VISUAL BRANDING OF SKINTIFIC ON INSTAGRAM: A VISUAL GRAMMAR STUDY OF THE 5X CERAMIDE BARRIER MOISTURIZER

Abstract

This study analyzes visual grammar elements in Instagram content posted by @skintificid, focusing on promotion of the "5x Ceramide Barrier Moisturizer. Using Kress and van Leeuwen's (2006) visual grammar framework, it examines the representational, interactive, and compositional metafunctions. The research uses a qualitative descriptive method, drawing data from selected Instagram posts over the past three years through purposive sampling. Findings indicate that elements such as salience, information value, framing, and gaze effectively highlight product strengths and foster a closer connection with the audience. Supporting text reinforces visuals and legitimizes product claims. These results emphasize the significance of visual grammar in digital communication strategies and contribute to discussions in communication studies, especially regarding visual media