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All Journal Essence: Teaching English as a Foreign Language, Linguistics, and Literature Journal
Unsil Faida
Universitas Al Qolam Malang
Languange, Linguistic, Communication & Media

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Multimodal Discourse Analysis of Indomie Advertisements on Television Ifa Iswatul Hasan; Ana Fikrotuz Zakiyah; Unsil Faida
Essence: Journal of English Language Teaching, Linguistics, and Literature Vol. 3 No. 1 (2026): April 2026
Publisher : Universitas Islam Tribakti Lirboyo Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33367/essence.v3i1.7883

Abstract

  This study investigates how Indomie television advertisements employ multimodal elements to convey persuasive messages and construct cultural identity. It aims to examine the integration of visual, linguistic, spatial, and auditory modes in shaping consumer perception and fostering brand loyalty. Using a qualitative descriptive-interpretative method, five advertisements aired between 2020 and 2024 were purposively selected and analyzed within a multimodal discourse analysis framework. The findings reveal that these advertisements combine everyday domestic settings, emotive language, relatable characters, and culturally rooted music to depict themes of togetherness, comfort, and national pride. Visual features such as animated steam, bright colors, and direct gaze enhance emotional engagement, while memorable slogans like “Indomie seleraku” personalize the brand experience. The study concludes that Indomie’s advertising transcends product promotion by embedding narratives of cultural familiarity and shared values, positioning the product as a symbol of national identity. These results underscore the persuasive power of multimodal strategies in food advertising and suggest avenues for future research in cross-cultural advertising discourse. Keywords: Multimodal, Discourse, advertising
Co-Authors Ana Fikrotuz Zakiyah Ifa Iswatul Hasan