A MULTIMODAL ANALYSIS OF ENGLISH COURSES’ BROCHURES ADVERTISMENT IN BANDAR LAMPUNG

SISKA, ANDINI (2024) A MULTIMODAL ANALYSIS OF ENGLISH COURSES’ BROCHURES ADVERTISMENT IN BANDAR LAMPUNG. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRACT This study was described how the multimodal features work together in constructing meaning in a brochure advertisement. The objectives of this research is to identify multimodal element of english courses’ brochures advertisment and to describe the representation of multimodal element of english courses’ brochures advertisment. This is a qualitative research using a multimodal discourse analysis framework. Visual and verbal data were obtained from three brochures of English courses’ brochures advertisement. Halliday’s Ideational Function and the Representational by Kress and van Leeuwen’ are used to analyze the verbal and the visual texts. The analysis is completed with Cheong’s Generic Structure of Potential in analysing the structure of the english courses’ brochures advertisement. The research found that brochures had several the representational meaning those are narrative representation and conceptual representation. Narrative representation which includes action process (75%) and reactional process (25%). Conceptual representation which includes analytical process (50%), symbolic process (50%). The ideational function components of the brochures include material process (81,81%), behavioral process (9,09%) and existential process (9,09%). And the Generic Structure of Potential for verbal elements got the results of Announcement (46.6%), Enhancer (13.3%), Emblem (20%), Tag (6.6%), Call & Visit (13.3%) and on visual elements, namely Lead (33.3%), Display (33.3%), Emblem (33.3%). The researcher believed that the Announcement as the most highlight word in the brochure advertisement, would work best with the presence of Enhancer. Cooperation between verbal texts and visual images is to deliver the messages of the brochures advertisement to the viewers. Keywords: Brochures, English courses, Multimodal Analysis.

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