TABLE OF CONTENTS
Page
PAGE OF APPROVAL
STATEMENT OF AUTHORIZATION
PREFACE ... i
ACKNOWLEDGMENTS ... ii
ABSTRACT ... iv
TABLE OF CONTENTS ... v
LIST OF FIGURES ... vii
LIST OF TABLES ... viii
CHAPTER I INTRODUCTION ... 1
1.1Background of the Study ... 1
1.2Statement of Problems ... 6
1.3Aims of Study ... 6
1.4Research Methodology ...7
1.4.1 Research Design ... 7
1.4.2 Research Procedures ... 7
1.5Clarification of Terms ... 8
1.6Organization of Paper ... 10
CHAPTER II LITERATURE REVIEW ... 11
2.1 Representation ... 11
2.2 Gender ... 12
2.2.1 Gender Stereotype ... 14
2.2.2 Gender Representation in Discourse ... 16
2.3 Ideology and Discourse ... 19
2.4 Social Semiotics of Multimodality ... 21
2.5 Systemic Functional Linguistics (SFL) ... 27
2.6 Reading Images: the Grammar of Visual Design ... 30
2.6.1 Representational Meaning ... 31
2.6.2 Interactive Meaning ... 33
2.6.3 Compositional Meaning ... 35
2.7 Syntagmatic and Paradigmatic Structure in Image (Spatial Relation) ... 38
2.8 Barthes’ Signification Order ... 39
2.9 Marketing ... 41
2.9.1 Product ... 42
2.9.2 Product Packaging ... 43
2.9.3 Product Packaging Design ... 44
2.10 Detergent Product ... 45
CHAPTER III RESEARCH METHODOLOGY ... 51
3.1 Research Method ... 51
3.2 Research Procedures ... 52
3.2.1 Data Collection ... 52
3.2.2 Data Analysis ... 54
3.2.3 Data Presentation ... 56
3.2.3.1 Representational Meaning Analysis ... 57
3.2.3.2 Denotative and Connotative Meaning Analysis ... 58
CHAPTER IV FINDINGS AND DISCUSSIONS ... 60
4.1 Findings and Analysis of Data ... 60
4.1.1 The Woman Representation in Detergent Product Packaging Design ... 60
4.1.2 The Ideology behind Visual Representation ... 84
4.2 Discussions ... 90
4.2.1 The Way of the Women Represented ... 90
4.2.1.1 Representational Meaning Analysis ... 91
4.2.1.2 Interactive Meaning Analysis ... 97
4.2.2 The Femininity Ideology behind Visual Representations ... 99
4.2.2.1 Findings and Discussions ... 100
CHAPTER V CONCLUSSIONS AND SUGGESTIONS ... 108
5.1 Conclussions ... 108
5.2 Suggestions ... 111
LIST OF FIGURES
Figures:
Figure 2.1 Position of Woman ... 18
Figure 2.2 Position of Man ... 19
Figure 2.3 Saussure’s Model of the Sign ... 23
Figure 2.4 Semiotic Triangle ... 23
Figure 2.5 Representational Structure ... 32
Figure 2.6 Interactive Structure ... 34
Figure 2.7 Compositional Structure ... 36
Figure 2.8 Kress and van Leeuwen’s Spatial Map ... 37
Figure 2.9 Barthes’ Signification Order ... 40
Figure 3.1 Stages of Analysis of Miles and Huberman (1994) ... 54
Figure 3.2 Barthes’ Signification Order ... 55
Figure 4.1 Visual Representation of Attack Softener Packaging Design ... 85
Figure 4.2 Visual Representation of Attack Clean-Max Packaging Design ... 86
Figure 4.3 Visual Representation of Attack Color Packaging Design ... 88
LIST OF TABLES
Tables:
Table 2.1 Attributes of Male and Female Character ... 17
Table 2.2 Realizations of Interactive Meanings ... 35
Table 2.3 Visual Space in Western Semiotics ... 37
Table 3.1 The List of Data ... 52
Table 3.2 Example of Visual Illustration of Attack Easy Packaging Design ... 56
Table 3.3 Example of Symbolical Process ... 58
Table 3.4 Example of Barthes’ Signification Order Analysis ... 59
Table 4.1 Visual Illustration of Attack Softener Packaging Design ... 61
Table 4.2 Symbolical Process of Attack Softener Packaging Design ... 63
Table 4.3 Interactive Meaning of Attack Softener Visual Image ... 67
Table 4.4 Visual Illustration of Attack Clean-Maximizer Packaging Design ... 68
Table 4.5 Symbolical Process of Attack Clean-Maximizer Packaging Design ... 70
Table 4.6 Interactive Meaning of Attack Clean-Maximizer Visual Image ……... 73
Table 4.7 Visual Illustration of Attack Color Packaging Design ... 74
Table 4.8 Symbolical Process of Attack Color Packaging Design ... 75
Table 4.9 Interactive meaning of Attack Color Visual Image ... 78
Table 4.10 Visual Ilustration of Attack Easy Packaging Design ... 79
Table 4.11 Symbolical Process of Attack Easy Packaging Design ... 81
Table 4.12 Interactive Meaning of Attack Easy Visual Image ... 84
Table 4.13 Signification Order of Attack Softener ... 85
Table 4.14 Signification Order of Attack Clean-Maximizer …………... 86
Table 4.15 Signification Order of Attack Color …………... 88
Table 4.16 Signification Order of Attack Easy …………... 89
Table 4.17 Percentage of Actions Processes ... 92
Table 4.18 Percentage of Symbolical Processes ... 96
Table 4.19 Syntagmatic Structure of Attack Packaging Designs ... 100
CHAPTER I INTRODUCTION
The section introduces the present study. It contains introduction of background of the present study, statement of problems, aims of the study, research method and organization of the paper.
1.1Background of the Study
In competition of marketing industries, every company competes to dominate the marketplace to achieve profit as much as possible. It can be seen that there are many products with different brands sold in markets such as toys products, beauty products and household products. A product is defined as anything offered to a market to be used or consumed and it can satisfy consumers’ wants and needs (Kotler, Wong, Saunders & Armstrong, 2005: 539). Products can be physical
things, services, people, places, organizations, ideas or a combination of those
entities (Kotler, Wong, Saunders & Armstrong, 2005). From the various products
sold, the physical products displayed in markets are usually packaged.
The concept of packaging is crucial in the area of marketing industry. It is a
part of physical product. Stadnik (2009: p.8) states that packaging is an external
wrapper of the product that functions to protect the product inside against damage.
Thus, packaging cannot be separated from the physical product, since it extremely
functions to protect the product inside to prevent the damage of the product.
Meanwhile, O’Shaughnessy (1995; cited Gutierrez, 2001: p.2) argues that in the
recently functions to attract consumers, to describe and to sell the products. It can
be understood that besides its function as protecting the product inside, packaging
also functions as a media of communication, for it can communicate messages,
give informations (e.g. what and how the product inside) and make it saleable.
According to Dobson and Yadav (2012), packaging communicates messages to
consumers through visual designs in the form of logos, graphics, colors, images
and so on. Moreover, Gutierrez (2001: p.2) mentions that packaging’s
communication function can be viewed through several ways including designs
and colors. It means that design of product packaging has important role in
conveying or communicating messages to consumers.
Kotler (2005: 550) states that “Packaging is the activities of designing and producing [...]”. Thus, design is a part of product packaging. Design of product
packaging can be simple or aesthetic. The aesthetic designs may consist of
elements including a combination of verbal structures (linguistic) and non-verbal
structures (pictorial). Butkeviciene et al (2008; cited in Dobson & Yadav, 2012:
size of container. Those elements are combined in one entity to carry meaning to be shared and communicated to others.
Roxburgh (2010) asserts that “Design is described as reproducing ideology and identities”. He also mentions that “The art of designs is reliant on Myth of
Creativity” (Roxburgh, 2010). It means that behind visual representation of
product packaging design, there is hidden ideology to be conveyed. On the other words, the producers of marketing business cooperating with graphic designers do not only sell the product, but also they sell ideas or ideology through visual representations on the product packaging design. Ideology is viewed as “A basis of social representations shared by members of a group” (van Dijk, 1998: p.8).
In this case, gender representation in the visual image of several product packaging designs is an issue of the present study. According to Duveen (1993), gender is viewed as one of social representations which is constructed by culture and society. Gender representations in media or discourse often involve stereotypes. Doring (2006: 173) argues that the depiction of men and women in media often portrays traditional gender stereotypes. According to Amancio (1993), “Gender stereotypes are seen as social representations or collective ideologies defining model of behavior”. It can be understood that gender
stereotype refers to what male and female should behave in society as social and cultural construction.
was chosen because there are several packaging designs of detergent products which have had a brand image (e.g. well-known by consumers) represent woman as model illustrated in its visualization. The present study is limited to analyze four selected packages of detergent product of PT. Kao.
Theoretical foundation applied is Social Semiotics theory on Reading Images: the Grammar of Visual Design proposed by Kress and van Leeuwen (2006).
Social Semiotics is an appropriate approach, since it is a theory of representation.
Kress and van Leeuwen (2006: p.6) state that “Visual representation is set within the theoretical framework of Social Semiotics”. In Social Semiotics,
representation is viewed as a process of sign-makers to make representation of things (Kress & van Leeuwen, 2006: p.7). Social Semiotics focuses on meaning-making resources as social contexts and social practices in all types of Semiotics works including visual, verbal and aural in modes of communication (Thibault, 1991: p.6). Hence, the theory of Social Semiotics on the Grammar of Visual Design proposed by Kress and van Leeuwen (2006) is appropriate because the
present study aims to understand meaning of visual representations that is constructed as social contexts in the visual image as a means of communication.
“Halliday’s model with its three functions is a starting point for our account of
images, not because the model works well for language […], but because it works well as a source for thinking about all modes of representation” (Kress & van
Leeuwen, 2006: 20; cited in Laursen, 2010: pg.9-10). Following the theory, the present study focuses on investigating how elements including people, places and things which are depicted and combined each other in the visual image construct meaning and communicate messages. Meanwhile, Barthes’ theory of signification order is also utilized to support the analysis of the present study to reveal the ideology behind visual representations of detergent product packaging designs focusing on investigating denotative and connotative meanings.
advertisements are represented as active, strong, masculine and persistent. While, the women models of Nike print advertisement are represented visually as active women who have confidence, strong attitude, independence, individual, feminine and masculine characteristics. The researcher discovered two ideologies underlying representations; ideology of equality based on the material processes of the actions performed by the women models and masculine-oriented ideology.
Meanwhile, the present study also aims to investigate women representation and ideology behind representations. However, analysis would focus on representational and interactive meaning analysis following the theory of Reading Images of Kress and van Leeuwen (2006). The ideology underlying
representations would be revealed by applying Barthes’ signification order which focuses on investigating denotative and connotative meanings.
1.2Statement of Problems
The problems of the present study are formulated into two questions as follow: 1. How are the women represented in detergent product packaging designs of
PT. Kao?
2. What is the ideology behind visual representations?
1.3Aims of Study
1.4Research Methodology 1.4.1 Research Design
Based on the description of the present study and its research questions that have been stated earlier, the present study uses a qualitative-descriptive method. Denzin and Lincoln (2005) state that qualitative research involves a set of interpretive, natural setting attempting to make sense and to interpret phenomenon in terms of meaning of human’s live. Thus, the qualitative-descriptive method is
appropriate to use because the present study focuses on describing, interpreting and exploring the meaning of participants, processes and phenomenon within the visual images of detergent product packaging designs.
1.4.2 Research Procedures a. Data Collecting Procedures
The data collections used to analyze are detergent product packaging. The collected data is four selected packages of detergent product of PT. Kao with the smallest size of 23 g. Those are Attack Softener, Attack Clean-Maximizer, Attack Color and Attack Easy. There are some steps to obtain the data as follow:
- First, choosing and selecting the data on amount of detergent products focusing on its product packaging designs which represent woman as model illustrated on its visualization
The literature study will be conducted by reading, learning and analyzing the data through books, internet, library researches, and reading and learning other previous studies related to the topic of the present study to support the analysis.
b. Data Analysis Procedures
In term of data analysis, following the theory of Social Semiotics on Reading Images: the Grammar of Visual Design proposed by Kress and van Leeuwen
(2006), there are some steps which are conducted for analysis of the present study. First, answering the first question; to investigate the women representation by focusing on representational and interactive meaning analysis. Second, answering the second question; to reveal the ideology behind visual representations of the detergent product packaging designs by investigating denotative and connotative meaning following Barthes’ signification order.
1.5Clarification of Terms
1. Marketing: A kind of human’s activity which covers planning, pricing, promoting and distributing goods and services to satisfy customers’ wants
and needs (Stanton, 1964; cited in Gana, 2008)
2. Product: Anything including physical things, services, people, places, organizations, ideas or a combination of those all entities which is offered to markets to satisfy people’s a want and need (Kotler, 2005)
4. Product Packaging: A wrapper of the product which functions to protect and to prevent the product against damage, detereorization and contamination (Stadnik, 2009: p.8)
5. Design: “Design is concerned with imagining and imaging the world we’d like to experience and the experiences we’d like of the world” (Roxburgh,
2010). Process of imagining refers to reproduction, whereas process of imaging refers to representation (Roxburgh, 2010)
6. Representation: “The production of meaning of the concepts in our minds through language” (Hall, 1997: p.17)
7. Ideology: “A basis of the social representations shared by members of a group” (van Dijk, 1998: p.8). Social representations refer to social beliefs,
knowledge and attitudes (van Dijk, 2003)
8. Denotative meaning: Denotative meaning is concerned with the meaning of a word based on dictionary or it refers to literal meaning of a word associated with its referent (Chandler, 2002; Berger, 2005)
9. Connotative meaning: Connotative meaning refers to cultural meaning or it is concerned with the meaning of a word associated with somebody’s
culture (Chandler, 2002; Berger, 2005)
1.6Organization of Paper
The paper is organized into five chapters as follows:
CHAPTER I Introduction: The section introduces the present study including introduction of the background, statement of problems, aims of the study, the research method and organization of the paper.
CHAPTER II Literature Review: The section contains literature review including some theories and previous studies which are related to the problems of the present study to investigate.
CHAPTER III Research Methodology: It contains research method of the present study covering research method and research procedures of the present study, data analysis and data presentation of the study.
CHAPTER IV Findings and Discussions: The section contains findings and discussions of the present study in investigating and analyzing the problem of the present study.
CHAPTER III
RESEARCH METHODOLOGY
The section focuses on some aspects of research methodology of the present study. It covers research method, research procedures including data collection, data analysis and data presentation.
3.1Research Method
Since the present study aims to reveal the hidden messages and meanings particularly women representation in the visual images and the ideology behind its representations, thus a qualitative descriptive is used as a method of analysis. The qualitative descriptive method is used because the present study focuses on analyzing the data collected in the form of visual image. Bogdan and Biklen (2003) state that in a qualitative research, the data collected is in the form of words or pictures rather than numbers. Thus, the qualitative method is appropriate to use because the present study does not aim to account the data by numbers rather the present study focuses on analyzing and interpreting the meaning of visual representations of detergent product packaging designs.
According to Williams (2007), a qualitative research aims to describe, explain and interpret the collected data. Meanwhile, Denzin and Lincoln (2005) mention that qualitative research involves a set of interpretive, natural setting attempting to make sense and to interpret phenomenon in terms of meaning of human’s live. They also state that “The Qualitative implies an emphasis on the qualities of
is used, since the present study aims to describe the processes and phenomenon and to understand the meaning of visual representations of detergent product packaging designs. The qualitative descriptive method is also appropriate because the present study focuses on describing, interpreting and exploring the meaning of participants, processes and phenomenon within the visual images of detergent product packaging designs.
3.2Research Procedures
There are some research procedures to conduct the present study. Those are data collection, data analysis and data presentation.
3.2.1 Data Collection
The data collections selected to be analyzed are detergent product packaging. The collected data chosen and taken is detergent product packaging of PT. Kao with the smallest size of 23 g. There are four selected packages of detergent product of PT. Kao with size of 23 g to be analyzed. The data are presented by the following table, below:
Visual Images Brand Names
Visual Images Brand Names Attack Clean-Maximizer
Attack Color
Attack Easy
Table 3.1 (The List of Data)
From the table 3.1, there are four selected packages of detergent product of PT. Kao which represent figure of woman as model illustrated in its visual design. Those are Attack Softener, Attack Clean-Maximizer, Attack Color and Attack Easy. The analysis focuses on its visual representations to answer the research
problems; women representation and ideology behind its visual representations. There are some steps to obtain the data as follows:
2. To select the data which is relevant to analyze and to collect the data that has been chosen and selected to be a compiled data
The literature study will be conducted by reading, learning and analyzing the data through books, internet, library research, and reading and learning other previous studies related to the topic of the present study to support the analysis.
3.2.2 Data Analysis
Based on Miles and Huberman (1992; cited in Bernatta, 2011), data analysis consists of a flow of three concurrent activities including data reduction, data display and conclusion drawing/verification. The three processes of activities are represented by the following figure, below:
Figure 3.1 Stages of Analysis of Miles and Huberman (1994) Adopted from: http://www.palgrave-adopted
representation and ideology behind its representations. Then, the conclusions would be drawn and verified.
Furthermore, the analysis of data is based on Social Semiotics theory on Reading Images: the Grammar of Visual Design proposed by Kress and van
Leeuwen, in which the present study aims to interpret and to understand the meaning of visual representations which is constructed as social contexts and social interactions. Following the theory, the analysis focuses on representational meaning analysis regarding narrative structure analysis such as participants, actions processes, circumstances and phenomenon within the visual image and conceptual structure analysis such as symbolical and analytical processes that will be identified. Then, interactive meaning analysis focuses on analyzing contact, camera distance and camera angle. Those steps aim to reveal how women are represented in the visual image. Meanwhile, Barthes’ signification order is used as
a tool of analysis of data to reveal the hidden messages and ideology behind its representations by investigating denotative and connotative meanings. Barthes’
signification order is represented by the following figure, below:
Figure 3.2 Barthes’ Signification Order (1957) Adopted from:
The figure 3.2 shows Barthes’ signification order that is to reveal the hidden ideology behind visual representations of detergent product packaging designs. Following the theory, the first step to do is to investigate denotative sign which refers to literal meaning in the first order of signification. The next step to do is to investigate connotative sign which refers to cultural meaning in the second order of signification. Then, in the third order of signification, the hidden ideology will be revealed.
3.2.3 Data Presentation
To investigate women representation, there are some steps following the theory of Reading Images of Kress and van Leeuwen (2006). First, investigating and analyzing representational meaning regarding narrative structure (investigating women’s actions and identifying processes of the actions) and
conceptual structure (investigating symbolical processes and analytical processes). Second, analyzing interactive meaning by investigating contact, camera disctance and camera angle. Those steps aim to reveal how women are represented. Data presentation is presented as follows:
Table 3.2 Example of Visual Illustration of Attack Easy Packaging Design Visual Image Visual Illustration
Attack Easy Packaging
3.2.3.1Representational Meaning Analysis a. Narrative Structure
Narrative structure analysis aims to reveal how women are represented in the visual image based on the actions of the women and to be compared with other participants’ actions. In this step, processes of doing are identified. The
examples of narrative structure analysis are presented by the following examples [3.1 & 3.2], below:
The woman Is washing Clothes Actor Process: Material Goal
The man Is looking at The woman Behaver Process: Behavioral Range
b. Conceptual Structure
Table 3.3 Example of Symbolical Process Symbolical Analysis
Attack Easy Packaging
Carrier(s): the woman and the man
Symbolic attribute(s): long and blowing hair of the woman, short hair of the man
The table 3.3 above shows that there are some symbolic attributes of the participants (woman and the man). Those symbolic attributes carry meaning of the participants (the woman and the man). Then, those symbolic attributes of the woman and the man can be interpreted and identified as analytical processes. The examples of analytical processes are presented as follows [3.3 & 3.4]:
Examples of Analytical Processes as follow [3.3 & 3.4]:
The woman Has Long and blowing hair
Carrier Process: Attributive (Possessive) Attribute
The man Has Short hair
Carrier Process: Attributive (Possessive) Attribute
3.2.3.2Denotative and Connotative Meaning Analysis
Next, to reveal the ideology behind visual representations of detergent product packaging designs, the present study focuses on investigating denotative and connotative meanings by applying the framework of Barthes’ signification
Table 3.4 Example of Barthes’ Signification Order Analysis A woman is washing clothes with
expression of smile and she is gazing at the camera. The woman’s hair is blown as if by the wind. Behind the woman, a man is looking at her with opened-mouth and he is holding a single-red rose (Denotative Signifier)
The man is charmed by the woman (Denotative Signified)
Clothes (Denotative Sign)
Clothes (Connotative Signifier) Attractive (Connotative Signified) Femininity (Connotative Sign)
The table 3.4 above demonstrates example of Barthes signification order to reveal hidden message and ideology behind visual representation of Attack Easy detergent product packaging design. The first order signification explains
CHAPTER V
CONCLUSIONS AND SUGGESTIONS
The section is divided into two parts. The first one is conclusions of the present study as the result of findings and discussions in the previous section. The second one is some suggestions offered for the further study.
5.1 Conclusions
By applying Social Semiotics theory on Reading Images: the Grammar of Visual design proposed by Kress and van Leeuwen (2006), the present study
investigated ‘grammar in visual design’. In this case, the present study
investigated how the women are represented in the visual images of detergent product packaging designs by focusing on representational and interactive meaning analyses. While, Barthes’ signification order is applied to reveal what the ideology behind visual representations of detergent product packaging designs is.
After investigating, analyzing and interpreting the data, the formulated problems stated in the previous sections have been answered. In the context of women representation, it concludes that the women’s figures in four visual images of Attack detergent product packaging designs are represented in different ways.
The representations of the women’s figures can be seen through two sides; actions
processes and attributes of the women illustrated.
processes of the participants’ actions particularly the women’s actions with the existence as much as eight with the percentage 57%. While, the existence of material process is only six with the percentage of 43%. The behavioral processes are found in the actions of ‘staring at’, ‘smiling at’, ‘lying’ ‘laughing’, ‘looking’ and ‘watching’. While, material processes are found in the actions of ‘touching’,
‘hugging’, ‘carrying’, ‘holding’ and ‘washing’. Based on findings, it concludes
that the women’s figures illustrated do actions involving physiological and
psychological behavior. It explains that the women’s figures use feeling, cognitive
or mental consciousness in doing the actions. To conclude, the women’s figures in the visual images are represented as being emotional women’s figures because the women do actions involving emotions of feeling and mental consciousness.
Meanwhile, analysis of symbolical and analytical processes concludes that the symbolic attributes of the participants influence the meaning of the represented participants particularly the women. Those symbolic attributes reveal how women are represented in the visual images. Based on findings, the women’s figures are represented as feminine, tender, caring, loving, motherhood, independent, mature, warm, happy, friendly, beautiful and attractive. Those representations can be seen through symbolical attributes of the women’s figures such as long hair of the women, the colors of the women’ clothes, make-up,
accessories of brown belt and expression of smile of the women’s figures
illustrated. Those construct the identity of the women as feminine female.
Interactive meaning analysis shows that all the women’s figures illustrated
low angle. Medium shot explains that the figures of women are focused only particular parts of body; head, breast and shoulder. It implies that the beauty of the women and the expression of smile of the women as being happy are more to be focused by the camera. Meanwhile, the low angle is to demonstrate how the women look awesome by the camera to be focused from below. It also implies that the represented participants have more power than the interactive participants.
In the context of ideology, femininity ideology is revealed. It is conveyed by sign-maker through several ways. By applying Barthes’ framework, the
ideology of femininity is conveyed through the women’s actions illustrated in the
visual images. The women’s actions illustrated in the visual images imply
stereotypical images of woman which refer to gender roles in society including
‘taking care of the children’, ‘paying attention to the family’ or ‘protecting the
family’ from bacteria and/or ‘doing households’. The ideology of femininity is
also conveyed and demonstrated through syntagmatic and paradigmatic structures. Syntagmatic analysis shows that the figures of women are represented as more salience and being important figures as the first figure in doing actions.
Mass media codes also construct the idea of femininity. Based on findings, mass media codes such as fashion, color and non-verbal codes show the sense of
femininity. Fashion codes which are applied on the woman’s figure such as
In conclusions, producer of marketing of Attack detergent products does not only sell the product offered, but the producer also conveys the ideas or ideology through visual representations in the visual image. In this case, femininity ideology is conveyed. It is proved by findings that a feminine female should be a woman who is feminine, caring, loving, tender, motherhood, beautiful, attractive, warm, friendly and happy.
5.2 Suggestions
The present study analyzed ‘grammar’ in visual designs. It can make the
audience to be ‘critical’ in seeing image representation and the audience might be
interested in discovering the ideology behind discourse. However, to analyze grammar in visual design is a bit difficult in ‘reading image’ when dealing with
‘vectors’ because if nothing have knowledge, it can be wrong interpretation. There
are some suggestions offered for the further study so that it gets better for the further study. Applying Social Semiotics theory on Reading Images the Grammar of Visual Design in multimodality texts such as packaging product, it is better to
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