Religiosity in Multimodality: A Case Study of Wardah Advertisement
- DOI
- 10.2991/klua-18.2018.56How to use a DOI?
- Keywords
- cosmetics advertisement, halal advertisement, wardah advertisment
- Abstract
The shift of key factors affecting consumer behaviour in emerging markets from economic, social and politic to religion based consumption has expanded the territory of halal industry which was formerly and solely limited to food to now cover the concept of halal for non-food industry including cosmetics industry that currently lives up to all the type. The manifestation of faith issue has forced marketers as well as advertisers to formulate a thriving strategy of specific branding and advertising techniques for specific market segment i.e. Muslim consumers that aggressive to modern consumption yet sensitive to faith value. The present paper attempts to investigate the verbal and visual elements of halal cosmetics advertising and the relationship of the multimodal elements to discover the attitude of advertising textual and visual markers in guiding the consumers understand the cosmetic manufacturers’ product advertised. The current paper is preceded by the review of pertinent literature regarding the compelling factors influencing the cosmetic consumer purchase intention, yet little study researches advertisement as one of the potential factors. Adopting Cheong’s (2004) multimodal framework and Royce’s (1998) Intersemiotic framework, the finding suggests that the use of verbal markers are coupled with visual signs of the advertisement to generate the religious ideology promoted by the halal cosmetics advertisement.
- Copyright
- © 2018, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Levinda Hesty Suryawardhani PY - 2018/07 DA - 2018/07 TI - Religiosity in Multimodality: A Case Study of Wardah Advertisement BT - Proceedings of the International Conference on Language Phenomena in Multimodal Communication (KLUA 2018) PB - Atlantis Press SP - 373 EP - 377 SN - 2352-5398 UR - https://doi.org/10.2991/klua-18.2018.56 DO - 10.2991/klua-18.2018.56 ID - Suryawardhani2018/07 ER -