Alvanada, Loviana Rachim Alvanada (2023) Social class reflection in cosmetic advertising: a comparative multimodal analysis / Loviana Rachim Alvanada. Diploma thesis, Universitas Negeri Malang.
Full text not available from this repository.Abstract
This study aims to investigate the reflection of social class differentiation portrayed in three different Indonesian cosmetic brand video advertisements through multimodal analysis. The emergence of the increase in advertisements for local cosmetic brands aired is one of the reasons for this multimodal research was conducted. This study noticed the existence of reflection of the social class classification shown in cosmetic advertisements from different price ranges groups. This study is descriptive-qualitative research using multimodal analysis referring to Anstey M. amp Bull G. (2010) multimodal analysis model. It focuses on analyzing the gestures and language expressions that refer to Guy (2011) regarding the relationship between language and social class. This study uses advertisement videos as the object of study from Hanasui as the representative of low-budget cosmetic brands Wardah as the representative of middle-range products and MakeOver as the representative of high-end local cosmetic brands. The result of this study shows that each advertisement video shows different gestures and uses different language expression that portrays different levels of social class. The reflection of social class in each video looks harmonious with the price range of each product.
| Item Type: | Thesis (Diploma) |
|---|---|
| Subjects: | ?? ?? |
| Divisions: | Fakultas Sastra (FS) > Departemen Sastra Inggris (ING) > S1 Bahasa dan Sastra Inggris |
| Depositing User: | Users 2 not found. |
| Date Deposited: | 23 Aug 2023 04:29 |
| Last Modified: | 09 Sep 2023 03:00 |
| URI: | http://repository.um.ac.id/id/eprint/292040 |
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