Presentation Title

’PROUD. TOGETHER.’: A Discursive Analysis of the Michael Kors and Levi’s LGBTQ Pride Month Advertising Campaigns

Presenter Name

Anthony Guerrero

Start Date

23-5-2021 2:30 PM

Event Name

Panel discussion

Panel Number

23

Panel Chair Name

Eric Louis Russell

Zoom URL to Join

https://ciis.zoom.us/j/98483138299

Zoom Meeting ID

984 8313 8299

Abstract

Utilizing Theo Van Leeuwen’s (2005) concepts of speech acts and genre in combination with Gunther Kress’ (2010) social-semiotic theory of modality, and critical discourse analysis, this presentation provides a multimodal critical discourse analysis of two fashion advertising campaigns through in-store images and websites that were on display for LGBTQ Pride 2019. This multimodal critical discourse analysis reveals how Michael Kors and Levi’s create meaning in their advertising campaigns during LGBTQ Pride month and highlights the contrast between the two in their marketing. This paper asks if this contrast reflect differences between the organizational values and cultures of the two corporations.

Corporate advertising campaigns represent the brand of an organization. The brand communicates its core values and internal culture. In creating marketing campaigns, the company imparts its brand, overtly or covertly, through illocutionary acts. These acts are attempts to connect with its audience on an emotional level in order to sell its product, the intended perlocutionary act. According to Paltridge (2012), “A key point [Van Leeuwen] draws from speech act theory is how a speech act is both an illocutionary act (what the speech act is aiming to do) and a perlocutionary act (the effect it has on the thoughts and actions of people).”

The Michael Kors campaign commodifies the LGBTQ community by manipulating a symbol of pride and not acknowledging their identities, instead reproducing a heteronormative narrative. In addition, the advertisements use youth and beauty to sell its high-cost products to women. The Levi’s LGBTQ Pride month advertising campaign works to sell product as well, however, unlike Michael Kors, Levi’s creates meanings of support, inclusivity, and being “Proud.” and “Together.” with the LGBTQ community. The Levi’s advertising campaign does not utilize tropes of youth and beauty to sell its products. Instead, it reflects real people of diverse identities. By looking at the illocutionary acts of the Michael Kors and Levi’s advertising campaigns, this multimodal critical discourse analysis provides insight into the core values and cultures of the corporations. This presentation concretely demonstrates how multimodal critical discourse analysis is useful in research regarding language and sexuality.

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May 23rd, 2:30 PM May 23rd, 3:00 PM

’PROUD. TOGETHER.’: A Discursive Analysis of the Michael Kors and Levi’s LGBTQ Pride Month Advertising Campaigns

Utilizing Theo Van Leeuwen’s (2005) concepts of speech acts and genre in combination with Gunther Kress’ (2010) social-semiotic theory of modality, and critical discourse analysis, this presentation provides a multimodal critical discourse analysis of two fashion advertising campaigns through in-store images and websites that were on display for LGBTQ Pride 2019. This multimodal critical discourse analysis reveals how Michael Kors and Levi’s create meaning in their advertising campaigns during LGBTQ Pride month and highlights the contrast between the two in their marketing. This paper asks if this contrast reflect differences between the organizational values and cultures of the two corporations.

Corporate advertising campaigns represent the brand of an organization. The brand communicates its core values and internal culture. In creating marketing campaigns, the company imparts its brand, overtly or covertly, through illocutionary acts. These acts are attempts to connect with its audience on an emotional level in order to sell its product, the intended perlocutionary act. According to Paltridge (2012), “A key point [Van Leeuwen] draws from speech act theory is how a speech act is both an illocutionary act (what the speech act is aiming to do) and a perlocutionary act (the effect it has on the thoughts and actions of people).”

The Michael Kors campaign commodifies the LGBTQ community by manipulating a symbol of pride and not acknowledging their identities, instead reproducing a heteronormative narrative. In addition, the advertisements use youth and beauty to sell its high-cost products to women. The Levi’s LGBTQ Pride month advertising campaign works to sell product as well, however, unlike Michael Kors, Levi’s creates meanings of support, inclusivity, and being “Proud.” and “Together.” with the LGBTQ community. The Levi’s advertising campaign does not utilize tropes of youth and beauty to sell its products. Instead, it reflects real people of diverse identities. By looking at the illocutionary acts of the Michael Kors and Levi’s advertising campaigns, this multimodal critical discourse analysis provides insight into the core values and cultures of the corporations. This presentation concretely demonstrates how multimodal critical discourse analysis is useful in research regarding language and sexuality.

https://digitalcommons.ciis.edu/lavlang/2021/sunday/21