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2020 - Volume 3 - Number 1

Evita el Drama (Avoid Drama): A Multimodal Discourse Analysis of a XXI Century TV Advertisement

Lizzeth Sánchez-Solís * lizzethss@gmail.com * ORCID: 0000-0001-7731-1729
University of Guanajuato, Division of Social Sciences and Humanities, MEXICO

Open Journal for Studies in Arts, 2020, 3(1), 13-26 * https://doi.org/10.32591/coas.ojsa.0301.02013s
Received: 1 June 2020 ▪ Accepted: 25 August 2020 ▪ Published Online: 4 October 2020

LICENCE: Creative Commons Attribution 4.0 International License.

ARTICLE (Full Text - PDF)

ABSTRACT:
Throughout history, machismo has permeated in many different sectors of society. Sometimes it is almost imperceptible. For that reason, this multimodal discourse analysis combines features of a functional grammar model by Halliday and certain principles of critical discourse analysis to determine the construct of a washing powder TV advertisement launched in Mexico in 2018. The results show that advertisements tend to be sexist and promote machismo behaviors, gender violence and the normalization of those in a subtle way. Publicity is a source that plays an important role in shaping the reality of society.

KEY WORDS: machismo, gender violence, sexist publicity, normalization.

CORRESPONDING AUTHOR:
Lizzeth Sánchez-Solís, University of Guanajuato, Division of Social Sciences and Humanities, Guanajuato, MEXICO. E-mail: lizzethss@gmail.com.

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