Multimodal analysis of muslimah cosmetic billboards / Nor Atifah Mohamad … [et al.]

Mohamad, Nor Atifah and Suyurno, S. Salahudin and Maulan, Sumarni and Razali, Nazarul Azali (2017) Multimodal analysis of muslimah cosmetic billboards / Nor Atifah Mohamad … [et al.]. In: 2nd International Islamic Heritage Conference (ISHEC 2017), 14-15 November 2017, Avillion Hotel Melaka.


Billboard is an advertising space that is used to capture the attention of passing motorists. It is constantly visible at all time and every day of the week. Due to the distinguish nature of the billboard together with its conspicuousness, passing motorists will not be able to avoid but to notice or accept the products, services or values transferred by the billboards. Hence, this impactful power of billboard must not be taken for granted especially the one that is related to Islamic teachings or beliefs. Therefore, this paper investigates the values portrayed by muslimah cosmetic billboards. The analysis includes a discussion of the composition of the muslimah cosmetic billboards through multimodal elements. The findings reveal that a specific mode of communication relay certain values that may change muslimah perception of cosmetics products and beauty. Based on the results, this article concludes that billboard advertisement is a potent medium in transforming the concept of beauty and modesty among muslimah.


Item Type: Conference or Workshop Item (Paper)
CreatorsID Num. / Email
Mohamad, Nor AtifahUNSPECIFIED
Suyurno, S. SalahudinUNSPECIFIED
Maulan, SumarniUNSPECIFIED
Razali, Nazarul AzaliUNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Business ethics
H Social Sciences > HF Commerce > Customer services. Customer relations
Divisions: Universiti Teknologi MARA, Melaka > Alor Gajah Campus
Event Title: 2nd International Islamic Heritage Conference (ISHEC 2017)
Event Dates: 14-15 November 2017
Page Range: pp. 489-499
Item ID: 20128
Uncontrolled Keywords: Multimodal analysis; Muslimah cosmetic; Billboards


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