A Multimodal Discourse Analysis in Pantene Advertisement

Advertisement is a persuasive media aimed at persuading and influencing the public. Every day, advertisement can be found anywhere, such as in newspaper, television, radio, also magazine. Pantene shampoo product that very famous especially among women. Its almost every media. In this research, researcher aims to investigate how Indonesian ads verbally visually represent image of women with beautiful strong hair ads’ differences by means Halliday’s transitivity system (2014) Kress van Leeuwen’s (2006) point view. This research focuses on what signify. The analyzes Pantene’s advertisements. data taken for are ads, focusing show their brand ambassadors. results describe something coveted Indonesia. Similarly, International figure woman described woman. advertisement, it seen makers use implicit method, whereas, Pantene, method explicit declarative employed which viewers directly. These verify stereotypes attached market, namely being communal individual, respectively.