Visual Metafunction In Cigarette A Mild Advertisements: A Multimodal Analysis

Authors

  • Muhammad Abduh Luthfi Siregar
  • T.Silvana Sinar

DOI:

https://doi.org/10.32734/lingpoet.v2i1.5256

Keywords:

Multimodal, Image Metafunction, Visual Grammar, Kress and Leeuwen

Abstract

Departing from multimodal approach, this study attempted to analyze the different semiotic resources used by A Mild, a giant Indonesian cigarette brand from Sampoerna, and to realize how these resources convey interpretations and messages in their billboard ads. The data of the study are three A Mild billboard advertisement images that analyzed using the visual grammar framework proposed by Kress and Leeuwen (2006) that consist of representational function, interactive function, and compositional function. The findings revealed that A Mild designed their billboard advertisements to create movements as to affect the viewer’s emotion through the implicit use of representational features that utilized processes like narrative and conceptual, interactive features. They are realized in the gaze, power, social distance, and modality. In terms of the compositional features, they employed the important and less important elements on the image. It can be concluded that the involvement of the verbal elements on the image affect the interpretation of the image.

Downloads

Download data is not yet available.

References

T. H. Ly, and C. K. Jung, “Multimodal Discourse: A Visual Design Analysis of Two Advertising Images”, International Journal of Contents, Vol. 11, No. 2. Jun 2015.

B, Hermawan, “Multimodality: Menafsir Verbal, Membaca Gambar, Dan Memahami Teks.” Bahasa & Sastra, Vol. 13, No. 1, April 2013

G. Kress, and T. van Leeuwen, Reading Images: The Grammar of Visual Design, 2nd ed, London: Routledge, 2006.

D. Feng, and E. Espindola, “Integrating systemic functional and cognitive approaches to multimodal discourse analysis”, Ilha do Desterro, No. 64, pp. 85-110. Jan/ Jun 2013.

S.J. Anderson, T. Dewhirst, and P. M. Ling, "Every document and picture tells a story: using internal corporate document reviews, semiotics, and content analysis to assess tobacco advertising", Tobacco Control, Vol. 15, No. 3, pp. 254 – 261. June 2006.

R. Ananda, S. S. Fitriani, I. A. Samad, and A. A. Patak, “Cigarette advertisements: A systemic functional grammar and multimodal analysis”, Indonesian Journal of Applied Linguistics, Vol. 8 No. 3, pp. 616 - 626, January 2019.

J. Creswell, Research Design: Qualitative and Quantitative Approaches. London: SAGE Publications, 1994.

S. Ospina, (Eds.), Qualitative Research. London: SAGE Publications, 2004.

H. Nassaji, "Qualitative and descriptive research: Data type versus data analysis", SAGE JOURNALS, February 26, 2015 [Online]. Available:

https://journals.sagepub.com/doi/full/10.1177/1362168815572747 [Accessed: November 27, 2020]

M. B. Miles, A. M. Huberman, and J. Saldana, Qualitative data analysis: A methods sourcebook, 3rd edition. London: Sage, 2014.

N. A. S. Asy'ari, “Peran Kampanye Tematik Iklan A Mild Dalam Membentuk Brand Image Rokok A Mild”, LINIMASA, Vol. 1, No. 2, pp. 52 – 67. July 2018

Y. Yang, “A social semiotic approach to multimodal discourse of the badge of Xi’an Jiaotong University”, Theory and Practice in Language Studies, Vol. 6, No. 8, pp. 1596-1601. August 2016

T. Pertama, D. Rukmini, and D. A. L. Bharati, “Implementation of Three Metafunctions in Verbal Language and Visual Image of Students’ Textbook”, English Education Journal EEJ, Vol. 8, No. 4, pp. 418 - 431. December 2018.

https://www.behance.net/gallery/6913045/Go-Ahead-(Thematic-Campaign) [Accessed: November 8, 2020]

Published

2021-01-31

How to Cite

Siregar, M. A. L. ., & Sinar, T. . (2021). Visual Metafunction In Cigarette A Mild Advertisements: A Multimodal Analysis. LingPoet: Journal of Linguistics and Literary Research, 2(1), 41-51. https://doi.org/10.32734/lingpoet.v2i1.5256