A Multimodal Discourse Analysis of Wardah Cosmetics Advertisement
DOI:
https://doi.org/10.58344/jii.v3i3.4734Keywords:
Multimodal Discourse Communication, Visual Elements, Advertising, WardahAbstract
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.
References
Amatullah, F., Rosa, R. N., & Fitrawati, F. (2019). An analysis of multimodal in beauty product advertisements. English Language and Literature, 8(1). https://doi.org/10.24036/ell.v8i1.103122
Baykal, N. (2016). Multimodal construction of female looks: An analysis of mascara advertisements. Dilbilim Ara?t?rmalar? Dergisi, 27(2), 39–59.
Bonvillain, N. (2019). Language, culture, and communication: The meaning of messages. Rowman & Littlefield.
Brillianta, C. D., & Setiarini, N. L. P. (2022). Construing the Textual Features, Discourse Practice and the Socio-Cultural Practice of a Wardah Renew You Series Advertisement: A Critical Discourse Analysis. International Journal of Linguistics, Literature and Translation, 5(2), 16–21. https://doi.org/10.32996/ijllt.2022.5.2.3
Carreiro, L. (2017). Working against type: Opening gestures in word-based visual art. Cardiff Metropolitan University.
Cheung, A. (2022). Verbal and on-screen peer interactions of EFL learners during multimodal collaborative writing: A multiple case-study. Journal of Second Language Writing, 58, 100931. https://doi.org/10.1016/j.jslw.2022.100931
Eynullaeva, E. (2018). Relational designs in literature and the arts. Relational Designs in Literature and the Arts, January 2012.
Filkovskaia, J. (2017). Influence of Visuals in Digital Brand Identity: Case company: PIIK.
Jewitt, C. (2015). Multimodal analysis. The Routledge handbook of language and digital communication (pp. 69–84). Routledge.
Kress, G., & Van Leeuwen, T. (2020). Reading images: The grammar of visual design. Routledge.
Love, N. (2017). On languaging and languages. Language Sciences, 61, 113–147. https://doi.org/10.1016/j.langsci.2017.04.001
Martin, J., Xu, L., & Seah, L. H. (2021). Discourse analysis and multimodal meaning making in a science classroom: meta-methodological insights from three theoretical perspectives. Research in Science Education, 51(1), 187–207.
McCabe, A. (2021). A functional linguistic perspective on developing language. Routledge.
Mills, K. A., & Unsworth, L. (2017). Multimodal literacy. Oxford University Press.
Rabiah, S. (2018). Language as a tool for communication and cultural reality discloser.
Raharjo, A. R., Hidayat, D. N., Alek, A., & Jalil, N. (2020). Multimodal Analysis of Wardah Lipstick Advertisement. Elite: English and Literature Journal, 7(2), 149–159. https://doi.org/10.24252/10.24252/elite.v7i2a4
Scolari, C. A. (2019). Beyond the myth of the “digital native” Adolescents, collaborative cultures and transmedia skills. Nordic Journal of Digital Literacy, 14(3–4), 164–174. https://doi.org/10.18261/issn.1891-943x-2019-03-04-06
Stein, P. (2014). Multimodal instructional practices. In Handbook of research on new literacies (pp. 871–898). Routledge.
Suryani, R. F., Sinar, T. S., & Zein, T. T. (2021). Multimodal Analysis In Wardah Islamic Beauty Product Advertising. International Journal of Educational Research and Social Sciences (IJERSC), 2(6), 1577–1584. https://doi.org/10.51601/ijersc.v2i6.238
Published
Issue
Section
License
Copyright (c) 2024 Jurnal Impresi Indonesia
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International (CC-BY-SA). that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
