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All Journal Basindo: Jurnal Kajian Bahasa, Sastra Indonesia, dan Pembelajarannya
Laila Rahmadayant Putri
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Languange, Linguistic, Communication & Media

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ANALISIS WACANA MULTIMODAL DALAM IKLAN KECANTIKAN WARDAH (PERSPEKTIF SOSIOBUDAYA) Laila Rahmadayant Putri
Basindo: Jurnal Kajian Bahasa, Sastra Indonesia, dan Pembelajarannya Vol. 9 No. 2 (2025): Basindo: Jurnal Kajian Bahasa, Sastra Indonesia, dan Pembelajarannya
Publisher : Department of Indonesian Literature, Faculty of Letters State University of Malang (UM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17977/um007v9i22025p426-438

Abstract

This study analyzes multimodal discourse in Wardah's Ramadan edition cosmetic advertisements on YouTube using a descriptive qualitative approach and Kress & van Leeuwen's (2001) theory. The data, in the form of videos, were analyzed based on five modes: language, images, music, sound, and movement. The results indicate that these five modalities interact to form emotional and ideological meanings. Language conveys moral messages, images emphasize religiosity, music and sound create atmosphere, while movement displays affection. Wardah advertisements not only function as promotions, but also convey cultural, spiritual values, and the image of Islamic beauty. Penelitian ini menganalisis wacana multimodal dalam iklan kosmetik Wardah edisi Ramadan di YouTube dengan pendekatan kualitatif deskriptif dan teori Kress & van Leeuwen (2001). Data berupa video dianalisis berdasarkan lima moda: bahasa, gambar, musik, suara, dan gerakan. Hasil menunjukkan bahwa kelima moda tersebut saling berinteraksi membentuk makna emosional dan ideologis. Bahasa menyampaikan pesan moral, gambar menekankan religiusitas, musik dan suara membangun suasana, sementara gerakan menampilkan kasih sayang. Iklan Wardah tidak hanya berfungsi sebagai promosi, tetapi juga menyampaikan nilai budaya, spiritual, dan citra kecantikan Islami.
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