Analisis Penggunaan Bahasa dalam Iklan TV Terkait Pemberitaan Covid 19 Sebuah Studi Multimodal

Dwi Ranti Yoviana

Abstract


This article focusses on Multimodal Analysis in advertisements. Advertising as a medium to provide information and also invite the audience to do something. This study aims to describe the verbal elements and visual elements in advertisements related to Covid news. This study was analyzed using the theory of systemic functional linguistics by Halliday (1985, 2006), and the theory of visual language analysis by Kress and van Leuween (2006). This study uses a qualitative descriptive methodology. Based on the results of the analysis found in the advertisement there are verbs with six types of transitivity processes, namely material, mental, verbal, relational, behavioral, and existential. While in the analysis of visual elements there are three elements, namely contact, size of frame, and attitude

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