A MULTIMODAL ANALYSIS OF SELECTED SMARTPHONE ADVERTISEMENTS

DENTI, KARNISA (2024) A MULTIMODAL ANALYSIS OF SELECTED SMARTPHONE ADVERTISEMENTS. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRACT Exploring the advertising strategies of iPhone and Samsung through a multimodal analysis approach reveals how these technology giants employ visual and verbal elements to effectively convey brand messages. The objective of this research is to investigate how iPhone and Samsung advertisements utilize visual and verbal modes, examining the meanings conveyed through these modes and the ways they collaborate to strengthen the overall message of the advertisements. This research applies qualitative content analysis research. It focuses on interpreting the meanings conveyed through both visual and verbal elements, drawing on theories such as the Generic Structure framework of advertising by Cheong, visual data were analyzed based on theory of Visual Grammar by Kress and Van Leeuwen, and verbal data were scrutinized by Systemic Functional Grammar, specifically the ideational metafunction focusing on nominal groups by Halliday‘s theory, while the intermodal meaning relations were viewed from Intersemiotic Complementarity by Royce. This research reveals that while both iPhone and Samsung advertisements contain similar verbal elements in their generic structure, iPhone advertisement emphasizes visual elements more prominently through visual emblem compared to Samsung‘s advertisement. In visual modes, both advertisements contain representational, interactive, and compositional meanings. Furthermore, in verbal mode, both advertisements include experiential and logical functions. Verbal and visual modes support each other to form cohesion through the relations of repetition and meronymy in iPhone advertisement and repetition, synonymy, meronymy, and collocation in Samsung advertisement. Cohesion makes the advertisement‘s message becomes more effective in communicating and persuading viewers, thereby capturing their interest in purchasing the product. Thus, this research concludes that the advertising strategies of iPhone and Samsung can be more deeply understood through a multimodal analysis approach. In addition to revealing the specific advertising strategies of both brands, this study also provides deep insights into how the employment of multimodal modes can affect the effectiveness of brand communication in advertisements. Keywords: Advertisement, Multimodal Analysis, Smartphone, Verbal, Visual

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