PRESENTATION TECHNIQUES OF MOTHERS IN ADVERTISING MOVIES OF THE MOTHER'S DAY

Abstract

This research aims to analyze presentation techniques of mother images in seventy-four advertising video clips, publicized online during 2010 – 2025.  Research methodology applies the qualitative research approach, the concept of images, and presentation techniques of advertising short film. Research findings are reported as a descriptive analysis.

The research finds four elements of presentation techniques applied to present images of mothers in the films studied, as follows. 1) Character, images of mothers are shown in their careers; social statuses; and relationships with their children. 2) Plot, all stages of plot including the exposition; conflicts; falling actions; and the resolution are used to present the love of mothers. 3) Setting, including time and space that relate to the female gender and the motherhood are shown. 4) Language, including persuasive wording; words showing mother love; and rhetorical questions are applied. All presentation techniques show the images of mothers who are strong; dedicated; selfless; and never discouraged.  Although different techniques are used, all present the unique images of the unbeaten mothers of their children.