Evita el Drama (Avoid Drama): A Multimodal Discourse Analysis of a XXI Century TV Advertisement

Abstract

Throughout history, machismo has permeated in many different sectors of society. Sometimes it is almost imperceptible. For that reason, this multimodal discourse analysis combines features of a functional grammar model by Halliday and certain principles of critical discourse analysis to determine the construct of a washing powder TV advertisement launched in Mexico in 2018. The results show that advertisements tend to be sexist and promote machismo behaviors, gender violence and the normalization of those in a subtle way. Publicity is a source that plays an important role in shaping the reality of society.