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Title: Multimodal Discourse Analysis in Indonesian Print Advertisements
Authors: Febrianti, Yusnita
Keywords: print advertisement;verbal texts;visual images;intersemiosis
Issue Date: Nov-2013
Publisher: Faculty Language and Literature of Satya Wacana Christian University - Widya Sari Press
Abstract: Abstract: Our life today is inevitably surrounded by thousands of advertisements daily delivered through various kinds of mass media including print advertisements. Print advertisements are a form of multimodal discourse i.e. texts consisting of two resources of meaning namely verbal texts and visual images which make up basic semiotic resources that work together as a unit of meaning. The study observes that print advertisements featuring Indonesian products in mass media such as women's magazines use English despite the use of Indonesian cultural values in the visual elements. It reflects the messages about the advertiser, the product and who to be embraced by the advertisements that are manifested through the verbal and the visual elements. This study aims to look at how the multimodality of the semiotic resources in several Indonesian print advertisements expresses meanings and how the verbal elements strengthen the meaning of the visual elements and vice versa. The analysis is conducted using systemic functional approach in multimodality i.e. Cheong's (2004) formulation of Generic Structure Potential for print advertisements complemented with Royce's Intersemiosis Complementarity framework
Description: The 7th International Seminar 2013 “Language Policy and Planning: What are the Issues?” Salatiga, November 20 – 21, 2013 ; p. 298 - 312
ISBN: 978-979-1098-46-3
Appears in Collections:The 7th International Seminar 2013 "Language Policy and Planning: What are the Issues?"

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