PUTRI AYU DENISA PRAMASTUTY, 121411231024 (2019) REPRESENTATION OF BEAUTY CONCEPT IN DOVE VIDEO ADVERTISEMENT: A MULTIMODAL ANALYSIS. Skripsi thesis, Universitas Airlangga.

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Abstract

Dove video advertisement use multimodality as a way of creating meaning by using various modes. In Dove video advertisement shows many aspects that build a beauty image through it perspective. This study aims to analyze the use of multimodal elements to reveal the beauty concept in Dove #MyBeautyMySay video advertisement. The data is in form of video advertisement published in 2016 by Dove US account on Youtube. Qualitative method is used to give descriptive analysis and in-depth understanding. The elements are analyzed using Kress and Van Leeuwen’s grammar visual design (2006). Then, the verbal modes analysis are relates to Halliday and Matthiessen’s systemic functional linguistics (2004). The elements found in the video advertisement are narrative process, speech act, gaze, camera angle, distance, and discourse arrangement. The combination of verbal and non-verbal modes is used in the video advertisement to form the overall message. The study reveals that according to Dove beauty concept, true beauty depends on self confident on one self

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