VISUAL AND TEXTUAL MEANINGS IN SKINCARE POSTERS: A MULTIMODAL APPROACH TO BRANDING STRATEGY

Abstract

This study analyzes the visual and textual meanings in skincare product advertising posters using a multimodal approach to understand the applied branding strategies. By applying Kress and van Leeuwen's multimodal theory, this research explores how images, color schemes, typography, and text work together to convey brand identity and attract consumers. Qualitative methods were used to analyze posters of well-known skincare brands, identifying the interaction between visual and linguistic components. The results indicate that visual and textual elements play a crucial role in reinforcing brand messages, shaping consumer perceptions, and enhancing brand loyalty.