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All Journal Journal of English Language and Education
Endah Alamsari Andayani
Universitas PGRI Delta Sidoarjo
Languange, Linguistic, Communication & Media Other

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A Multimodal Discourse Analysis of a McDonald’s Advertisement Mudrikatun Ningamah; Lailatul Musyarofah; Endah Alamsari Andayani
Journal of English Language and Education Vol 11, No 3 (2026)
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jele.v11i3.2684

Abstract

This study aims to describe how McDonald’s advertisement constructs persuasive meaning and brand identity through multimodal discourse. The research employs a qualitative descriptive approach using multimodal discourse analysis based on the framework of Kress and van Leeuwen (2006). The data consist of selected McDonald’s advertisement materials containing both visual and linguistic elements. Data were collected through observation and documentation, then analyzed by identifying visual components such as color, typography, layout, and food imagery, as well as linguistic features including slogans and promotional texts. The analysis further examines the inters miotic relationship between visual and verbal modes to understand how they work together in creating meaning. The findings reveal that visual elements and linguistic messages are strategically integrated to attract attention, evoke positive emotions, and reinforce McDonald’s brand identity. Colors, imagery, and layout create visual appeal, while concise and persuasive language strengthens the promotional message. The study concludes that the advertisement’s effectiveness stems from the seamless interaction between different semiotic modes, producing a cohesive and emotionally engaging message. These findings demonstrate how global brands maintain market dominance through sophisticated multimodal communication strategies that resonate with the psychological needs and consumption patterns of modern consumers.
Slang Words Used by TikTok Users: Types and Functions Michelle Kezia Wenas; Siti Aisyah Aisyah; Endah Alamsari Andayani
Journal of English Language and Education Vol 11, No 3 (2026)
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jele.v11i3.2249

Abstract

Slang has become a significant feature of informal communication on social media, particularly on TikTok, where language develops rapidly through viral trends. According to Allan and Burridge (2006), slang is inherently innovative and shaped by social context; however, limited studies have systematically examined the types of slang used by TikTok users and their communicative functions. This study aims to identify the dominant types of slang used by TikTok users and analyze their communicative functions in TikTok interactions. A descriptive qualitative method with content analysis was employed, using 20 slang expressions used by TikTok users collected from videos, captions, and comment sections. The data were selected using purposive sampling, in which slang expressions were chosen based on their relevance to the research objectives and their frequency of use in TikTok interactions. The findings reveal that Fresh and Creative is the most dominant slang type (10 items), while expressing admiration or evaluation is the most frequent communicative function (9 items). These results indicate that slang used by TikTok users functions as a strategic communicative resource that supports social interaction and reflects ongoing linguistic innovation in digital communication.
Co-Authors Lailatul Musyarofah Michelle Kezia Wenas Mudrikatun Ningamah Siti Aisyah Aisyah