A Comparative Pragmatic Study of Directive Speech Acts Used by Mikayla Nogueira and NikkieTutorials in TikTok Makeup Advertisement

Abstract

This study investigates the use of directive speech acts in TikTok makeup advertisements produced by two prominent beauty influencers, Mikayla Nogueira and NikkieTutorials. The research aims to (1) identify and categorize the directive speech acts employed by both influencers, and (2) compare their levels of directness within the context of digital advertising discourse. Using a qualitative descriptive comparative design, the data were collected from TikTok videos uploaded in September 2025, transcribed using Clideo, and analyzed based on Searle’s (1975) taxonomy of directives. The findings show that while both creators draw on the same five directive categories instructing, advising, persuading, requesting, and warning they prioritize them differently. NikkieTutorials predominantly uses direct instructional directives to convey clear, step-by-step guidance, reflecting her persona as an educator. In contrast, Mikayla Nogueira favors emotionally charged persuasive directives, aligning with the entertainment driven nature of TikTok. Both influencers demonstrate similar patterns in advising, whereas requesting and warning appear minimally. These results highlight how directive strategies in TikTok advertising are shaped by influencer identity, platform characteristics, and persuasive intent, contributing to a deeper understanding of pragmatic practices in social media marketing.