Has a Fashion Instagram Poster Ads Has Its Linguistic Meaning?
Multimodal Discourse Analysis Approach
Keywords:
multimodal discourse analysis, Instagram ads, representational, interactional, compositional meaningAbstract
This research aimed to identify the visual elements of Uniqlo Indonesia Instagram Ads. The method of the study was the descriptive qualitative method. The techniques of collecting data in this research were literature study and documentation. The data sources were eight advertisements analyzed by the Visual Grammar Design Theory of Kress and Van Leeuwen (2006). The results showed that the Uniqlo Indonesia Instagram Ads implied representational, interactional, and compositional meanings. Representational, Narrative Representation includes of action process; non-transactional was more significant than transactional. Conceptual representation consists of an analytical process. For Interactional, the Participant was Represented than Interactive. The gaze system included Demand being higher than Offer. The social distance was Personal. The Close Social was more significant than the Far Social. The perspective had a Subjective image found in terms of High modality. While conveying a message, the ads were directed to attract the viewer
Downloads
References
Bury, B., Tiggemann, M., & Slater, A. (2014). Directing gaze: The effect of disclaimer labels on women’s visual attention to fashion magazine advertisements. Body Image, 11(4), 357–363. https://doi.org/10.1016/j.bodyim.2014.06.004
Constantinou, O. (2005). Multimodal Discourse Analysis: Media, modes and technologies. Journal of Sociolinguistics, 9(4), 602–618. https://doi.org/10.1111/j.1360-6441.2005.00310.x
Diedrichs, P. C., & Lee, C. (2010). GI Joe or Average Joe? The impact of average-size and muscular male fashion models on men’s and women’s body image and advertisement effectiveness. Body Image, 7(3), 218–226. https://doi.org/10.1016/j.bodyim.2010.03.004
Halliday, M. A. K., & Matthiessen, C. M. (2013). Halliday’s introduction to functional grammar. Routledge.
Kaltenbacher, M. (2007). Gunther Kress and Theo van Leeuwen. Reading images: The grammar of visual design . In Information Design Journal (Vol. 15, Issue 3, pp. 292–297). https://doi.org/10.1075/idj.15.3.13kal
Lim, V. F. (2019). Analysing the teachers’ use of gestures in the classroom: A Systemic Functional Multimodal Discourse Analysis approach. Social Semiotics, 29(1), 83–111. https://doi.org/10.1080/10350330.2017.1412168
Moya Guijarro, J., & Pinar Sanz, M. J. (2008). Compositional, interpersonal and representational meanings in a children’s narrrative. A multimodal discourse analysis. Journal of Pragmatics, 40(9), 1601–1619. https://doi.org/10.1016/j.pragma.2008.04.019
Norris, S. (2016). Concepts in multimodal discourse analysis with examples from video conferencing. Yearbook of the Poznan Linguistic Meeting, 2(1), 141–165. https://doi.org/10.1515/yplm-2016-0007
Sihombing, P. S. R., Herman, H., & ... (2022). How To Teach English Conversation? an Implementation of a Multimodal Discourse Analysis Through Images. English Review: Journal of …, 10(2), 431–438. https://journal.uniku.ac.id/index.php/ERJEE/article/view/6244%0Ahttps://journal.uniku.ac.id/index.php/ERJEE/article/viewFile/6244/3091
Taylor, C. R., & Costello, J. P. (2017). What do we know about fashion advertising? A review of the literature and suggested research directions. Journal of Global Fashion Marketing, 8(1), 1–20. https://doi.org/10.1080/20932685.2016.1255855
Teona, G., Ko, E., & Kim, S. J. (2020). Environmental claims in online video advertising: effects for fast-fashion and luxury brands. International Journal of Advertising, 39(6), 858–887. https://doi.org/10.1080/02650487.2019.1644144
Tiggemann, M., & Brown, Z. (2018). Labelling fashion magazine advertisements: Effectiveness of different label formats on social comparison and body dissatisfaction. Body Image, 25, 97–102. https://doi.org/10.1016/j.bodyim.2018.02.010
Tiggemann, M., Brown, Z., & Thomas, N. (2019). (Don’t) look here!: The effect of different forms of label added to fashion advertisements on women’s visual attention. Body Image, 31(October 2017), 88–95. https://doi.org/10.1016/j.bodyim.2019.08.011
Yao, Y., & Zhuo, Y. (2018). A Multimodal Discourse Analysis of the Promotional Video of Hangzhou. English Language Teaching, 11(10), 121. https://doi.org/10.5539/elt.v11n10p121
Published
How to Cite
Issue
Section
Copyright (c) 2023 LingPoet: Journal of Linguistics and Literary Research
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
