VERBAL AND VISUAL REPRESENTATION OF WOMEN IN ADVERTISEMENTS: A CRITICAL ANALYSIS OF NIKE PRINT COMMERCIALS

Yessy Zakaria, - (2009) VERBAL AND VISUAL REPRESENTATION OF WOMEN IN ADVERTISEMENTS: A CRITICAL ANALYSIS OF NIKE PRINT COMMERCIALS. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

This paper entitled Verbal and Visual Representation of Women in Advertisements: A Critical Analysis of Nike Print Commercials is aimed at examining the verbal and visual representation of women in Nike print advertisements and the ideologies behind the representation. The present study is largely qualitative using the frameworks of Critical Discourse Analysis proposed by Fairclough (2003) and Visual theory of mood and modality by Gunther and Van Leeuwen (1990). Data include six Nike print advertisements that were released in June 2007 until April 2009. The analysis of verbal texts focuses on transitivity, inclusion and exclusion of elements of social events, and concreteness or abstraction of representation of social events. Meanwhile, mood, subjectivity, social distance, and modality analyses are employed in exploring the visual texts. This study reveals that Nike print advertisements portray women as active and prominent subjects. The analyses also show that the ideology underlying the representation appears to be male-oriented emancipation.

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Official URL: http://repository.upi.edu
Item Type: Thesis (S1)
Additional Information: ID SINTA Dosen Pembimbinbg IWA LUKMANA: 6681158 YANTY WIRZA: 6658778
Uncontrolled Keywords: Verbal, Visual Representation, Women, Advertisements, Nike Print Commercials
Subjects: L Education > L Education (General)
Divisions: Fakultas Pendidikan Bahasa dan Sastra > Jurusan Pendidikan Bahasa Inggris
Depositing User: Hikmal Fajar Fardyan
Date Deposited: 24 Jul 2023 07:24
Last Modified: 24 Jul 2023 07:24
URI: http://repository.upi.edu/id/eprint/93914

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