TABLE OF CONTENTS
PAGE OF APPROVAL ... i
STATEMENT OF AUTHORIZATION ... iii
PREFACE ... iv
ACKNOWLEDGEMENTS ... v
ABSTRACT ... vi
TABLE OF CONTENTS ... vii
LIST OF TABLES ... xi
LIST OF FIGURES ... xii
CHAPTER I INTRODUCTION ... 1
1.1 Background of the Research ... 1
1.2 Formulation of Problems ... 3
1.3 Purpose of the Research ... 4
1.4 The Scope of the Research ... 4
1.5 Significance of the Research ... 4
1.6 Research Method ... 5
1.6.1 Data Resources ... 5
1.6.2 Data Analysis ... 5
1.7 Clarification of Related Terms ... 6
1.8 Organization of the Paper... 7
CHAPTER II THEORETICAL FOUNDATION ... 8
2.1.1 Gender Stereotypes ... 9
2.1.2 Gender in Advertisements ... 10
2.2 Representation ... 12
2.3 Advertisements ... 13
2.4 Multimodality ... 14
2.4.1 Visual Grammar ... 16
2.4.1.1 Narrative Representation ... 16
2.4.1.1.1 Action Process ... 16
2.4.1.1.2 Reactional Process ... 18
2.4.1.1.3 Speech and Mental Process ... 19
2.4.1.1.4 Circumstances ... 19
2.4.1.2 Conceptual Representation ... 20
2.4.1.2.1 Analytical Process ... 20
2.4.1.2.2 Symbolic Process ... 21
2.4.1.3 Representation and Interaction ... 22
2.4.1.3.1 Gaze and Image Act ... 22
2.4.1.3.2 Size of Frame and Social Distance ... 23
2.4.1.3.3 Vertical Angle and Power... 24
2.4.1.4 The Meaning of Composition ... 25
2.4.2 Systemic Functional Linguistics ... 26
2.4.2.1 Transitivity ... 27
2.4.2.2 Mood ... 32
2.5 Previous Research ... 33
CHAPTER III RESEARCH METHODOLOGY ... 37
3.1 Formulation of Problems ... 37
3.2 Research Method ... 37
3.3 Research Procedure ... 38
3.3.1 Data Collection... 38
3.3.2 Data Analysis ... 39
3.4 Data Presentation ... 39
CHAPTER IV FINDINGS AND DISCUSSION ... 42
4.1 Findings ... 42
4.1.1 Physical Appearance: Mothers as Physically Perfect ... 43
4.1.2 Occupations: Mothers as either an At-Home Mother or a Working Mother ... 47
4.1.3 Behaviors: Mothers Showing Women-Related Behaviors ... 53
4.1.3.1 Mothers Doing Domestic Chores ... 54
4.1.3.2 Mothers Taking Care of The Child ... 58
4.1.4 Traits: Mothers Having Positive Traits ... 64
4.1.4.1 Mothers as Warm ... 64
4.1.4.2 Mothers as Affectionate ... 68
4.1.4.3 Mothers as Not Weak ... 73
4.2 Discussion ... 78
CHAPTER V CONCLUSION AND SUGGESTIONS ... 83
5.1 Conclusion ... 83
5.2 Suggestions ... 84
REFERENCES ... 85
LIST OF TABLES
Table 2.1 Size of Frame and Social Distance ... 23
Table 2.2 Types and Examples of Circumstances ... 27
Table 2.3 Speech Function and Responses ... 32
Table 2.4 Speech Function and Typical Mood in Clause ... 33
Table 3.1 A Multimodal Analysis of a Mother’s Representation in Scene 1 Dettol Television Advertisement Version Dettol Hand Wash Original ... 40
Table 4.1 The Results of Mood Analysis ... 76
LIST OF FIGURES
Figure 2.1 Simultaneous and Sequential Bidirectionality ... 17
Figure 2.2 Connected and Disconnected Narrative Process ... 17
Figure 2.3 Vittel advertisement (New Idea, 5 December 1987) ... 18
Figure 2.4 New York, 1955 (Robert Frank) ... 18
Figure 2.5 Calvin and Hobbes by Bill Watterson ... 19
Figure 2.6 Easy-wearing cottons (Vogue, November 1987)... 20
Figure 2.7 The British used guns (Oakley et al., 1985) ... 21
Figure 2.8 Fun with fungi (Sydney Morning Herald, 18 June 1992) ... 22
Figure 2.9 Prison guard(Danny Lyon, 1969) ... 25
Figure 4.1Scene 6 Dettol Re-energized ... 43
Figure 4.2Scene 5 Dettol Anti-Bacteria Original ... 45
Figure 4.3 Scene 7 DettolReenergized ... 47
Figure 4.4 Scene 2 DettolLiquid Antiseptic (First Aid) ... 48
Figure 4.5 Scene 2 Dettol Liquid Antiseptic (Germ-free Floor) ... 50
Figure 4.6 Scene 2 Dettol Hand Wash Original ... 51
Figure 4.7 Scene 1 Dettol Liquid Antiseptic (First Aid) ... 54
Figure 4.8 Scene 4 and 5 Dettol Liquid Antiseptic ((Germ-free Floor) ... 56
Figure 4.9 Scene 2 Dettol Anti-Bacteria Original ... .... 58
Figure 4.10 Scene 3 Dettol Liquid Antiseptic (First Aid) ... .... 61
Figure 4.11 Scene 7 Dettol Anti-Bacteria Original ... .... 65
Figure 4.14 Scene 3 Dettol Hand Wash Original ... .... 71
Figure 4.15 Scene 4 Dettol Liquid Antiseptic (Germ-free Floor) ... .... 73
Figure 4.16 Scene 7 Dettol Liquid Antiseptic (First Aid) ... .... 74
