Proceedings of the Ninth International Conference on Language and Arts (ICLA 2020)

A Visual Grammar Design Analysis of Channel’s Spring-Summer 2021 Campaign Teaser Pictures in the Pandemic Era

Authors
Siti Hafifah, T. Silvana Sinar
Corresponding Author
T. Silvana Sinar
Available Online 26 March 2021.
DOI
https://doi.org/10.2991/assehr.k.210325.006How to use a DOI?
Keywords
Multimodal Analysis, Visual Grammar Design Analysis, Chanel Representation, pandemic era
Abstract

This article is entitled “A Visual Grammar Design Analysis of Chanel’s Spring-Summer 2021 Campaign Teaser Pictures in the Pandemic Era”. The objectives of this article are to identify the visual elements of Chanel’s Spring-Summer 2021 Campaign Teaser Pictures which has just launched at the beginning of October 2020, which is during the pandemic spread period, as well as to describe the representation of visual elements. It is analyzed by using qualitative descriptive method. The sources of data that are being analyzed are twelve pictures; a set of teasers of the looks, obtained from Chanel’s official website, and the data are the visual elements of each visual figure. The results of the analysis showed that the most common visual elements used in the figures are frequently represented by the elements of ‘represented participant’ and ‘high modality’ of pictorial portrayal. It is concluded that the photographers’ ideas along with the designer in expressing fashion are to visualize the timelessness and sophistication of vintage fashion which can fit today, especially in pandemic issues.

Copyright
© 2021, 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/).

Download article (PDF)

Volume Title
Proceedings of the Ninth International Conference on Language and Arts (ICLA 2020)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
26 March 2021
ISBN
10.2991/assehr.k.210325.006
ISSN
2352-5398
DOI
https://doi.org/10.2991/assehr.k.210325.006How to use a DOI?
Copyright
© 2021, 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  - Siti Hafifah
AU  - T. Silvana Sinar
PY  - 2021
DA  - 2021/03/26
TI  - A Visual Grammar Design Analysis of Channel’s Spring-Summer 2021 Campaign Teaser Pictures in the Pandemic Era
BT  - Proceedings of the Ninth International Conference on Language and Arts (ICLA 2020)
PB  - Atlantis Press
SP  - 32
EP  - 37
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210325.006
DO  - https://doi.org/10.2991/assehr.k.210325.006
ID  - Hafifah2021
ER  -