Multimodal representations in the Pantene advertisement
Abstract
This article aims to verify how Pantene's hair products are represented in the advertising discourse, aiming to boost the brand and consumption. In a qualitative-interpretative approach, two Pantene advertisements, extracted from the online environment, are analyzed. The analysis is anchored in the analytical categories proposed by Systemic Functional Grammar (SFG), based on Halliday and Matthiessen (2014), and by the Grammar of Visual Design (GDV), proposed by Kress and van Leeuwen (2021). It is concluded that sense-making emerges from the interaction of several semiotic modes, of which, each is responsible for a communicative task, but are interdependent on each other. The results point to multisignificative constructions, marked by material, mental and relational processes and by the choice of the discursive functions of statement, question and command, associated with visual semiotics, building representations of status, glamour, patriotism, seduction, softness, brightness and beauty.
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