Representation of Femininity in French Perfume Advertisements: An Analysis of Multimodal Discourse

DOI

10.2991/assehr.k.200325.065How to use a DOI?

Keywords

advertising, discourse analysis, French perfume, multimodal discourse analysis, representation

Abstract

An advertisement can be built and represented through multimodal text. Multimodality refers to the use of more than one mode at the same time. This study aims to explain how the verbal and visual modes of French perfume advertisements represent femininity and to express the meaning of the representations built on these advertisements. This study uses a theory of visual ideational metafunction and verbal ideational metafunction, then this research looks for the meaning of femininity representation in these advertisements. The data in this study are advertisements from three French perfume brands (Lancôme, Yves Saint Lauren, and Dior). The analysis found that visually French perfume advertisements represent femininity through the use of action process and reaction process, and verbally through the material process, mental process and relational process.

Copyright

© 2020, 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)

TY  - CONF
AU  - Tri Indri Hardini
AU  - Beli Gustiawan
PY  - 2020
DA  - 2020/03/31
TI  - Representation of Femininity in French Perfume Advertisements: An Analysis of Multimodal Discourse
BT  - Proceedings of the 3rd International Conference on Language, Literature, Culture, and Education (ICOLLITE 2019)
PB  - Atlantis Press
SP  - 116
EP  - 120
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200325.065
DO  - 10.2991/assehr.k.200325.065
ID  - Hardini2020
ER  -