A MULTIMODAL ANALYSIS OF AXE IS IT OK FOR GUYS..? ADVERTISEMENT

DHYAN PURWITARINI, 121411233025 (2018) A MULTIMODAL ANALYSIS OF AXE IS IT OK FOR GUYS..? ADVERTISEMENT. Skripsi thesis, Universitas Airlangga.

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Abstract

Men become the ones who always occupy the ‘unmarked’ side in a study. Nowadays, men are also subject to the stereotypes of society about gender and language as well as those who also have to work hard in maintaining the appearance to remain masculine. It has similarities with the concept of renewal AXE advertisement entitled Is It OK for Guys? AXE raises the issue of how men still question what kind of a man he should be. This study aims to reveal the message of AXE campaign about men by using multimodality theory proposed by Kress and van Leeuwen (2006). The elements of multimodality are able to describe the function of every scene in the video advertisement. The analysis of the language is supported by Kiestling in men’s language use (2007). The result is scene 1 and scene 2 in AXE Is It OK for Guys video advertisement represent the implicit meaning that the producer wants to convey to the viewers— understanding that men also got issues and it does not always relate to the inequality gender discussion.

Item Type: Thesis (Skripsi)
Additional Information: KKB KK2 FS BE 124/18 Pur m
Uncontrolled Keywords: MASCULINITY, MULTIMODALITY, ADVERTISEMENT
Subjects: P Language and Literature
P Language and Literature > PE English > PE1-3729 English
P Language and Literature > PR English literature
Divisions: 12. Fakultas Ilmu Budaya > Sastra Inggris
Creators:
CreatorsEmail
DHYAN PURWITARINI, 121411233025UNSPECIFIED
Contributors:
ContributionNameEmail
ContributorJURIANTO, Drs., M.Hum.UNSPECIFIED
Depositing User: Ani Sistarina
Date Deposited: 18 Oct 2018 14:47
Last Modified: 18 Oct 2018 14:47
URI: http://repository.unair.ac.id/id/eprint/74734
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