Semiotic Analysis of Dove’s Femvertising

This qualitative study aimed to know in what ways the verbal (oral mode) and non-verbal (visual mode gestural semiotic resources help Dove meet criteria of femvertising. The used Multimodal approach analyze data. writer collected analyzed data from Dove’s My Beauty Say video. findings showed that femvertising by orally informing audiences about problems arguments are faced women video how they responded order empower all women. Meanwhile, revealing authentic form outside traditional gender stereotypes so can deliver predominantly pro-female messages themselves other who facing similar as do. delivered using gestures (e.g. facial expression body language) objects outfits, dominated background color, focus camera) In conclusion, I observe these important Keywords: Femvertising, Multimodal, Verbal resources, Non-verbal