Gender in Fashion Advertising on Social Media: A Multimodal Discourse Analysis Approach
DOI:
https://doi.org/10.17507/tpls.1307.25Keywords:
multimodal discourse analysis, fashion advertising, visual semiotic modes, Facebook advertising, genderAbstract
This study examines digital fashion advertising discourse on social media from a multimodal perspective. The focus is on Facebook clothing posts published by 'H&M' and the effect of gender on determining the semiotic modes used in such advertisements. The data consists of 8 clothing posts for the two genders published by the company on Facebook during (2020-2022). The data were analyzed using Kress and Van Leeuwen's (2006) Visual Grammar paradigm to explore the role of gender in the choice of visual modes employed in these posts. The findings show that digital fashion clothing ads widely involve visual semiotic modes as a tool that creates meaning and enables interaction with the target audiences. The results also indicate that gender is a primary factor in the selection of such visual semiotic resources. In particular, the construction of visual meaning, especially representational and interactive meanings, is different from that in male ads.
References
Al-Masri, H. (2016). Jordanian editorial cartoons: a multimodal approach to the cartoons of Emad Hajjaj. Language and Communication, 50, 45-58.
Abed, A.Q., & Jassem, N.G. (2019). A Multimodal Analysis of Asiacell Online Advertisements. Linguistics and Translation Studies, 32, 10-32.
Benderbal, A, H. (2017). A Multimodal Discourse Analysis of Local Election Posters in Algeria. Master Thesis, University of Mostaganem.
Dastjerdi, H.V., Mobarakeh, S.D., & Zare, M. (2012). A Multimodal Analysis of Differences Between TV Commercials and Press Advertisements: A Discoursal Study of Persuasion-Seeking Strategies in the Mass Media. Studies in Literature and Language, 4(2), 115-121.
Dominick, J. (2013). The Dynamics of Mass Communication. New York: McGraw-Hill.
Ghoushchi, S., Yazdani, H., Dowlatabadi, H., & Ahmadian, M. (2020). A Multimodal Discourse Analysis of Pictures in ELT Textbooks: Modes of Communication in Focus. Jordan Journal of Modern Languages and Literature, 13(4), 623-644.
Halliday, M. (1978). Language as Social Semiotic: The Social Interpretation of Language and Meaning. London: Edward Arnold.
Halliday, M. (1994). An Introduction to Functional Grammar. London: Edward Arnold (Publishers) Limited.
Hunt, D. (2015). The many faces of diabetes: a critical multimodal discourse analysis of diabetes pages on Facebook. Language and Communication, 43, 72-86.
Hu. C., & Luo. M. (2016). A Multimodal Discourse Analysis of Tmall’s Double Eleven Advertisement. English Language Teaching, 9(8), 156-169.
Hussein, I. (2019). Analyzing Political Cartoons in Arabic Language Media after Trump's Jerusalem Move: A Multimodal Discourse Analysis. International Journal of Cognitive and Language Sciences, 13(4), 451-461.
Hafifah, S. (2021). A Multimodal Analysis of Photograph Collection of GUCCI’S Pre-Fall 2020 Campaign. A Sarjana Sastra Thesis, University of Sumatera Utara.
Hafifah, S., & Sinar, T. S. (2021). A Visual Grammar Design Analysis of Channel's Spring-Summer 2021 Campaign Teaser Pictures in the Pandemic Era. Atlantis Press, 539, 32-37.
Jones, J. P. (1990). Advertising: Strong Force or Weak Force? Two Views an Ocean Apart. International Journal of Advertising, 9(3), 233-246.
Kress, G. and Van Leeuwen, T. (1996, 2006). Reading Images: The Grammar of Visual Design (2nd ed). London: Routledge.
Kamath, K. (2018). A Comparative Analysis of Social Media Marketing Vis-à-vis Traditional Media Marketing. Journal of Management Research and Analysis, 5(4), 168-176
Leech, G. N. (1966). English in Advertising: A Linguistic Study of Advertising in Great Britain. London: Longman.
Ly, T.H., & Jung, C.K (2015). Multimodal Discourse: A Visual Design Analysis of Two Advertising Images. International Journal of Contents, 11(2), 50-56.
Nguyen, D. (2017). Social media marketing strategy Case: H&M Hennes & Mauritz. Bachelor Thesis, University of Applied Sciences.
Pratiwy, D., & Wulan, S (2018). Multimodal Discourse Analysis in Dettol TV Advertisement. KnE Social Sciences, 3(4), 207-217.
Peng, J, E. (2019). The Roles of Multimodal Pedagogic Effects and Classroom Environment in Willingness to Communicate in English. The system, 82, 161-173.
Richards. J. I., & Curran. C. M. (2002). Oracles on advertising: Searching for a definition. Journal of Advertising, 31(2), 63-76.
Rosa. N., & Savitri.T. (2019). A Study of Multimodal Analysis in Smartphone Advertisement. E-Journal of English Language and Literature, 8(3), 229-240.
Rivzi, Z., Waqas, N., & Farooq, M. (2020). A Multimodal Discourse Analysis of E-Advertisement Visuals. International Journal of Psychosocial Rehabilitation, 24(10), 4473-4492.
Tan, S., O’Halloran, K., Wignell, P., Chai, K., & Lange, R. (2018). A Multimodal Mixed Methods Approach for Examining Recontextualization Patterns of Violent Extremist Images in Online Media. Discourse, Context & Media, 21, 18-35.
Vestergaard, T., & Schroder, K. (1985). The Language of Advertising. New York: Basil: Blackwell Inc.
Wang, R. (2020). Multinational Luxury Brands’ Communication Strategies on International and Local Social Media: Comparing Twitter and Weibo. Journal of International Consumer Marketing, 32(4), 313-323.
Yusuff, A, B. (2021). A Multimodal Discourse Analysis of Visual and Verbal Modes of Persuasion in Selected Print Advertisements on Consumables in Nigeria. Ibadan Journal of Humanistic Studies, 30(1), 208-228.
