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All Journal ELS Journal on Interdisciplinary Studies in Humanities ETNOLINGUAL
Ema Faiza
Universitas Airlangga
Arts Humanities Education Languange, Linguistic, Communication & Media Social Sciences

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Journal : ELS Journal on Interdisciplinary Studies in Humanities

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Women's Empowerment in Nike Advertisements: A Multimodal Analysis Adrian, Diaz; Faiza, Ema
ELS Journal on Interdisciplinary Studies in Humanities Vol. 5 No. 3 (2022): September
Publisher : Hasanuddin University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (434.747 KB) | DOI: 10.34050/elsjish.v5i3.22081

Abstract

Aside from promoting certain products, advertisements are also utilized to promote social issues. One of the social issues promoted is women’s empowerment. This type of advertisement, which promotes women’s empowerment, is named as femvertising. In promoting this issue in a video advertisement, the combination of verbal modes and non-verbal modes are used to convey the message. The study examines two recent advertisements by Nike to reveal the message of women’s empowerment. The study used multimodal discourse analysis to examine the advertisements which were in the form of moving images, as it tried to uncover the modes present in both advertisements, and how those modes construct the discourse of women’s empowerment delivered by the narrators of both advertisements. In exploring the visual modes, Kress and van Leeuwen’s framework of visual grammar, which included representational meaning, interactive meaning, and compositional meaning, was used. The verbal analysis was explored using Hallidayan three layers of metafunction, which included the analysis of transitivity, mood structure, and theme-rheme. The study revealed that the interplay of all the modes that were analyzed put women to be doing sporting activities in sports-related settings, to possess more power than the viewers, as the most salient elements, and to be narrated with encouraging utterances in both advertisements.
A Linguistic Landscape Study in Kya Kya Surabaya, Indonesia Noor Eliza, Aulia; Anggoro Hadiutomo, Dwi; Faiza, Ema
ELS Journal on Interdisciplinary Studies in Humanities Vol. 8 No. 1 (2025): MARCH
Publisher : Hasanuddin University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34050/els-jish.v8i1.42833

Abstract

Kya Kya, known as Kembang Jepun, has transitioned from a predominantly Chinese cultural hub to a diverse economic and social space reflecting Indonesia's multicultural identity. Using data collected from 130 signs across the district, combined with interview, this research examines language usage categorized as monolingual, bilingual, and multilingual, shedding light on the motives behind language selection. As a result, Indonesian emerges as the dominant language across all categories, reflecting its role as the national language. However, other languages such as Chinese, English, Dutch, and Javanese contribute to the district's linguistic diversity. Bilingual signage highlights the coexistence of globalization and the enduring presence of the Chinese community, while multilingual signs underline the area's multicultural identity. This study demonstrates how language in public spaces reflects Kya Kya’s evolving identity, shaped by historical legacies, cultural interactions, and social transformations. The findings provide valuable insights into the linguistic landscape of Surabaya and its relevance to broader discussions on language, culture, and urban identity in Indonesia.
Co-Authors Adrian, Diaz Anggoro Hadiutomo, Dwi Eliza, Aulia Noor Haryono, Aura Hilda Noor Eliza, Aulia