Multifaceted Representation of Women in Advertisements: A Multimodal Analysis

Abstract

The world of technology is constantly evolving, and with that comes a growing need for improved mobility and communication. As a result, there has been a surge in demand for new and innovative ways to present information to readers more effectively and engagingly. One solution to this challenge has been the emergence of multimodal transactions to convey complex ideas and concepts. This research article delves into the multimodal analysis of selected advertisements to unveil the representation of women. This study examines the advertisements by the application of the multimodal method (Kress and van Leeuwen, 2001; Brandt, 2004), following the overview of how meaning can be composed over diverse semiotic resources for each mode, i.e., written, visual, and spatial primed by Cope and Kalantzis (2009, 2013) and Kalanrzis, Cope, Chan, and Dalley-Trim (2016). Advertisements are critically analyzed underpinning the CDA approach by Norman Fairclough (1989). Findings unravel the manifold layers of multimodal transactions, revealing that women are represented beautifully in ads. Still, when the advertisements are critically analyzed there are profound meanings and dual senses that do not click the eyes at first but it is deeper than that. In addition, these advertisements influence the viewers' perceptions of women.