ALDIAN ALIF PUTRA, 121511233011 (2019) A MULTIMODAL ANALYSIS OF "ULTRA MILK LOW FAT HIGH CALCIUM COMMERCIAL" IN PROMOTING HEALTHY LIFESTYLE. Skripsi thesis, Universitas Airlangga.

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Abstract

Healthism discourse becomes more important to explore as commercials tends to be more aware of health issue in Indonesia recently. A recent survey at Jawa Pos on 11 October 2017 showed that Indonesians tend to ignore taking good diets and doing exercise. To respond to this issue, healthy product commercials have promoted healthy lifestyle. However, only few studies have focused on healthism discourse in commercials. This study aims to determine a particular ideology in the field of healthism discourse by operating Multimodal Analysis focusing on the Interactive Meaningin Ultra Milk Low Fat High Calcium TV commercial. The findings show that this commercial tends to promote the ideology of healthy lifestyle that is linear to healthism discourse. The ideology includes healthy diet which was the result of narrative drinking milk, healthy body which can be analyzed by the image of the actor and actress who perform exercises, and healthy mind which is represented by the mother and her daughter. Keywords: Commercial, Healthism discourse, Ideology, Multimodality

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