Research Article
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Multimodal Construction of Female Looks: An Analysis of Mascara Advertisements

Year 2016, Volume: 27 Issue: 2, 39 - 59, 29.12.2016

Nazlı Baykal

Abstract

Çoklu ortam söylem çözümlemesi, farklı söylemlerde yer alan sözel ve görsel öğelerin bir arada kullanılırken nasıl iletişime geçtiklerini inceler. Reklam söylemi bu iletişimin en sık görüldüğü ortamdır. Bu çalışma, kadın dergilerinde yer alan rimel reklamlarındaki sözel ve görsel öğelerin karşılıklı etkileşimine Çoklu Ortam Söylem Çözümlemesi ilkeleri doğrultusunda ve Eleştirel Söylem Çözümlemesi çerçevesinde incelemektedir. Bu amaçla, iki Türk kadın dergisi (Seninle ve Elele) ve iki yabancı kadın dergisinin (Elle ve Vogue) Türkçe basımlarının bir yıllık sayıları incelenmiş ve örneklemi oluşturmak amacı ile rastgele altı değişik rimel reklamı seçilmiştir. Reklamlardaki sözel ve görsel öğelerin birbirine benzer betimleyici ve ikna edici söylem stratejileri kullanarak reklamı yapılan ürünü tanıtmaları ortaya konmuş, ideal güzel kadın bakışı çoklu ortam söylem çözümlemesi yolu ile tanımlanmıştır.  Kadınlarda aranan ideal bakışın görsel olarak kirpiklerde odaklandığı, sözel olarak ise hacimli, uzun, kalın ve kıvrık kirpiklerin ifadesi çalışma sonucu ortaya çıkmıştır.

Keywords

çoklu ortam söylem çözümlemesi eleştirel söylem çözümlemesi reklam söylemi kadın dergileri

References

  • Adams, J. (2010). Motivational narratives and assessments of the body after cosmetic surgery. Qualitative Health Research 20(6): 755-767.
  • Baudrillard, J. (2005). The finest consumer object: the body. In M.Fraser and M.Greco (eds) The Body: A Reader. London and New York: Routledge, pp.277-282.
  • Bell, P. &Milic, M. (2002). Goffman’s Gender Advertisements Revisited: combining content analysis with semiotic analysis, Visual Communication 1(2): 203-222.
  • Conboy, M. (2007). Language of the News. London: Routledge.
  • Cook, G. (2001). Discourse of Advertising. New York, NY: Routledge.
  • Dreyfus, S., Stenglin, M. & Hood, S. (2010). Semiotic Margins. Meaning in Multimodalities. London: Continuum International Publishing.
  • Fairclough, N. (1989).Language and power. London: Longman.
  • Fairclough, N. (2003). Analysing discourse: Textual analysis for social research. New York,NY: Routledge.
  • Featherstone, M. (1991). Consumer Culture and Postmodernism. London: Edward Arnold.
  • Gill, R. (2007). Gender and the media. Malden,MA: Polity Press.
  • Goffman, E. (1979). Gender Advertisements. New York: Harper & Row.
  • Guijarro, M. J. & Pinar Sanz, M. J. (2008). Compositional, interpersonal and representational meanings in a children’s narrative: A multimodal discourse analysis. Journal of Pragmatics 40(9): 1601- 1619.
  • Halliday, M. A. K. (1978). Language as Social Semiotic: The social interpretation of language and meaning. London: Edward Arnold.
  • Halliday, M. A. K. (1985).Introduction to Functional Grammar (1st. Ed.). London: Edward Arnold.
  • Halliday, M. A. K. (1994).An Introduction to Functional Grammar. London: Longman.
  • Harrison, C. (2008). Real men do wear mascara: advertising discourse and masculine identity. Critical Discourse Studies 5(1): 55-74.
  • Jeffries, L. (2007).Textual Construction of the Female Body: A Critical Discourse Approach. New York, NY: Palgrave Macmillan.
  • Jewitt, C. (2009). The Routledge Handbook of Multimodal Analysis. London: Routledge.
  • Kilbourne, J. (1995). Deadly Persuasion: Why women and girls must fight the addictive power of advertising. New York: The Free Press.
  • Kress, G. & Van Leeuwen, T. (1996).Reading Images: The Grammar of Visual Design. London: Routledge.
  • Kress, G. & Van Leeuwen, T. (1998). Front pages: The (critical) analysis of newspaper layout. In Bell. A and Garrett P. (eds) Approaches to Media Discourse. Oxford: Blackwell, pp.186-219.
  • Kress, G. & Van Leeuwen, T. (2001).Multimodal Discourse: The Modes and Media of Contemporary Communication. London: Arnold.
  • Kress, G. & Van Leeuwen, T. (2006).Reading Images: The Grammar of Visual Design (2nd. Ed.). London: Routledge.
  • Lemke, J. (2009). Multimodal Genres and Transmedia Traversals: Social Semiotics and the Political Economy of the Sign. Semiotica 173: 283-297 (Special Issue on social semiotics).
  • Liu, Y. & O’Halloran, K. L. (2009). Intersemiotic texture: analyzing cohesive devices between language and images. Social Semiotics 19(4): 367-388.
  • Machin, D. (2007). Introduction to Multimodal Analysis. London: Hodder Arnold Publication.
  • Machin, D. & Mayr, A. (2012).How to do Critical Discourse analysis: A Multimodal Introduction. Los Angeles/ London: Sage Publications.
  • Machin, D. & Thornborrow, J. (2003). Branding and discourse: The case of Cosmopolitan. Discourse and Society 14(4): 453-470.
  • Maguire, J. (2002). Body lessons: Fitness publishing and the cultural production of the fitness consumer. International Review for the Sociology of Sport 37: 449-464.
  • Maier, C.D.;Kampf, C. & Kastberg, P. (2007). Multimodal Analysis: An Integrative Approach for Scientific Visualizing on the Web. Journal of Technical Writing and Communication 34(4): 453-478.
  • Maiorani, A. (2007). Reloading movies into commercial reality: a multimodal analysis of ‘The Matrix’ trilogy’s promotional posters. Semiotica166: 45-67.
  • Martinec, R. &Salway, A. (2005).A system for image-text relations in new (and old) media, Visual Communication 4(3): 337-371.
  • Martinez, L.M. & Chovanec, J. (2012). The dream of a perfect body come true: Multimodality in cosmetic surgery advertising.Discourse and Society 23(5): 487-507.
  • Mayer, R. (2008). Multimedia Literacy. In Corio J, Knobel M, Lankshear C and Leu D (eds) Handbook of Research on New Literacies. New York: Erlbaum, pp. 235-376.
  • Moran, C. & Lee, C. (2013).Selling genital cosmetic surgery to healthy women: a multimodal discourse analysis of Australian surgical websites. Critical Discourse Studies 10(4): 373-391.
  • Nina-Pazarzi, E. & Tsangaris, M. (2008). Constructing Women’s Image in TV Commercials: The Greek Case. Indian Journal of Gender Studies 15(1): 29-50.
  • O’ Halloran, K.L. (2007). Systemic functional multimodal discourse analysis (SF_MDA) approach to mathematics, grammar and literacy. In Advances in Language and Education McCabe, A., O’Donnell, M. and Whittaker, R. (eds.), 77-102. London: continuum.
  • Reischer, E. & Koo, K. S. (2007). The body beautiful: Symbolism and agency in the social world. Annual Review of Anthropology 33: 297-317.
  • Royce, T. & Bowcher, W. (2007). New Directions in the Analysis of Multimodal Discourse. Mahwah, NJ: Erlbaum.
  • Tucker, G. H. (1998).The Lexicogrammar of Adjectives: A systemic functional approach to lexis.New York, NY: Cassell.
  • Unsworth,L. (2006). Towards a metalanguage for multiliteracies education: Describing the meaning-making resources of language-image interaction. English Teaching: Practice and Critique 5 (1): 55-76.
  • Unsworth, L. (2008). Multiliteracies and Metalanguage: Describing Image/Text Relations as a Resource for Negotiating Multimodal Texts. In Leu,D., Corio,J., Knobel,M. and Lankshear, C. (eds.) Handbook of Research on New Literacies, 377-405.Mahwah,NJ: Erlbaum.
  • Unsworth, L. & Cleirigh, C. (2009). Towards a relational grammar of image-verbiage synergy: Intermodal representations. In Dreyfus, S., Hood, S. and Stenglin, M. (eds) Online Proceedings for Semiotic Margins Conference, Sdyney, December 2007. Available at www.asfla.org.au.
  • Van Leeuwen, T. (2005).Introducing Social Semiotics. London and New York: Routledge.
  • Welsch, W. (1996). Undoing Aesthetics. Michigan: Sage Publications.

Multimodal Construction of Female Looks: An Analysis of Mascara Advertisements

Year 2016, Volume: 27 Issue: 2, 39 - 59, 29.12.2016

Nazlı Baykal

Abstract

Multimodality
involves the interaction between verbal and visual components in various
discourses. Advertising discourse is one of the discourses where multimodal
analysis is used quite frequently. This study documents the operation of
multimodal strategies in the advertisement of beauty oriented products in
women’s magazines with an emphasis on the interplay between visual and verbal
communication channels within the theoretical framework of Critical Discourse
Analysis. It describes how similarly advertising discourse uses descriptive and
persuasive verbal and visual strategies to exploit the image of an idealized
female beauty with a specific focus on mascara advertisements in the Turkish
context. Two Turkish women’s magazines (Seninle and Elele) and two localized
versions of well-known women’s magazines (Elle and Vogue) were analyzed
multimodally to compare the exploitation of idealized female looks through
mascara advertisements. The multimodal analysis showed that the advertisements
set “ideals” for the perfect “look” in the eye, by concentrating on the
“eyelashes”. They also set “ideals” verbally. The qualities of this “ideal
look” (voluminous, long thick, curved eyelashes) provide a linguistic frame to
interact with the visual frame.

Keywords

critical discourse analysis multimodal discourse analysis advertising discourse semiotic analysis mascara advertisement

References

  • Adams, J. (2010). Motivational narratives and assessments of the body after cosmetic surgery. Qualitative Health Research 20(6): 755-767.
  • Baudrillard, J. (2005). The finest consumer object: the body. In M.Fraser and M.Greco (eds) The Body: A Reader. London and New York: Routledge, pp.277-282.
  • Bell, P. &Milic, M. (2002). Goffman’s Gender Advertisements Revisited: combining content analysis with semiotic analysis, Visual Communication 1(2): 203-222.
  • Conboy, M. (2007). Language of the News. London: Routledge.
  • Cook, G. (2001). Discourse of Advertising. New York, NY: Routledge.
  • Dreyfus, S., Stenglin, M. & Hood, S. (2010). Semiotic Margins. Meaning in Multimodalities. London: Continuum International Publishing.
  • Fairclough, N. (1989).Language and power. London: Longman.
  • Fairclough, N. (2003). Analysing discourse: Textual analysis for social research. New York,NY: Routledge.
  • Featherstone, M. (1991). Consumer Culture and Postmodernism. London: Edward Arnold.
  • Gill, R. (2007). Gender and the media. Malden,MA: Polity Press.
  • Goffman, E. (1979). Gender Advertisements. New York: Harper & Row.
  • Guijarro, M. J. & Pinar Sanz, M. J. (2008). Compositional, interpersonal and representational meanings in a children’s narrative: A multimodal discourse analysis. Journal of Pragmatics 40(9): 1601- 1619.
  • Halliday, M. A. K. (1978). Language as Social Semiotic: The social interpretation of language and meaning. London: Edward Arnold.
  • Halliday, M. A. K. (1985).Introduction to Functional Grammar (1st. Ed.). London: Edward Arnold.
  • Halliday, M. A. K. (1994).An Introduction to Functional Grammar. London: Longman.
  • Harrison, C. (2008). Real men do wear mascara: advertising discourse and masculine identity. Critical Discourse Studies 5(1): 55-74.
  • Jeffries, L. (2007).Textual Construction of the Female Body: A Critical Discourse Approach. New York, NY: Palgrave Macmillan.
  • Jewitt, C. (2009). The Routledge Handbook of Multimodal Analysis. London: Routledge.
  • Kilbourne, J. (1995). Deadly Persuasion: Why women and girls must fight the addictive power of advertising. New York: The Free Press.
  • Kress, G. & Van Leeuwen, T. (1996).Reading Images: The Grammar of Visual Design. London: Routledge.
  • Kress, G. & Van Leeuwen, T. (1998). Front pages: The (critical) analysis of newspaper layout. In Bell. A and Garrett P. (eds) Approaches to Media Discourse. Oxford: Blackwell, pp.186-219.
  • Kress, G. & Van Leeuwen, T. (2001).Multimodal Discourse: The Modes and Media of Contemporary Communication. London: Arnold.
  • Kress, G. & Van Leeuwen, T. (2006).Reading Images: The Grammar of Visual Design (2nd. Ed.). London: Routledge.
  • Lemke, J. (2009). Multimodal Genres and Transmedia Traversals: Social Semiotics and the Political Economy of the Sign. Semiotica 173: 283-297 (Special Issue on social semiotics).
  • Liu, Y. & O’Halloran, K. L. (2009). Intersemiotic texture: analyzing cohesive devices between language and images. Social Semiotics 19(4): 367-388.
  • Machin, D. (2007). Introduction to Multimodal Analysis. London: Hodder Arnold Publication.
  • Machin, D. & Mayr, A. (2012).How to do Critical Discourse analysis: A Multimodal Introduction. Los Angeles/ London: Sage Publications.
  • Machin, D. & Thornborrow, J. (2003). Branding and discourse: The case of Cosmopolitan. Discourse and Society 14(4): 453-470.
  • Maguire, J. (2002). Body lessons: Fitness publishing and the cultural production of the fitness consumer. International Review for the Sociology of Sport 37: 449-464.
  • Maier, C.D.;Kampf, C. & Kastberg, P. (2007). Multimodal Analysis: An Integrative Approach for Scientific Visualizing on the Web. Journal of Technical Writing and Communication 34(4): 453-478.
  • Maiorani, A. (2007). Reloading movies into commercial reality: a multimodal analysis of ‘The Matrix’ trilogy’s promotional posters. Semiotica166: 45-67.
  • Martinec, R. &Salway, A. (2005).A system for image-text relations in new (and old) media, Visual Communication 4(3): 337-371.
  • Martinez, L.M. & Chovanec, J. (2012). The dream of a perfect body come true: Multimodality in cosmetic surgery advertising.Discourse and Society 23(5): 487-507.
  • Mayer, R. (2008). Multimedia Literacy. In Corio J, Knobel M, Lankshear C and Leu D (eds) Handbook of Research on New Literacies. New York: Erlbaum, pp. 235-376.
  • Moran, C. & Lee, C. (2013).Selling genital cosmetic surgery to healthy women: a multimodal discourse analysis of Australian surgical websites. Critical Discourse Studies 10(4): 373-391.
  • Nina-Pazarzi, E. & Tsangaris, M. (2008). Constructing Women’s Image in TV Commercials: The Greek Case. Indian Journal of Gender Studies 15(1): 29-50.
  • O’ Halloran, K.L. (2007). Systemic functional multimodal discourse analysis (SF_MDA) approach to mathematics, grammar and literacy. In Advances in Language and Education McCabe, A., O’Donnell, M. and Whittaker, R. (eds.), 77-102. London: continuum.
  • Reischer, E. & Koo, K. S. (2007). The body beautiful: Symbolism and agency in the social world. Annual Review of Anthropology 33: 297-317.
  • Royce, T. & Bowcher, W. (2007). New Directions in the Analysis of Multimodal Discourse. Mahwah, NJ: Erlbaum.
  • Tucker, G. H. (1998).The Lexicogrammar of Adjectives: A systemic functional approach to lexis.New York, NY: Cassell.
  • Unsworth,L. (2006). Towards a metalanguage for multiliteracies education: Describing the meaning-making resources of language-image interaction. English Teaching: Practice and Critique 5 (1): 55-76.
  • Unsworth, L. (2008). Multiliteracies and Metalanguage: Describing Image/Text Relations as a Resource for Negotiating Multimodal Texts. In Leu,D., Corio,J., Knobel,M. and Lankshear, C. (eds.) Handbook of Research on New Literacies, 377-405.Mahwah,NJ: Erlbaum.
  • Unsworth, L. & Cleirigh, C. (2009). Towards a relational grammar of image-verbiage synergy: Intermodal representations. In Dreyfus, S., Hood, S. and Stenglin, M. (eds) Online Proceedings for Semiotic Margins Conference, Sdyney, December 2007. Available at www.asfla.org.au.
  • Van Leeuwen, T. (2005).Introducing Social Semiotics. London and New York: Routledge.
  • Welsch, W. (1996). Undoing Aesthetics. Michigan: Sage Publications.
There are 45 citations in total.

Details

Journal Section Research Articles
Authors

Nazlı Baykal

Publication Date December 29, 2016
Published in Issue Year 2016Volume: 27 Issue: 2

Cite

APA Baykal, N. (2016). Multimodal Construction of Female Looks: An Analysis of Mascara Advertisements. Dilbilim Araştırmaları Dergisi, 27(2), 39-59. https://doi.org/10.18492/dad.282155

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Journal DOI: 10.18492/dad