A Multimodal Discourse Analysis of Gender Representation in Three Indonesian Sanitary Pad TV Advertisements

Abstract

With regard to how various methods are employed to depict and construct gender roles, which ultimately shape gender identity, the goal of this study is to comprehend and examine the politics of gender identity construction in advertisements of sanitary pads advertisements namely Laurier, Charm, and Softex. Using visual grammar theory by Kress and van Leeuwen (2006), this study analyzes how verbal and visual modes interact to reflect gender representations in the advertisements. The findings indicate that the commercials attempted to avoid menstrual stereotypes and taboos by involving men in purchasing hygienic pads. Women are depicted as comfortable accepting help from men and able to engage in activities comfortably during menstruation. This study contributes to a better understanding of gender representation in Indonesian TV advertisements and provides insights for advertisers to create more inclusive and less stereotypical commercials.