A MULTIMODAL ANALYSIS OF SELECTED SHOPEE ADVERTISEMENTS

Dian, Pradila (2023) A MULTIMODAL ANALYSIS OF SELECTED SHOPEE ADVERTISEMENTS. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRACT New technological developments had boosted the used of different modes or semiotic resources. Semiotic resources or modes helped to create the meaning-making process. A multimodal message was made up as two or more modes work together to give meaning for the overall discourse. This study was described how the multimodal features work together in constructing meaning in Shopee advertisement. This research was analyzed multimodal analysis of Shopee advertisement which focused on verbal element were analyzed by experiential function, visual elements and intersemiotic complementarity. It aimed to describe the realization of verbal element, to analyze visual elements realized, and to analyze how the visual elements and verbal elements relate to each other in Shopee advertisement. There were three advertisements taken from YouTube channel of Shopee Malaysia as the data, they were 10.10 Brands Festival is Here, 11.11 Big Sale Shopee Save the day, 12.12 Birthday Sale Coming Soon. The data were collected by downloading the advertisements, watching, taking the screenshoot, reading and examining the texts and the images, and identifying and analyzing to find the verbal element, visual elements and intersemiotic complementarity. The method of this research was the qualitative method and used theory of experiential function by Halliday, theory of visual elements by Kress and Van Leeuwen, and intersemiotic complementarity suggested by Royce. The research found that the advertisements had all the verbal element were analyzed by experiential function which includes Material process 9, mental process 3, Relational process 2 and implicit process 11. Visual element which includes lead 22, display 37, emblem 22. The visual components of the advertisements include lead, display, and emblem. Whereas in terms of verbal components of the advertisements include announcements, tag, Call and Visit Information, and emblem. And intersemiotic complementarity namely verbal and visual modes support each other to form cohesion through the relations which includes repetition 3, synonymy 3 and meronymy 3. With the cohesion, the verbal texts of the advertisement strengthen the visual images and vice versa. Cooperation between v erbal texts and visual images is to deliver the messages of the advertisement to the viewers. Keywords: Advertisement, Experiential function, Intersemiotic Complementarity, Multimodal Analysis, Visual Element,

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