Non-verbal Communication in Online Advertisements for Women's Supplementary Diet

Abstract

This article aims to study on the non-verbal communication and femininity of online advertisements for women's health supplementary diets. The data appeared in two e-market platforms, which are Shopee TH and Lazada TH, are collected by using persuasive sampling. The findings indicated that there was the use of non-verbal communication within the advertisements as follows: 1. The use of illustrations which are consisting of product images. The use of product images was found in 3 features, such as product images showing packaging, product photo with presenter, and product comparison pictures and physique pictures. It was found that anatomical images were divided into 2 features, such as positive physiological images and negative physiological images. 2. The use of colors: It was found that colors were chosen to convey the distinctive characteristics of the product, such as green, pink, black, and purple. 3. The use of trademarks and certification seals: This can be divided into 2 features, such as the use of trademarks using product names and the use of the certification mark. From the aforementioned statement, this is an important part of the advertising language as it creates and enhances the distinctive features of a product. In addition, the non-verbal communication appearing in the picture of the product presenter with a compact, proportional figure, showing the S-line shape of the figure, is a consolidation of the meaning of beauty and femininity that appears through the body in the style of modern and healthy women.