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All Journal Winter Journal: IMWI Student Research Journal Jurnal Impresi Indonesia Journal of Comprehensive Science Jurnal Indonesia Sosial Sains
Rohmat Hidayat, Agus
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Religion Humanities Astronomy Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Environmental Science Immunology & microbiology Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Neuroscience Physics Social Sciences

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Journal : Jurnal Impresi Indonesia

 1 
A Multimodal Discourse Analysis of Wardah Cosmetics Advertisement Alifah, Nur; Rohmat Hidayat, Agus
Jurnal Impresi Indonesia Vol. 3 No. 3 (2024)
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jii.v3i3.4734

Abstract

This research paper presents a comprehensive multimodal discourse communication (MDC) of a selected advertisement from Wardah Cosmetics. This research explores the analysis of multiple modes of advertising for Wardah Islamic beauty products. The research employed a descriptive qualitative approach to examine visual elements present in Wardah beauty advertisements. It incorporated the Bahasa Halliday Metafunction component and the multimodal discourse analysis framework Kress and Van Leeuwen developed. Through this analysis, the research aims to provide valuable insights into the discursive strategies employed by the brand and shed light on how the advertisement constructs and shapes cultural meanings, identities, and beauty ideals. The findings of this research contribute to the field of multimodal discourse analysis and offer practical implications for advertisers, marketers, and scholars interested in understanding the complex dynamics of persuasive communication in the context of cosmetics advertising.
Co-Authors Dwi Putri Pramesti, Ginna Novarianti Ela, Nur Elan Maulani, Isma Fajar Siddiq, Muhammad Hardiyanto , Feri Ibnu Ubaidillah, Suwi Mohammad Ridwan Mutakin, Imam Nur Alifah Nurmala Sari, Ajeng Oga Laksana, Medika Rani, Vita Sugita, Ades Suwi, Suwi Taufik Ridwan, Taufik Wibawanthi, Annisa Wulandari, Sri Intan