Evita el Drama (Avoid Drama): A Multimodal Discourse Analysis of a XXI Century TV Advertisement

Throughout history, machismo has permeated in many different sectors of society. Sometimes it is almost imperceptible. For that reason, this multimodal discourse analysis combines features of a functional grammar model by Halliday and certain principles of critical discourse analysis to determine the construct of a washing powder TV advertisement launched in Mexico in 2018. The results show that advertisements tend to be sexist and promote machismo behaviors, gender violence and the normalization of those in a subtle way. Publicity is a source that plays an important role in shaping the reality of society.