A MULTIMODAL ANALYSIS IN PANTENE ADVERTISEMENTS

Nadia Fadhilah Muslim, - (2020) A MULTIMODAL ANALYSIS IN PANTENE ADVERTISEMENTS. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

This study aims to investigate how Pantene Indonesian and International ads verbally and visually represent the image of women with beautiful strong hair and the ads’ differences by means of Halliday’s transitivity system (2014) and Kress and van Leeuwen’s (2006) point of view. This study also focuses on what the differences signify. The study analyzes eight Pantene’s advertisements, which consist of four Indonesian and International ads respectively. The data taken for this study are the Pantene Indonesian and International ads, focusing on the ads that show their brand ambassadors. The results of this study show that Pantene Indonesian ads describe women with strong hair as something that is coveted by women in Indonesia. Similarly, in Pantene International ads, the figure of a woman with strong and beautiful hair is described as a beautiful woman. In the Pantene Indonesian advertisement, it can be seen that ads makers use the implicit persuasive method, whereas in the International Pantene, the method is explicit declarative employed which can be seen by viewers directly. These differences verify the stereotypes attached to Indonesian and International market, namely being communal and individual, respectively.

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Official URL: http://repository.upi.edu
Item Type: Thesis (S1)
Uncontrolled Keywords: multimodality, representation, verbal modes, visual mode
Subjects: P Language and Literature > PE English
P Language and Literature > PR English literature
Divisions: Fakultas Pendidikan Bahasa dan Sastra > Jurusan Pendidikan Bahasa Inggris > Program Studi Bahasa dan Sastra Inggris (nonpendidikan)
Depositing User: Nadia Fadhilah Muslim
Date Deposited: 12 Feb 2020 04:09
Last Modified: 12 Feb 2020 04:09
URI: http://repository.upi.edu/id/eprint/46578

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