A Multimodal Analysis of Advertisement of Online Marketplace Shopee


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

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