Beautiful concept in Nivea beauty advertising in Germany: multimodal study  

Oleh:

Susilo, Catharina Dian Ikawati ; Indira, Dian ; Ekawati, Dian

Jenis: Article from Proceeding
Dalam koleksi: KOLITA 17: Konferensi Linguistik Tahunan Atma Jaya Ketujuh Belas Tingkat Internasional, page 75-79.
Topik: advertising; media; beauty; multimodal; ideology
Fulltext: 75-79.Catharina Dian Ikawati Susilo, Dian Indira, Dian Ekawati.pdf (437.89KB)

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Perpustakaan PKBB Nomor Panggil: 406 KLA 17 Non-tandon: tidak ada Tandon: 1

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Advertising is always present in the daily lives of people who are always caught by the sense of sight. Almost all of these products display a female model that looks perfect. However, in the Nivea ads displayed in Germany, they have their own beautiful concepts, especially in the appearance of the models in their advertisements. The beautiful concept of each region or country is of course different. Critical Discourse Analysis is a new method in the research of socio-cultural sciences and novelty in linguistics in the form of a study between semiotics and critical discourse. Multimodal describes the practice of communication in terms of textual, aural, linguistic, spatial resources, and visual or mode used to write messages. This paper supports the arguments offered by Kress and van Leeuwen (2006), who believe that messages delivered in different semiotic modes simultaneously (verbal and image) in a text cannot be analyzed only by linguistic analysis tools, but require two tools different analysis, namely linguistics, and image analysis tools such as reading images that support each other towards understanding a more comprehensive meaning. The results of this study include: (1) describing the advertising elements contained in Nivea advertisements in Germany; and (2) describes the beautiful concept described by Nivea ads in Germany. This research method uses qualitative methods with a critical paradigm approach and writing will be done descriptively. The qualitative method focuses on general principles that underlie the realization of a meaning of social symptoms in society. The results of this study describe the advertising elements that appear on the Nivea product advertisement and describe the beautiful concept that appears in the advertisement according to the model that appears in the advertisement.

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