VISUAL AND VERBAL SYNERGY IN THE PROMOTION OF FAMOUS INDONESIAN SKINCARE BRANDS ON INSTAGRAM: A MULTIMODAL DISCOURSE ANALYSIS

Abstract

Professional entrepreneurs take advantage of technological developments to develop their companies by increasing profits and branding in digital businesses. In recent years, Indonesians have grown increasingly interested in Korean culture, particularly K-pop, K-drama, and Korean beauty. In this regard, this study investigates the visual and linguistic aspects utilized in commercials for popular Indonesian skin care brands that feature Korean worldwide celebrities as Brand Ambassadors. The aim of this research is to delve deeper into how several elements construct representational meaning to attract consumers, through promotional media on digital platforms. Data were gathered from the official Instagram accounts of several Indonesian skin care products, including Scarlett Whitening, Nuface, Y.O.U Beauty, Avoskin, and Whitelab. In order to evaluate visual and verbal components, this study use descriptive qualitative research methodologies, formulating on Cheong's (2004) Generic Structure Potential (GSP) framework and Kress and Van Leeuwen's (2006) Visual Grammar framework. The findings show that the Lead is the most common and persuasive visual element, with a congruent Display. Tags are the most common parts in the verbal component, while Announcements contain general information. The add-on is mentioned in the Instagram post, the verbal logo depicts the Emblem, and there is nothing Call-and-Visit.