Multimodal Semiotics in Cosmetic Advertisement
Abstract
This research deals with the elements of multimodal semiotics and the meaning of beauty. The theory used in this research was the multimodal semiotics theory by Kress and Leewuen (2011) in their book entitled Multimodal Discourse Analysis. The method applied in this research was a descriptive qualitative method. Based on data analysis, it was found that cosmetic advertisements have various multimodal semiotics such as verbal, visual, gestural, and audio. Verbal elements in the form of speech and writing which are dominated by declarative sentences. Visual elements refer to female figures in advertisements and other things with certain color. Gesture elements include smiling facial expressions, sparkling eyes, touching skin, and other movements. Audio elements come from bee sound effects, traditional Javanese music sounds, and so on. Meanwhile, the meanings of beauty conveyed through the multimodal semiotic elements refer to the meaning of physical beauty such as olive skin, white skin like jicama fruit, thick and beautiful hair, stormy hair, and graceful attitude.
References
Arinata, I. M. T., Pratiwi, D. P. E., & Sulatra, I. K. (2022). An Analysis of Verbal and Non-Verbal Signs in Rexona Clinical Protections Advertisement. Austronesian: Journal of Language Science & Literature, 1(2), 47–55.
Dewi, N. M. C. S., Pratiwi, D. P. E., & Suastini, N. W. (2022). The Verbal and Non-verbal Signs of “ For Women by Women : IDÔLE Lancôme “ Advertisement. Austronesian: Journal of Language Science & Literature, 1(2), 83–92.
Handayani, N. P. M., Pratiwi, D. P. E., & Putri, I. G. A. V. W. (2022). Verbal and Non- verbal Signs of “ Scream “ Movie Posters. Austronesian: Journal of Language Science & Literature, 1(2), 93–101.
Kress, G. & Van Leeuwen, T. (2002). Colour as A Semiotic Mode: Notes for A Grammar of Colour. Visual Communication.
Kress, G. (2011). Multimodal discourse analysis.
Luzar, C. L., M. (2011). Efek Warna dalam Dunia Desain dan Periklanan. Humaniora, 2(2), 1084–1096.
Nurnanengsi. (2016). Representasi Konsep Cantik Dalam Iklan Televisi (Analisis Semiotika dalam “Iklan Pelelembab Wajah Fair & Lovely Versi Gita Virgaâ€). Universitas Islam Negeri Alauddin.
Trinadi, N. N. S., Pratiwi, D. P. E., & Skolastika, I. M. P. (2022). Verbal and Non-verbal Signs of “AQUA Life: Care for Nature, Nature Cares for You.†Austronesian: Journal of Language Science & Literature, 1(1), 38–46. Hootsuitewearesocial.com. (2020). Data Tren Internet dan Media sosial Tahun 2020. Diakses pada 23 November 2021, dari https://andi.link/hootsuite-we-are-social-indonesian-digital-report-2020/
Iklan Viva Mangir Beauty Lotion. (1993). Diakses pada 10 September 2021 melalui https://www.youtube.com/watch?v=lBTRtH8oSag&ab_channel=MuhammadFawwazAizuddin
Iklan Viva Hand & Body Lotion. (2018). Diakses pada 10 September 2021 melalui https://www.youtube.com/watch?v=IStNbr1HmFw&ab_channel=IklanTVIndonesia
Iklan Sunsilk Telur dan Madu. (1998). Diakses pada 10 September 2021 melalui https://www.youtube.com/watch?v=a1qGRQBcDRU&ab_channel=ParaBintang
Iklan Sunsilk Thick and Long. (2019). Diakses pada 10 September 2021 melalui https://www.youtube.com/watch?v=rxGs9QKxEmo&ab_channel=IKLANTVCoMM-MuseumIklanTVIndonesia
This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge.
All articles published Open Access will be immediately and permanently free for everyone to read and download. We are continuously working with our author communities to select the best choice of license options, currently being defined for this journal as follows: Creative Commons-Non Ceomercial-Attribution-ShareAlike (CC BY-NC-SA)
Abstract viewed = 192 times
PDF downloaded = 451 times
2.png)
