Meanings in Always Sanitary Pads Advertisement

Abstract

Meaning, in multimodal theory, emerges through the intricate interplay and combination of different modes. This study scrutinizes the meanings of online advertisements of Always Sanitary Pads by Procter and Gamble. The theoreti- cal framework comprises Multimodal Theory by Gunther Kress and Theo van Leeuwen. Employing quota sampling as the research design, the instrument was a guiding card, facilitating a nuanced exploration of the communicative intricacies within these advertisements. This research found out that Always Sanitary Pads advertisements contain multimodal components composed of semiotic resources that interact creatively, hence contributing in the shaping of the perceptions of feminine hygiene products. This research is important as the findings of this study are expected to add to the existing literature in the field of pragmatics and semiotics. The findings of this study help linguists learn the language since they will aid in gaining an understanding of the linguistic politeness strategies and the visual modes employed in advertising.