Insecurity and Self-Acceptance Portrayed in Samsung Galaxy A8 Advertisement “Lets You Be You”: A Multimodal Analysis

Authors

  • Stefanus Fernando Petra Christian University, Jl. Siwalankerto No.121-131, Siwalankerto, Wonocolo, Surabaya

DOI:

https://doi.org/10.9744/katakita.7.2.260-268

Keywords:

Film Pendek, Menyepelekan, Alergi, Kesehatan, ILM

Abstract

This study analyzed the issue of insecurity and self-acceptance portrayed in Samsung Galaxy A8 advertisement entitled “Lets You Be You”. The main theory for this study is the theory of multimodal discourse analysis by Paltridge (2012) and the theory of body language by Pease (2004) as the supporting theory. Qualitative approach is applied because this study involves the interpretation of both verbal and nonverbal data. The findings showed how the issue of insecurity is reflected through the reaction of the participants in the video before and after receiving a compliment. Furthermore, the construction of the changing process from insecurity to self-acceptance can be seen from the genuine reaction of the compliment, as well as the change of facial expression throughout the video.

 

Key words: Insecurity, Self-acceptance, Multimodal Discourse Analysis, Advertisement, Samsung

Author Biography

  • Stefanus Fernando, Petra Christian University, Jl. Siwalankerto No.121-131, Siwalankerto, Wonocolo, Surabaya
    English Department

References

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O'Halloran, K. L. (2011). Multimodal discourse analysis. In B. Paltridge, & K. Hyland, The continuum companion to discourse analysis (pp. 120-137). New York: Continuum International Publishing Group.

Paltridge, B. (2012). Background to multimodal discourse analysis. In B. Paltridge, Discourse analysis an introduction (pp. 170-171). London: Bloomsbury Publishing Plc.

Paltridge, B. (2012). Examples of multimodal discourse analysis. In B. Paltridge, Discourse analysis an introduction (p. 172). London: Bloomsbury Publishing Plc.

Paltridge, B. (2012). Genre, speech acts and multimodality. In B. Paltridge, Discourse analysis an introduction (p. 177). London: Bloomsbury Publishing Plc.

Pease, A., & Pease, B. (2004). Eye signals. In A. Pease, & B. Pease, The definitive book of body language (pp. 165-179). Buderim: Pease International.

Pease, A., & Pease, B. (2004). How body language reveals emotions and thoughts. In A. Pease, & B. Pease, The definitive book of body language (p. 11). Buderim: Pease International.

Pease, A., & Pease, B. (2004). The magic of smiles and laughter. In A. Pease, & B. Pease, The definitive book of body language (pp. 67-70). Buderim: Pease International.

Schreier, M. (2012). Qualitative content analysis in practice. London: SAGE Publications Ltd.

ThinkMarketing. (2018, January 14). Samsung A8 social experiment proves that everyone is beautiful. Retrieved from https://thinkmarketingmagazine.com/samsung-a8-uses-moving-viral-video-inspiration/

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Published

2019-10-29

Issue

Vol 7, No 2 (2019)

Section

Articles

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