The Metafunction of Visual Texts of Indonesian Traditional Cosmetics Advertisements
Authors
Kurnia Iis Nurhayati, Gartika Rahmasari, Dadang Suganda, Atwar Bajari
Corresponding Author
Kurnia Iis Nurhayati
Available Online November 2017.
- Keywords
- metafunction; visual markers; Indonesian Cosmetic Ads; Multimodal Analysis
- Abstract
This study aims to explain the importance of visual texts in conveying meaning in advertisements in addition to verbal texts. Just as verbal / linguistic expressions that can be adapted in terms of different word classes and sentence structures, visual structures can also be communicated through different choices and uses of colors, participant interactions and other composition structures that will ultimately affect the meaning in the text. The method used in analyzing data is qualitative descriptive by using multimodal analysis. The results show that the metafunction of visual markers in Indonesian cosmetic dvertisements becomes infrasrtuktur that can bridge the success or acceptance of these ads by viewers.
- Copyright
- © 2018, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Kurnia Iis Nurhayati AU - Gartika Rahmasari AU - Dadang Suganda AU - Atwar Bajari PY - 2017/11 DA - 2017/11 TI - The Metafunction of Visual Texts of Indonesian Traditional Cosmetics Advertisements BT - Proceedings of the 3rd International Conference on Transformation in Communications 2017 (IcoTiC 2017) PB - Atlantis Press SP - 294 EP - 300 SN - 2352-5398 UR - https://www.atlantis-press.com/article/25902409 ID - Nurhayati2017/11 ER -