A Multimodal Discourse Analysis of Wardah Cosmetics Advertisement
Nur Alifah1, Agus Rohmat Hidayat2
Institut Prima Bangsa (IPB) Cirebon1
Universitas Mitra Cendekia Indonesia2
alifahazahra43@gmail.com1, ghousun99@gmail.com2
|
Keywords |
Abstract |
|
Multimodal Discourse
Communication, Visual Elements, Advertising, Wardah |
This research paper presents a comprehensive
multimodal discourse communication (MDC) of a selected advertisement from
Wardah Cosmetics. This research explores the analysis of multiple modes of
advertising for Wardah Islamic beauty products. The research employed a
descriptive qualitative approach to examine visual elements present in Wardah
beauty advertisements. It incorporated the Bahasa Halliday Metafunction
component and the multimodal discourse analysis framework Kress and Van
Leeuwen developed. Through this analysis, the research aims to provide valuable insights into the
discursive strategies employed by the brand and shed light on how the
advertisement constructs and shapes cultural meanings, identities, and beauty
ideals. The findings of this research contribute to the field of multimodal
discourse analysis and offer practical implications for advertisers,
marketers, and scholars interested in understanding the complex dynamics of
persuasive communication in the context of cosmetics advertising. |
Corresponding Author: Nur Alifah
Email: alifahazahra43@gmail.com
INTRODUCTION
According to researchers, language is perceived as a means of
communication where thoughts and ideas are conveyed using either spoken or
symbolic methods (Bonvillain, 2019). It serves as a medium for expressing and
exchanging information between individuals or groups. Language encompasses
spoken, written, and symbolic forms, enabling individuals to convey meaning and
interact socially. Within this perspective, language is considered a
fundamental tool for human communication and plays a crucial role in shaping
how individuals perceive and understand the world around them (Rabiah, 2018). This communication language is used for all
aspects of human life, such as in business and advertising.
The advertisement industry has witnessed a
remarkable shift in recent years, with the emergence of new communication
technologies and the increasing importance of visual and multimodal elements in
conveying persuasive messages. The language used in advertising carries
intricate meaning as it combines text and visuals, often created through the
collaborative efforts of graphic artists and copywriters (Eynullaeva, 2018).
To comprehend the intricacies of meaning, studying
multimodal advertisements becomes essential. Multimodal analysis seeks to grasp
the influence and significance of a text that incorporates multiple modes,
including verbal, visual, and auditory elements. Kress and Lueewen in (Baykal, 2016). Linguistic Systemic Functional Theory (LSF)
was developed by researchers (McCabe, 2021).
According to (Kress and Van Leeuwen, 2020),
communication occurs through multiple modes, including language, images,
gestures, and spatial arrangements. These modes work together to convey meaning
and shape the interpretation of messages. MDA examines how these modes interact
and contribute to the meaning-making process.
In this context, multimodal discourse analysis
(MDA) has gained considerable attention as a valuable framework for examining
the complex interplay between different modes of communication, such as
language, visuals, and gestures, in constructing meaning and influencing
audience responses. (Brillianta & Setiarini, 2022)
The researcher conducted a multimodal analysis
of beauty product advertisements in this research, exploring the visual
elements as powerful tools to influence customers' beliefs.
This comprehensive research paper uses a sophisticated
multimodal discourse analysis to explore the intricate communication layers of
marketing. Specifically, it sets its sights on dissecting and deciphering the
intricate semiotic elements embedded within a carefully chosen advertisement
belonging to Wardah Cosmetics, a trailblazing entity within the cosmetics
industry. By meticulously scrutinizing various modes of communication, such as
visuals, textual content, and audio, this research seeks to unravel the nuanced
strategies and tactics employed by Wardah Cosmetics to captivate, persuade, and
ultimately engage its target audience. Through this in-depth analysis, we aim
not only to unveil the overt messages conveyed by the advertisement but also to
shed light on the subtle yet powerful cues that contribute to its effectiveness
in the competitive landscape of the cosmetics market. This research contributes
valuable insights to marketing, communication studies, and consumer behaviour
analysis.
The choice to focus on Wardah Cosmetics is
significant. The brand has successfully established itself as a leading player
in the cosmetics market, particularly in targeting Muslim consumers with
halal-certified products. Examining their advertisement through a multimodal lens
allows one to explore how the brand strategically combines different modes to
create persuasive and culturally resonant messages. (Brillianta & Setiarini, 2022)
The findings of this research will
contribute to the growing body of literature on multimodal discourse analysis
in the cosmetics advertising domain. Additionally, the research will provide
valuable insights for advertisers, marketers, and scholars interested in
understanding the effective use of multimodal elements in constructing
persuasive messages and engaging with diverse consumer segments.
The previous research was conducted
by (Suryani et al., 2021). The research on
multimodal discourse analysis (MDC) in Wardah advertisements produced findings
indicating that the visual representation of Wardah advertisements includes
actors, goals, participants, and location. The Wardah beauty advertisement
incorporates verbal and visual text, with verbal text delivered by a narrator
and visual elements displayed. The realization of the multimodal text in Wardah
advertisements explores the connection between linguistic elements and visual
images, which form the core of the message and convey the producer's purpose
and intention to the audience.
Overall,
this research seeks to bridge the gap between theory and practice by examining
the multimodal discourse of the Wardah Cosmetics advertisement. By doing this
research aims to contribute to multimodal discourse analysis and offer
practical implications for the advertising industry.
RESEARCH
METHODS
This research employed a descriptive
qualitative approach to analyze the data. The dataset comprised images, texts,
symbols, sounds, and gestures extracted from Wardah's unique package
advertisement flyer. The visual data consisted of images from screenshots of
the advertisement shared on Wardah's Instagram post. In the initial data
collection stage, images were captured, followed by transcribing text information
within the advertisements. Halliday
utilized a visual theory rooted in systemic functional linguistics to analyze
audiovisual advertisements. This approach incorporated the concept of
metafunction, which serves as a suitable tool for uncovering complex
differences and exploring various ways of constructing clauses within
advertisements. In addition, the visual elements were analyzed based on
multimodal theory and theory on the generic structure of advertisements. These
theoretical frameworks provided valuable perspectives for understanding the
visual composition and structure of the analyzed advertisements.
RESULTS AND
DISCUSSION
1.
Linguistic analysis
Linguistic analysis in the
wardah beauty advertisement is a clause based on the metafunction system under
Halliday Functional Grammar.
|
Glow finish |
for campus look |
|
Process |
Goal |
|
Happy |
Cherry |
|
Attributive |
Carrier |
|
Package |
Colorfit |
|
Attributive |
Carrier |
|
Campus look |
by Abel Cantika |
|
Attributive |
Carrier |
|
Buy 2 |
Get 5 |
|
Process: Material |
Goal |
|
Colorfit last all day |
lip paint |
|
Attributive |
Carrier |
|
Colorfit Perfect Glow |
cushion |
|
Attributive |
Carrier |
|
Totebag wardah x Smitten |
By |
Pattern |
|
Goal |
Process |
Actor |
|
Colorfit |
Lip ink |
08 |
|
Attributive |
Carrier |
|
|
Carrier |
Attributive |
|
|
Lightening |
oil |
infused |
micellar |
|
Attributive |
Carrier |
Attributive |
Carrier |
In the
text Glow finishes for campus look, Glow finish is the process, and for campus
look is goal. In this sentence, the wardah wants to show the slogan carried in
order to attract buyers.
In the
sentence buy 2 get 5, buy 2 is material and get 5 is the goal. This sentence
means Wardah wants to promote their product with persuasive words.
In the
text presented by the Wardah ad, this ad tries to show the product in terms of
the number of attributes and carriers.
2. Visual
Analysis
As
explained above, the visual analysis of Wardah beauty product advertisements
uses the multimodal theory of (Kress & Van Leeuwen, 2020).
Figure
1. Slide 1 of Wardah Instagram Post
In
Figure 1, the representational meta-function consists of objects, namely
cosmetics, which are non-human objects, and there is no human object. These
objects are present in the middle of the figure. This means that Wardah only
wants to show its products, thus causing people who see them to focus on the
product. The background matches the product colour, meaning that Wardah wants
to add an aesthetic impression.
The
text in Figure 1 contains the brand name, 'Wardah'. There is also the text
'Happy Cherry', which means the theme used by Wardah Cosmetics, and the text
'Glow finish for campus look' as the slogan for the advertisement.
Figure
2. Slide 2 of Wardah Instagram Post
Figure
two shows non-human objects such as products, and like slide 1 here, there are
no human objects. The background colour used in Figure 2 is the same as in
Figure 1, which is the same as the existing object.
Objects
or products here are presented with text, which means the product's name. Just
like picture 1, picture 2 has the brand name. The theme used with additional
promo information is the text 'buy 2 get 5' and 'campus look by Abel Cantika',
and the ad supporting text is Tote bag Wardah x Smitten by Pattern, Colorfit
Lip ink 08, and Lightning oil infused micellar.
The
findings show that the Wardah Package series consists of 2 parts: linguistic
and visual elements. It is supported by the previous statement by Anstey and Bull,
cited in (Amatullah
et al., 2019)
The
advertisement goes beyond simple words or phrases to convey its message. It
combines linguistic, verbal, visual, and aural elements to communicate complex
meanings. To fully comprehend the depth of these meanings, examining the
advertisement through the lens of multimodal analysis is essential (Raharjo
et al., 2020).
The
multimodal analysis focuses on unravelling the significance and impact of a
text that incorporates various modes of communication (Martin et al., 2021). These modes include not only the words spoken or written
(verbal mode), but also the images, symbols, and overall visual composition
(visual mode), as well as any accompanying sounds or music (aural mode). By
considering all these different elements, we can better understand the power
and meaning embedded within an advertisement (Kress & Van Leeuwen, 2020).
Multimodal
literacy emphasises understanding how discourse is constructed by examining
semiotic resources, including verbal, visual, and spatial elements (Mills & Unsworth, 2017). These resources are strategically employed across
different modalities to foster interaction and integration, ultimately
contributing to the overall coherence of the text. (Jewitt, 2015)
By
delving into multimodal literacy, we delve into the intricate web of
communication where multiple modes intersect and collaborate to shape meaning (Scolari, 2019). Verbal resources encompass spoken or written language,
capturing the essence of ideas and concepts through carefully chosen words and
expressions (Love, 2017). Visual resources encompass various elements such as
images, colors, typography, and layout. They serve potent vehicles for
conveying emotions, highlighting key messages, and creating aesthetic appeal.
Spatial resources refer to the arrangement and organization of elements within
a given space, including the positioning of text, images, and other visual
components (Raharjo
et al., 2020).
The
interplay and interaction between these semiotic sources, harnessed through
different modalities, give rise to a dynamic and engaging discourse (Cheung, 2022). The coherent text emerges as a harmonious integration of
these modes, where each element contributes meaningfully to the overall
message. It is through this integration that the full potential of multimodal
communication is realized, as different modes mutually reinforce and enhance
one another, elevating the impact and effectiveness of the text.
Understanding
multimodal literacy allows us to navigate and interpret the intricacies of
contemporary communication practices, which often rely on the fusion of diverse
modes
(Stein, 2014). By closely examining the interconnections and
interdependencies of verbal, visual, and spatial resources, we gain deeper
insights into how meaning is constructed, conveyed, and interpreted in complex
texts. This holistic approach to literacy opens up new avenues for critical
analysis, enabling us to unravel the layers of meaning beneath the surface of multimodal
texts and appreciate the rich tapestry of communication in the modern world (Carreiro, 2017).
The
multimodal analysis of the Wardah advertisement provides a fascinating
opportunity to delve into the intricacies of meaning construction within the
context of advertising. Wardah, as a well-known cosmetics brand, employs a wide
range of semiotic resources to create a persuasive and engaging message that
resonates with its target audience.
The
Wardah advertisement showcases a visually captivating display of images,
colors, and aesthetics. The visuals play a significant role in shaping the
consumer's perception and emotional response. The advertisement may feature
models with flawless skin, vibrant makeup looks, or diverse representations of
beauty. The visual composition is carefully designed to evoke positive
emotions, create a desire for the product, and establish a visual identity that
reflects the brand's values. Additionally, using colors, typography, and layout
further contributes to the overall visual appeal and brand recognition (Filkovskaia, 2017).
CONCLUSION
From the results of the above research, it can be concluded that based
on linguistic ad analysis, Wardah wants to promote its products with the
details and information presented. Based on visual analysis, Wardah focuses on
presenting its products because it only displays non-human objects. The
multimodal analysis of the Wardah advertisement demonstrates the power and
complexity of meaning construction in advertising. By examining the visual
element we gain insights into how the brand effectively communicates its
message, establishes its identity, and connects with its target audience.
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