The The Representation of Ideal Woman in Wardah’s Advertising Campaigns: A Systemic Functional Multimodal Discourse Analysis

Authors

Keywords:

Advertisement, beauty, Muslim Women, multi modal analysis

Abstract

The ‘ideal’ woman is stereotypically represented by means of visual and linguistic elements. This research is aimed at finding out the construction of ideal beauty in women’s magazines online represented in the multimodal elements. The data are from Wardah’s advertising campaigns on the official web page of Wardah and analyzed using Multimodal discourse analysis cooperated with systemic functional linguistic. The result shows that Lead and Display are used as the preference in the visual element of an advertisement. The position, gaze, size, clothes, and facial expression of the woman images become visual expression carried the meaning of a woman’s ideal beauty offered to the viewers. Meanwhile, Announcement, Emblem, Enhancer, and Tag are used as the linguistic element of the advertising campaign. It is realized in the use of material process and declarative mood as the preference. Further, the ideal Women represented in the advertisement are illustrated by the concept of new and perfect Muslim women. In other words, by consuming the product will make them become new and perfect Muslim women that have an ideal skin (moist, elastic, and natural glow skin, and does not have wrinkles and dark spot) as the model employed in the advertisement.

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Published

2022-09-30

How to Cite

Sukarno, S. (2022). The The Representation of Ideal Woman in Wardah’s Advertising Campaigns: A Systemic Functional Multimodal Discourse Analysis. International Journal of Linguistics, Literature and Culture, 8(6). Retrieved from https://sloap.org/journals/index.php/ijllc/article/view/2073

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Section

Research Articles