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The Meaning of Headlines: 'a cosmetic approach' - beauty products




The Economist (May 23, 2015) revealed stock market rigging with the headline, 'A cosmetic approach.' The article was about a fictitious bid to buy Avon beauty products, which sent the company's shares on an upward trend. Avon is a cosmetic company, but what does 'a cosmetic approach' mean in relation to the stock market? 

Cambridge Dictionaries online states the definition of 'cosmetic' as 'substances that you put on your face of body that are intended to improve your appearance' and 'corrective changes ... intended to make you believe that something is better when, really, the problem has not been solved.' 

The Medical Dictionary gives the definition of cosmetic as 'superficial' while the online Free Dictionary adds that it is used 'to cover a deficiency or defect' and 'serving to modify' an appearance. It adds that it is 'decorative rather than functional' or 'lacking depth or significance.'

In this context, The Economist is referencing the fictitious bid as a means of deceit. The bidder did not actually intend to buy the company. It was a 'cover-up' - a false bid. The article added that on May 14, 2015, a 'ludicrously high bid for Avon Products ... prompted investors to buy first and ask questions later.' The hoax bid was eventually exposed and revealed.

Hence there was an attempt from a deceptive person - for it is not known if the buyer trading under the name PTG ever really existed - to profit from a false bid to buy Avon, the company. Investigators have not made an arrest to date.

Scorecard for The Economist healine is 90% for the use of the headline because it is relevant to the cosmetics industry, yet its meaning does not quite capture the seriousness of the article's content - i.e. the fictitious bid. It was catch on its first appearance, but taking a deeper look at the article, the headline doesn't quite match - I guess the headline itself is just cosmetic!





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  1. umairMay 21, 2021 at 12:54 AM

    This was really an interesting topic and I kinda agree with what you have mentioned here! best vitamin c serum for face in India

    ReplyDelete

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