.png)
.png)
Multimodal Analysis of South Korean Male Skincare Advertisements
Abstract
The complexity of advertisements meanings realized by selected images and words always leads to multiple interpretations. This study attempts to examine the meaning representation in the Korean skincare advertisements intended for males. This study follows Kress and van Leeuwen’s (1996; 2006) systemic functional approach to multimodal discourse analysis to reveal the representational meanings from the advertisements. The data sources were three Korean skincare advertisements namely “UL.OS”, “Dandyguy”, and “Power Perfection BB Cream” selected to instantiate how verbal and visual data deliver representational meanings. Following SFL -Multimodal discourse analysis, this study focused on identifying ideational meanings of the intermodal relations in terms of their representation, interaction, and composition. The findings showed that the intermodal relations of the Korean male skincare advertisements relied on the meanings conveyed by the elected images. The images presented a typical masculinity showing the Korean cultural identities. The meanings were complemented through the choices of verbal, material, and circumstance. This study suggests that the advertisements represent cultural identity being constructed by the choice of visual images.
Full Text:
PDFReferences
Abokhoza, et al. (2019). How advertising reflect cultural and values: a qualitative analysis study, Journal of Content, Community, and Communication. 10(1). 114-122. https://doi.org/10.31620/JCCC.12.19/12.
Adminhw. (2013). The faceshop celebrates 10th anniversery in Seoul with Kim Hyun Joong. https://www.herworld.com/beauty/faceshop-celebrates-10th-anniversary-seoul-kim-hyun-joong/
Al-Omar, Nibras,. (2019). Ideology in advertising: some implication for transcreation into arabic. Hikma, 19 (1), 46-48. https://doi.org/10.21071/hikma.v19i1.11713.
Azizah, N. & Dwiyanti, A.. (2021). South Korean in reconstructing masculinity brand image of the state’s economic diplomacy. Sociologia Y Tecnociencia, 11(2). 1-22. https://doi.org/10.24197/st2.2021.1-22.
Banu, S. & Sharif, M. (2016). Metrosexual: emerging and lucratove segment for marketers. International Review of Management and Marketing, 6(S4). 114-119.
Correa, D. M. (2011). The construction of gender identity in India through television advertisement: A semiotic analysis. Thesis. Banyo: Faculty of Education, Australian Catholic University.
Eynullaeva, E. (2018). Relational designs in literature and the arts. Relational Designs in Literature and the Arts, January 2012. https://doi.org/10.1163/9789401208567
Gelbrich, K., Gathke, D., & Westjohn, S. A. (2012). Effectiveness of absurdity in advertising across cultures. Journal of Promotion Management, 18, 393-413. https://doi.org/10.1080/104964491.20
Gelézeau, Valérie. (2015). The body, cosmetics and aesthetics in South Korea The emergence of a field of research. 1-13. https://halshs.archives-ouvertes.fr/halshs-01211686/document.
Gerot, L., & Wignell, P. (1994). Making Sense of Functional Grammar. Sydney: Antipodean Educational Enterprise.
Goddard, A. (1998). The language of advertising. Routledge.
Hafrianto, Joko. (2019). Analisis multimodal dalam iklan Indomie versi Arab. Tesis. FIB, Universitas Sumatera Utara Medan.
Halim et al.. (2020). An analysis of puffery in advertising slogans. International Journal of Academic Research in Business and Social Science. 10, (7). 626-631. http://dx.doi.org/10.6007/IJARBSS/v10-i7/7478.
Halliday, M. A. K., Matthiessen, C. M. I. M. (2004). An introduction to functional grammar (3rd ed.). London: Arnold.
Hasanah, H. (2013). The Representation of youth in Pocari Sweat television advertisements. Bandung: English Department, Indonesia. University of Education.
Hu, Chunyu & Luo. (2016). A multimodal discourse anlysis of Tmall’s Double Eleven advertisement. English Language Teaching, 9(8). 156-169. http://dx.doi.org/10.5539/elt.v9n8p156.
Hwang, Joanna E. (2011). Not so soft after all: Kkonminam masculinities in contemporary south Korean popular culture. 7th KSAA BIENNIAL CONFERENCE.
Jewitt, C., & Oyama, R. (2001). Visual meaning: A social semiotic approach. London: Sage.
Kasali, R. (2007). Manajemen periklanan konsep dan aplikasinya di Indonesia. Jakarta: Pustaka Utama Grafiti.
Kress, G., & Van Leeuwen, T. (2002). Colour as a semiotic mode: notes for a grammar of colour. Visual Communication, 1(3). 343-368. https://doi.org/ 10.1177/147035720200100306.
Kress, G., & Van Leeuwen, T. (2006). Reading images: the grammar of visual design (2nd ed.).London: Routledge.
Kotler, P. & Keller, K. L.,(2007). Alih bahasa Benyamin Molan. manajemen pemasaran. edisi keduabelas, Jilid 1. Jakarta: PT. Indeks.
Kotler, P. & Amstrong, G. (2007). Principle of marketing. London: Pearson Prentice Hall.
Lim-fei, V., Tan, S., & Yin, K. (2017). Multimodal translational research: teaching visual texts. New Studies in Multimodality : Conceptual and Methodological Elaborations, 175-199. https://doi.org/10.5040/9781350026544.0014
Ling et. al.. (2015). Purcahsing Determinant of Men towards the Skin Care Product. Conference Paper, February 2015. See discussions, stats, and author profiles for this publication at: https://www.researchgate.net/publication/301503550.
Machin, D. (2007). Introduction to Multimodal Analysis. London: Hodder.
Koçyiğit, M. (2018). A literature review on the viral advertising narrative structure. In Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications . 3(73). 1363–1379. https://doi.org/10.4018/978-1- 5225-7116-2.ch073
O’Halloran , Kay. (2008). Systemic functional-multimodal discourse analysis (SF-MDA): constructing ideational meaning using language and visual imagery. Visual Communication Article. 7(4). 443-475. https://doi.org/10.1177/1470357208096210.
Pecoraro, et al.. (2020). Experiencing ethical retail ideology in the service scape. Journal of Marketing Management. 37(5-6). 520-547. https://doi.rg/10.1080/0267257X.2020.1851287.
Pupitasari & Suryadi, (2020). Discourse on the shifting of local beauty: concepts in an easternization era. Masyarakat, Kebudayaan dan Politik. 33(1). 36-46. http://dx.doi.org/10.20473/mkp.V33I12020.36-46
Raharjo et al (2020). Multimodal analysis of Wardah lipstick advertisement. Elite Journal, 7 (2). 149-159. https://doi.org/10.24252/10.24252/elite.v7i2a4
Rapp, Jessica. (2020). South Korean men lead the world’s male beauty market. Will the west ever follow suit?. https://edition.cnn.com/style/article/south-korea-male-beauty-market-chanel/index.html
Ridwan, et.al. (2017). Comparison of factors that influence male consumer behaviour in purchasing skin care product (case study: man from Suwon city, South Korean and Bandung, Indonesia. Review of integrative Business and Economics Research, 6 (1). 176-183.
Romanova & Smirnova, (2019). Persuasive techniques in advertising. Training, Language, and Cultural, 3(2), 55-70. https://doi.org/10.29366/2019tlc.3.2.
Rosa, Rusdi Noor (2014). Analisis multimodal pada iklan Sunsilk Nutrien Sampo Ginseng. Kajian Linguistik, 12(2). 136 – 148.
Selby, K. and Coedery, R. (1995). How to study television. London: Mc Millisan.
Shimp, T. A. (2000). Periklanan promosi aspek tambahan komunikasi pemasaran terpadu. terjemah oleh: Sjahrial, Reyvani, dan Dyah Anikasari. Jakarta: Erlangga.
Schouten, A. (2018). Celebrity vs. influencer endorsements in advertising: the role of identification, credibility, and product-endorser fit. International Journal of Advertising, The Review of Marketing Communications, 39(2), 258-281. https://doi.org/10.1080/02650487.2019.1634898
Turhan, B. (2017). Critical discourse analysis of advertising: implications for language teacher education. International Journal of Languages’ Education, 5(4), 213–226. https://doi.org/10.18298/ijlet.2301
TVXQ! Express. TVXQ U-Know Yunho has been selected as new model for the Japanese (Otsuka) male cosmetics brans “UL.OS” in Korea. December 2017. https://tvxqexpress.com/2017/12/17/pic-vid-171217-official-website-updates-with-yunho-for-ul%C2%B7os-ad-gallery-2018-tv-cf-moisturizer-15s-ver/
Van Leeuwen, Theo. (2005). Introducing Social Semiotics. London &4R44 New York: Routledge.
Wilfred, T. (1962). Color Organ in Compton’s Pictured Encyclopedia. Chicago: F. E. Compton & Company.
Zaim, M. (2014). Metode Penelitian Bahasa: Pendekatan Struktural. Padang: UNP Press Padang
DOI: http://dx.doi.org/10.30870/jels.v7i1.14027
Refbacks
- There are currently no refbacks.
Copyright (c) 2022 Journal of English Language Studies
Journal of English Language Studies is licensed under a Creative Commons Attribution 4.0 International License.
Copyright @ 2024 Journal of English Language Studies.
View My Stats