A MULTIMODAL ANALYSIS OF MOTHERS’ REPRESENTATION IN DETTOL TELEVISION ADVERTISEMENTS.

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A MULTIMODAL ANALYSIS OF MOTHERS’ REPRESENTATION IN DETTOL TELEVISION ADVERTISEMENTS

A Research Paper

Submitted in Partial Fulfillment of the Requirements of Bachelor’s Degree in English Language and Literature Study Program

By

Diana Nur Fathimah (1006168)

DEPARTMENT OF ENGLISH EDUCATION FACULTY OF LANGUAGE AND ARTS EDUCATION

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A Multi odal A alysis of Mothers’

Representation in

Dettol

_Television

The present research is entitled ‘A Multimodal Analysis of Mothers’ Representation in Dettol Television Advertisements’. Using a qualitative descriptive method, the research employs a multimodal analysis as the procedure of the research based on Kress and van Leeuwen’s (2006) visual grammar and Halliday’s (1994) systemic functional linguistics. The findings show that although visual semiotic mode is slightly more dominant than the verbal, both of them play important role to build the image of the mothers. The mothers are represented as physically perfect. In terms of occupations, the mothers as depicted either as a working mother or a housewife who does women-related behaviors chores. The mothers are also represented in a positive way in terms of traits. The mothers are represented as warm, affectionate, not weak, and knowledgeable. From the perspective of gender, the results show that when it comes to women’s role as mothers, their task and obligation are continued to be stereotyped even though their traits and occupations are less stereotyped.

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Diana Nur Fathimah, 2014

A Multimodal Analysis of Mothers’ Representation in ABSTRAK

Abstrak: _{Penelitian ini bertujuan untuk mengetahui bagaimana wanita dalam}

perannya sebagai seorang ibu direpresentasikan di iklan televisi Dettol. Dengan metode deskriptif qualitatif, penelitian ini menggunakan analisis multimodal sebagai prosedur penelitian yang berbasis pada teori tata bahasa visual milik Kress dan van Leeuwen (2006) dan tata bahasa sistemik fungsional milik Halliday (1994). Temuan menunjukkan bahwa walaupun mode visual sedikit lebih dominan daripada mode verbal, keduanya memiliki peran yang penting dalam membangun imej tentang ibu. Ibu digambarkan baik sebagai ibu rumah tangga maupun sebagai ibu yang juga memiliki pekerjaan formal. Kesemua ibu digambarkan tengah terlibat dalam pekerjaan rumah. Ibu direpresentasikan secara positif, yakni sebagai seseorang yang pintar, tidak lemah, mandiri, lembut dan protektif terhadap anaknya. Temuan ini memperlihatkan bahwa dalam perannya sebagai ibu, tugas dan aktivitas wanita tetap sama dengan stereotip, terlepas dari apapun pekerjaan wanita tersebut.

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CHAPTER I

INTRODUCTION

This chapter presents the introductory part of the research covering background of the research, formulation of the problems (comprising thesis statement and research question), purposes of the research, scope of the research, research methodology, significance of the research, clarification of terms and organization of the paper.

1.1.Background of The Research

To begin with, gender can be defined as a set of socially costructed ideas about differences between men and women. Gender assigns a person to one of social-cultural categories available in society, such as female/male. These differences between each category of gender are initially based on the roles that are mostly performed in society (Abolaji, 2011; Brannon, 2004; Meyer, 2010).

Meanwhile, the roles that are continuously played by either women or men provide the base for gender stereotypes. Thus, gender stereotypes define how men and women commonly behave in society (Brannon, 2004). Gender stereotypes

describe how women and men differently act and prescribes what qualities they are expected to have(Prentice and Carranza, as cited in Wang, 2009).

According to Deaux & Lewis (as cited in Brannon, 2004) there are four aspects of gender stereotype which can be analyzed to differentiate men and women. Those aspects are traits, behaviors, phyical characteristics, and occupations. In relation to these aspects, a number of research suggests that there are some common stereotypes on gender which exist within society, in terms of physical appearances, occupations, behaviors, and traits.

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2 Diana Nur Fathimah, 2014

prevalent in the society that they are often shown in various media such as books, magazines, and advertisements (See Fullerton & Kendrick, 2000; Johnson & Swanson, 2003; Shrikhande, 2003). representation of women, specifically as a mother, in English contemporary women‟s magazines. The research suggests that women can be either represented as beng selfish or selfless, independent or dependent, successful or unsuccessful in domestic sphere, and instinctively smart or indecisively unknowledgeable, depending on whether they are working mothers or at-home mothers. This shows

that, as a mother, women‟s representation in media does not always conform to the negative stereotypes.

The current research aims to see whether or not the specific women‟s role as

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There are many products and services which involve the role of mothers in their television advertisements. One of them is Dettol products. Dettol is one worldwide brand name for hygiene products designed to help protecting family from illness caused by germs (see www.dettol.co.id). This is the reason for why all of it‟s advertisements involve the role of family members, especially the mother. In Indonesia, Dettol advertisements always involve the role of mother which is played by Indonesian actresses in Indonesian context. This reason justifies Dettol advertisements as the reliable source of data for studying mothers‟ representation in Indonesian television advertisements.

Since television advertisements use more than one mode of communication to create meanings, the present research employs multimodal analysis as the procedure of the research. The visual data will be analysed based on Kress & van

Leeuwen‟s (2006) visual grammar. Meanwhile the verbal data will be based on

Halliday‟s (1994) systemic functional linguistics. To investigate the representation of mothers in Dettol television advertisements, the present research focuses on the narrative representation and conceptual representation, representation and interaction which cover the gaze, size of frame, and angle, and the meaning of composition of the visual data. Meanwhile, the verbal data will cover the analysis on transitivity and mood system.

1.2 Formulation of Problems

Based on the problem stated in the background, the research is carried out to discover how mothers are represented in Dettol television advertisements based on four aspects of gender stereotypes, namely physical appearances, occupations, behaviors, and traits (Deaux & Lewis, cited in Brannon, 2006). Therefore, the research is carried out to answer these following research questions:

1. How are mothers represented in terms of physical appearances, occupations, behaviors, and traits?

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1.3. Purposes of The Research

The purpose of the research is to discover how mothers are represented in Dettol television advertisements. Specifically, the research has two objectives as follows: 1. To investigating mothers‟ representation in Dettol television advertisements in terms of physical appearances, occupations, behaviors and traits.

2. To interpreting the meanings of mothers‟ representation in Dettol television advertisements.

1.4. Scope of The Research

The present research discusses how mothers are represented in terms of physical appearances, occupations, behaviors, and traits, using visual and verbal semiotic mode in television advertisements. For the visual analysis, the research focuses on the narrative and conceptual representation which deal with vectors and movements, representation and interaction, which deal with the gaze, size of frame, and angle, and the meaning of composition, which deals with the value of

left-right and center-margin. Meanwhile, the verbal analysis is limited only to transitivity and mood analysis. Additionally, multimodal analysis will be conducted only to verbal and visual data found in scenes containing the

appearance of mothers.

1.5. Significance of The Research

The present research is expected to provide significances as follows:

1. To theoretical frameworks on gender representation, the intended research is expected to enrich the existing theories of mothers‟ representation in television advertisements in Indonesian context. 2. To future research, it is expected that the use of multimodal analysis

in the present research can provide guideline for later research which uses the same procedure of analysis.

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1.6. Research Methods

The present research employs a descriptive qualitative research design to analyze the advertisements consisting of verbal and visual semiotic modes. Descriptive qualitative research allows researchers to analyze, observe and describe the unquantifiable data and to examine the nature of something in various social settings (Berg, 2001; Walliman, 2011).

The descriptive qualitative method in the present research is applied using multimodal analysis, that is, the procedure of analysis to study a text with various semiotic modes (Machin & Mayr, 2012). The multimodal analysis is employed in the present research to see how mothers are represented in Dettol television advertisements based on the meanings built simultaneously by verbal and visual semiotic modes.

1.6.1.Data Resource

The data were taken from six versions of Dettol advertisements. The version of those advertisements were Dettol Reenergized, Dettol Liquid Antiseptic (First Aid), Dettol Handwash Original, Dettol Liquid Antiseptic (for Bath), Dettol Liquid Antiseptic (Germ-free Floor), Dettol Anti-bacteria Original. The present

research focuses on selected scenes containing the appearance of mothers. The visual data were all mothers‟ images in the scenes, meanwhile the verbal data were all verbal data produced during the scenes play.

1.6.2.Data Analysis

The research follows Hermawan‟s (2013) procedure of analyzing multimodal text which involves verbal and visual semiotic modes. The steps are modified based on the needs of the present research. The steps are as follows:

1. Selecting the scenes consisting of the appearance of the mothers as the unit of analysis.

2. Presenting the scene, description of the scene, the elements of visual analysis and verbal analysis in tabular form.

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4. Analyzing the verbal data using and Halliday‟s (1994) Systemic Functional Linguistics.

5. Interpreting the findings based on the relationships between the verbal and visual data.

1.7. Clarification of Related Terms

 Advertising:

Advertising designates any type or form of public announcement intended to promote the sale of specific commodities or services, or to spread some kind of social or political message (Danesi, 2004, p. 256).  Gender:

Gender is a socially determination which perceives ideas and practices of what it is to be female and male (Reeves & Baden, 200, p. 3).

 Gender Stereotype

A belief about psychological traits and characteristics including the activities which are appropriate to men or women (Brannon, 2004, p. 160).

 Multimodality :

The use of several semiotics modes in the design of a semiotic product or event, together with the particular way in which these modes are combined (Kress & van Leeuwen, 2001, p. 20).

 Visual Grammar :

A general grammar of contemporary visual design which describes the way in which depicted elements – people, places and things – combine in visual „statements‟ of greater or lesser complexity and extension (Kress and van Leeuwen, 2006, p. 1).

 Systemic Functional Linguistics :

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1.8. Organization of The Paper

This paper will consist of five chapters with specific function and organization elaborated as follows:

CHAPTER I INTRODUCTION: This chapter will consist of background of the study, formulation of problems (including thesis statements and research questions), purposes of the research, significances of the research, and organization of the paper.

CHAPTER II THEORETICAL FRAMEWORKS. This chapter will consist of relevant theories, ideas, and issues in which the principles and justifications of the research will be grounded. It will also provides findings of previous research and other supportive information relevant to the present research.

CHAPTER III RESEARCH METHODOLOGY. This chapter will describe approaches and procedures, research design, data collection and data analysis manifested in the research.

CHAPTER IV FINDINGS AND DISCUSSIONS. This chapter will

provide the result of data analysis.

CHAPTER V CONCLUSIONS AND SUGGESTIONS. This chapter will present conclusions drawn from the findings of the research. In addition,

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CHAPTER III

RESEARCH METHODOLOGY

This chapter provides methodological aspect of the current research. It covers formulation of problems, research method, and research procedure (including data collection, data analysis, and data presentation).

3.1.Formulation of Problems

The present research investigates the representation of women specifically as the mother shown in Dettol television advertisements. The urgency of doing the research stems from the need to find out how mothers are represented in terms of four aspects of gender stereotypes proposed by Deaux and Lewis, namely physical appearances, occupations, behaviors, and traits (see Brannon, 2004). Based on this thesis statement, the research is carried out to answer these following research questions:

1. How are mothers represented in terms of physical appearances, occupations, behaviors, and traits?

2. What meanings can be made from this representation?

3.2.Research Method

The research employs a descriptive qualitative research design by conducting multimodal analysis on mothers in Dettol television advertisements. Qualitative research allows researchers to analyze the unquantifiable data and to examine the nature of something in various social setting. It is interested in the way humans make sense of their surroundings and interpret the phenomena in terms of the meanings people bring to them (Berg, 2001; Denzin and Lincoln, 2005). Meanwhile, the descriptive design relies on observing and describing particular phenomena and attempts to see what can be predicted to happen again under the same circumstances (Walliman, 2011).

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aims to see how those various modes are combined to create a meaningful whole (Kress & van Leeuwen, 2006). In relation to the present research, multimodal analysis is employed to see the meanings of mothers built by the integration of verbal and visual semiotic modes are in Dettol television advertisements.

3.3.Research Procedure

The research employs the descriptive qualitative research by conducting multimodal analysis based on Kress and van Leeuwen‟s Visual Grammar (2006) and Halliday‟s Systemic Functional Linguistics (1994). The visual data are all scenes in the advertisements containing the image of mother. Meanwhile, the verbal data are all utterances produced during the selected scenes play.

The visual analysis only covers the narrative representation, conceptual representation, representation and interaction, and the meaning of composition. The narrative representation covers the analysis of vectors or movements and categorizes them into either action processes, reactional processes, speech and mental process, conversion process, or geometrical symbolism. The conceptual representation categorizes the data into either analytical process, classificational process, or symbolic process. The representation and interaction covers the analysis on the gaze, size of frame, and vertical angle. Meanwhile, the meaning of composition covers the analysis of the information value in visual data. Additionally, all the verbal data contained in the selected scenes are analyzed using transitivity and mood analysis.

3.3.1. Data Collection

The data were in the form of videos of Dettol television advertisements downloaded from www.dettol.co.id. Six Dettol television advertisements were selected for the research because they involve the appearance of mothers who play the major character in the advertisements. The version of those advertisements are as follows:

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2. Dettol television advertisement “Dettol Liquid Antiseptic (First Aid)” version (duration: 30 seconds);

3. Dettol television advertisement “Dettol Hand Wash Original” version (duration: 29 seconds);

4. Dettol television advertisement “Dettol Liquid Antiseptic (for Bath)” version (duration: 29 seconds);

5. Dettol television advertisement “Dettol Liquid Antiseptic (Germ-free Floor)” version (duration: 29 seconds).

6. Dettol television advertisement “Dettol Anti-Bacteria Original” version (duration: 30 seconds).

3.3.2. Data Analysis

The research follows Hermawan‟s (2013) procedure of analyzing multimodal text involving verbal and visual semiotic modes. The steps are modified based on the needs of the present research. The steps are as follows:

1. Selecting the scenes consisting of the appearance of the mother as unit of analysis. Scene refer to “the distinct phases of the action occurring within a relatively unified space and time” (Bordwell & Thompson, 2010, p. 105).

2. Presenting the scene, description of the scene, and the elements of visual analysis in tabular form.

3. Analyzing the visual data based on Kress and van Leeuwen‟s (2006)

Visual Grammar.

4. Analyzing the verbal data separately using and Halliday‟s (1994) Systemic Functional Linguistics.

5. Interpreting the findings based on the relationships between the verbal and visual data.

3.4.Data Presentation

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IV. The selected scene presented in the table 3.1 is taken from Dettol television advertisement “Dettol Hand Wash Original” version.

Table 3.1 A Multimodal Analysis of A Mother‟s Representation in Scene 1 Dettol Television Advertisement Version Dettol Hand Wash Original Visual Analysis

Mother: “Walau terlihat bersih, bukan berarti bebas kuman.”

Description: The scene takes place at home. The scene shows the mother sitting on a chair and facing the screen, while her child standing next to her. The mother describes what is on the screen by saying „Walau terlihat bersih, bukan berarti bebas kuman‟. The mother wears a white coat and a pair of trousers. Meanwhile, the child wears a green clothe. The scene is taken in an eye-level angle with a medium close shot.

Narrative Representation: 1). The scene contains a reactional process since the mother and the child look at the screen. Thus, both the mother and the child are the reacter, and the screen at which they are looking is the phenomenon. 2). The scene also contains an action process since a vector can be drawned from mother‟s right hand, holding the child. Thus, the mother is the actor and the child is the goal. The fact that the mother gives the explanation about what appears in the screen shows that the mother is knowledgeable. Meanwhile, the action process of mother holding the child signifies mother‟s care toward her child.

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signifies that the mother and the viewers are close. 3). In terms of power, this mother is portrayed as someone with equal power with the viewers since the image is taken in the eye-level angle.

The Meaning of Composition: There are three participants in the scene. Those are the child, the mother, and the screen they look at. The child is presented in the left side, the screen is in the right side, and the mother is positioned between them. Thus, the child is the given, the screen is the new, and the mother is the mediator. Since the child is considered as the given, it is depicted as more common or less important information. Meanwhile, the screen is considered as something that needs to be paid attention to, since it is presented in the right. The screen is the main focus of this scene.

Verbal Analysis : The scene shows a speech process in which the mother is the speaker and the child is the target of the speech. Below is the analysis of the speech process.

Walau (itu) terlihat bersih, Carrier Attributive Attribute Subject Finite Complement

Mood Residue

Bukan Berarti (itu) bebas kuman carrier attributive Attribute Subject Finite Complement

Mood Residue

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CHAPTER V

CONCLUSION AND SUGGESTION

This section is divided into two parts. The first one conveys the conclusion of the present research based on the findings and discussion from the previous section. The second one presents some suggestions for further studies.

5.1.Conclusion

By using multimodal analysis focusing on visual and verbal semiotic modes, the research employs the theory of visual grammar proposed by Kress and van Leeuwen (2006) and Halliday’s (1994) systemic functional linguistics to investigate how mothers are represented in six Dettol television advertisements.

First, in terms of conceptual representation, Dettol television advertisements mostly represent the mothers as an at-home mother/housewife. These mothers wear the typical outfit commonly worn by women at home, such as casual clothe, apron or cooking gloves. Additionally, there are also some mothers who are portrayed as working mother by their use of formal outfit such as a white coat commonly worn by doctor or scientist. However, regardless of this disparity, all mothers in the advertisements are portrayed as physically perfect, indicated from their white skin, slender body, and beautiful face.

Second, in terms of narrative representation, Dettol television advertisements mostly represent the mothers as having women-related behaviors, indicated by their activities, such as doing housewife chores and taking care of the child.

Additionally, mental and speech processes in the advertisements are produced by the mothers in forms of declarative mood with material and relational processes. The mothers mostly describe the flow of events or the process of doing, acting, happening related to healthy issue and cleanliness. Thus, the mothers are positively represented as knowledgeable.

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Meanwhile, in terms of the size of frame, the images of mother are mostly taken in medium close shots and close shots. The mothers are portrayed as having a close relationship with viewers.

In terms of the angle and power, instead of being weak, the mothers are mostly portrayed as having the equal power with the viewers, or even more powerful than them, especially when they are presented as doing domestic tasks.

Lastly, based on the meaning of composition, the mothers are represented evenly as the commonsensical concept and contestable concept. However, most of the composition presents the mothers as the only participant who is present in the scenes. Thus, the mothers are the center information of the advertisements.

Based on the findings, it can be concluded that Dettol television advertisements emphasize more on women’s obligation as a mother rather than women’s professional roles. Thus, when it comes to women’s role as the mothers who deal with the child, their behaviors are continued to be stereotyped regardless of their occupational roles/professions.

5.2.Suggestion

There are some suggestions proposed for the betterment of further research and for the use of the research.

First, for the next researchers, since the present research only selects the advertisements with the appearance of mothers only, the next reserchers should explore the representation of mothers in other advertisements which consinst of the considerable amount of fathers’ appearance as well. Thus, they can see if there is disparity betwen the representation of mother and father in the advertisements. The next researchers can also study the representation of mothers in Dettol television advertisements produced in different country and compare the result with the present research.

Second, for copywriters, the result of the research can be used as a reference to help them convey the intended meanings in the advertisements they produce using the configuration of visual and verbal semiotics modes.

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