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A Multimodal Discourse Analysis of Indonesian Beauty Product Advertisement Featuring Korean Celebrity on Instagram Post | Language Horizon: Journal of Language Studies

ejournal.unesa.ac.id · 273 words · saved by 1 readers

This qualitative study investigated the visual and verbal elements of Indonesian beauty advertisements featuring Korean celebrities constructing representational meaning to engage consumers. Five Indonesian beauty products advertisements: Whitelab, Y.O.U, MS GLOW, Somethinc, and Azarine, were retrieved from Instagram and analysed using Generic Structure Potential by Cheong (2004), Transitivity System by Halliday & Matthiessen (2013), and Visual Grammar by Kress and Van Leeuwen (2006). The findings revealed that the visual component consists of Lead which is the most prevalent and instantly captures the reader's attention. Then, the Display shown is congruent. The visual element contains two representations of action process and circumstances of means. In the verbal component, the announcement is the most frequent element. Enhancers appear in the Instagram advertisement caption, verbal logos show emblems, tags capture product-related information, and Call-and-Visit is only present in Az

Authors Syifaa Khoirunnisaa Universitas Negeri Surabaya Laily Maulida Septiana Harti Universitas Negeri Surabaya DOI: https://doi.org/10.26740/lh.v11n1.p14-23 Keywords: Beauty Product Advertisement, Multimodal Discourse Analysis, Korean Celebrity Abstract This qualitative study investigated the visual and verbal elements of Indonesian beauty advertisements featuring Korean celebrities constructing representational meaning to engage consumers. Five Indonesian beauty products advertisements: Whitelab, Y.O.U, MS GLOW, Somethinc, and Azarine, were retrieved from Instagram and analysed…

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