Gender in Fashion Advertising on Social Media: A Multimodal Discourse Analysis Approach

This study examines digital fashion advertising discourse on social media from a multimodal perspective. The focus is Facebook clothing posts published by 'H&M' and the effect of gender determining semiotic modes used in such advertisements. data consists 8 for two genders company during (2020-2022). were analyzed using Kress Van Leeuwen's (2006) Visual Grammar paradigm to explore role choice visual employed these posts. findings show that ads widely involve as tool creates meaning enables interaction with target audiences. results also indicate primary factor selection resources. In particular, construction meaning, especially representational interactive meanings, different male ads.