A Multimodal Analysis of Mothers Reprentation in Television Advertisements  

Oleh:

Fathimah, Diana Nur

Jenis: Article from Proceeding
Dalam koleksi: KOLITA 14 : Konferensi Linguistik Tahunan Atma Jaya Keempat Belas, page 63-66.
Topik: Gender; Multimodality; Visual analysis; Verbal analysis; Representation; Advertisements; Stereotype
Fulltext: hal 63-66.pdf (18.75MB)

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A number of research on gender representation has provided insight on how men and women are portrayed in the society. However, there is an urgency to investigate gender representation in its’ specific gender role as. Therefore, the present research aims to discover how women, specifically as a mother, are represented in television advertisement, since it is a medium which plays an important role in the development of sex-role perception (Johansen, 2012). Six version of Dettol Televison Advertisements were chosen to be the data of the present research. Using a qualitative descriptive method, the research employs multimodal analysis as the procedure of the research based on Kress and van Leeuwen’s (2006) visual grammar and Halliday’s (1994) systemic functional linguistics. The visual analysis is limited to the representation, interaction, and composition, meanwhile, the verbal analysis comprises the analysis on transitivity and mood system. The findings show that although visual semiotic mode is slightly more dominant than the verbal, both of them play an important role in building the image of the mothers. The mothers are represented as either a working mother or a housewife who does domestic chores. The mothers are represented in a positive way such as being smart, independent, not weak, warm, tender and protective toward the children. From gender perspective, the result suggests that when it comes to women’s role as a mother, their task and obligation are continued to be stereotyped even though their occupations do not conform to the stereotypical view about women.

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