RIZKY DHANI SAFIRA, - (2022) WOMAN EMPOWERMENT IN SHELL TRUCK DRIVER VIDEO ADVERTISEMENT: A MUTIMODAL ANALYSIS. Skripsi thesis, UNIVERSITAS AIRLANGGA,.

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Abstract

"Advertisement is frequently defined as paid communication generated by a designated sponsor through mass media that conveys messages intended to persuade an audience through professionally crafted commercials. The primary purpose of advertising is to promote or sell a particular product or service. Moreover, advertisers can use it to promote ideas regarding social issues. One of the social issues promoted is woman empowerment. This type of advertisement, which promotes woman’s empowerment, is named as femvertising. In promoting this issue in a video advertisement, the combination of verbal modes and non-verbal modes are used to convey the message. The study examines one recent advertisement by Shell to reveal the message of woman’s empowerment. The study used multimodal discourse of woman’s empowerment delivered by the narrators. In exploring the visual modes, Kress and van Leeuwen’s (2006) framework of visual grammar, which include representational meaning, interactive meaning and compositional meaning, was used. The verbal analysis was explored using transitivity system by Halliday (2004). This study found that the woman empowerment that occurred in the advertisement is equal opportunity and equal power towards woman in transportation. "

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