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All Journal International Journal of Systemic Functional Linguistics
Ni Made Sila Ulati
Universitas Warmadewa
Languange, Linguistic, Communication & Media

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Multimodal Critical Discourse Analysis on advertisement of Colgate Ni Made Sila Ulati
International Journal of Systemic Functional Linguistics Vol. 4 No. 1 (2021)
Publisher : Warmadewa University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (353.222 KB) | DOI: 10.55637/ijsfl.4.1.4092.10-13

Abstract

This study aims to analyze the advertisement of Colgate in audiovisual formed, when Colgate advertisement is one of the Super Bowl commercial break in USA. This study applies on semantic approach focused on the multimodal discourse analysis. In the semiotic sense, signs are words, images, sounds, gestures, and objects are also called multimodal, as it is said (Anstey & Geoff, 2010) a text is said to be a multimodal text if the text has two or more semiotic systems. There are five types of semiotic systems, e.g. linguistic, visual, audio, gestural, and layout. The method applied in this study is descriptive qualitative method. The result of this study is Colgate Total advertisement covers five aspects in a multimodal semiotic system, namely linguistic, visual, audio, gestural, and location aspects. These five aspects come together to make the ad appearance very attractive and easy to remember. Keywords: multimodality, advertisement, analysis
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