A MULTIMODAL ANALYSIS OF MOTHERS’ REPRESENTATION IN DETTOL TELEVISION ADVERTISEMENTS

Fathimah, Diana Nur (2014) A MULTIMODAL ANALYSIS OF MOTHERS’ REPRESENTATION IN DETTOL TELEVISION ADVERTISEMENTS. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk mengetahui bagaimana wanita dalam perannya sebagai seorang ibu direpresentasikan di iklan televisi Dettol. Dengan metode deskriptif qualitatif, penelitian ini menggunakan analisis multimodal sebagai prosedur penelitian yang berbasis pada teori tata bahasa visual milik Kress dan van Leeuwen (2006) dan tata bahasa sistemik fungsional milik Halliday (1994). Temuan menunjukkan bahwa walaupun mode visual sedikit lebih dominan daripada mode verbal, keduanya memiliki peran yang penting dalam membangun imej tentang ibu. Ibu digambarkan baik sebagai ibu rumah tangga maupun sebagai ibu yang juga memiliki pekerjaan formal. Kesemua ibu digambarkan tengah terlibat dalam pekerjaan rumah. Ibu direpresentasikan secara positif, yakni sebagai seseorang yang pintar, tidak lemah, mandiri, lembut dan protektif terhadap anaknya. Temuan ini memperlihatkan bahwa dalam perannya sebagai ibu, tugas dan aktivitas wanita tetap sama dengan stereotip, terlepas dari apapun pekerjaan wanita tersebut.

The present research is entitled ‘A Multimodal Analysis of Mothers’ Representation in Dettol Television Advertisements’. Using a qualitative descriptive method, the research employs a multimodal analysis as the procedure of the research based on Kress and van Leeuwen’s (2006) visual grammar and Halliday’s (1994) systemic functional linguistics. The findings show that although visual semiotic mode is slightly more dominant than the verbal, both of them play important role to build the image of the mothers. The mothers are represented as physically perfect. In terms of occupations, the mothers as depicted either as a working mother or a housewife who does women-related behaviors chores. The mothers are also represented in a positive way in terms of traits. The mothers are represented as warm, affectionate, not weak, and knowledgeable. From the perspective of gender, the results show that when it comes to women’s role as mothers, their task and obligation are continued to be stereotyped even though their traits and occupations are less stereotyped.

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Item Type:	Thesis (S1)
Additional Information:	No. Panggil : S ING FAT a-2014
Uncontrolled Keywords:	Gender, analisis visual, analisis verbal, representasi, stereotip
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Pendidikan Bahasa dan Sastra > Jurusan Pendidikan Bahasa Inggris > Program Studi Bahasa dan Sastra Inggris (nonpendidikan)
Depositing User:	Users 25223 not found.
Date Deposited:	19 Mar 2015 02:15
Last Modified:	19 Mar 2015 02:15
URI:	http://repository.upi.edu/id/eprint/14159

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