Multimodality in the Advertisement of Hermes
DOI:
https://doi.org/10.24114/tj.v14i4.70886Keywords:
Advertisement, Multimodality, Hermes BrandAbstract
In the case of high-end brands such as Hermès, advertising goes beyond merely presenting a product; it constructs an immersive world that reflects the brand's heritage, values, and aspirations. Hermès is renowned not only for its craftsmanship and exclusivity but also for the subtle storytelling embedded in its campaigns. A multimodality analysis thus becomes critical for decoding the layers of meaning conveyed through such orchestration. The objective of this research is to identify and analyze the types of multimodality used in the advertisements of Hermes brand and explain the reasons behind the use of it.
The research was conducted by using descriptive qualitative method. The data in this research consist of advertisings from Hermes brand. These advertisings were obtained from official sources such as websites, online advertisements, promotional videos, and digital or print campaigns. Each advertising was chosen based on its use of multimodality elements, including verbal text, typography, color, and imagery.
The conclusions of this research were: (1) Hermès advertisements incorporate multiple multimodality elements—visual, linguistic, spatial, gestural, and symbolic modes—that function interdependently to construct an elegant, aspirational brand identity; (2) The use of specific multimodality strategies in Hermès advertisements is deeply influenced by four meaning-making strata: Discourse, Design, Production, and Distribution. These strategies are employed not only to communicate product features but also to narrate cultural values, emotional experiences, and brand philosophy.
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