Multimodality Analysis: Visual Representation in Bli-Bli 12.12 and Lazada 12.12 TV Commercials

IF 0.3 0 LITERATURE

Asiatic-IIUM Journal of English Language and Literature Pub Date : 2022-06-17 DOI:10.24036/ell.v11i2.114945

K. Ummah, H. Hamzah

引用次数: 0

Abstract

This study examines the different meaning in the visual analysis of Bli-Bli 12.12 and Lazada 12.12 advertisements. This study aims to determine the difference in meaning in visual analysis using the theory of reading images from Kress and Leeuwen (2006). Visual data analysis on these two advertisements is divided into three levels, namely representational, interactional, and compositional. The data is in the form of screenshots taken from the ad videos of bli-bli 12.12 and lazada 12.12. This research method uses descriptive qualitative research. The results showed some similarities and differences between the two advertisements in the theory of Reading images by Kress and Leeuwen (2006). The similarities in the visual data of the two advertisements can be seen in the dominance of advertisements by primary announcements and the difference in the different amounts of data in each part of the analysis point.

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多模态分析:《blii - bli 12.12》和《Lazada 12.12》电视广告中的视觉表现

本研究探讨了Bli-Bli 12.12和Lazada 12.12广告在视觉分析中的不同意义。本研究旨在利用Kress和Leeuwen(2006)的阅读图像理论来确定视觉分析中的意义差异。对这两个广告的视觉数据分析分为三个层面，即代表性、互动性和构成性。数据为bli-bli 12.12和lazada 12.12的广告视频截图。本研究方法采用描述性定性研究。结果表明，在Kress和Leeuwen(2006)的阅读图像理论中，这两个广告存在一些异同。两个广告在视觉数据上的相似之处可以从初级公告对广告的主导作用和分析点各部分不同数据量的差异中看出。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Asiatic-IIUM Journal of English Language and Literature LITERATURE-

CiteScore

0.40

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0.00%

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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.