A Multimodal Analysis of Advertisement of Online Marketplace Shopee
Abstract
High human mobility demands the world of commerce to be able to provide services and goods quickly according to consumer demand. To overcome this phenomenon, now appears transactions that use the internet media to connect producers and consumers known as online marketplace. This research studies the advertisement in online marketplace named Shopee by using multimodal analysis. Shopee is an online marketplace app for buying and selling on mobile phones with ease and quickly offering a wide range of products. This research deals with linguistic and visual analysis. This research is focused on the function of the advertisement realized in the offer goods for buyers interested to see and buy that found and dominates in the online marketplace named Shopee. Multimodal analysis method that is used in the research is text verbal analysis theory in language metafunction such as ideational, interpersonal, and textual metafunction by Halliday (1994), while visual text using multimodal analysis by Kress and Van Leuwen (1996, 2006) and Cheong (2004). The result of multimodal analysis of advertisement of online marketplace Shopee is described in linguistic and visual analysis.
Keywords: multimodal, metafunctions of language, advertisement, Shopee
References
[1] Anstey, M and Bull, G. (2010). Helping Teachers to Explore Multimodal Texts. In Curriculum & Leadership Journal, Volume 8 Issue 16, ISSN: 1448-0743 http://www.curriculum.edu.au/leader/vol8_no16,29838.html?issueID=12141
[2] Cook, G. (1992). The Discourse of Advertising. London: Routledge and Kegan Paul.
[3] Halliday, M. A. K. (1994). An Introduction to Functional Grammar (2nd Edition). London and New York: Arnold (A Member of the Hodder Headline Group).
[4] Halliday, M. A. K. (2002). Linguistic Studies of Text and Discourse (Edited by Jonathan Webster). London and New York: Continuum.
[5] Hermawan, B. (2012). Multimodality: Menafsir Verbal, Membaca Gambar, dan
Memahami Teks Analisa Jurnal FPBS UPI [in press].
[6] Iedema, R. (2003). ‘Multimodality, Resemioticization: Extending the Analysis of Discourse as a Multisemiotic Practice’, Visual Communication 2.
[7] Kress, G. and Leeuwen, T. (2001). Multimodal Discourse. London: Arnold.
[8] Kress, G. and Leeuwen, T. (2006). Reading Images: the Grammar of Visual Design. London: Routledge.
[9] Leeuwen, T. (2004). Ten reasons why linguists should pay attention to visual communication. In P. Levine & R. Scollon (Eds.), Discourse & Technology. Multimodal discourse analysis (pp.10-19). Georgetown, Washington, D.C.: Georgetown University Press.
[10] Leeuwen, T. (2006). Sound in Perspective. In Adam Jaworski and Nikolas Coupland (Eds.), The Discourse Reader (2nd ed.),(pp. 179-193). New York: Routledge.
[11] Liu, Y., and O’Halloran, K. L. (2009). Intersemiotic Texture: Analyzing Cohesive Devices between Language and Images. Social Semiotics, 19 (4), 367-387.
[12] Miles, M. B., Huberman, A.M., and Saldana, J. (2014). Qualitative Data Analysis: A Methods Sourcebook Ed 3. USA: Sage Publications.
[13] Miles, M.B. dan Huberman, A.M. (1984). Analisis Data Kualitatif. Jakarta: Universitas Indonesia Press
[14] Mulyana. (2005). Kajian Wacana. Yogyakarta: Tiara Wacana.
[15] Ningsih, E. F., Tallapessy, A., dan Setiarini, R. (2014). Construing Ideational Meaning in Electronics Devices Advertisements in Jawa Pos: a systemic Functional Linguistic Multimodal Discourse Analysis. Publika Budaya. Vol.2: 6- 14.
[16] Norris, S. (2004). Analyzing Multimodal Interaction. A Methodological Framework. New York: Routledge.
[17] Nurlela. (2010). Refresentasi Leksikogramatika Teks Pidato Kenegaraan Presiden Soeharto dan Presiden Susilo Bambang Yodhoyono. Dissertation. Medan: University of Sumatera Utara.
[18] O’Halloran, K., Tan, S., Smith, B. and Podlasov, A. (2010). Challenges in designing digital interfaces for the study of multimodal phenomena. Information Design Journal 18 (1), 2–21.
[19] Pujadiharja, E. (2013). Kajian Multimodal Teks Tubuh Perempuan Dalam Film Dokumenter Nona Nyonya? Karya Lucky Kuswandi. Visualita. Vol. 5: 44- 64.
[20] Sinar, T. S. (2014). Teori dan Analisis Wacana: Pendekatan Linguistik Sistemik Fungsional. Medan: Mitra.