The Use of Halliday’s Interpersonal Metafunction in Creating Informative and Persuasive Advertisement: A Multimodal Analysis of AirAsia 2015 Commercial

DOI

10.2991/klua-18.2018.19How to use a DOI?

Keywords

advertisement, multimodality, systemic functional linguistics, visual communication

Abstract

Multimodality makes communication no longer limited to verbal expressions. The meaning formation of multimodal text involves different modalities. In advertisements, language, image and other modalities are used to create meaning in a marketing communication. One of advertisements that applies multimodality concept is AirAsia 2015 commercial. It is argued that the use of image is more prevalent in contemporary advertisement, while the use of language is more uncommon. In order to make the message effectively conveyed, the linguistic mode needs to serve the most essential function of language as represented in Halliday’s metafunctions. Despite its ability to convey message, language as a linguistics mode needs to be combined with other mode to form the meaning of the advertisement. The use of linguistic and para-linguistic modes is essential to create an informative and persuasive nature of advertisement and to better promote the product and the service.

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/).

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TY  - CONF
AU  - Rosyid Anwar
PY  - 2018/07
DA  - 2018/07
TI  - The Use of Halliday’s Interpersonal Metafunction in Creating Informative and Persuasive Advertisement: A Multimodal Analysis of AirAsia 2015 Commercial
BT  - Proceedings of the International Conference on Language Phenomena in Multimodal Communication (KLUA 2018)
PB  - Atlantis Press
SP  - 129
EP  - 134
SN  - 2352-5398
UR  - https://doi.org/10.2991/klua-18.2018.19
DO  - 10.2991/klua-18.2018.19
ID  - Anwar2018/07
ER  -