Multimodal Critical Discourse Analysis on advertisement of Colgate

Abstract

This study aims to analyze the advertisement of Colgate in audiovisual formed, when Colgate advertisement is one of the Super Bowl commercial break in USA. This study applies on semantic approach focused on the multimodal discourse analysis. In the semiotic sense, signs are words, images, sounds, gestures, and objects are also called multimodal, as it is said (Anstey & Geoff, 2010) a text is said to be a multimodal text if the text has two or more semiotic systems. There are five types of semiotic systems, e.g. linguistic, visual, audio, gestural, and layout. The method applied in this study is descriptive qualitative method. The result of this study is Colgate Total advertisement covers five aspects in a multimodal semiotic system, namely linguistic, visual, audio, gestural, and location aspects. These five aspects come together to make the ad appearance very attractive and easy to remember. Keywords: multimodality, advertisement, analysis