Skripsi

Stereotyped beauty products and services advertisements in the linguistic landscape of the czech republic and indonesia: a multimodal analysis / Indah Kurnia Herliani

Abstrak
The beauty industry is known to utilize gender stereotypes for the commercialization of its products. This study discusses beauty products and beauty services advertisements present at the linguistic landscape of two cities located in the Czech Republic and Indonesia. By employing Kress and van Leeuwen rsquo s Visual Grammar (2006) and Fairclough rsquo s Critical Discourse Analysis (1992) as analytical methods this study aims to unveil the construction of beauty promoted by beauty companies in two countries with different levels of gender equality. Data collection was conducted by taking photographs of beauty product advertisements in the main streets of Olomouc Czech Republic and Malang Indonesia. We examined how advertisers utilized multiple semiotic elements including image position and color to sell their products. The study reveals that there are two main strategies used by beauty companies (1) building up the image of idealized bodies (2) utilizing visual and linguistic resources. These strategies aim to make women doubt their appearance as well as emphasize that the products they offer are sophisticated modern and affordable. The findings suggest that the level of gender equality of a country does not determine gender stereotyping that occurs in beauty product advertising.

Informasi Detail

DDC

SKRIPSI DIGITAL

Prodi

Universitas Negeri Malang. Program Studi Bahasa dan Sastra Inggris, 2024.

Deskripsi Fisik

viii, 24 hlm. : ilus.

Bahasa

No Reg

5347/RS/24

Edisi

Skripsi (Sarjana)--Universitas Negeri Malang. 2024

Subjek

beauty ideal; gender; Indonesia; Czech Republic
1. LINGUISTIC LANGUAGE - MULTIMODALITY
2. BEAUTY ADVERTISING - GENDER STEREOTYPES
3. BAHASA LINGUISTIK - MULTIMODALITAS

Pembimbing

1. Nurenzia Yannuar, S.s., M.a., Ph.d

Lampiran Berkas