RR. Aisifah Nurhalida Putri Prijambodo (2020) The Concept Of Beauty In Revlon Candid Campaign Video Advertisement: A Multimodal Analysis. Skripsi thesis, UNIVERSITAS AIRLANGGA.

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Abstract

Beauty image is often found in advertisement, especially in the form of videos. There are various aspects in supporting the term of beauty, which one of them is makeup. This study aims to analyze the phenomenon in a video advertisement entitled Revlon Candid Campaign. In this video advertisement, there are several aspects of multimodality that act as a tool to create meaning or information to the viewers. In this context, this study reveals how this advertisement creates beauty image in a cosmetic product. This study uses qualitative methods and multimodality theory proposed by Kress and Leeuwen (2006) in order to analyze the elements in the advertisement. The elements found in the video advertisement are narrative process, the participant’s utterance (speech act), gaze, camera angle, social distance, colors and discourse arrangement. Meanwhile, in verbal mode analysis found that it is related with speech role principles and linguistics devices strategy. Thus, the study reveals that true beauty is about being yourself, expressive and brave

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