Multimodal Discourse Analysis in Dettol Tv Advertisement
Abstract
TV advertisement is one of the various kinds of mass media advertisement which inevitably surrounds people’s life today. It is a multimodal discourse in which the text comprising it consists of complex resources of meanings. The complexity of meanings is due to the message delivered in advertisement which is not only used the verbal language but the visual image as well that work together as a unit of meaning. This study observes TV advertisement featuring Dettol (protecting children version) manifests verbal and visual elements. Under the guidance of Linguistic Functional Grammar and visual grammar, this study attempts to look at any multimodal elements which comprise the advertisement and how these elements express meanings that strengthen the message intended by the producer. The analysis is conducted by following Linguistic Functional Systemic proposed by Halliday (2004). Furthermore, the multimodal discourse analysis is conducted by combining multimodal theory from Anstey and Bull (2010) and Kress and Van Leeuwen (2006), while to determine the generic structure of advertisement, this study follows Cheong’s formulation (2004). This study follows the procedures of analyzing multimodal discourse which include verbal and visual elements proposed by Hermawan (2013). The findings suggest that theoretical framework based on functional grammar and visual grammar is adaptive for multimodal discourse of TV advertisement. By virtue of linguistic and non-linguistic analysis provide the clearer meaning from the message delivered in TV advertisement.
Keywords: multimodal discourse, TV advertisement, verbal text, visual images, LFS.
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