Multimodal in Audiovisual Advertisement


This study aims to analyse the aspects of multimodal in the audiovisual advertisement of Kartu AS Edisi Paket Mingguan Bikin Kenyang Internetan. Semiotics approach by Chandler (2007) and multimodal analysis Anstey Bull (2010) focussed on linguistic, visual, audio, gestural and spacial aspects are applied to analyse the text, visually or verbally. Specifically, the analysis of the linguistic and visual aspects uses the analysis model of Cheong (2004) and Systemic Functional Linguistics of Halliday (2002, 2004). The research method uses descriptive qualitative by Mahsun (2005) which focussed on the translation, description, and filtration of meaning and also the placement of data to its context.The result shows that all aspects of multimodal in the advertisement are integreted. The lingustic aspect shows that atributive (experiential function), declarative mood (interpersonal function), and unmarked topical theme (textual function) are the dominant types used. The visual aspect shows that red color dominates the background of the advertisement as the main color of the product in the advertisement. The audio aspect shows that the advertisement uses instrumental with ritmix genre to evoke strong spirit in activiting. The spatial aspect shows the unification of the meaning between an image to the others.


Keywords: advertisement, multimodal, aspects of multimodal, text, SFL

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