Antonius Setyawan Sugeng Nur Agung, Monika Widyastuti Surtikanti, Erna Andriyanti, Pipit Muliyah, Fitria Wulan Sari, Arif Nugroho, Fitriya Dessi Wulandari
Women stereotyping is always interesting to be discussed. This paper is concerned with verbal and non-verbal meanings to portray Indonesian moms, or Emak-Emak represented in two official videos of GoMart and GrabMart. This study owes the framework of Halliday‟s transitivity system (2014) to analyse the verbal meaning and Kress & Leeuwen‟s interpretation of visual grammar to analyse the non-verbal meanings. The outcome of the verbal analysis using transitivity shows that the procedures used by GrabMart and GoMart are focused differently. While GrabMart focuses more on the material process of “doing” rather than “happening”, GoMart tends to emphasis on the relational process of “attributive” and primarily on “identification”. GoMart portrays Emak-Emak's stereotypes more objectively, whereas GrabMart is more subjective to shape the viewer's perception of them. This study offers recommendations for future research by taking a comprehensive approach to the phenomenon of gender stereotyping in online audio-visual advertisements, analyzing the interaction of verbal and non-verbal meanings in various advertisements, thoroughly examining the relevant stream of metafunctions, and proposing ideas. © 2025 Sciedu Press. All rights reserved.
English Language Education, Universitas Katolik Santo Agustinus Hippo, West Borneo, Indonesia; Language Education Science, Universitas Negeri Yogyakarta, Indonesia
