ANNOTATED BIBLIOGRAPHY

Delyana
8212719003

Srikandiati, N. M., & Prijambodo, V. L. (2015). The Use of Multimodality in “Axe” TV

Commercials to Communicate Masculinity. Magister Scientiae, (38), 151-164.

I choose this article because it is interesting as it shows the multimodality used to persuade
customers on “AXE” TV commercials to communicate masculinity. The writers expressed that
the utilize of writing, discourse, pictures and sounds of TV commercials display to some degree
more prominent the inclination of interesting realization of multimodality issues compared to
printed and sound advertisements. So, they needed to discover out how multimodality is utilized
to communicate adult identity influentially in “Axe” TV commercials. Persuasive discourse is a
kind of discourse that non-reciprocally endeavours to impact persuasion, that's, to alter the
behaviour, feelings, eagerly or perspective of another by communicative implies that will be
etymological or non-linguistic (say, signals), unique and typical (Lakoff, 1982). The implications
of advertisement have been associated with the five key objectives: pulling in planned
customer’s consideration, stimulating intrigued, invigorating crave, making conviction, and
getting a positive a (Vestergaard & Schrøder, 1985). In this article, multimodality is defined as
the ways of highlighting the significance of figuring out semiotics other than language-in-use,
such as picture, signal, etc (Iedema, 2001, 2003). The method utilized in this article is critical
discourse analysis, taking after Gee’s (1999, 2011), Cutting’s (2002), Paltridge’s (2008), and
Fairclough’s (2010). Other than, this article moreover shows that Machin and Thornborrow’s
(2003), Chouliaraki’s (2004), Bezemer and Kress’s (2008), and Buckingham’s (2013) profound
and enlightening magnum opuses of multimodality guided the analysts to show, analyze and talk
about the information so that the conclusive findings could be achievable and robust. The
investigation result of the multimodality within the advertisements was related with an
apparently speculative reality of adult identity. The linkage between the realization of
multimodality and adult identity was drawn by a set of hypothetical views of critical discourse
analysis.
I believe this article is so useful for me as a reference in my mini research. I want to do the same
research with different TV commercials to communicate not only masculinity, but also
feminism. This article relates the masculinity and persuasive discourse and unfortunately it is not
explaining the idea on the feminism side.