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p-Index From 2020 - 2025
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All Journal Journal of General Education and Humanities
Damaianti, Vismaya S.
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Humanities Languange, Linguistic, Communication & Media Mathematics Other

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Enhancing College Students' Visual Literacy through Multimodal Analysis of Advertisements Huri, Daman; Mulyati, Yeti; Damaianti, Vismaya S.; Sastromihardjo, Andoyo
Journal of General Education and Humanities Vol. 4 No. 3 (2025): August
Publisher : MASI Mandiri Edukasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58421/gehu.v4i3.428

Abstract

Visualization in various aspects requires students to understand the meaning clearly, particularly through the skill of visual perception. This article examines how students' visual perception skills are applied in interpreting advertisements. The research method employed is a descriptive qualitative approach with multimodal analysis (linguistics, visual, audio, gestural, and spatial) to uncover the meanings behind advertisements. The respondents involved in this study are students from two universities in Indonesia. The results indicate that students tend to engage more with digital-based advertisements than non-digital ones, with a clear preference for video ads over static images. Additionally, Indonesian students successfully applied multimodal analyses to various types of advertisements. These findings have practical implications for educational practices, especially in enhancing visual literacy and developing critical skills for understanding and creating media. The significance of visual literacy in global educational contexts is highlighted, providing insight into its potential applications in curriculum development and advertising literacy.
Co-Authors Daman Huri Sastromihardjo, Andoyo