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Multimodal Analysis in Cigarette Advertisements

Santi Miharti(1), Fitrawati Fitrawati(2),
(1) Universitas Negeri Padang  Indonesia
(2) Universitas Negeri Padang  Indonesia

Corresponding Author
Copyright (c) 2022 Santi Miharti

DOI : https://doi.org/10.24036/ell.v11i3.119103

Full Text:    Language : en

Abstract


Abstract

Multimodality is a term widely discussed by linguistics and semiotics. It means the combination of different semiotic modes, for example, language and music in a communicative artifact or event (Leeuwen, 2005). In this research, the researcher examines multimodal advertising for cigarette products. The cigarette products named is Djarum 76 and Sampoerna Kretek. This research is intended to 1) how semiotic systems in Djarum 76 and Sampoerna Kretek advertisements express meaning? 2) What is the generic structure placed in both advertisements? 3) What are the differences between semiotic systems in Djarum 76 and Sampoerna Kretek cigarette’s audiovisual advertisements? This research used the descriptive qualitative method. Analysis in this research using the semiotics approach focused on multimodal systems that include linguistic, visual, audio, and gestural aspects. Linguistic analysis using Systemic Functional Linguistic by (Halliday, 2004), visual, audio, and gestural analysis using Anstey and Bull (2010) theories, and Choeng (2004) formulation of generic structure potential for print advertisement.

 

Keywords: Multimodality, advertisement, cigarette product, semiotic systems


Keywords


Multimodal, advertisement, cigarette products, semiotic system.

References


Anstey, M., & Bull, G. (2010). Helping Teacher to Explore Multimodal Text. Curiculum and Leadership Journal, 8(16).

Choeng, Y. . (2004). The Construal of Ideational Meaning in Print Advertisement. Multimodal Discourse Analysis: Systemic-Function

Perspective. (In K. L. O). Continuum.

Halliday, M. (2004). An Introduction to Functional Grammar (3rd ed), Mattiesen, C (ed) (3rd ed.). Arnold.

Kotler, G. (2006). Principle of Marketing. New Jersey: Pearson Prentice Hall.

Leeuwen, T. V. (2005). Introducting Social Semiotic. Routledge, London and New York: Psychology Press.


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