A MULTIMODAL ANALYSIS OF TOURISM BROCHURES FOR ADVERTISING TOURIST ATTRACTION IN MANDEH ISLAND, WEST SUMATRA

This study aims at describing verbal and visual elements in Sumbar Holiday tourism brochure of Mandeh Island, West Sumatera. The verbal and visual elements are analyzed by using Cheong′s (2004) generic structure. The researcher used descriptive research method. The data in this research were verbal and non-verbal texts found in Sumbar Holiday tourism brochure of Mandeh Island. The brochure was downloaded from travel and tour agent Instagram account that is chosen randomly. The result of the study reveals that the brochure have all generic structure which is lead, display, emblem (verbal), announcement, enhancer, emblem (visual), tag, and call-and-visit information. The finding of Sumbar Holiday brochure fully supports Cheong′s (2004) theory. The verbal and visual elements support each other and cohere to convey a message to the reader. The message conveyed to readers become more persuasive, and it arouses their interest to use the tour and travel company service.

MULTIMODAL ANALYSIS ON ERTIGA CAR ADVERTISEMENT

Language always refers to communication where spoken and written texts are dominated in human’s life. Communication does not always mean verbal but it is also can be visual. Visual (pictures, gestures, photos, advertisement, and so on) also means text and can deliver message as communication to others. Like verbal, visual also has structures how it delivers the message to audience. Advertisements are the visual objects that human always see for they are dominating in television. The purpose of this research is to investigate the structures of advertisement of Ertiga car. Theories to be used are Kress (2009) and Cheong (2004). Descriptive qualitative was conducted in this research. The source data was the advertisement of a car from Suzuki, Ertiga. After analyzing the data, the researchers found that verbal components (Announcement, Enhancer, Emblem, Tag, Cal-and-visit information) and visual components (Lead, Display and Emblem) were inserted in the advertisement of Ertiga. It means that the advertisement of Ertiga is made in a good way where the purpose of advertisement is to persuade the audience to buy the product. In short, the structures of the advertisement determine the quality of the product.

THE VERBAL AND VISUAL ELEMENTS OF BEAUTY PRODUCT ADVERTISEMENTS IN INDONESIAN WOMEN’S MAGAZINES

As the development of technology, advertisers who use print media utilize image and text to achieve its economic goals. In trying to understand meaning within the advertisement, we should be able to read and interpret all the semiotic resources. This study was aimed at investigating the verbal and visual elements found in beauty product advertisements in Indonesian women’s magazine. The data were the multimodal clauses of 12 beauty products advertisements taken from three Indonesian women’s magazines, namely Femina, Cosmopolitan Indonesia and her world Indonesia which were published in March 2018 by using snowball sampling technique. In order to identify the verbal and visual elements, Cheong (2004) framework of generic structure advertisement was used. The findings showed that Display which serves to describe the product in a real and explicit way and Enhancer as the linguistic element which function is to give detail explanation about the product appear to be the obligatory elements in beauty product print advertisement. Meanwhile, elements like Lead, Announcement, Emblem, Tag, Call and Visit Information are optional in the structure of print advertisements. Thus, it is found a new GSP of beauty product advertisement as following: (Lead)^ Display^ (Announcement)^Enhancer^(Emblem)^(Tag)^(Call and Visit Information).Keywords: Verbal and Visual, Beauty Advertisements, Indonesian Women’s Magazine

A Study of Multimodal Analysis in Smartphone Advertisement

This research aims to analyze multimodal in Samsung Galaxy S9 audiovisual advertisement. The systemic functional linguistics theory by Halliday, multimodal theory by Kress and van Leeuwen and generic structure analysis theory by Cheong were applied to analyze this research. The method used in this research was a descriptive research method. The data in this research were images, texts, symbols, sounds, and gestures used in Samsung Galaxy S9 advertisement video. The source data of this research was obtained from Samsung Youtube account. The finding of this research obtained that all semiotic systems in Samsung Galaxy S9 are in harmony and complete each other. The analysis also shows that there are five generic structures found in this advertisement video; lead, display, announcement, emblem, call and visit. Meanwhile, the other structures (tag and enhancer) are not found in this advertisement.