Proceedings of the International Conference on Language Phenomena in Multimodal Communication (KLUA 2018)

Religiosity in Multimodality: A Case Study of Wardah Advertisement

Authors
Levinda Hesty Suryawardhani
Corresponding Author
Levinda Hesty Suryawardhani
Available Online July 2018.
DOI
https://doi.org/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/).

Download article (PDF)

Volume Title
Proceedings of the International Conference on Language Phenomena in Multimodal Communication (KLUA 2018)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
July 2018
ISBN
978-94-6252-547-4
ISSN
2352-5398
DOI
https://doi.org/10.2991/klua-18.2018.56How to use a DOI?
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  - https://doi.org/10.2991/klua-18.2018.56
ID  - Suryawardhani2018/07
ER  -