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All Journal Jurnal ASPIKOM Jurnal Komunikasi Profesional Jurnal Audience ABDIMAS Jurnal Pengabdian Kepada Masyarakat JURNAL KOMUNIKASI DAN BISNIS Jurnal Ilmu Komunikasi Progressio Kalbisocio: Jurnal Bisnis dan Komunikasi Jurnal Spektrum Komunikasi KALBISIANA Jurnal Sains, Bisnis dan Teknologi AGUNA: Jurnal Ilmu Komunikasi
Altobeli Lobodally
Institut Teknologi dan Bisnis Kalbis
Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Public Health Social Sciences

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Journal : Jurnal ASPIKOM

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A multimodal analysis of a brand ambassador post on social media Natalia Faradheta Putri; Altobeli Lobodally
Jurnal ASPIKOM - Jurnal Ilmu Komunikasi Vol 9, No 1 (2024): Jurnal ASPIKOM
Publisher : Asosiasi Pendidikan Tinggi Ilmu Komunikasi (ASPIKOM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24329/aspikom.v9i1.1254

Abstract

The selection of brand ambassadors for advertising campaigns, particularly in social media, is widely popular, especially when Korean celebrities are appointed as models. Addressing a research gap regarding the multimodal analysis of local brand ambassadors, this study diverges from prior research that predominantly concentrates on Korean brand ambassadors. Utilizing Instagram posts from the @aliciabeverlyw account, who happens to be a brand ambassador of Kalbis Institute and a social media influencer, the study examines a dataset comprising nine image-based posts. Employing multimodal analysis, the study seeks to explain the three metafunctions of the advertisements, drawing upon Kress and Leeuwen's social semiotics theory. The result indicated that the brand ambassador established trustworthiness with the audience at the ideational level. She fostered a sense of familiarity and similarity with the audience within the interpersonal metafunction. Lastly, she introduced product match-up and product transfer elements to the audience at the textual metafunction level. To sum up, the study concluded that the brand ambassador utilized multimodal metafunctions as a strategy to build rapport with the audience.
Co-Authors Agustrijanto Agustrijanto Andreas Kurnia Sutjiadi Ivan Maulana Kurnia Dwi Alfianto Maura Vanessa Raynnie Muhammad Zahran Arrafi Natalia Faradheta Putri Reiga Pinovelius Ruth Naomi Natalia Cassie Satya Candrasari Stacia Anggaputri