Abstract:
Women’s beauty standard. As Public Relations, it is vital to know how to communicate a message to an audience with media,
especially video campaigns. Therefore, this research studied a case study by Dove US, which used videos posted on YouTube
by their #KeepBeautyReal campaign. Data were taken from Dove US’s official YouTube channel on their ‘The Code’ video
Researcher Integrates social semiotics analysis using visual grammar and text-image relationships. Combining Kress &
van Leeuwen’s (2006) framework and (Machin & Mayr, 2012) guide for reading verbal text, this research examines visual
images and verbal text to explain how Dove US communicates its campaign using video. The findings of this research are
beneficial to public relations practitioners in terms of how media, such as video campaigns, can produce messages to the
viewers, such as how each frame consists of underlying meaning by viewing what and who is represented, how it is
represented participant doing interaction, and how each frame is portrayed to the viewers.
