Multimodal discourse analysis of the Pantene campaign: Exploring ideational and representational meanings (sertifikat hak cipta)

This study aims to examine how multimodal elements in the Pantene campaign Joyia and Mariana on Exploring Self-Expression construct meanings related to identity and inclusion. Adopting a qualitative descriptive design, the research uses content analysis to explore verbal and visual modes within the advertisement. The researchers, serving as the primary instruments, collected the data through observation, transcription of spoken content, and selection of meaningful visual frames. The data were analyzed using Halliday’s Systemic Functional Linguistics to explore ideational meaning and Kress and van Leeuwen’s Visual Grammar to examine representational meaning. The findings indicate that relational processes are predominant in the verbal text, focusing on individual qualities and internal experiences. The visual analysis identifies symbolic actions, such as hair combing, that represent family care and unity. These multimodal features contribute to the normalization of diversity and the communication of inclusive family values. This study contributes to the field of multimodal discourse analysis and provides practical relevance for researchers and practitioners in advertising and media studies. While the analysis offers a detailed interpretation of meaning-making processes, future research may incorporate audience perspectives to support the findings and expand the understanding of how such campaigns are received across contexts