Human vs ChatGPT – Language of Advertising in Beauty Products Advertisements

Beauty advertising has a language of its own: carefully chosen words, implied promises and persuasive turns of phrase can shape how a product—and the person using it—is perceived. Human vs ChatGPT – Language of Advertising in Beauty Products Advertisements examines those choices in human-written ads and in copy generated by ChatGPT 3.5 and 4.0.

Ida Skubis and Dominika Kołodziejczyk pair a grounding in advertising and linguistic analysis with a close comparison of beauty-product advertisements. The result is a focused look at what generative AI does with persuasive language, and how its work compares with human-created examples.

How advertising language persuades

The opening chapters establish the concepts needed to read an advertisement closely. They discuss the functions of advertising, the distinction between persuasion and manipulation, and such devices as implicature and presupposition. The authors then organize linguistic features across lexical, syntactic and rhetorical levels—giving readers a framework for noticing not just what an ad says, but how its wording makes meaning.

From AI in marketing to generative advertising

Further chapters consider AI in management, marketing and advertising, before turning to generative AI, ChatGPT’s features and related ethical questions. This context helps situate the book’s central comparison within wider changes in marketing communication.

Human-written ads meet ChatGPT

The empirical study examines advertisements for makeup and for skin, body and hair care products. Human-created examples are analyzed first; the authors then study advertising generated by ChatGPT 3.5 and 4.0, including the models’ own accounts of the linguistic measures they used. Comparing the explanations with the actual copy lets the authors ask whether the systems recognize and apply the techniques they describe—and how the resulting ads differ from human work.

For readers studying language, marketing and AI

This book will interest students and researchers in applied linguistics, advertising and marketing, as well as readers examining generative AI’s role in persuasive communication. It offers a specific case study rather than a general guide to AI: beauty advertising becomes the lens for exploring the relationship between language, persuasion and machine-generated text.

Read it for a structured introduction to advertising language and a detailed human–AI comparison that invites closer attention to the words behind the pitch.