MAJIDAH FITRONIA, 1214112330327 (2018) A MULTIMODAL ANALYSIS ON THE PORTRAYAL OF WOMEN IN ADIDAS FEARLESS AF ADVERTISEMENT. Skripsi thesis, Universitas Airlangga.

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Abstract

Women face gender inequality that make them often challenge gender stereotypes imposed in society. The issue of gender stereotypes in society makes Adidas team to create an advertisement campaign entitled Fearless AF that shows the power of women. This study aims to analyze the video advertisement of Adidas Fearless AF. This study aims to reveal how the portrayal women in this video advertisement from the verbal and visual modes using multimodality theory proposed by Kress and van Leeuwen (2006). The analysis of verbal mode relates to systemic functional linguistics proposed by Halliday and Matthiessen (2004). This study reveals the power of women that makes them be able to break women stereotypes in society. The portrayal of women in this advertisement shows the power of women in breaking stereotypes through the action of the participants and the achievement of the six stars in this advertisement. The personal statement of the six stars in written text also represents success effort of the participants for breaking the stereotypes of women. By showing the power of women in sport, the producer persuades the viewers especially the women to get inspired and face their fear to begin their sport journey and face the challenge for breaking the stereotypes of women.

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