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All Journal Lingua Cultura English Review: Journal of English Education AL-ISHLAH: Jurnal Pendidikan Jurnal Obsesi: Jurnal Pendidikan Anak Usia Dini Script Journal: Journal of Linguistic and English Teaching Edu-Ling: Journal of English Education and Linguistics JMM (Jurnal Masyarakat Mandiri) Journal on Education Abdi Dosen : Jurnal Pengabdian Pada Masyarakat Journal On Teacher Education (Jote) Community Development Journal: Jurnal Pengabdian Masyarakat ABSYARA: Jurnal Pengabdian Pada Masyarakat Journal of English Language and Education Jurnal Pengabdian dan Edukasi Sekolah (Jubaedah) Anglophile Journal Jurnal Pendidikan Progresif Bilingual : Jurnal Pendidikan Bahasa Inggris
Ridwin Purba
Pendidikan Bahasa Inggris, Universitas Simalungun, Pematangsiantar
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Earth & Planetary Sciences Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Library & Information Science Mathematics Public Health Social Sciences Other

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Journal : Lingua Cultura

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When Actors Take Over the Products: Showcasing Hallyu-Influenced Indonesian Beauty Product Advertising Through Multimodal Analysis Herman Herman; Tatum Derin; Ridwin Purba; Jaka Satria Warman; Andrew Setiono
Lingua Cultura Vol. 17 No. 2 (2023): Lingua Cultura (In Press)
Publisher : Bina Nusantara University

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Abstract

Capitalizing on the Hallyu wave, an Indonesian cosmetics company known as Scarlett Whitening changed their Instagram marketing strategy to focus on their South Korean brand ambassador, Song Joong Ki. This study is an attempt to address the research gaps on the semiotics of Korean-related media, considering that there are only a few studies on advertisements that have been influenced by the Korean craze. The data of this study are two Instagram advertisements of Scarlett Whitening that represented their change of strategy on September 2021. The data are analyzed using multimodal analysis to find out the three metafunctions of the advertisements, referring to Kress and Leeuwen’s social semiotics theory. Results showed that the representational meaning of both advertisements contained a strong narrative to invite readers to buy the product so that they can be closer to the South Korean actor, the interpersonal metafunction influenced consumers to believe that the human model is very familiar with the product, and the compositional metafunction highlighted the association between Song Joong Ki’s white skin, white clothes, white product with the brand’s name. However, the analysis also indicated an extreme spotlight on the South Korean actor and a stark neglect of the product in across the linguistic, visual and spatial semiotic systems. This study is significant in revealing a potentially concerning upcoming business marketing strategy that capitalizes on the popularity of Korean culture at the cost of neglecting the authenticity of their own products
Co-Authors Ahmad Fakhri Hutauruk Albert Welman Daulat Lumbangaol Andres M. Ginting Andrew Setiono Anita Purba Anita Purba Arwin Tannuary Arwin Tannuary Asnewastri Asnewastri Benarita Purba Bismar Sibuea DAMANIK, INDRA JAYANTI Djuli Sjafei Purba Dumaris E Silalahi Dumaris E Silalahi Edy Dharma Edy Dharma Endang Fatmawati Ernest Grace Ezra Octania Sianipar Fitri Meliani Fitria Halim Fitria Halim Herman . Herman Herman Herman Herman Herman Herman Herman Herman Herman Herman Herman Herman Herman Herman Herman Herman Herman Herman Hisarma Saragih Indra Pranata Purba Jaka Satria Warman Jan Piter Saragih Julyanthry Julyanthry Julyanthry, Julyanthry Junita Batubara Lukas Butar Butar Lydia Purba Lydia Purba Magdalena Ngongo Mardin Silalahi Marhaeni K D Matondang Marhaeni K.D. Matondang Marhaeni Kartika Dewi Matondang Marhaeni KD Matondang Marhaini Matondang Marintan Saragih Mega Sari Saragih Melvin M. S Simanjuntak Muktar B Panjaitan Nanda Saputra Nanda Saputra Nanda Saputra Nanda Saputra Natanael Saragih Nguyen Van Thao Nguyen Van Thao Nguyen Van Thao Nguyen Van Thao Novi Sri Ulina Simanjuntak P Purwanto Putri Anggita Sijabat Resmi Resmi Resmi Resmi ROHDEARNI WATI SIPAYUNG Rosita Manawari Girsang Samaria Eva Elita Girsang Girsang Semaria Eva Elita Girsang Semaria Eva Girsang Sherly Sherly Sri Maneni Manurung Tatum Derin Tiodora Fermiska Sialalahi Tiodora Fermiska Silalahi TIODORA FERMISKA SILALAHI Triwandes Sinurat Tuahman Sipayung Tutiariani Nasution Veronika R. M Manullang Willy Febrianto Samosir Yanti Kristina Sinaga Zulkarnain Zulkarnain