A Multimodal Discourse Analysis of the Notion of Beauty in “Dove Real Beauty Sketches”

Authors

  • Janice Davita Oey Petra Christian University, Jl. Siwalankerto No.121-131, Siwalankerto, Wonocolo, Surabaya

DOI:

https://doi.org/10.9744/katakita.7.3.352-357

Keywords:

internal audit, ISO 9001, 2015, quality management system, risk analysis

Abstract

This research deals with multimodality or multimodal discourse analysis in analyzing the notion of beauty in a Youtube video. It aims at finding how an advertisement uses the multiple modes in constructing the meaning, which is the notion of beauty. For this research, the object of the analysis is Dove’s video advertisement entitled “Dove Real Beauty Sketches”, which was uploaded to the YouTube channel of Dove in 2013. The issue that Dove is trying to convey through the advertisement is that beauty is in the eye of the beholder. One’s perception of beauty can differ from another. If one person describe himself/herself as unattractive, other people may think that the person is actually attractive. Through this research, I want to find how that issue is constructed through the analysis of the multiple modes used in the advertisement. The multiple modes consist of the verbal and non-verbal expressions displayed by the female participants, Olivia, Melinda, Kela, and Florence.

 

Keywords: advertisement, beauty, notion, multimodal discourse analysis

Author Biography

  • Janice Davita Oey, Petra Christian University, Jl. Siwalankerto No.121-131, Siwalankerto, Wonocolo, Surabaya
    English Department

References

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Mahendra, L. T. (2015). Meaning in American Dove shampoo commercial campaign.

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Paltridge, B. (2012). Discourse Analysis. London: Bloomsbury Academic.

Semiotix. (n.d.). Language as social semiotic in Halliday’s systemic functional linguistics. Semiotix A Global Information Magazine. Retrieved November 27, 2018, from https://semioticon.com/semiotix/2012/03/language-as-social-semiotic-in-hallidays-systemic-functional-linguistics/

Vitelli, R. (2013, November 18). Media Exposure and the "Perfect" Body. Psychology Today.

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Published

2019-12-16

Issue

Vol. 7 No. 3 (2019)

Section

Articles

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