Multimodal Analysis in Cigarette Advertisements

IF 0.3 0 LITERATURE

Asiatic-IIUM Journal of English Language and Literature Pub Date : 2022-09-14 DOI:10.24036/ell.v11i3.119103

Santi Miharti, Fitrawati Fitrawati

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引用次数: 1

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

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香烟广告中的多模态分析

摘要多模态是语言学和符号学广泛讨论的一个术语。它指的是不同符号学模式的结合，例如，语言和音乐在一个交流的人工制品或事件中(Leeuwen, 2005)。在本研究中，研究者考察了香烟产品的多模式广告。被点名的香烟产品是“jjarum 76”和“Sampoerna Kretek”。本研究旨在探讨1)Djarum 76和Sampoerna Kretek广告中的符号系统如何表达意义?2)两个广告的一般结构是什么?3) jarum 76与Sampoerna Kretek香烟视听广告的符号系统有何不同?本研究采用描述性定性方法。本研究使用符号学方法分析多模态系统，包括语言、视觉、音频和手势方面。使用系统功能语言学(Halliday, 2004)进行语言分析，使用Anstey和Bull(2010)理论进行视觉、音频和手势分析，以及Choeng(2004)提出平面广告的一般结构潜力。关键词:多模态，广告，香烟产品，符号系统

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来源期刊

Asiatic-IIUM Journal of English Language and Literature LITERATURE-

CiteScore

0.40

自引率

0.00%

发文量

期刊介绍： Asiatic is the very first international journal on English writings by Asian writers and writers of Asian origin, currently being the only one of its kind. It aims to publish high-quality researches and outstanding creative works combining the broad fields of literature and linguistics on the same intellectual platform. Asiatic will contain a rich collection of selected articles on issues that deal with Asian Englishes, Asian cultures and Asian literatures in English, including diasporic literature and Asian literatures in translation. Articles may include studies that address the multidimensional impacts of the English Language on a wide variety of Asian cultures (South Asian, East Asian, Southeast Asian and others). Subjects of debates and discussions will encompass the socio-economic facet of the Asian world in relation to current academic investigations on literature, culture and linguistics. This approach will present the works of English-trained Asian writers and scholars, having English as the unifying device and Asia as a fundamental backdrop of their study. The three different segments that will be featured in each issue of Asiatic are: (i) critical writings on literary, cultural and linguistics studies, (ii) creative writings that include works of prose fiction and selections of poetry and (iv) review articles on Asian books, novels and plays produced in English (or translated into English). These works will reflect how elements of western and Asian are both subtly and intensely intertwined as a result of acculturation, globalisation and such.