05 T51/AP/C/B/+ It has not caked up at all. appreciation + up balance foundation reaction, the 52 10.08 T52/AP/R/Q/+ It just it looks so so nice, so so nice appreciation + quality foundation and especially with the rest of my happiness, 53 10.08 T53/AF/H/A/+ makeup on I did like the full glam like affect the glam + affection thing today. Foundation use one or two pumps reaction, the 54 11.33 T54/AP/R/I/+ interesting appreciation + that's interesting okay. impact foundation really really composition, the 55 11.47 T55/AP/C/B/+ That's really really neat. appreciation + neat balance foundation social the put a lot of 56 11.48 T56/JU/SE/T/+ They put a lot of thought into that. judgment esteem, foundation’s + thought tenacity brand the reaction, 57 11.49 T57/AP/R/Q/+ The shade range is crazy. crazy appreciation foundation’s + quality shade range I feel like this foundation looks reaction, the 58 12.15 T58/AP/R/Q/+ good appreciation + good. quality foundation

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reaction, the 59 12.17 T59/AP/R/Q/+ It feels good. good appreciation + quality foundation It feels like it's gonna hold up even composition, the 60 12.18 T60/AP/C/B/+ hold up appreciation + through a flight. balance foundation It has a nice natural finish full reaction, the 61 12.22 T61/AP/R/Q/+ nice natural appreciation + coverage. quality foundation It has a nice natural finish full full composition, the 62 12.22 T62/AP/C/B/+ appreciation + coverage. coverage balance foundation the I like the application with the doe happiness, 63 12.25 P63/AF/H/A/+ like affect foundation’s + foot applicator and pump. affection applicator the composition, 64 12.28 T64/AP/C/B/+ I think that's so neat. so neat appreciation foundation’s + balance applicator It's very similar to the concealer but more composition, the 65 12.30 T65/AP/C/B/+ appreciation + more coverage, coverage balance foundation and it feels like it's gonna last composition, the 66 12.30 T66/AP/C/B/+ last longer appreciation + longer which I really love. balance foundation and it feels like it's gonna last longer happiness, the 67 12.30 T67/AF/H/A/+ really love affect + which I really love. affection foundation Not as juicy not as hydrating but ah reaction, the 68 12.36 T68/AP/R/Q/+ good appreciation + it's good right? quality foundation reaction, the 69 12.41 T69/AP/R/Q/+ It's nice. nice appreciation + quality foundation Alright guys so it is about nine reaction, the 70 12.55 T70/AP/R/Q/+ o'clock now, foundation is so good, I so good appreciation + quality foundation can’t believe this

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I don't know the foundation is reaction, the 71 13.23 T71/AP/R/I/+ fantastic appreciation + fantastic. impact foundation reaction, the 72 13.26 T72/AP/R/Q/+ It's looking the best. the best appreciation + quality foundation as good as I'm like kind of shocked that the it does for reaction, the 73 13.34 T73/AP/R/Q/+ makeup looks as good as it does for as long as appreciation + quality foundation as long as I’ve been wearing it. I’ve been wearing it 12..4 and I am actually kind of surprised as good as reaction, the 74 T74/AP/R/Q/+ appreciation + 8 that it looks as good as it does. it does quality foundation Like it actually has held together, held composition, the 75 13.55 T75/AP/C/B/+ the pigmentation, the smoothness, appreciation + together balance foundation the evenness. happiness, the 76 14.01 T76/AF/H/A/+ I don't know I really like this. really like affect + affection foundation I'm so shocked I did not think it having such would end up this way, but I feel reaction, the 77 14.02 T77/AP/R/Q/+ a killer skin appreciation + like I'm having such a killer skin quality foundation day day. …but for different reasons that one is more of a natural moisturizing doesn't last composition, the 78 14.07 T78/AP/C/B/- appreciation - lighter coverage type of a thing that as long balance foundation doesn't last as long. This one is like whoa. You're composition, 79 14.17 T79/AP/C/B/+ flawless appreciation face + flawless. balance It's full coverage, but it is so long full composition, the 80 14.20 T80/AP/C/B/+ appreciation + wearing. I'm loving this. coverage balance foundation

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It's full coverage, but it is so long so long composition, the 81 14.20 T81/AP/C/B/+ appreciation + wearing. I'm loving this. wearing balance foundation happiness, the 82 14.30 T82/AF/H/A/+ so I'm loving this. loving affect + affection foundation reaction, the 83 14.36 T83/AP/R/Q/+ I think this is so great. so great appreciation + quality foundation I’m actually really annoyed at really unhappiness, 84 14.37 T84/AF/U/A/- affect herself - myself for not packing this. annoyed antipathy reaction, the 85 14.44 T85/AP/R/Q/+ Wow like such a good job. good job appreciation + quality foundation I love so many things about it from happiness, the 86 14.45 T86/AF/H/A/+ love affect + the ingredients to the bottle. affection foundation the reaction, 87 14.50 T87/AP/R/Q/+ You know the wild color range. wild appreciation foundation’s + quality color range I don’t think it’s necessary, I do I don’t the 88 14.57 T88/AP/V/- think it’s overwhelming, but I don’t think it’s appreciation valuation foundation’s - think it’s the biggest negative ever. necessary color range I don’t think it’s necessary, I do I do think the think it’s overwhelming, but I it’s reaction, 89 14.57 T89/AP/R/I/- appreciation foundation’s - don’t think it’s the biggest negative overwhelmi impact color range ever. ng I don’t I don’t think it’s necessary, I do think it’s a the 90 14.57 T90/AP/V/+ think it’s overwhelming, but I don’t the biggest appreciation valuation foundation’s + think it’s the biggest negative ever. negative color range ever

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the 91 15.04 T91/AP/V/+ The price is right. right appreciation valuation + foundation reaction, the 92 15.06 T92/AP/R/Q/+ The wear time is good. good appreciation + quality foundation reaction, the 93 15.07 T93/AP/R/Q/+ I’m good. good appreciation + quality foundation That's a good makeup day, and a reaction, the 94 15.22 T94/AP/R/Q/+ good appreciation + good foundation day I'm calling it. quality foundation That's a good makeup day, and a reaction, the 95 15.22 T95/AP/R/Q/+ good appreciation + good foundation day I'm calling it. quality foundation

Table 2b. Nikkie de Jager (nikkietutorials): The New World’s Most Full Coverage Foundation??

Type of Appraising Attitude Sub- No Time Code Utterances Attitudinal Appraised (+/-) Item Categories Appraisal If you know me, you know that the Juvia’s Place has always been 1 00.06 N1/AP/V/+ favourite appreciation valuation foundation’s + my favourite eye-shadow brand brand out there.

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Like their quality and their price the mind reaction, 2 00.19 N2/AP/R/I/+ point is literally mind blowing. appreciation foundation’s + blowing impact So good. brand Like their quality and their price the reaction, 3 00.19 N3/AP/R/Q/+ point is literally mind blowing. so good appreciation foundation’s + quality So good. brand And a lot of people were waiting the to see what was next for Juvia’s 4 00.25 N4/AP/V/+ waiting appreciation valuation foundation’s + Place after these amazing eye- brand shadow. And a lot of people were waiting the to see what was next for Juvia’s reaction, 5 00.25 N5/AP/R/Q+ amazing appreciation foundation’s + Place after these amazing eye- quality brand shadow. You guys know that I am a full the more foundation 6 01.00 N6/AP/V/+ coverage junkie, the more coverage the appreciation valuation + coverage coverage the better. better social If I don’t like something about out in the 7 01.18 N7/JU/SS/V/+ judgement sanction, herself + this, it is out in the open. open veracity You know one thing I really really like with this line is that the really really happiness, 8 02.20 N8/AF/H/A/+ the deepest shade starts with the affect foundation + like affection lowest number and I believe colour line beauty bakery did that too. the happiness, 9 02.39 N9/AF/H/A+ Yes, I love it that way. love affect foundation + affection colour line

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…you're just gonna look very cakey and it's not gonna be a composition, 10 02.54 N10/AP/C/B/- very cakey appreciation foundation - great day, so you kind of want to balance balance it out. So I am gonna take a primer that reaction, the primer’s 11 02.59 N11/AP/R/Q+ has both a beautiful glow to it, beautiful appreciation + quality glow but is also very nourishing. So for primer today, I really want to mix two of my current I really want dis/inclination, mixing her 12 02.59 N12/AF/DI/D/+ affect + favorites; first of all the Milk to mix desire favorites Hydro Grip So for primer today, I really want to mix two of my current 13 02.59 N13/AP/V/+ favorites appreciation valuation the primer + favorites; first of all the Milk Hydro Grip …this has an amazing stick to it, just anything is just really going reaction, the primer’s 14 02.59 N14/AP/R/Q+ amazing appreciation + to adhere to this and it's like quality stick glue. exactly what Okay, that is exactly what I was 15 03.30 N15/AP/V/+ I was appreciation valuation the shine + looking for. looking for I'm kinda nervous, because Juvia's Place is so, like SO the dis/inclination, 16 03.33 N16/AF/DI/F/- hardcore my favorite eyeshadow nervous affect foundation’s - fear brand that I'm like I'm rooting brand for you.

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I'm kinda nervous, because Juvia's Place is so, like SO the 17 03.33 N17/AP/V/+ hardcore my favorite eyeshadow favorite appreciation valuation foundation’s + brand that I'm like I'm rooting brand for you. I'm kinda nervous, because Juvia's Place is so, like SO the I'm rooting 18 03.33 N18/AF/S/T/+ hardcore my favorite eyeshadow affect security, trust foundation’s + for you brand that I'm like I'm rooting brand for you. So, let's hope and pray that this hope and dis/inclination, the 19 03.41 N19/AF/DI/D/+ affect + works with my skin pray desire foundation Oh my god, this is giving Dermacol a run for its money - a run for its 20 04.11 N20/AP/V/+ appreciation valuation Dermacol + aka The World's Most Full money Coverage Foundation. the reaction, 21 04.19 N21/AP/R/I+ Oh my god, this is insane! insane appreciation foundation’s + impact coverage the *gasps* Do you see how full full composition, 22 04.22 N22/AP/C/B/+ appreciation foundation’s + coverage? coverage balance coverage All right, so as I'm applying it way more the first thing I can tell is that matte finish the composition, 23 04.24 N23/AP/C/B/+ indeed, it is a way more matte than what I appreciation foundation’s + balance finish than what I usually go usually go finish for, for

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the so I'm excited to see how this happiness, 24 04.24 N24/AF/H/C+ excited affect foundation’s + kind of reacts. cheer finish It is blending into the skin blending beautifully, you know, usually reaction, the 25 04.35 N25/AP/R/Q/+ into the skin appreciation + with matte foundations it kind of quality foundation beautifully like lays on top of the skin.

the becomes composition, 26 04.41 N26/AP/C/B/+ With this, it just becomes one. appreciation foundation’s + one balance finish the reaction, 27 04.55 N27/AP/R/I+ Oh my god, that looks... insane. Insane appreciation foundation’s + impact blend Usually, when they are super fast super fast drying you kind of get into creates composition, 28 05.05 N28/AP/C/B/- appreciation drying - trouble, because it creates patches balance foundations patches. It doesn't get I am a little speechless, like this more blank composition, the 29 05.17 N29/AP/C/B/+ is... It doesn't get more blank appreciation + canvasy balance foundation canvasy than this. than this. In all honesty, I didn't think I social 30 05.23 N30/JU/SS/V/+ was going to like this, but we're honesty judgment sanction, herself + off to a great start. veracity In all honesty, I didn't think I reaction, the 31 05.23 N31/AP/R/Q+ was going to like this, but we're great appreciation + quality foundation off to a great start.

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So it's not exaggerating any pores, it is kind of like a veil, not composition, the 32 05.25 N32/AP/C/B/+ appreciation + like a matte veil over the skin exaggerating balance foundation and it just- it like-it. The first thing I'm noticing about the concealers is that the the packaging is like big, so I'm like, happiness, 33 05.37 N33/AF/H/A+ like affect concealer’s + Oh, I'm like, it feels like you'll affection packaging be set for a while and I like that feeling. the I also love the coral color going happiness, 34 05.45 N34/AF/H/A+ love affect concealer’s + on. affection packaging reaction, the 35 06.10 N35/AP/R/Q+ It's nice and liquidy. nice appreciation + quality concealer composition, the 36 06.10 N36/AP/C/B+ It's nice and liquidy. liquidy appreciation + balance concealer added Wow, that just added another composition, the 37 06.15 N37/AF/S/P+ another 20% appreciation + 20% of coverage to my face. balance concealer of coverage the reaction, 38 06.17 N38/AP/R/I+ It's insane. insane appreciation concealer’s + impact coverage So this definitely is a more more composition, the 39 06.19 N39/AP/C/B/+ creamy slash liquidy product as creamy appreciation + balance concealer opposed to the foundation. slash liquidy It has a nice like little dew going reaction, the 40 06.28 N40/AP/R/Q+ nice appreciation + on. quality concealer

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Under my eyes I always start on the lowest part, get that nice and composition, the 41 06.31 N41/AP/C/B+ flawlessly appreciation + smooth, and flawlessly blend it balance concealer out. I think the combo of this reaction, the 42 06.40 N42/AP/R/Q+ foundation and concealer is like perfect appreciation + quality concealer perfect too, the kind of …but then the concealer kind of composition, concealer 43 06.40 N43/APC/B/+ brings back appreciation + brings back life. balance and life foundation *gasps* Whaat?? I was not reaction, the 44 06.50 N44/AP/R/Q+ Expecting appreciation + expecting this- I. quality concealer …and here I am, absolutely living for the coverage, like if the satisfaction, 45 06.56 N45/AF/S/P+ you are looking to become a living affect concealer’s + pleasure blank canvas to put all your coverage makeup on, this is it. …and here I am, absolutely living for the coverage, like if the 46 06.56 N46/AP/V/+ you are looking to become a this is it appreciation valuation concealer’s + blank canvas to put all your coverage makeup on, this is it. The foundation has more coverage than the concealer, has more composition, the 47 07.05 N47/AP/C/B/+ appreciation + eventhough the concealer coverage balance foundation already is super high coverage.

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The foundation has more coverage than the concealer, super high composition, the 48 07.05 N48/AP/C/B/+ appreciation + eventhough the concealer coverage balance concealer already is super high coverage. But now, let's see how my Holy the Butter 49 07.10 N49/AP/V/+ Grail, Fenty Beauty Butter Holy Grail appreciation valuation + Powder Powder reacts to this mix …because if my Fenty Beauty unhappiness, the Butter 50 07.10 N50/AF/U/M- doesn't work with this, I'm gonna heartbroken affect - misery Powder be heartbroken. I definitely think you have to set creases a composition, the 51 07.21 N51/AP/C/B/- the concealer, because it creases appreciation - little bit balance concealer a little bit underneath my eyes. Fenty Okay, it is reacting well under reacting reaction, Beauty 52 07.33 N52/AP/R/Q/+ my eyes, I just- so let's just appreciation + well quality Butter pounce it on, baby! Powder the Oh, my flippin flip-flops, this is reaction, concealer 53 07.41 N53/AP/R/Q+ good appreciation + good. quality and foundation The primers, the foundation, the the concealer and the powder all foundation, work together beautifully, like- work reaction, the 54 07.45 N54/AP/R/Q/+ I- This-Uh, if this is gonna last together appreciation + quality concealer and stay looking nice all day beautifully and the long...*super shook* I'm shook, powder my like- (inaudible sounds)

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…it's been a good while since this foundation has been on my reaction, the 55 08.18 N55/AP/R/Q+ good appreciation + face and it still looks quality foundation phenomenal. …it's been a good while since this foundation has been on my reaction, the 56 08.18 N56/AP/R/I+ phenomenal appreciation + face and it still looks impact foundation phenomenal. reaction, the eye 57 08.36 N57/AP/R/Q+ This is just sexy. sexy appreciation + quality shadow So I put that on my eyes today and, uh, really loving that so I happiness, the eye 58 08.38 N58/AF/H/A+ loving affect + definitely wanted to show you affection shadow that too So I put that on my eyes today definitely and, uh, really loving that so I dis/inclination, showing the 59 08.38 N59/AF/DI/D/+ wanted to affect + definitely wanted to show you desire eyeshadow show you that too, ….as soon as you go in with the brush and kind of start working in your bronzer and your loosening up composition, other 60 08.50 N60/AP/C/B/- appreciation - highlighters and all that, you're the base balance foundations kind of like loosening up the base and kind of like poking holes into it, and like it creates redness composition, other 61 08.50 N61/AP/C/B/- poking holes appreciation - and like it's not smooth balance foundations anymore...

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…and kind of like poking holes into it, and like it creates creates composition, other 62 08.50 N62/AP/C/B/- appreciation - redness and like it's not smooth rednes balance foundations anymore... …and like it creates redness and composition, other 63 08.50 N63/AP/C/B/- not smooth appreciation - like it's not smooth anymore... balance foundations reaction, supermodel 64 09.23 N64/AP/R/Q+ Okay, that is great. great appreciation + quality cheeks not lifting composition, the 65 09.25 N65/AP/C/B/+ It is not lifting the base. appreciation + the base balance foundation not doing composition, the 66 09.28 N66/AP/C/B/+ It is not doing anything weird. anything appreciation + balance foundation weird For highlighter today I'm going oldie, but reaction, the 67 10.39 N67/AP/R/Q/+ appreciation + in with this oldie, but goodie. goodie quality highlighter I almost Like, I almost forgot how good reaction, the 68 10.57 N68/AP/R/Q/+ forgot how appreciation + this is! quality highlighter good this is Guys, everything is just applying composition, 69 11.18 N69/AP/C/B/+ appreciation the make-up + applying like a dream. like a dream balance Now like I said, it is a more I don't mind matte foundation, so I don't really satisfaction, dewy make- 70 11.25 N70/AF/S/P/+ mind really kicking up that affect + kicking up pleasure up glow using my highlighter if I'm that glow gonna make things look dewy. For lipstick, I'm gonna go in the reaction, 71 11.42 N71/AP/R/Q+ with the Kylie Nova lipstick - pretty appreciation lipstick’s + quality such a pretty color. color

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Alright, and then of couse setting look like composition, 72 11.58 N72/AP/C/B/+ spray to make it look like skin appreciation her face + skin again balance again. And as you can see, it's like this veil of the reaction, 73 12.10 N73/AP/R/Q/+ veil of perfect matteness, the perfect appreciation foundation’s + quality perfect coverage... matteness coverage And as you can see, it's like this the perfect reaction, 74 12.10 N74/AP/R/Q/+ veil of perfect matteness, the appreciation foundation’s + coverage quality perfect coverage... coverage Everything just looks like well- reaction, 75 12.17 N75/AP/R/Q/+ placed, like everything looks on well-placed appreciation the make-up + quality point. Everything just looks like well- 76 12.17 N76/AP/V/+ placed, like everything looks on on point appreciation valuation the make-up + point. Looking good! And it's not reaction, 77 15.32 N77/AP/R/Q+ settling into fine lines, I still good appreciation the make-up + quality look... it looks good! Looking good! And it's not not settling composition, the 78 15.32 N78/AP/C/B/+ settling into fine lines, I still into fine appreciation + balance foundation look... it looks good! lines I am so so so impressed with so so so satisfaction, the 79 16.22 N79/AF/S/P/+ affect + what I'm seeing. impressed pleasure foundation a little bit of Of course, there's a little bit of oiliness oiliness going on here on the t- composition, the 80 16.25 N80/AP/C/B/- going on appreciation - zone, like I said earlier, I do balance foundation here on the have an oily t-zone, t-zone

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so, the sides of my nose have started to break apart a little composition, the 81 16.25 N81/AP/C/B/- break apart appreciation - bit, like you can see a little bit of balance foundation separation going on right here. …like you can see a little bit of composition, the 82 16.25 N82/AP/C/B- separation appreciation - separation going on right here. balance foundation Other than that it looks reaction, the 83 16.38 N83/AP/R/I+ insane appreciation absolutely insane. impact foundation + composition, 84 16.42 N84/AP/C/B- My lips look crusty. crusty appreciation the lipstick - balance You guys, I think we have just witnessed this becoming my the 85 17.19 N85/AP/V/+ favorite appreciation valuation + favorite, full coverage foundation foundation out there, and I think we just witnessed this the 86 17.19 N86/AP/V/+ becoming my Holy Grail Holy Grail appreciation valuation + foundation foundation on the market. blows every When it comes to full coverage, other this blows every other the 87 17.32 N87/AP/V/+ foundation appreciation valuation + foundation out there out of the foundation out there out water. of the water reaction, the 88 17.39 N88/AP/R/I+ This is absolutely insane. Insane appreciation + impact foundation isn't the 'oh It has a matte finish, but it isn't my god, girl, the composition, 89 17.42 N89/AP/C/B/+ the 'oh my god, girl, you need you need appreciation foundation’s + balance moisture' matte. moisture' finish matte

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It's a beautiful, velvet matte that reaction, the 90 17.47 N90/AP/R/Q+ sort of like veils the skin and beautiful appreciation + quality foundation blurs everything out. veils the It's a beautiful, velvet matte that skin and composition, the 91 17.47 N91/AP/C/B/+ sort of like veils the skin and blurs appreciation + balance foundation blurs everything out. everything out dis/inclination, the 92 17.52 N92/AF/DI/F/- I was scared. scared affect - fear foundation unhappiness, matte 93 17.57 N93/AF/U/A/+ I don’t like matte foundation. don’t like affect + antipathy foundation So when I saw that this was "oh my god, matte and when I put it on my oh my god, face, I was like "oh my god, oh here we go, dis/inclination, matte 94 17.57 N94/AF/DI/F/- my god, here we go, that's that's gonna affect fear foundation - gonna be bad, it's gonna be so be bad, it's bad" and when I looked in the gonna be so mirror bad" I was just waiting for it to never composition, matte 95 18.11 N95/AP/C/B/+ become like this crusty dry mess appreciation + became that balance foundation but it never became that! It lasted beautifully throughout lasted reaction, the 96 18.16 N96/AP/R/Q/+ appreciation + the day. beautifully quality foundation reaction, the 97 18.29 N97/AP/R/Q+ I am shocked. shocked appreciation + quality foundation I am in a state of shock, because in a state of reaction, the 98 18.31 N98/AP/R/Q/+ appreciation + I was not expecting this. shock quality foundation

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I am in a state of shock, because was not reaction, the 99 18.31 N99/AP/R/Q/+ appreciation + I was not expecting this. expecting quality foundation So, this in my book is absolutely reaction, the 100 18.49 N100/AP/R/I+ insane appreciation + insane. impact foundation So would I recommend the 'I dis/inclination, the 101 19.20 N101/AF/DI/D/+ am magic' foundation by Juvia's recommend affect + desire foundation Place? Ab-so-lutely. If you're looking for a full the 102 19.26 N102/AP/V/+ coverage, matte, veil dream. This is it appreciation valuation + foundation This is it. And I do feel very comfortable very the 103 19.31 N103/AF/S/T/+ putting my stamp of approve on affect security, trust + comfortable foundation this. Alright the concealer. I am really really satisfaction, the 104 19.51 N104/AF/S/P/+ really really impressed with affect + impressed pleasure foundation this. My Jouer is more high more high composition, Jouer 105 19.58 N105/AP/C/B/+ coverage and a little bit drier appreciation + coverage balance concealer and like richer in texture. a little bit My Jouer is more high coverage drier and composition, Jouer 106 19.58 N106/AP/C/B/- and a little bit drier and like appreciation - like richer in balance concealer richer in texture. texture The thing about this is that it is super liquidy, which kind of super composition, the 107 20.06 N107/AP/C/B/- appreciation - makes me expect it to have less liquidy balance concealer coverage …but it still has amazing reaction, the 108 20.06 N108/AP/R/Q+ amazing appreciation + coverage. quality concealer

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I think I would have liked this I would unhappiness, more 109 20.14 N109/AF/U/A/- more if it was a tinsy bit richer have liked affect - antipathy liquidy and less liquidy, this more I think it's a really really good really really reaction, the 110 20.02 N110/AP/R/Q/+ appreciation + concealer. good quality concealer Is it better the 111 20.24 N111/AP/V/- Is it better than Jouer? No. than Jouer? appreciation valuation - concealer No. I feel like if you have a drier reaction, the 112 20.28 N112/AP/R/Q+ beautiful appreciation + under eye, this is beautiful. quality concealer I love that you get 10 milliliters happiness, the 116 20.35 N113/AF/H/A+ of product for $14, people, love affect + affection concealer fourteen dollars. the 113 20.49 N114/AP/V/+ It's an amazing bargain. amazing appreciation valuation + concealer You get so much product for so much such a little price that I think it's product for the 114 20.51 N115/AP/V/+ appreciation valuation + okay to try this out and see if such a little concealer you like it, price You get so much product for such a little price that I think it's the 115 20.51 N116/AP/V/+ okay appreciation valuation + okay to try this out and see if concealer you like it, a lot of And it's probably- it's one of people those concealers that I feel like a reaction, the 117 21.12 N117/AP/R/Q/+ would just appreciation + lot of people would just like, quality concealer like, because because it just works, it just works

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this is a very broad, sort of general, …um because I feel like this is a "I'm gonna very broad, sort of general, reaction, 118 21.12 N118/AP/R/Q/+ really like appreciation concealer + "I'm gonna really like this quality this concealer" type of concealer. concealer" type of concealer. I feel like it's gonna fit a lot of the 119 21.04 N119/AP/V/+ fit appreciation valuation + needs for a lot of people. concealer the 120 21.09 N120/AP/V/+ So foundation, absolute yes. absolute yes appreciation valuation + foundation the 121 21.10 N121/AP/V/+ Concealer a Yes. Yes appreciation valuation + concealer I really recommend you the really dis/inclination, the 122 21.31 N122/AF/DI/D/+ foundation, and really affect + recommend desire foundation recommend you the concealer. I really recommend you the really dis/inclination, the 123 21.31 N123/AF/DI/D/+ foundation, and really affect + recommend desire concealer recommend you the concealer. testing the It has been so much fun testing happiness, foundation 124 22.37 N124/AF/H/C/+ so much fun affect + this out. cheer and the concealer

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Table 2c. Jeffree Star: Can This $20.00 Foundation Cover My Sadness? Let’s Find Out…

Type of Appraising Attitude Sub- No Time Code Utterances Attitudinal Appraised (+/-) Item Categories Appraisal the Juvia’s place is a really cool reaction, 1 00.59 JE1/AP/R/Q/+ really cool appreciation foundation’s + brand. quality brand the 2 01.01 JE2/AP/V/+ They are indie. indie appreciation valuation foundation’s + brand the reaction, 3 01.02 JE3/AP/R/Q/+ They are amazing. amazing appreciation foundation’s + quality brand reaction, 4 01.03 JE4/AP/R/Q/+ Their packaging; beautiful. beautiful appreciation the packaging + quality My girl nikkietutorial put me on them a few years ago, and happiness, new skincare 5 01.06 JE5/AF/H/C/+ living affect + I am living that they have a cheer lines new skincare lines. social esteem, 6 02.42 JE6/JU/SE/T/+ I am that dedicated. dedicated judgment himself + tenacity I want to try I wanted to try the dis/inclination, 7 03.24 JE7/AF/DI/D/+ the foundation affect the foundation + foundation so bad. desire so bad. the Look how cute the packaging reaction, 8 03.27 JE8/AP/R/Q/+ cute appreciation foundation’s + is. quality packaging

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the happiness, 9 03.28 JE9/AF/H/A/+ I love it. love affect foundation’s + affection packaging the happiness, 10 03.40 JE10/AF/H/A/+ I love their shade names. love affect foundation’s + affection shade names You know what I love about all the dark this brand is that all the dark happiness, shades are 11 03.42 JE11/AF/H/A/+ love affect + shades are first, the lighter affection first, the lighter shades are last. Love that. shades are last match really composition, 12 03.47 JE12/AP/C/B/+ It does match really well. appreciation the colour + well balance It is allegedly the new world’s most 13 04.19 JE13/AP/V/+ world’s most fullest fullest appreciation valuation the foundation + coverage foundation. coverage It is a really good hydrating really good reaction, 14 06.53 JE14/AP/R/Q/+ appreciation the moisturizer + base. hydrating quality This retails for only $20. very good 15 07.23 JE15/AP/V/+ That’s a very good price appreciation valuation the price point + price point for one fluid ounce. That is very comparable to $60 dollar Giorgio Armani very 16 07.30 JE16/AP/V/+ luminous silk which is the appreciation valuation the price point + comparable same amount of product in there. the Juvia’s place has a very 17 07.46 JE17/AP/V/+ very standard appreciation valuation foundation’s + standard sized foundation. size

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the happiness, 18 07.57 JE18/AF/H/A/+ I like their packaging. like affect foundation’s + affection packaging It is just very sleek, and I the composition, 19 07.59 JE19/AP/C/B/+ love how it all ties in very sleek appreciation foundation’s + balance together. packaging the It is very sleek, and I love happiness, 20 07.59 JE20/AF/H/A/+ love affect foundation’s + how it all ties in together. affection packaging the It is very sleek, and I love ties in composition, 21 07.59 JE21/AP/C/B/+ appreciation foundation’s + how it all ties in together. together balance packaging Some people were not living that you can’t see the the unhappiness, 22 08.48 JE22/AF/U/A/- foundation in the component not living affect foundation’s - antipathy like a normal glass or plastic packaging bottle. I don’t mind that. I have the satisfaction, 23 08.59 JE23/AF/S/P/+ used foundations like that don’t mind affect foundation’s + pleasure before. packaging I do wanna show a bottle that hasn’t been opened because it the dis/inclination, 24 09.11 JE24/AF/DI/D/+ does come sealed, and I think wanna affect foundation’s + desire it’s really important, and I packaging think that’s great. and I think it’s really the really 25 09.11 JE25/AP/V/+ important, and I think that’s appreciation valuation foundation’s + important great. seal

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…and I think it’s really the reaction, 26 09.11 JE26/AP/R/Q/+ important, and I think that’s great appreciation foundation’s + quality great. seal This foundation you guys has a very massive shade range the composition, 27 10.53 JE27/AP/C/C/+ as well as the concealer very massive appreciation foundation’s + complexity which I want to try today as shade range well. This foundation you guys has a very massive shade range as dis/inclination, 28 10.53 JE28/AF/DI/D/+ want affect the concealer + well as the concealer which I desire want to try today as well. These are labelled from dark Beauty bakery happiness, 29 11.00 JE29/AF/H/A/+ to light similar to Beauty really love affect massive shade + affection Bakerie which I really love. range the composition, 30 11.27 JE30/AP/C/B/+ Hello full coverage. full appreciation foundation’s + balance coverage Texture really really the really really composition, 31 12.03 JE31/AP/C/B/+ smooth, but the appreciation foundation’s + smooth balance discolouration vanished. texture Texture really really smooth, the composition, 32 12.03 JE32/AP/C/B/+ but the discolouration vanished appreciation foundation’s + balance vanished. coverage the Wow you guys, I’m a little 33 12.15 JE33/AP/R/I/+ a little shook appreciation reaction, impact foundation’s + shook right now. coverage

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the happiness, 34 12.33 JE34/AF/H/A/+ I love this shade. love affect foundation’s + affection shade the I think it’s perfect for my reaction, 35 12.34 JE35/AP/R/Q/+ perfect appreciation foundation’s + undertone. quality shade really composition, 36 12.47 JE36/AP/C/C/+ It’s really luminous. appreciation the foundations + luminous complexity reaction, 37 12.48 JE37/AP/R/Q/+ It’s pretty. pretty appreciation the foundation + quality the The coverage is definitely definitely composition, 38 12.49 JE38/AP/C/B/+ appreciation foundation’s + there. there balance coverage I love how it’s looking on the happiness, 39 12.51 JE39/AF/H/A/+ love affect the foundation + skin. affection reaction, 40 12.52 JE40/AP/R/Q/+ It’s very nice. very nice appreciation the foundation + quality It’s giving me the natural giving me the composition, 41 12.57 JE41/AP/C/B/+ appreciation the foundation + shine. natural shine balance composition, 42 13.05 JE42/AP/C/B/- This side is looking rough. rough appreciation his skin - balance I normally don't say this and social esteem, the thing he 43 13.58 JE43/JU/SE/N/+ this has nothing to do with Normally judgment + normality says this being my brush, but usually I just live for a the damp sponge like I think it reaction, foundation’s 44 13.58 JE44/AP/R/Q/+ really pretty appreciation + looks really pretty but I love quality coverage with how this is applying. a damp sponge

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I normally don't say this and this has nothing to do with the this being my brush, but happiness, foundation’s 45 13.58 JE45/AF/H/A/+ usually I just live for a damp love affect + affection coverage with sponge like I think it looks a damp sponge really pretty but I love how this is applying. the This is just a different a different 46 14.10 JE46/AP/V/+ appreciation valuation foundation’s + experience. experience coverage the 47 14.29 JE47/AP/R/I/+ Wow. I’m a little shook. a little shook appreciation reaction, impact foundation’s + coverage the This is something kind of kind of reaction, 48 14.38 JE48/AP/R/Q/+ appreciation foundation’s + amazing. amazing quality coverage the The coverage is really really reaction, 49 14.52 JE49/AP/R/Q/+ appreciation foundation’s + beautiful. beautiful quality coverage like how the It is soft matte like how the social sanction, 50 14.54 JE50/JU/SS/V/+ packaging judgment the brand + packaging claimed. veracity claimed the happiness, 51 14.56 JE51/AF/H/A/+ I really like it so far. really like affect foundation’s + affection finish Obviously I haven’t set it so reaction, 52 14.57 JE52/AP/R/Q/+ really pretty appreciation the foundation + far but it looks really pretty. quality isn’t drying composition, 53 15.00 JE53/AP/C/B/+ It isn’t drying down weird. appreciation the foundation + down weird balance

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It didn’t coagulate in my dry didn’t composition, 54 15.01 JE54/AP/C/B/+ appreciation the foundation + patches. coagulate balance Even over my eyebrow 55 15.04 JE55/AP/V/+ stubble which is a rarity on rarity appreciation valuation the foundation + this channel, it looks nice. Even over my eyebrow reaction, 56 15.04 JE56/AP/R/Q/+ stubble which is a rarity on nice appreciation the foundation + quality this channel, it looks nice. This concealer is only $14, 57 15.22 JE57/AP/V/+ amazing appreciation valuation the concealer + that is amazing. This is a creamy radiant formula, it is going to soften dis/inclination, 58 15.31 JE58/AF/DI/D/+ and cancel out dark circles, Bring it on affect the concealer + desire blemishes and skin imperfections. Bring it on! I like how fat and thick it happiness, the concealer’s 59 15.56 JE59/AF/H/A/+ like affect + looks. affection packaging reaction, 60 16.00 JE60/AP/R/Q/+ It looks really cute. really cute appreciation the concealer + quality I love the packaging, and of happiness, 61 16.01 JE61/AF/H/A/+ course it matches everything love affect the concealer + affection else. I love the packaging, and of it matches the composition, 62 16.01 JE62/AP/C/B/+ course it matches everything everything appreciation foundation’s + balance else. else packaging happiness, the concealer’s 63 16.06 JE63/AF/H/A/+ Uh, I love it. love affect + affection applicator I love a large and in-charge happiness, the concealer’s 64 16.07 JE64/AF/H/A/+ love affect + applicator. affection applicator

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satisfaction, 65 16.38 JE65/AF/S/P/+ Bitch is impressed. impressed affect the concealer + pleasure Over their own foundation, it 66 16.41 JE66/AP/R/I/+ stunning appreciation reaction, impact the concealer + looks stunning. composition, 67 16.46 JE67/AP/C/C/+ It looks kind of glowy kind of glowy appreciation the concealer + complexity has skin composition, 68 16.48 JE68/AP/C/B/+ It has skin texture. appreciation the concealer + texture balance does not look It does not look like dry and composition, 69 16.49 JE69/AP/C/B/+ like dry and appreciation the concealer + like a desert. balance like a desert reaction, 70 16.52 JE70/AP/R/Q/+ It still looks pretty. pretty appreciation the concealer + quality I wanna add more but it wanna add dis/inclination, adding more 71 17.06 JE71/AF/DI/D/+ already look pretty so I don’t affect + more desire concealer need to. I wanna add more but it reaction, 72 17.06 JE72/AP/R/Q/+ already look pretty so I don’t pretty appreciation the concealer + quality need to. the concealer Looking up really close, I happiness, 73 23.02 JE73/AF/H/A/+ like affect and the + like it a lot. affection foundation the concealer For the price point, the and the 74 23.35 JE74/AP/R/I/+ impeccable appreciation reaction, impact + formula is impeccable. foundation’s formula My skin looks good you reaction, his skin with 75 23.51 JE75/AP/R/Q/+ good appreciation + guys, it really does. quality the concealer

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and the foundation This foundation laid really really really reaction, 76 24.00 JE76/AP/R/Q/+ appreciation the foundation + really nice. nice quality composition, 77 24.11 JE77/AP/C/B/+ Everything looks intact. intact appreciation his make-up + balance There’s a few crack around composition, 78 24.12 JE78/AP/C/B/- a few crack appreciation the foundation - my nose, that’s normal. balance There’s a few crack around 79 24.12 JE79/AP/V/+ normal appreciation valuation Crack + my nose, that’s normal. the concealer But beside that, I am satisfaction, 80 24.22 JE80/AF/S/P/+ impressed affect and the + impressed. pleasure foundation The Juvia’s place I am Magic the concealer Jeffree Star 81 24.29 JE81/AP/V/+ Foundation and Concealer are appreciation valuation and the + approved Jeffree Star approved. foundation For an indie brand that come the concealer 82 24.39 JE82/AP/V/+ on the market with their first killing it appreciation valuation and the + foundation, they’re killing it. foundation So if you want to try the concealer very full composition, 83 24.44 JE83/AP/C/B/+ something that has a very full appreciation and the + coverage balance coverage this year, foundation …if you want to look the concealer 84 24.44 JE84/AP/R/I/+ sickening off summer, and sickening appreciation reaction, impact and the + look like a doll then try it out! foundation the concealer and look like a doll then try it dis/inclination, 85 24.44 JE85/AF/DI/D/+ try it out affect and the + out! desire foundation

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Table 2d. James Charles: Anastasia Beverly Hills Foundation – Finally a Match!

Type of Appraising Attitude Sub- No Time Code Utterances Attitudinal Appraised (+/-) Item Categories Appraisal Every once in a while, a makeup brand will release a product very very reaction, product 1 00.17 JA1/AP/R/I/+ that is very very exciting that appreciation + exciting impact release everyone cannot stop talking about it. And that’s what happen today because my favourite brands of all time, Anastasia Beverly 2 00.22 JA2/AP/V/+ favourite appreciation valuation Anastasia + Hills just launch their brand new foundation and their setting powder. I'm not afraid to admit that I'm definitely not a foundation social esteem, 3 00.51 JA3/JU/SE/T/+ not afraid judgment himself + expert in any way shape or tenacity form I struggle quite a lot with it social esteem, 4 00.53 JA4/JU/SE/C/- struggle judgment himself - honestly capacity I definitely always want to try dis/inclination, the 5 01.03 JA5/AF/DI/D/+ want affect + it out desire oundation It is a super simple glass super composition, foundation 6 01.51 JA6/AP/C/C/+ rectangular bottle which I appreciation + simple complexity packaging really really like.

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It is a super simple glass really happiness, foundation 7 01.51 JA7/AF/H/A/+ rectangular bottle which I affect + really like affection packaging really really like. It is not that I don’t like it, It is not it’s just I’ve never seen it unhappiness, foundation 8 02.02 JA8/AF/U/A/- that I don’t affect - before, this is just the first time antipathy packaging like it I see it. When I saw it first, I was a a little bit dissatisfaction, foundation 9 02.07 JA9/AF/DS/D/- affect - little bit taken aback. taken aback displeasure packaging This is kinda lowkey very very very very social esteem, foundation 10 02.23 JA10/JU/SE/C/+ judgment + smart and straight to the point. smart capacity brand This is kinda lowkey very very straight to composition, foundation 11 02.25 JA11/AP/C/C/+ smart and straight to the appreciation + the point complexity packaging point. This (the price) is kinda the foundation 12 02.35 JA12/AP/V/+ standard appreciation valuation + standard too. price They come in with 50 different beyond social esteem, 13 03.03 JA13/JU/SE/C/+ shades which I think is so so judgment Anastasia + incredible capacity beyond incredible. There’s a nice beautiful ombre foundation nice reaction, 14 03.04 JA14/AP/R/Q/+ from super super pale to super appreciation shade + beautiful quality super dark, range Hopefully we’re included foundation dis/inclination, 15 03.12 JA15/AF/DI/D/+ because you guys know that I Hopefully affect shade + desire struggle a lot. range really finding I think this is really really 16 03.16 JA16/AP/V/+ really appreciation valuation foundation + important. important shade

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But in reality, there are like reaction, foundations 17 03.24 JA17/AP/R/Q/- twelve shades and the awful appreciation - quality undertone undertones are all awful. reaction, the 18 03.27 JA18/AP/R/Q/- The undertones are all off. off appreciation - quality undertones Inclusivity means literally anybody can go to the line and very very 19 03.28 JA19/AP/V/+ anybody can find their colour, appreciation valuation inclusivity + important and I think that is very very important. Anastasia also launch their brand new setting powder as very very happiness, new setting 20 04.29 JA20/AF/H/C/+ affect + well which I’m very very pump-up cheer powder pump-up for … different It comes with five different really reaction, foundation 21 04.36 JA21/AP/R/Q/+ shades which I actually think appreciation + really cool quality shade really really cool. range That's some good balancing composition, 22 04.52 JA22/AP/C/B/+ good appreciation the shades + right there. balance Hopefully there’s no shine, dis/inclination, 23 05.01 JA23/AF/DI/D/+ Hopefully affect no shine + finger crossed. desire Hopefully I don’t have to do dis/inclination, 24 05.07 JA24/AF/DI/D/+ Hopefully affect no touch up + many touch ups. desire This setting powder retails for $36 which just like the foundation 25 05.16 JA25/AP/V/+ average appreciation valuation + foundation, it is like average price pricing.

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But I'm also excited to finally happiness, trying new 26 05.30 excited affect + get into this cheer foundation finding reaction, 27 05.39 JA27/AP/R/I/+ This should be interesting. interesting appreciation foundation + impact shade We have 300 which is too composition, foundation 28 05.45 JA28/AP/C/B/- too dark appreciation - dark. balance shade We have 100 which I think is composition, foundation 29 05.49 JA29/AP/C/B/- too light appreciation - too light. balance shade We have 500 which are composition, foundation 30 05.51 JA30/AP/C/B/- not right appreciation - definitely not right. balance shade Let's try 160, on my hand it looks a little bit light, on my a little bit composition, foundation 31 06.01 JA31/AP/C/B/- face it looks a little bit light, appreciation - light balance shade on my chest it looks a bit too yellow. …on my chest it looks a bit a bit too composition, foundation 32 06.01 JA32/AP/C/B/- appreciation - too yellow. yellow balance shade Let's try 200 W, on my hand it a little bit composition, foundation 33 06.11 JA33/AP/C/B/- appreciation - looks a little bit light, light balance shade Let’s try 200 W, on my hand it looks way too light, on my face composition, foundation 34 06.11 JA34/AP/C/B/- too light appreciation - it looks too light, on my chest balance shade it looks not great. Let’s try 200 W, on my hand it foundation looks way too light, on my face reaction, 35 06.11 JA35/AP/R/Q/- not great appreciation shade 200 - it looks too light, on my chest it quality W looks not great.

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Let’s try 210 neutral. The foundation a little bit reaction, 36 06.19 JA36/AP/R/Q/+ undertone looks a little bit appreciation shade 210 + better quality better, neutral Let’s try 210 neutral. The undertone looks a little bit a little bit composition, foundation 37 06.19 JA37/AP/C/B/- appreciation - better, so it looks a little bit ligh balance shade light on my hand, …on my face it looks not definitely foundation anywhere close to anything, on reaction, 38 06.19 JA38/AP/R/Q/- better but appreciation shade 210 - my chest the undertone looks quality still no neutral definitely better but still no. That (foundation no.250) blend reaction, foundation 39 06.38 JA39/AP/R/Q/+ in with my neck so well, kind so well appreciation + quality shade 250 of ish, maybe no. That (foundation no.250) blend reaction, foundation 40 06.38 JA40/AP/R/Q/- in with my neck so well, kind maybe no appreciation - quality shade 250 of ish, maybe no. Let’s mix 250 and 220, and see reaction, foundation 41 06.46 JA41/AP/R/Q/+ how it looks. That (foundation really good appreciation + quality shade 215 no. 215) looks really good. The undertone looks really reaction, foundation 42 06.49 really good appreciation + good. quality shade 215 I think I’m actually going with a lot darker 315 neutral which is a lot than I composition, foundation 43 06.54 JA43/AP/C/B/- appreciation - darker than I thought it thought it balance shade would be, would be …but as you can see this matches composition, foundation 44 06.54 JA44/AP/C/B/+ colour matches my hand appreciation + my hand balance shade 315 almost like exactly, and once I

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weigh down on my neck it’s almost like gonna match with my body too. exactly

As I said this process is very finding very very unhappiness, 45 07.06 JA45/AF/U/M/- very irritating and frustrating affect foundation - irritating misery for me to deal with. shade As I said this process is very finding unhappiness, 46 07.06 JA46/AF/U/M/- very irritating and frustrating frustrating affect foundation - misery for me to deal with. shade And then I just scrub in a tiny little bit of the dragon beauty social esteem, covering 47 07.20 JA47/JU/SE/N/+ colour corrector just to cover normally judgment + normality beard some beard areas just like I normally do. They actually seem like a reaction, 48 07.34 JA48/AP/R/Q/+ really good appreciation the colour + really good colour. quality really Which I say it is building up reaction, foundation 49 07.40 JA49/AP/R/Q/+ really appreciation + really really nicely, quality build nicely and it is covering over the colour corrector which is 50 07.40 JA50/AP/V/+ obviously important because important appreciation valuation coverage + we don’t want orange shining through it, orange because we don’t want orange dis/inclination, shining 51 07.40 JA51/AF/DI/D/- shining through it, and just to don’t want affect - desire through the cancel out those grey tones. foundation

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and just to cancel out those composition, 52 07.40 JA52/AP/C/B/+ cancel out appreciation grey tones + grey tones. balance You definitely can still see my really freckles freckles and by beauty marks happiness, 53 07.49 JA53/AF/H/A/+ really do affect and beauty + through the foundation which I affection like marks really really do like. But it is doing a good job at evening everything out which doing a reaction, the 54 07.54 JA54/AP/R/Q/+ appreciation + is obviously the point of good job quality foundation medium coverage. It definitely feels really really really reaction, the 55 07.58 JA55/AP/R/Q/+ appreciation + nice on the skin. really nice quality foundation It does not feel super heavy, does not and I feel like it does a really composition, the 56 08.01 JA56/AP/C/B/+ feel super appreciation + good job at evening everything balance foundation heavy out and covering everything. It does not feel super heavy, and I feel like it does a really really good reaction, the 57 08.01 JA57/AP/R/Q/+ appreciation + good job at evening everything job quality foundation out and covering everything. social Honestly it looks really really 58 08.06 JA58/JU/SS/V/+ honestly judgment sanction, himself + bomb. veracity really Honestly it looks really really reaction, the 59 08.06 JA59/AP/R/Q/+ really appreciation + bomb. quality foundation bomb

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I’ve honestly always just been social confused and also jealous of 60 08.12 JA60/JU/SS/V/+ honestly judgment sanction, himself + people who are able to use a veracity foundation brush, I’ve honestly always just been confused and also jealous of unhappiness, 61 08.12 JA61/AF/U/M/- confused affect himself - people who are able to use a misery foundation brush, I’ve honestly always just been confused and also jealous of unhappiness, 62 08.12 JA62/AF/U/A/- jealous affect himself - people who are able to use a antipathy foundation brush, social esteem, 63 08.25 JA63/JU/SE/N/- Am I literally crazy? crazy judgment himself - normality really Wow. It looks really really reaction, the 64 08.38 JA64/AP/R/Q/+ really appreciation + pretty. quality foundation pretty It definitely is luminous like does not reaction, the 65 08.41 JA65/AP/R/Q/+ how it claims, but it does not look like appreciation + quality foundation look like gross oily. gross oily This is off to a really really really reaction, the 66 08.48 JA66/AP/R/Q/+ appreciation + good start. really good quality foundation It even everything out really even composition, the 67 08.51 JA67/AP/C/B/+ nicely, but you can still see my everything appreciation + balance foundation freckles popping through. out It even everything out really really reaction, the 68 08.51 JA68/AP/R/Q/+ nicely, but you can still see my appreciation + nicely quality foundation freckles popping through.

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There is my pimple popping really unhappiness, 69 08.56 JA69/AF/U/A/- through which is really affect his pimple - annoying antipathy annoying. really The concealer layed on top of reaction, the 70 09.11 JA70/AP/R/Q/+ really appreciation + everything really really nicely. quality foundation nicely Nothing weird at all, and the Nothing composition, the 71 09.14 JA71/AP/C/B/+ foundation is looking so so appreciation + weird at all balance foundation beautiful at this point. Nothing weird at all, and the so so reaction, the 72 09.14 JA72/AP/R/Q/+ foundation is looking so so appreciation + beautiful quality foundation beautiful at this point. setting I will use the shade vanilla composition, powder 73 09.23 JA73/AP/C/B/+ because it can be used for brightening appreciation + balance shade brightening. vanilla I don’t know why but I love happiness, big setting 74 09.27 JA74/AF/H/A/+ love affect + how big these jars are. affection powder jar It (the jar) feels very very reaction, setting 75 09.30 JA75/AP/R/I/+ appreciation + luxurious. luxurious impact powder jar Ok so they’re not kidding social esteem, 76 09.55 JA76/JU/SE/C/+ when they say that it would be not kidding judgment Anastasia + capacity very matte. Wow. Ok so they’re not kidding when satisfaction, the 77 09.55 JA77/AF/S/P/+ they say that it would be very very matte affect + pleasure foundation matte. Wow. It is setting on the skin so reaction, setting 78 10.08 JA78/AP/R/Q/+ so nicely appreciation + nicely. quality powder

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no creasing, There is no creasing, no fine composition, 79 10.11 JA79/AP/C/B/+ no fine appreciation his face + lines, no texture. This is good. balance lines, no texture There is no creasing, no fine reaction, 80 10.13 JA80/AP/R/Q/+ good appreciation his face + lines, no texture. This is good. quality really I’m really really liking how it happiness, 81 10.17 JA81/AF/H/A/+ really affect his face + looks. affection liking so so reaction, 82 10.43 JA82/AP/R/Q/+ I think it looks so so beautiful. appreciation his face + beautiful quality I still do not see any creasing, do not see composition, 83 10.56 JA83/AP/DS/C/+ the foundation still looks really any appreciation his face + balance really beautiful. creasing I still do not see any creasing, really reaction, 84 10.56 JA84/AP/R/Q/+ the foundation still looks really really appreciation his face + quality really beautiful. beautiful I am getting a little shine here happiness, 85 10.59 JA85/AF/H/A/- don’t love affect the shine - in this area which I don’t love affection Let's just hope it doesn’t get dis/inclination, the 86 11.07 JA86/AF/DI/D/+ hope affect + realy really bad later on desire foundation If it stays like this (matte), I’ll super super happiness, if it stays 87 10.09 JA87/AF/H/C/+ affect + be super super happy. happy cheer matte social Honestly guys it looks so so 88 11.12 JA88/JU/SS/V/+ Honestly judgment sanction, Himself + good. veracity Honestly guys it looks so so reaction, 89 11.12 JA89/AP/R/Q/+ so so good appreciation his face + good. quality

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reaction, 90 10.20 JA90/AP/R/Q/+ It looks so bob in the colour. so bob appreciation his face + quality 91 11.22 JA91/AP/V/+ This (long lasting) is rare. rare appreciation valuation long lasting + This is pretty good for four reaction, the 92 11.49 JA92/AP/R/Q/+ pretty good appreciation + hours. quality foundation The first thing I notice, my skin really reaction, 93 12.13 JA93/AP/R/Q/+ looking really really good, and appreciation his face + really good quality I’m very excited about that. The first thing I notice, my skin very happiness, 94 12.13 JA94/AF/H/C/+ looking really really good, and affect his face + excited cheer I’m very excited about that. I didn’t do any touch ups but didn’t do composition, the 95 12.31 JA95/AP/C/B/+ I did have to like blow myself a any touch appreciation + balance foundation little bit with the napkin earlier. ups It actually looks pretty bomb, pretty reaction, 96 12.42 JA96/AP/R/Q/+ appreciation his face + we’re seven hours in. bomb quality The foundation we’re testing is composition, the 97 12.44 JA97/AP/C/B/+ really well appreciation + going really well. balance foundation I don’t see any creases aside creases in from this one in my mouth I don’t see composition, 98 12.47 JA98/AP/C/B/+ appreciation mouth + region, but I get that all the any creases balance region time. My nose region is getting a his nose little bit oily, this happens all a little bit composition, region with 99 12.53 JA99/AP/C/B/- the time literally every appreciation - oily balance the foundation that I ever worn, but foundation it’s not bad.

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My nose region is getting a little bit oily, this happens all reaction, the 100 12.53 JA100/AP/R/Q/+ the time literally every not bad appreciation + quality foundation foundation that I ever worn, but it’s not bad. really happiness, the 101 12.58 JA101/AF/H/C/+ I’m really happy. affect + happy cheer foundation reaction, the 102 12.60 JA102/AP/R/Q/+ You guys, this looks so good. so good appreciation + quality foundation My skin is definitely getting oily in a few different places his skin composition, 103 13.44 JA103/AP/C/B/- especially my nose regions getting oily appreciation with the - balance right here like on my under eye foundation cheek type of region. This is pretty typical for my his nose skin no matter what foundation pretty region with 104 13.54 JA104/AP/V/+ they’re wearing especially if I appreciation valuation + typical the don’t do touch ups throughout foundation the day which I normally do. This is pretty typical for my skin no matter what foundation social esteem, doing 105 13.54 JA105/JU/SE/N/+ they’re wearing especially if I normally judgment + normality touch ups don’t do touch ups throughout the day which I normally do. I don’t Considering this is a luminous think it reaction, the 106 14.04 JA106/AP/R/Q/+ foundation, I don’t think it appreciation + looks bad quality foundation looks bad at all. at all

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exactly what the social That is exactly what the the 107 14.06 JA107/JU/SS/V/+ foundation judgment sanction, + foundation claims to do. foundation claims to veracity do If I’m being honest, I don’t social 108 14.09 JA108/JU/SS/V/+ even think the oiliness look that honest judgment sanction, himself + bad. veracity I don’t If I’m being honest, I don’t even think reaction, the 109 14.11 JA109/AP/R/Q/+ even think the oiliness look the oiliness appreciation + quality foundation that bad. look that bad For you guys, I think this really reaction, the 110 14.21 JA110/AP/R/Q/+ foundation would be really really appreciation + quality foundation really perfect. perfect And this will be definitely added to my kit, and I’ll added to reaction, the 111 14.24 JA111/AP/R/Q/+ appreciation + definitely use it a lot more my kit quality foundation often. And this will be definitely added to my kit, and I’ll use it a lot dis/inclination, the 112 14.25 JA112/AF/DI/D/+ affect + definitely use it a lot more more often desire foundation often.

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Appendix 3. The Tables of Data Analysis per Type of Attitudinal Appraisal Table 3a. Appreciation

Appraising Attitude Sub- No Time Code Utterances Appraised (+/-) Item Categories …because while inclusivity is so 1 00.23 T3/AP/V/+ important and there needs to be important valuation inclusivity + something for everyone. You know there's just so many different 2 00.55 T7/AP/V/+ skin tones globally so it is important, but important valuation inclusivity + it's a little intense. You know there's just so many different reaction, the foundation’s 3 00.55 T8/AP/R/I/- skin tones globally so it is important, but a little intense - impact shade range it's a little intense. …but then there's this other Avenue of our brands just trying to one-up each other reaction, the foundation’s 4 01.31 T13/AP/R/Q/- with these crazy shade ranges that really crazy - quality shade range aren't necessary if you boil it down just to use it as a marketing tool. …but I just have to speak from the heart because there's a balance of covering composition, the foundation’s 5 01.18 T11/AP/C/B/+ balance + everything and making sure everybody balance shade range has what they need. …but then there's this other Avenue of our brands just trying to one-up each other really aren't the foundation’s 6 01.31 T14/AP/V/- with these crazy shade ranges that really valuation - necessary shade range aren't necessary if you boil it down just to use it as a marketing tool.

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reaction, the foundation’s 7 01.44 T16/AP/R/Q/- That sounds gross to say that, I know… gross - quality shade range reaction, the foundation’s 8 02.28 T21/AP/R/Q/+ I like the name I think it's cute. cute + quality name reaction, 9 02.47 T22/AP/R/Q/+ This is friendly to so many people. friendly the foundation + quality reaction, 10 03.11 T23/AP/R/Q/+ I might do that but these look nice nice the foundation + quality reaction, 11 06.11 T26/AP/R/Q/+ We’re gonna try this crazy brush too. crazy the brush + quality Well these are both too light for me, but composition, 12 06.23 T28/AP/C/C/- thank God I have a hundred foundations too light the foundation - balance to choose. reaction, the foundation’s 13 06.26 T29/AP/R/Q/+ These look nice. nice + quality shade … and that way you know that in all light reaction, knowing your 14 06.31 T31/AP/R/Q/+ that that is your shade and it makes you feel great + quality shade feel great, and you love it. putting reaction, 15 07.11 T33/AP/R/Q/+ That is a great way to shade match. great foundations into + quality small jar It’s kind of thick, I do feel like I’m composition, 16 07.41 T34/AP/C/C/- kind of thick the concealer - putting concealer on my face. balance Oh this is actually blending it's so nice. reaction, 17 08.05 T36/AP/R/Q/+ so nice the foundation + I'm so sorry I was rude to you. quality In the monitor for whatever reason it composition, 18 08.18 T37/AP/C/B/- looks a little uneven, in the mirror it a little uneven the foundation - balance doesn't.

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In the monitor for whatever reason it doesn't (look composition, 19 08.18 T38/AP/C/B/+ looks a little uneven, in the mirror it the foundation + uneven) balance doesn't. I just need more a little bit more you don't very very full composition, 20 08.44 T39/AP/C/B/+ need a ton it is very very full coverage. It the foundation + coverage balance could be used as a concealer spot. That stuff is my new number one, but my new 21 09.04 T42/AP/V/+ valuation the concealer + also I’m kinda curious. number one I think I still prefer the sponge it just even and composition, 22 09.17 T45/AP/C/B/+ soaks a little the product back, so you get sponge + perfect blend balance an even and perfect blend. this is making my skin look flawless, I'm composition, 23 09.25 T46/AP/C/B/+ so impressed what is happening right flawless the foundation + balance now. reaction, 24 09.51 T48/AP/R/Q/+ So far so good. so good the foundation + quality reaction, 25 10.02 T50/AP/R/Q/+ It feels so nice on the skin. so nice the foundation + quality composition, 26 10.05 T51/AP/C/B/+ It has not caked up at all. not caked up the foundation + balance It just it looks so so nice and especially reaction, 27 10.08 T52/AP/R/Q/+ with the rest of my makeup on I did like so so nice the foundation + quality the full glam thing today. Foundation use one or two pumps that's reaction, 28 11.33 T54/AP/R/I/+ interesting the foundation + interesting okay. impact really really composition, 29 11.47 T55/AP/C/B/+ That's really really neat. the foundation + neat balance reaction, the foundation’s 30 11.49 T57/AP/R/Q/+ The shade range is crazy. crazy + quality shade range

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reaction, 31 12.15 T58/AP/R/Q/+ I feel like this foundation looks good. good the foundation + quality reaction, 32 12.17 T59/AP/R/Q/+ It feels good. good the foundation + quality It feels like it's gonna hold up even composition, 33 12.18 T60/AP/C/B/+ hold up the foundation + through a flight. balance reaction, 34 12.22 T61/AP/R/Q/+ It has a nice natural finish full coverage. nice natural the foundation + quality composition, 35 12.22 T62/AP/C/B/+ It has a nice natural finish full coverage. full coverage the foundation + balance composition, the foundation’s 36 12.28 T64/AP/C/B/+ I think that's so neat. so neat + balance applicator It's very similar to the concealer but more composition, 37 12.30 T65/AP/C/B/+ coverage, and it feels like it's gonna last more coverage the foundation + balance longer which I really love. It's very similar to the concealer but more composition, 38 12.30 T66/AP/C/B/+ coverage, and it feels like it's gonna last last longer the foundation + balance longer which I really love. Not as juicy not as hydrating but ah it's reaction, 39 12.36 T68/AP/R/Q/+ good the foundation + good right? quality reaction, 40 12.41 T69/AP/R/Q/+ It's nice. nice the foundation + quality Alright guys so it is about nine o'clock reaction, 41 12.55 T70/AP/R/Q/+ now, foundation is so good, I can’t so good the foundation + quality believe this reaction, 42 13.23 T71/AP/R/I/+ I don't know the foundation is fantastic. fantastic the foundation + impact reaction, 43 13.26 T72/AP/R/Q/+ It's looking the best. the best the foundation + quality

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as good as it I'm like kind of shocked that the makeup does for as reaction, 44 13.34 T73/AP/R/Q/+ looks as good as it does for as long as the foundation + long as I’ve quality I’ve been wearing it. been wearing it So this makeup has been on for hours and as good as it reaction, 45 12..48 T74/AP/R/Q/+ hours hours and I am actually kind of the foundation + does quality surprised that it looks as good as it does. Like it actually has held together, the composition, 46 13.55 T75/AP/C/B/+ pigmentation, the smoothness, the held together the foundation + balance evenness. I'm so shocked I did not think it would having such a reaction, 47 14.02 T77/AP/R/Q/+ end up this way, but I feel like I'm having the foundation + killer skin day quality such a killer skin day. It's like the Tarte one that I just reviewed that I like, but for different reasons that doesn't last as composition, 48 14.07 T78/AP/C/B/- one is more of a natural moisturizing the foundation - long balance lighter coverage type of a thing that doesn't last as long. composition, 49 14.17 T79/AP/C/B/+ This one is like whoa. You're flawless. flawless face + balance It's full coverage, but it is so long composition, 50 14.20 T80/AP/C/B/+ full coverage the foundation + wearing. I'm loving this. balance It's full coverage, but it is so long so long composition, 51 14.20 T81/AP/C/B/+ the foundation + wearing. I'm loving this. wearing balance reaction, 52 14.36 T83/AP/R/Q/+ I think this is so great. so great the foundation + quality reaction, 53 14.44 T85/AP/R/Q/+ Wow like such a good job. good job the foundation + quality

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reaction, the foundation’s 54 14.50 T87/AP/R/Q/+ You know the wild color range. wild + quality color range I don’t think it’s necessary, I do think I don’t think the foundation’s 55 14.57 T88/AP/V/- it’s overwhelming, but I don’t think it’s valuation - it’s necessary color range the biggest negative ever. I don’t think it’s necessary, I do think it’s I do think it’s reaction, the foundation’s 56 14.57 T89/AP/R/I/- overwhelming, but I don’t think it’s the - overwhelming impact color range biggest negative ever. I don’t think I don’t think it’s necessary, I do think it’s it’s a the the foundation’s 57 14.57 T90/AP/V/+ overwhelming, but I don’t think it’s the valuation + biggest color range biggest negative ever. negative ever 58 15.04 T91/AP/V/+ The price is right. right valuation the foundation + reaction, 59 15.06 T92/AP/R/Q/+ The wear time is good. good the foundation + quality reaction, 60 15.07 T93/AP/R/Q/+ I’m good. good the foundation + quality That's a good makeup day, and a good reaction, 61 15.22 T94/AP/R/Q/+ good the foundation + foundation day I'm calling it. quality That's a good makeup day, and a good reaction, 62 15.22 T95/AP/R/Q/+ good the foundation + foundation day I'm calling it. quality If you know me, you know that Juvia’s the foundation’s 63 00.06 N1/AP/V/+ Place has always been my favourite eye- favourite valuation + brand shadow brand out there. Like their quality and their price point is reaction, the foundation’s 64 00.19 N2/AP/R/I/+ mind blowing + literally mind blowing. So good. impact brand Like their quality and their price point is reaction, the foundation’s 65 00.19 N3/AP/R/Q/+ so good + literally mind blowing. So good. quality brand

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And a lot of people were waiting to see the foundation’s 66 00.25 N4/AP/V/+ what was next for Juvia’s Place after these waiting valuation + brand amazing eye-shadow. And a lot of people were waiting to see reaction, the foundation’s 67 00.25 N5/AP/R/Q+ what was next for Juvia’s Place after these amazing + quality brand amazing eye-shadow. the more You guys know that I am a full coverage foundation 68 01.00 N6/AP/V/+ coverage the valuation + junkie, the more coverage the better. coverage better …you're just gonna look very cakey and composition, 69 02.54 N10/AP/C/B/- it's not gonna be a great day, so you kind very cakey foundation - balance of want to balance it out. So I am gonna take a primer that has both reaction, the primer’s 70 02.59 N11/AP/R/Q+ a beautiful glow to it, but is also very beautiful + quality glow nourishing. So for primer today, I really want to mix two of my current favorites; first of all 71 02.59 N13/AP/V/+ the Milk Hydro Grip - this has an amazing favorites valuation the primer + stick to it, just anything is just really going to adhere to this and it's like glue. …first of all the Milk Hydro Grip - this has an amazing stick to it, just anything is reaction, the primer’s 72 02.59 N14/AP/R/Q+ amazing + just really going to adhere to this and it's quality stick like glue. exactly what I Okay, that is exactly what I was looking 73 03.30 N15/AP/V/+ was looking valuation the shine + for. for

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I'm kinda nervous, because Juvia's Place is so, like SO hardcore my favorite the foundation’s 74 03.33 N17/AP/V/+ favorite valuation + eyeshadow brand that I'm like I'm rooting brand for you. Oh my god, this is giving Dermacol a run a run for its 75 04.11 N20/AP/V/+ for its money - aka The World's Most valuation Dermacol + money Full Coverage Foundation. reaction, the foundation’s 76 04.19 N21/AP/R/I+ Oh my god, this is insane! insane + impact coverage composition, the foundation’s 77 04.22 N22/AP/C/B/+ *gasps* Do you see how full coverage? full coverage + balance coverage All right, so as I'm applying it the first way more thing I can tell is that indeed, it is a way matte finish composition, the foundation’s 78 04.24 N23/AP/C/B/+ more matte finish than what I usually + than what I balance finish go for, so I'm excited to see how this kind usually go for of reacts. It is blending into the skin beautifully, blending into reaction, 79 04.35 N25/AP/R/Q/+ you know, usually with matte foundations the skin the foundation + quality it kind of like lays on top of the skin. beautifully composition, the foundation’s 80 04.41 N26/AP/C/B/+ With this, it just becomes one. becomes one + balance finish reaction, the foundation’s 81 04.55 N27/AP/R/I+ Oh my god, that looks... insane. Insane + impact blend Usually, when they are super fast drying super fast composition, 82 05.05 N28/AP/C/B/- you kind of get into trouble, because it creates patches drying - balance creates patches. foundations I am a little speechless, like this is... It It doesn't get composition, 83 05.17 N29/AP/C/B/+ doesn't get more blank canvasy than the foundation + more blank balance this.

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canvasy than this. In all honesty, I didn't think I was going to reaction, 84 05.23 N31/AP/R/Q+ great the foundation + like this, but we're off to a great start. quality So it's not exaggerating any pores, it is not composition, 85 05.25 N32/AP/C/B/+ kind of like a veil, like a matte veil over the foundation + exaggerating balance the skin and it just- it like-it. reaction, 86 06.10 N35/AP/R/Q+ It's nice and liquidy. nice the concealer + quality composition, 87 06.10 N36/AP/C/B+ It's nice and liquidy. liquidy the concealer + balance added another Wow, that just added another 20% of composition, 88 06.15 N37/AP/C/B+ 20% of the concealer + coverage to my face. balance coverage reaction, the concealer’s 89 06.17 N38/AP/R/I+ It's insane. insane + impact coverage So this definitely is a more creamy slash more creamy composition, 90 06.19 N39/AP/C/B/+ liquidy product as opposed to the the concealer + slash liquidy balance foundation. reaction, 91 06.28 N40/AP/R/Q+ It has a nice like little dew going on. nice the concealer + quality Under my eyes I always start on the composition, 92 06.31 N41/AP/C/B+ lowest part, get that nice and smooth, and flawlessly the concealer + balance flawlessly blend it out. I think the combo of this foundation and concealer is like perfect too, because the reaction, 93 06.40 N42/AP/R/Q+ perfect the concealer + foundation is like matte, but then the quality concealer kind of brings back life.

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I think the combo of this foundation and concealer is like perfect too, because the kind of brings composition, the concealer 94 06.40 N43/AP/C/B/+ + foundation is like matte, but then the back life balance and foundation concealer kind of brings back life. *gasps* Whaat?? I was not expecting reaction, 95 06.50 N44/AP/R/Q+ Expecting the concealer + this- I. quality …and here I am, absolutely living for the coverage, like if you are looking to the concealer’s 96 06.56 N46/AP/V/+ this is it valuation + become a blank canvas to put all your coverage makeup on, this is it. The foundation has more coverage than has more composition, 97 07.05 N47/AP/C/B/+ the concealer, eventhough the concealer the foundation + coverage balance already is super high coverage. The foundation has more coverage than super high composition, 98 07.05 N48/AP/C/B/+ the concealer, eventhough the concealer the concealer + coverage balance already is super high coverage. But now, let's see how my Holy Grail, Fenty Beauty Butter Powder reacts to this Fenty Beauty 99 07.10 N49/AP/V/+ Holy Grail valuation + mix because if my Fenty Beauty doesn't Butter Powder work with this, I'm gonna be heartbroken. I definitely think you have to set the creases a little composition, 100 07.21 N51/AP/C/B/- concealer, because it creases a little bit the concealer - bit balance underneath my eyes. Okay, it is reacting well under my eyes, I reaction, Fenty Beauty 101 07.33 N52/AP/R/Q/+ reacting well + just- so let's just pounce it on, baby! quality Butter Powder reaction, the concealer 102 07.41 N53/AP/R/Q+ Oh, my flippin flip-flops, this is good. good + quality and foundation

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206

The primers, the foundation, the concealer and the powder all work together the foundation, beautifully, like-I- This-Uh, if this is work together reaction, 103 07.45 N54/AP/R/Q/+ the concealer + gonna last and stay looking nice all day beautifully quality and the powder long...*super shook* I'm shook, my like- (inaudible sounds) …it's been a good while since this reaction, 104 08.18 N55/AP/R/Q+ foundation has been on my face and it still good the foundation + quality looks phenomenal. …it's been a good while since this reaction, 105 08.18 N56/AP/R/I+ foundation has been on my face and it still phenomenal the foundation + impact looks phenomenal. reaction, 106 08.36 N57/AP/R/Q+ This is just sexy. sexy the eye shadow + quality ….as soon as you go in with the brush and kind of start working in your bronzer and your highlighters and all that, you're kind loosening up composition, other 107 08.50 N60/AP/C/B/- - of like loosening up the base and kind of the base balance foundations like poking holes into it, and like it creates redness and like it's not smooth anymore... …you're kind of like loosening up the base and kind of like poking holes into it, composition, other 108 08.50 N61/AP/C/B/- poking holes - and like it creates redness and like it's not balance foundations smooth anymore... and like it creates redness and like it's composition, other 109 08.50 N62/AP/C/B/- creates rednes - not smooth anymore... balance foundations and like it creates redness and like it's not composition, other 110 08.50 N63/AP/C/B/- not smooth - smooth anymore... balance foundations

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207

reaction, supermodel 111 09.23 N64/AP/R/Q+ Okay, that is great. great + quality cheeks not lifting the composition, 112 09.25 N65/AP/C/B/+ It is not lifting the base. the foundation + base balance not doing composition, 113 09.28 N66/AP/C/B/+ It is not doing anything weird. the foundation + anything weird balance For highlighter today I'm going in with oldie, but reaction, 114 10.39 N67/AP/R/Q/+ the highlighter + this oldie, but goodie. goodie quality I almost forgot reaction, 115 10.57 N68/AP/R/Q/+ Like, I almost forgot how good this is! how good this the highlighter + quality is Guys, everything is just applying like a applying like a composition, 116 11.18 N69/AP/C/B/+ the make-up + dream. dream balance For lipstick, I'm gonna go in with the reaction, the lipstick’s 117 11.42 N71/AP/R/Q+ pretty + Kylie Nova lipstick - such a pretty color. quality color Alright, and then of couse setting spray to look like skin composition, 118 11.58 N72/AP/C/B/+ her face + make it look like skin again. again balance And as you can see, it's like this veil of veil of perfect reaction, the foundation’s 119 12.10 N73/AP/R/Q/+ + perfect matteness, the perfect coverage... matteness quality coverage And as you can see, it's like this veil of perfect reaction, the foundation’s 120 12.10 N74/AP/R/Q/+ + perfect matteness, the perfect coverage... coverage quality coverage Everything just looks like well-placed, reaction, 121 12.17 N75/AP/R/Q/+ well-placed the make-up + like everything looks on point. quality Everything just looks like well-placed, 122 12.17 N76/AP/V/+ on point valuation the make-up + like everything looks on point. Looking good! And it's not settling into reaction, 123 15.32 N77/AP/R/Q+ good the make-up + fine lines, I still look... it looks good! quality

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208

Looking good! And it's not settling into not settling composition, 124 15.32 N78/AP/C/B/+ the foundation + fine lines, I still look... it looks good! into fine lines balance a little bit of Of course, there's a little bit of oiliness oiliness going composition, 125 16.25 N80/AP/C/B/- going on here on the t-zone, like I said the foundation - on here on the balance earlier, I do have an oily t-zone, t-zone …so, the sides of my nose have started to composition, 126 16.25 N81/AP/C/B/- break apart a little bit, like you can see a break apart the foundation - balance little bit of separation going on right here. … so, the sides of my nose have started to break apart a little bit, like you can see a composition, 127 16.25 N82/AP/C/B- separation the foundation - little bit of separation going on right balance here. reaction, 128 16.38 N83/AP/R/I+ Other than that it looks absolutely insane. insane the foundation impact + composition, 129 16.42 N84/AP/C/B- My lips look crusty. crusty the lipstick - balance You guys, I think we have just witnessed 130 17.19 N85/AP/V/+ this becoming my favorite, full coverage favorite valuation the foundation + foundation out there, and I think we just witnessed this 131 17.19 N86/AP/V/+ becoming my Holy Grail foundation on Holy Grail valuation the foundation + the market. blows every When it comes to full coverage, this other 132 17.32 N87/AP/V/+ blows every other foundation out there foundation out valuation the foundation + out of the water. there out of the water reaction, 133 17.39 N88/AP/R/I+ This is absolutely insane. Insane the foundation + impact

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209

isn't the 'oh my It has a matte finish, but it isn't the 'oh god, girl, you composition, the foundation’s 134 17.42 N89/AP/C/B/+ + my god, girl, you need moisture' matte. need moisture' balance finish matte It's a beautiful, velvet matte that sort of reaction, 135 17.47 N90/AP/R/Q+ like veils the skin and blurs everything beautiful the foundation + quality out. It's a beautiful, velvet matte that sort of veils the skin composition, 136 17.47 N91/AP/C/B/+ like veils the skin and blurs everything and blurs the foundation + balance out. everything out I was just waiting for it to become like never became composition, matte 137 18.11 N95/AP/C/B/+ this crusty dry mess but it never became + that balance foundation that! It lasted beautifully throughout the day. I lasted reaction, 138 18.16 N96/AP/R/Q/+ needed- I think I touched up with powder the foundation + beautifully quality like three times. I always do that. reaction, 139 18.29 N97/AP/R/Q+ I am shocked. shocked the foundation + quality I am in a state of shock, because I was in a state of reaction, 140 18.31 N98/AP/R/Q/+ the foundation + not expecting this. shock quality I am in a state of shock, because I was not was not reaction, 141 18.31 N99/AP/R/Q/+ the foundation + expecting this. expecting quality reaction, 142 18.49 N100/AP/R/I+ So, this in my book is absolutely insane. insane the foundation + impact If you're looking for a full coverage, 143 19.26 N102/AP/V/+ This is it valuation the foundation + matte, veil dream. This is it. My Jouer is more high coverage and a more high composition, 144 19.58 N105/AP/C/B/+ Jouer concealer + little bit drier and like richer in texture. coverage balance

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210

a little bit drier My Jouer is more high coverage and a composition, 145 19.58 N106/AP/C/B/- and like richer Jouer concealer - little bit drier and like richer in texture. balance in texture The thing about this is that it is super liquidy, which kind of makes me expect it composition, 146 20.06 N107/AP/C/B/- super liquidy the concealer - to have less coverage, but it still has balance amazing coverage. reaction, 147 20.06 N108/AP/R/Q+ …but it still has amazing coverage. amazing the concealer + quality really really reaction, 148 20.02 N110/AP/R/Q/+ I think it's a really really good concealer. the concealer + good quality Is it better than 149 20.24 N111/AP/V/- Is it better than Jouer? No. valuation the concealer - Jouer? No. I feel like if you have a drier under eye, reaction, 150 20.28 N112/AP/R/Q+ beautiful the concealer + this is beautiful. quality 151 20.49 N114/AP/V/+ It's an amazing bargain. amazing valuation the concealer + so much You get so much product for such a product for 152 20.51 N115/AP/V/+ little price that I think it's okay to try this valuation the concealer + such a little out and see if you like it, price You get so much product for such a little 153 20.51 N116/AP/V/+ price that I think it's okay to try this out okay valuation the concealer + and see if you like it, a lot of people And it's probably- it's one of those would just like, reaction, 154 21.12 N117/AP/R/Q/+ concealers that I feel like a lot of people the concealer + because it just quality would just like, because it just works, works um because I feel like this is a very this is a very reaction, 155 21.12 N118/AP/R/Q/+ concealer + broad, sort of general, "I'm gonna broad, sort of quality

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211

really like this concealer" type of general, "I'm concealer. gonna really like this concealer" type of concealer. I feel like it's gonna fit a lot of needs for a 156 21.04 N119/AP/V/+ fit valuation the concealer + lot of people. 157 21.09 N120/AP/V/+ So foundation, absolute yes. absolute yes valuation the foundation + 158 21.10 N121/AP/V/+ Concealer a Yes. Yes valuation the concealer + Every once in a while, a make-up brand will release a product that is very very very very reaction, 159 00.17 JA1/AP/R/I/+ product release + exciting that everyone cannot stop talking exciting impact about it. And that’s what happen today because my favourite brands of all time, Anastasia 160 00.22 JA2/AP/V/+ favourite valuation Anastasia + Beverly Hills just launch their brand new foundation and their setting powder. It is a super simple glass rectangular composition, foundation 161 01.51 JA6/AP/C/C/+ super simple + bottle which I really really like. complexity packaging This is kinda lowkey very very smart and straight to the composition, foundation 162 02.25 JA11/AP/C/C/+ + straight to the point. point complexity packaging 163 02.35 JA12/AP/V/+ This (the price) is kinda the standard too. standard valuation foundation price + There’s a nice beautiful ombre from super super pale to super super dark, and reaction, foundation 164 03.04 JA14/AP/R/Q/+ nice beautiful + everybody can find their shade quality shade range somewhere in here. finding really really 165 03.16 JA16/AP/V/+ I think this is really really important. valuation foundation + important shade range

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212

But in reality, there are like twelve shades reaction, foundations 166 03.24 JA17/AP/R/Q/- awful - and the undertones are all awful. quality undertone reaction, 167 03.27 JA18/AP/R/Q/- The undertones are all off. off the undertones - quality Inclusivity means literally anybody can go to the line and anybody can find their very very 168 03.28 JA19/AP/V/+ valuation Inclusivity + colour, and I think that is very very important important. different It comes with five different shades which really really reaction, 169 04.36 JA21/AP/R/Q/+ foundation + I actually think really really cool. cool quality shade range composition, 170 04.52 JA22/AP/C/B/+ That's some good balancing right there. good the shades + balance This setting powder retails for $36 which 171 05.16 JA25/AP/V/+ just like the foundation, it is like average average valuation foundation price + pricing. finding reaction, 172 05.39 JA27/AP/R/I/+ This should be interesting. interesting foundation + impact shade composition, foundation 173 05.45 JA28/AP/C/B/- We have 300 which is too dark. too dark - balance shade composition, foundation 174 05.49 JA29/AP/C/B/- We have 100 which I think is too light. too light - balance shade We have 500 which are definitely not composition, foundation 175 05.51 JA30/AP/C/B/- not right - right. balance shade Let's try 160, on my hand it looks a little bit light, on my face it looks a little bit composition, foundation 176 06.01 JA31/AP/C/B/- a little bit light - light, on my chest it looks a bit too balance shade yellow.

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213

Let's try 160, on my hand it looks a little bit light, on my face it looks a little bit a bit too composition, foundation 177 06.01 JA32/AP/C/B/- - light, on my chest it looks a bit too yellow balance shade yellow. Let's try 200 W, on my hand it looks a composition, foundation 178 06.11 JA33/AP/C/B/- little bit light, on my face it looks too a little bit light - balance shade light , on my chest it looks a bit not great. Let’s try 200 W, on my hand it looks way composition, foundation 179 06.11 JA34/AP/C/B/- too light, on my face it looks too light, on too light - balance shade my chest it looks not great. Let’s try 200 W, on my hand it looks way reaction, foundation 180 06.11 JA35/AP/R/Q/- too light, on my face it looks too light, on not great - quality shade 200 W my chest it looks not great. Let’s try 210 neutral. The undertone looks foundation a little bit reaction, 181 06.19 JA36/AP/R/Q/+ a little bit better, so it looks a little bit shade 210 + better quality light on my hand, neutral Let’s try 210 neutral. The undertone looks composition, foundation 182 06.19 JA37/AP/C/B/- a little bit better, so it looks a little bit a little bit ligh - balance shade light on my hand, …on my face it looks not anywhere close definitely foundation reaction, 183 06.19 JA38/AP/R/Q/- to anything, on my chest the undertone better but still shade 210 - quality looks definitely better but still no. no neutral That (foundation no.250) blend in with reaction, foundation 184 06.38 JA39/AP/R/Q/+ so well + my neck so well, kind of ish, maybe no. quality shade 250 That (foundation no.250) blend in with reaction, foundation 185 06.38 JA40/AP/R/Q/- maybe no - my neck so well, kind of ish, maybe no. quality shade 250 Let’s mix 250 and 220, and see how it reaction, foundation 186 06.46 JA41/AP/R/Q/+ looks. That (foundation no. 215) looks really good + quality shade 215 really good.

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214

reaction, foundation 187 06.49 JA42/AP/R/Q/+ The undertone looks really good. really good + quality shade 215 I think I’m actually going with 315 a lot darker composition, foundation 188 06.54 JA43/AP/C/B/- neutral which is a lot darker than I than I thought - balance shade thought it would be, it would be … but as you can see this colour matches matches my my hand almost like exactly, and once I composition, foundation 189 06.54 JA44/AP/C/B/+ hand almost + weigh down on my neck it’s gonna match balance shade 315 like exactly with my body too. They actually seem like a really good reaction, 190 07.34 JA48/AP/R/Q/+ really good the colour + colour. quality Which I say it is building up really really really really reaction, 191 07.40 JA49/AP/R/Q/+ foundation build + nicely, nicely quality … and it is covering over the colour corrector which is obviously important 192 07.40 JA50/AP/V/+ because we don’t want orange shining important valuation coverage + through it, and just to cancel out those grey tones. …because we don’t want orange shining composition, 193 07.40 JA52/AP/C/B/+ through it, and just to cancel out those cancel out grey tones + balance grey tones. But it is doing a good job at evening doing a good reaction, 194 07.54 JA54/AP/R/Q/+ everything out which is obviously the the foundation + job quality point of medium coverage. It definitely feels really really nice on the really really reaction, 195 07.58 JA55/AP/R/Q/+ the foundation + skin. nice quality

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215

It does not feel super heavy, and I feel does not feel composition, 196 08.01 JA56/AP/C/B/+ like it does a really good job at evening the foundation + super heavy balance everything out and covering everything. It does not feel super heavy, and I feel like reaction, 197 08.01 JA57/AP/R/Q/+ it does a really good job at evening really good job the foundation + quality everything out and covering everything. really really reaction, 198 08.06 JA59/AP/R/Q/+ Honestly it looks really really bomb. the foundation + bomb quality really really reaction, 199 08.38 JA64/AP/R/Q/+ Wow. It looks really really pretty. the foundation + pretty quality It definitely is luminous like how it does not look reaction, 200 08.41 JA65/AP/R/Q/+ claims, but it does not look like gross the foundation + like gross oily quality oily. really really reaction, 201 08.48 JA66/AP/R/Q/+ This is off to a really really good start. the foundation + good quality It even everything out really nicely, but even composition, 202 08.51 JA67/AP/C/B/+ you can still see my freckles popping the foundation + everything out balance through. It even everything out really nicely, but reaction, 203 08.51 JA68/AP/R/Q/+ you can still see my freckles popping really nicely the foundation + quality through. The concealer layed on top of everything really really reaction, 204 09.11 JA70/AP/R/Q/+ the foundation + really really nicely. nicely quality Nothing weird at all, and the foundation Nothing weird composition, 205 09.14 JA71/AP/C/B/+ the foundation + is looking so so beautiful at this point. at all balance Nothing weird at all, and the foundation is reaction, 206 09.14 JA72/AP/R/Q/+ so so beautiful the foundation + looking so so beautiful at this point. quality I will use the shade vanilla because it can composition, setting powder 207 09.23 JA73/AP/C/B/+ brightening + be used for brightening. balance shade vanilla

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216

reaction, setting powder 208 09.30 JA75/AP/R/I/+ It (the jar) feels very luxurious. very luxurious + impact jar reaction, 209 10.08 JA78/AP/R/Q/+ It is setting on the skin so nicely. so nicely setting powder + quality no creasing, no There is no creasing, no fine lines, no composition, 210 10.11 JA79/AP/C/B/+ fine lines, no his face + texture. This is good. balance texture no creasing, no There is no creasing, no fine lines, no reaction, 211 10.13 JA80/AP/R/Q/+ good fine lines, no + texture. This is good. quality texture reaction, 212 10.43 JA82/AP/R/Q/+ I think it looks so so beautiful. so so beautiful his face + quality I still do not see any creasing, the JA83/AP/DS/C/ do not see any composition, 213 10.56 foundation still looks really really his face + + creasing balance beautiful. I still do not see any creasing, the really really reaction, 214 10.56 JA84/AP/R/Q/+ foundation still looks really really his face + beautiful quality beautiful. reaction, 215 11.12 JA89/AP/R/Q/+ Honestly guys it looks so so good. so so good his face + quality reaction, 216 10.20 JA90/AP/R/Q/+ It looks so bob in the colour. so bob his face + quality 217 11.22 JA91/AP/V/+ This (long lasting) is rare. rare valuation long lasting + reaction, 218 11.49 JA92/AP/R/Q/+ This is pretty good for four hours. pretty good the foundation + quality The first thing I notice, my skin looking really really reaction, 219 12.13 JA93/AP/R/Q/+ really really good, and I’m very excited his face + good quality about that.

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217

I didn’t do any touch ups but I did have didn’t do any composition, 220 12.31 JA95/AP/C/B/+ to like blow myself a little bit with the the foundation + touch ups balance napkin earlier. It actually looks pretty bomb, we’re reaction, 221 12.42 JA96/AP/R/Q/+ pretty bomb his face + seven hours in. quality The foundation we’re testing is going composition, 222 12.44 JA97/AP/C/B/+ really well the foundation + really well. balance I don’t see any I don’t see any creases aside from this creases aside composition, creases in 223 12.47 JA98/AP/C/B/+ one in my mouth region, but I get that all from this one + balance mouth region the time. in my mouth region My nose region is getting a little bit oily, his nose region this happens all the time literally every composition, 224 12.53 JA99/AP/C/B/- a little bit oily with the - foundation that I ever worn, but it’s not balance foundation bad. My nose region is getting a little bit oily, JA100/AP/R/Q/ this happens all the time literally every reaction, 225 12.53 not bad the foundation + + foundation that I ever worn, but it’s not quality bad. JA102/AP/R/Q/ reaction, 226 12.60 You guys, this looks so good. so good the foundation + + quality My skin is definitely getting oily in a few different places especially my nose composition, his skin with the 227 13.44 JA103/AP/C/B/- getting oily - regions right here like on my under eye balance foundation cheek type of region.

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This is pretty typical for my skin no his nose region matter what foundation they’re wearing 228 13.54 JA104/AP/V/+ pretty typical valuation with the + especially if I don’t do touch ups foundation throughout the day which I normally do. JA106/AP/R/Q/ Considering this is a luminous foundation, I don’t think it reaction, 229 14.04 the foundation + + I don’t think it looks bad at all. looks bad at all quality I don’t even JA109/AP/R/Q/ If I’m being honest, I don’t even think think the reaction, 230 14.11 the foundation + + the oiliness look that bad. oiliness look quality that bad JA110/AP/R/Q/ For you guys, I think this foundation really really reaction, 231 14.21 the foundation + + would be really really perfect. perfect quality And this will be definitely added to my JA111/AP/R/Q/ added to my reaction, 232 14.24 kit, and I’ll definitely use it a lot more the foundation + + kit quality often. reaction, the foundation’s 233 00.59 JE1/AP/R/Q/+ Juvia’s place is a really cool brand. really cool + quality brand the foundation’s 234 01.01 JE2/AP/V/+ They are indie. indie valuation + brand reaction, the foundation’s 235 01.02 JE3/AP/R/Q/+ They are amazing. amazing + quality brand reaction, 236 01.03 JE4/AP/R/Q/+ Their packaging; beautiful. beautiful the packaging + quality reaction, the foundation’s 237 03.27 JE8/AP/R/Q/+ Look how cute the packaging is. cute + quality packaging match really composition, 238 03.47 JE12/AP/C/B/+ It does match really well. the colour + well balance

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219

world’s most It is allegedly the new world’s most 239 04.19 JE13/AP/V/+ fullest valuation the foundation + fullest coverage foundation. coverage really good reaction, 240 06.53 JE14/AP/R/Q/+ It is a really good hydrating base. the moisturizer + hydrating quality This retails for only $20. That’s a very very good 241 07.23 JE15/AP/V/+ valuation the price point + good price point for one fluid ounce. price That is very comparable to $60 dollar very 242 07.30 JE16/AP/V/+ Giorgio Armani luminous silk which is valuation the price point + comparable the same amount of product in there. Juvia’s place has a very standard sized the foundation’s 243 07.46 JE17/AP/V/+ very standard valuation + foundation. size It is just very sleek, and I love how it all composition, the foundation’s 244 07.59 JE19/AP/C/B/+ very sleek + ties in together. balance packaging It is very sleek, and I love how it all ties composition, the foundation’s 245 07.59 JE21/AP/C/B/+ ties in together + in together. balance packaging I do wanna show a bottle that hasn’t been opened because it does come sealed, and I really the foundation’s 246 09.11 JE25/AP/V/+ valuation + think it’s really important, and I think important seal that’s great. I do wanna show a bottle that hasn’t been opened because it does come sealed, and I reaction, the foundation’s 247 09.11 JE26/AP/R/Q/+ great + think it’s really important, and I think quality seal that’s great. This foundation you guys has a very massive shade range as well as the composition, the foundation’s 248 10.53 JE27/AP/C/C/+ very massive + concealer which I want to try today as complexity shade range well.

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composition, the foundation’s 249 11.27 JE30/AP/C/B/+ Hello full coverage. full + balance coverage Texture really really smooth, but the really really composition, the foundation’s 250 12.03 JE31/AP/C/B/+ + discolouration vanished. smooth balance texture Texture really really smooth, but the composition, the foundation’s 251 12.03 JE32/AP/C/B/+ vanished + discolouration vanished. balance coverage Wow you guys, I’m a little shook right reaction, the foundation’s 252 12.15 JE33/AP/R/I/+ a little shook + now. impact coverage reaction, the foundation’s 253 12.34 JE35/AP/R/Q/+ I think it’s perfect for my undertone. perfect + quality shade really composition, 254 12.47 JE36/AP/C/C/+ It’s really luminous. the foundations + luminous complexity reaction, 255 12.48 JE37/AP/R/Q/+ It’s pretty. pretty the foundation + quality composition, the foundation’s 256 12.49 JE38/AP/C/B/+ The coverage is definitely there. definitely there + balance coverage reaction, 257 12.52 JE40/AP/R/Q/+ It’s very nice. very nice the foundation + quality giving me the composition, 258 12.57 JE41/AP/C/B/+ It’s giving me the natural shine. the foundation + natural shine balance composition, 259 13.05 JE42/AP/C/B/- This side is looking rough. rough his skin - balance … but usually I just live for a damp reaction, the foundation’s 260 13.58 JE44/AP/R/Q/+ sponge like I think it looks really pretty really pretty + quality coverage but I love how this is applying. a different the foundation’s 261 14.10 JE46/AP/V/+ This is just a different experience. valuation + experience coverage reaction, the foundation’s 262 14.29 JE47/AP/R/I/+ Wow. I’m a little shook. a little shook + impact coverage

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kind of reaction, the foundation’s 263 14.38 JE48/AP/R/Q/+ This is something kind of amazing. + amazing quality coverage reaction, the foundation’s 264 14.52 JE49/AP/R/Q/+ The coverage is really beautiful. really beautiful + quality coverage Obviously I haven’t set it so far but it reaction, 265 14.57 JE52/AP/R/Q/+ really pretty the foundation + looks really pretty. quality isn’t drying composition, 266 15.00 JE53/AP/C/B/+ It isn’t drying down weird. the foundation + down weird balance didn’t composition, 267 15.01 JE54/AP/C/B/+ It didn’t coagulate in my dry patches. the foundation + coagulate balance Even over my eyebrow stubble which is a 268 15.04 JE55/AP/V/+ rarity valuation the foundation + rarity on this channel, it looks nice. Even over my eyebrow stubble which is a reaction, 269 15.04 JE56/AP/R/Q/+ nice the foundation + rarity on this channel, it looks nice. quality This concealer is only $14, that is 270 15.22 JE57/AP/V/+ amazing valuation the concealer + amazing. reaction, 271 16.00 JE60/AP/R/Q/+ It looks really cute. really cute the concealer + quality I love the packaging, and of course it it matches composition, the foundation’s 272 16.01 JE62/AP/C/B/+ + matches everything else. everything else balance packaging Over their own foundation, it looks reaction, 273 16.41 JE66/AP/R/I/+ stunning the concealer + stunning. impact composition, 274 16.46 JE67/AP/C/C/+ It looks kind of glowy kind of glowy the concealer + complexity has skin composition, 275 16.48 JE68/AP/C/B/+ It has skin texture. the concealer + texture balance does not look It does not look like dry and like a composition, 276 16.49 JE69/AP/C/B/+ like dry and the concealer + desert. balance like a desert

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reaction, 277 16.52 JE70/AP/R/Q/+ It still looks pretty. pretty the concealer + quality I wanna add more but it already look reaction, 278 17.06 JE72/AP/R/Q/+ pretty the concealer + pretty so I don’t need to. quality the concealer For the price point, the formula is reaction, and the 279 23.35 JE74/AP/R/I/+ impeccable + impeccable. impact foundation’s formula his skin with the My skin looks good you guys, it really reaction, 280 23.51 JE75/AP/R/Q/+ good concealer and + does. quality the foundation really really reaction, 281 24.00 JE76/AP/R/Q/+ This foundation laid really really nice. the foundation + nice quality composition, 282 24.11 JE77/AP/C/B/+ Everything looks intact. intact his make-up + balance There’s a few crack around my nose, composition, 283 24.12 JE78/AP/C/B/- a few crack the foundation - that’s normal. balance There’s a few crack around my nose, 284 24.12 JE79/AP/V/+ normal valuation Crack + that’s normal. the concealer The Juvia’s place I am Magic Foundation Jeffree Star 285 24.29 JE81/AP/V/+ valuation and the + and Concealer are Jeffree Star approved. approved foundation For an indie brand that come on the the concealer 286 24.39 JE82/AP/V/+ market with their first foundation, they’re killing it valuation and the + killing it. foundation So if you want to try something that has a the concealer very full coverage this year, if you want very full composition, 287 24.44 JE83/AP/C/B/+ and the + to look sickening off summer, and look coverage balance foundation like a doll then try it out!

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So if you want to try something that has a the concealer very full coverage this year, if you want to reaction, 288 24.44 JE84/AP/R/I/+ sickening and the + look sickening off summer, and look like impact foundation a doll then try it out!

Table 3b. Affect

Appraising Attitude Sub- No Time Code Utterances Appraise (+/-) Item Categories the I have a lot to say just my initial reaction with a I have a lot dissatisfaction, 1 00.23 T1/AF/DS/D/- foundation’s - hundred shade range, to say displeasure shade range … and I know a lot of people online had this same kind of gut response you know ‘do we need a this same the dissatisfaction, 2 00.23 T2/AF/DS/D/- hundred shades?’ ‘is this getting out of hand?’ kind of gut foundation’s - displeasure because while inclusivity is so important and there response shade range needs to be something for everyone. I think you know anywhere from the 30 to 45 shades the a little dissatisfaction, 3 01.01 T9/AF/DS/E/- really will cover globally any skin color out there, foundation’s - confusing ennui and that this is just a little confusing, shade range the …so I hope that does not upset anybody watching dis/inclination, 4 01.15 T10/AF/DI/D/+ hope foundation’s + this right now desire shade range the happiness, 5 01.45 T17/AF/H/A/+ … and I love this brand. love foundation’s + affection brand

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the I have a lot of love for this brand so don't go thinking happiness, 6 01.47 T18/AF/H/A/+ a lot of love foundation’s + that I'm just gonna crap all over this. affection brand the dissatisfaction, 7 01.56 T19/AF/DS/E/- I’m confused, that’s all I’m saying. confused foundation’s - ennui shade range the happiness, 8 02.28 T20/AF/H/A/+ I like the name I think it's cute. like foundation’s + affection name the dissatisfaction, 9 05.07 T24/AF/DS/E/- Part of me feels really confused confused foundation’s - ennui shade range the Looking at a hundred shades like I have no clue have no dissatisfaction, 10 05.10 T25/AF/DS/E/- foundation’s - which one is mine clue ennui shade range don’t have a 11 06.12 T27/AF/S/T/- I don’t have a lot of faith in it. security, trust the brush - lot of faith Something that I like doing is if I know a foundation matches me really really, well I will actually take a putting happiness, 12 06.29 T30/AF/H/A/+ little bit of it in like a contact lens case or just any like foundations + affection little jar like squeeze a little bit in there pour a little into small jar bit in there. … and that way you know that in all light that that is happiness, knowing your 13 06.31 T32/AF/H/H/+ your shade and it makes you feel great, and you love love + affection shade it.

I always love seeing how it make it performs on a happiness, 14 07.53 T35/AF/H/A/+ plane because that is just like dehydration station, and love foundations + affection it usually ends up looking terrible no matter what.

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I don’t wanna do that because I’m so into the Jeffree dis/inclination, using the 15 08.59 T40/AF/DI/D/- don’t wanna - Star concealer. desire concealer I don’t wanna do that because I’m so into the Jeffree happiness, 16 08.59 T41/AF/H/H/+ so into the concealer + Star concealer. affection That stuff is my new number one, but also I’m kinda satisfaction, 17 09.04 T43/AF/S/I/+ curious the concealer + curious. interest I think I still prefer the sponge it just soaks a little happiness, 18 09.17 T44/AF/H/A/+ the product back, so you get an even and perfect prefer sponge + affection blend. this is making my skin look flawless, I'm so so satisfaction, the 19 09.25 T47/AF/S/P/+ + impressed what is happening right now. impressed pleasure foundation happiness, the 20 10.00 T49/AF/H/A/+ Guys I am loving this foundation. loving + affection foundation It just it looks so so nice and especially with the rest happiness, 21 10.08 T53/AF/H/A/+ like the glam + of my makeup on I did like the full glam thing today. affection the I like the application with the doe foot applicator and happiness, 22 12.25 P63/AF/H/A/+ like foundation’s + pump. affection applicator It's very similar to the concealer but more coverage, happiness, the 23 12.30 T67/AF/H/A/+ and it feels like it's gonna last longer which I really really love + affection foundation love. happiness, the 24 14.01 T76/AF/H/A/+ I don't know I really like this. really like + affection foundation happiness, the 25 14.30 T82/AF/H/A/+ so I'm loving this. loving + affection foundation I’m actually really annoyed at myself for not really unhappiness, 26 14.37 T84/AF/U/A/- herself - packing this. annoyed antipathy

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I love so many things about it from the ingredients to happiness, the 27 14.45 T86/AF/H/A/+ love + the bottle. affection foundation

You know one thing I really really like with this line the really really happiness, 28 02.20 N8/AF/H/A/+ is that the deepest shade starts with the lowest foundation + like affection number and I believe beauty bakery did that too. colour line the happiness, 29 02.39 N9/AF/H/A+ Yes, I love it that way. love foundation + affection colour line

So for primer today, I really want to mix two of my current favorites; first of all the Milk Hydro Grip - I really dis/inclination, mixing her 30 02.59 N12/AF/DI/D/+ + this has an amazing stick to it, just anything is just want to mix desire favorites really going to adhere to this and it's like glue.

I'm kinda nervous, because Juvia's Place is so, like the dis/inclination, 31 03.33 N16/AF/DI/F/- SO hardcore my favorite eyeshadow brand that I'm nervous foundation’s - fear like I'm rooting for you. brand

I'm kinda nervous, because Juvia's Place is so, like the I'm rooting 32 03.33 N18/AF/S/T/+ SO hardcore my favorite eyeshadow brand that I'm security, trust foundation’s + for you like I'm rooting for you. brand

hope and dis/inclination, the 33 03.41 N19/AF/DI/D/+ So, let's hope and pray that this works with my skin + pray desire foundation All right, so as I'm applying it the first thing I can tell the is that indeed, it is a way more matte finish than what happiness, 34 04.24 N24/AF/H/C+ excited foundation’s + I usually go for, so I'm excited to see how this kind cheer finish of reacts.

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social In all honesty, I didn't think I was going to like this, 35 05.23 N30/JU/SS/V/+ honesty sanction, herself + but we're off to a great start. veracity The first thing I'm noticing about the concealers is the that the packaging is like big, so I'm like, Oh, I'm happiness, 36 05.37 N33/AF/H/A+ like concealer’s + like, it feels like you'll be set for a while and I like affection packaging that feeling. the happiness, 37 05.45 N34/AF/H/A+ I also love the coral color going on. love concealer’s + affection packaging …and here I am, absolutely living for the coverage, the satisfaction, 38 06.56 N45/AF/S/P+ like if you are looking to become a blank canvas to living concealer’s + pleasure put all your makeup on, this is it. coverage So I put that on my eyes today and, uh, really loving that so I definitely wanted to show you that too, but happiness, the eye 39 08.38 N58/AF/H/A+ loving + so far when we're looking at the base, the affection shadow concealer...Holy crap. So I put that on my eyes today and, uh, really loving definitely that so I definitely wanted to show you that too, but dis/inclination, showing the 40 08.38 N59/AF/DI/D/+ wanted to + so far when we're looking at the base, the desire eyeshadow show you concealer...Holy crap. I don't mind Now like I said, it is a more matte foundation, so I really satisfaction, dewy make- 41 11.25 N70/AF/S/P/+ don't mind really kicking up that glow using my + kicking up pleasure up highlighter if I'm gonna make things look dewy. that glow so so so satisfaction, the 42 16.22 N79/AF/S/P/+ I am so so so impressed with what I'm seeing. + impressed pleasure foundation dis/inclination, the 43 17.52 N92/AF/DI/F/- I was scared. scared - fear foundation

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unhappiness, matte 44 17.57 N93/AF/U/A/+ I don’t like matte foundation. don’t like + antipathy foundation "oh my god, oh my god, So when I saw that this was matte and when I put it here we go, on my face, I was like "oh my god, oh my god, here dis/inclination, matte 45 17.57 N94/AF/DI/F/- that's gonna we go, that's gonna be bad, it's gonna be so bad" fear foundation - be bad, it's and when I looked in the mirror gonna be so bad" So would I recommend the 'I am magic' foundation dis/inclination, the 46 19.20 N101/AF/DI/D/+ recommend + by Juvia's Place? Ab-so-lutely. desire foundation And I do feel very comfortable putting my stamp of very the 47 19.31 N103/AF/S/T/+ security, trust + approve on this. comfortable foundation Alright the concealer. I am really really impressed really really satisfaction, the 48 19.51 N104/AF/S/P/+ + with this. impressed pleasure foundation I think I would have liked this more if it was a tinsy I would unhappiness, 49 20.14 N109/AF/U/A/- bit richer and less liquidy, but that's just my personal have liked more liquidy - antipathy preference. this more I love that you get 10 milliliters of product for $14, happiness, 50 20.35 N113/AF/H/A+ love the concealer + people, fourteen dollars. affection I really recommend you the foundation, and really really dis/inclination, the 51 21.31 N122/AF/DI/D/+ + recommend you the concealer. recommend desire foundation I really recommend you the foundation, and really really dis/inclination, 52 21.31 N123/AF/DI/D/+ the concealer + recommend you the concealer. recommend desire testing the happiness, foundation 53 22.37 N124/AF/H/C/+ It has been so much fun testing this out. so much fun + cheer and the concealer

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dis/inclination, 54 01.03 JA5/AF/DI/D/+ I definitely always want to try it out want the oundation + desire It is a super simple glass rectangular bottle which I really really happiness, foundation 55 01.51 JA7/AF/H/A/+ + really really like. like affection packaging It is not that It is not that I don’t like it, it’s just I’ve never seen unhappiness, foundation 56 02.02 JA8/AF/U/A/- I don’t like - it before, this is just the first time I see it. antipathy packaging it a little bit dissatisfaction, foundation 57 02.07 JA9/AF/DS/D/- When I saw it first, I was a little bit taken aback. - taken aback displeasure packaging Hopefully we’re included because you guys know dis/inclination, foundation 58 03.12 JA15/AF/DI/D/+ Hopefully + that I struggle a lot. desire shade range Anastasia also launch their brand new setting powder very very happiness, new setting 59 04.29 JA20/AF/H/C/+ as well which I’m very very pump-up for and we’ll + pump-up cheer powder be using this in this video. dis/inclination, 60 05.01 JA23/AF/DI/D/+ Hopefully there’s no shine, finger crossed. Hopefully no shine + desire dis/inclination, 61 05.07 JA24/AF/DI/D/+ Hopefully I don’t have to do many touch ups. Hopefully no touch up + desire happiness, trying new 62 05.30 JA26/AF/H/C/+ But I'm also excited to finally get into this excited + cheer foundation finding As I said this process is very very irritating and very very unhappiness, 63 07.06 JA45/AF/U/M/- foundation - frustrating for me to deal with. irritating misery shade finding As I said this process is very very irritating and unhappiness, 64 07.06 JA46/AF/U/M/- frustrating foundation - frustrating for me to deal with. misery shade … because we don’t want orange shining through it, dis/inclination, orange 65 07.40 JA51/AF/DI/D/- don’t want - and just to cancel out those grey tones. desire shining

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through the foundation You definitely can still see my freckles and by beauty really really happiness, freckles and 66 07.49 JA53/AF/H/A/+ marks through the foundation which I really really + do like affection beauty marks do like. I’ve honestly always just been confused and also unhappiness, 67 08.12 JA61/AF/U/M/- jealous of people who are able to use a foundation confused himself - misery brush, and like do their foundation. I’ve honestly always just been confused and also unhappiness, 68 08.12 JA62/AF/U/A/- jealous of people who are able to use a foundation jealous himself - antipathy brush, and like do their foundation. There is my pimple popping through which is really really unhappiness, 69 08.56 JA69/AF/U/A/- his pimple - annoying. annoying antipathy happiness, big setting 70 09.27 JA74/AF/H/A/+ I don’t know why but I love how big these jars are. love + affection powder jar Ok so they’re not kidding when they say that it would satisfaction, matte 71 09.55 JA77/AF/S/P/+ Wow. + be very matte. Wow. pleasure foundation really really happiness, 72 10.17 JA81/AF/H/A/+ I’m really really liking how it looks. his face + liking affection I am getting a little shine here in this area which I happiness, 73 10.59 JA85/AF/H/A/- don’t love the shine - don’t love affection dis/inclination, the 74 11.07 JA86/AF/DI/D/+ Let's just hope it doesn’t get realy really bad later on hope + desire foundation If it stays like this (matte), I’ll be super super super super happiness, if it stays 75 10.09 JA87/AF/H/C/+ + happy. happy cheer matte The first thing I notice, my skin looking really really happiness, 76 12.13 JA94/AF/H/C/+ very excited his face + good, and I’m very excited about that. cheer happiness, the 77 12.58 JA101/AF/H/C/+ I’m really happy. really happy + cheer foundation

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And this will be definitely added to my kit, and I’ll use it a lot dis/inclination, the 78 14.25 JA112/AF/DI/D/+ + definitely use it a lot more often. more often desire foundation My girl nikkietutorial put me on them a few years happiness, new skincare 79 01.06 JE5/AF/H/C/+ ago, and I am living that they have a new skincare living + cheer lines lines. I want to try the dis/inclination, the 80 03.24 JE7/AF/DI/D/+ I wanted to try the foundation so bad. + foundation desire foundation so bad. the happiness, 81 03.28 JE9/AF/H/A/+ I love it. love foundation’s + affection packaging the happiness, 82 03.40 JE10/AF/H/A/+ I love their shade names. love foundation’s + affection shade names You know what I love about this brand is that all the happiness, shade 83 03.42 JE11/AF/H/A/+ dark shades are first, the lighter shades are last. Love love + affection numbering that. the happiness, 84 07.57 JE18/AF/H/A/+ I like their packaging. like foundation’s + affection packaging the happiness, 85 07.59 JE20/AF/H/A/+ It is very sleek, and I love how it all ties in together. love foundation’s + affection packaging Some people were not living that you can’t see the the unhappiness, 86 08.48 JE22/AF/U/A/- foundation in the component like a normal glass or not living foundation’s - antipathy plastic bottle. packaging the I don’t mind that. I have used foundations like that satisfaction, 87 08.59 JE23/AF/S/P/+ don’t mind foundation’s + before. pleasure packaging

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I do wanna show a bottle that hasn’t been opened the dis/inclination, 88 09.11 JE24/AF/DI/D/+ because it does come sealed, and I think it’s really wanna foundation’s + desire important, and I think that’s great. packaging This foundation you guys has a very massive shade dis/inclination, 89 10.53 JE28/AF/DI/D/+ range as well as the concealer which I want to try want the concealer + desire today as well. Beauty These are labelled from dark to light similar to happiness, bakery 90 11.00 JE29/AF/H/A/+ really love + Beauty Bakerie which I really love. affection massive shade range the happiness, 91 12.33 JE34/AF/H/A/+ I love this shade. love foundation’s + affection shade happiness, the 92 12.51 JE39/AF/H/A/+ I love how it’s looking on the skin. love + affection foundation … but usually I just live for a damp sponge like I the happiness, 93 13.58 JE45/AF/H/A/+ think it looks really pretty but I love how this is love foundation’s + affection applying. coverage the happiness, 94 14.56 JE51/AF/H/A/+ I really like it so far. really like foundation’s + affection finish This is a creamy radiant formula, it is going to soften dis/inclination, 95 15.31 JE58/AF/DI/D/+ and cancel out dark circles, blemishes and skin Bring it on the concealer + desire imperfections. Bring it on! the happiness, 96 15.56 JE59/AF/H/A/+ I like how fat and thick it looks. like concealer’s + affection packaging

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I love the packaging, and of course it matches happiness, 97 16.01 JE61/AF/H/A/+ love the concealer + everything else. affection the happiness, 98 16.06 JE63/AF/H/A/+ Uh, I love it. love concealer’s + affection applicator the happiness, 99 16.07 JE64/AF/H/A/+ I love a large and in-charge applicator. love concealer’s + affection applicator satisfaction, 100 16.38 JE65/AF/S/P/+ Bitch is impressed. impressed the concealer + pleasure I wanna add more but it already look pretty so I wanna add dis/inclination, adding more 101 17.06 JE71/AF/DI/D/+ + don’t need to. more desire concealer the concealer happiness, 102 23.02 JE73/AF/H/A/+ Looking up really close, I like it a lot. like and the + affection foundation the concealer satisfaction, 103 24.22 JE80/AF/S/P/+ But beside that, I am impressed. impressed and the + pleasure foundation

So if you want to try something that has a very full the concealer dis/inclination, 104 24.44 JE85/AF/DI/D/+ coverage this year, if you want to look sickening off try it out and the + desire summer, and look like a doll then try it out! foundation

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Table 3c. Judgment

Attitude Appraising No Time Code Utterances Sub- Appraised (+/-) Item Categories I am such a believer in that and I think it is so social the incredible to see brands really step it up and have 1 00.42 T4/JU/SE/C/+ so incredible esteem, foundation’s + adequate ranges in each category from very fair to capacity shade range light, light medium, medium medium deep, deep. I am such a believer in that and I think it is so social the incredible to see brands really step it up and have 2 00.42 T5/JU/SE/T/+ step it up esteem, foundation’s + adequate ranges in each category from very fair to capacity shade range light, light medium, medium medium deep, deep. I am such a believer in that and I think it is so have social the incredible to see brands really step it up and have 3 00.42 T6/JU/SE/T/+ adequate esteem, foundation’s + adequate ranges in each category from very fair to ranges capacity shade range light, light medium, medium medium deep, deep. …but then there's this other Avenue of our brands trying to social the just trying to one-up each other with these crazy 4 01.31 T12/JU/SS/P/- one-up each sanction, foundation’s - shade ranges that really aren't necessary if you boil other propriety shade range it down just to use it as a marketing tool. …but then there's this other Avenue of our brands boil it down social the just trying to one-up each other with these crazy 5 01.31 T15/JU/SS/P/- just to use it sanction, foundation’s - shade ranges that really aren't necessary if you boil as a propriety shade range it down just to use it as a marketing tool.

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marketing tool.

social the put a lot of 6 11.48 T56/JU/SE/T/+ They put a lot of thought into that. esteem, foundation’s + thought tenacity brand social If I don’t like something about this, it is out in the out in the 7 01.18 N7/JU/SS/V/+ sanction, herself + open. open veracity social In all honesty, I didn't think I was going to like this, 8 05.23 N30/JU/SS/V/+ honesty sanction, herself + but we're off to a great start. veracity social I'm not afraid to admit that I'm definitely not a 9 00.51 JA3/JU/SE/T/+ not afraid esteem, himself + foundation expert in any way shape or form tenacity social 10 00.53 JA4/JU/SE/C/- I struggle quite a lot with it honestly struggle esteem, himself - capacity social This is kinda lowkey very very smart and straight very very foundation 11 02.23 JA10/JU/SE/C/+ esteem, + to the point. smart brand capacity social They come in with 50 different shades which I think beyond 12 03.03 JA13/JU/SE/C/+ esteem, Anastasia + is so so beyond incredible. incredible capacity And then I just scrub in a tiny little bit of the dragon social covering 13 07.20 JA47/JU/SE/N/+ beauty colour corrector just to cover some beard normally esteem, + beard areas just like I normally do. normality

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social 14 08.06 JA58/JU/SS/V/+ Honestly it looks really really bomb. honestly sanction, himself + veracity I’ve honestly always just been confused and also social 15 08.12 JA60/JU/SS/V/+ jealous of people who are able to use a foundation honestly sanction, himself + brush, and like do their foundation. veracity social 16 08.25 JA63/JU/SE/N/- Am I literally crazy? crazy esteem, himself - normality social Ok so they’re not kidding when they say that it 17 09.55 JA76/JU/SE/C/+ not kidding esteem, Anastasia + would be very matte. Wow. capacity social 18 11.12 JA88/JU/SS/V/+ Honestly guys it looks so so good. Honestly sanction, himself + veracity This is pretty typical for my skin no matter what social doing touch 19 13.54 JA105/JU/SE/N/+ foundation they’re wearing especially if I don’t do normally esteem, + ups touch ups throughout the day which I normally do. normality exactly what social the the 20 14.06 JA107/JU/SS/V/+ That is exactly what the foundation claims to do. sanction, + foundation foundation veracity claims to do social If I’m being honest, I don’t even think the oiliness 21 14.09 JA108/JU/SS/V/+ honest sanction, himself + look that bad. veracity social 22 02.42 JE6/JU/SE/T/+ I am that dedicated. dedicated esteem, himself + tenacity

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I normally don't say this and this has nothing to do social with this being my brush, but usually I just live for a the thing he 23 13.58 JE43/JU/SE/N/+ Normally esteem, + damp sponge like I think it looks really pretty but I says normality love how this is applying. like how the social 24 14.54 JE50/JU/SS/V/+ It is soft matte like how the packaging claimed. packaging sanction, the brand + claimed veracity