<![CDATA[This study aims to analyse the Representational Meaning in Glad2Glow advertisement videos using Kress and van Leeuwen’s (2006) Visual Grammar. It has three objectives: to identify the types of representational processes, to interpret the meanings conveyed through Narrative Representation, and to interpret the meanings conveyed through Conceptual Representation in Glad2Glow advertisements. The research used a descriptive qualitative design. The data were ten Glad2Glow advertisement videos published on TikTok (@glad2glow_id), from which 44 scenes were selected and captured as screenshots. The data were collected through documentation and analysed by identifying the visual data, classifying the representational processes, describing the visual elements, interpreting the representational meanings, and drawing conclusions. The analysis found 45 representational processes in the 44 scenes. Narrative Representation accounted for 26 processes (57.8%), consisting of 24 Action Processes and 2 Reactional Processes, while Conceptual Representation accounted for 19 processes (42.2%), consisting of 13 Analytical Processes, 4 Symbolic Processes, and 2 Classificational Processes. The Speech Process and the Mental Process were not found. The Action Processes represent the product as an object that is presented and chosen, as an object that is used and demonstrated on the skin, and as a substance with a texture, and the Reactional Processes represent the model’s experience of the product. The Analytical Processes represent the product as a structured whole whose packaging, formula, and ingredients can be seen, the Symbolic Processes link the product with qualities such as radiance, beauty, and freshness, and the Classificational Processes represent variety in shades and scent notes. It is concluded that the Glad2Glow videos represent their products mainly as objects that are used and, second, as structured objects with visible parts.]]>
