Multimodality in Indomie Advertisement

DOI

10.2991/klua-18.2018.59How to use a DOI?

Keywords

multimodality, indomie advertisement, representational metafunction, interpersonal metafunction, compositional metafunction

Abstract

Every product advertises with its own way involving the excellence and uniqueness of the product advantages over others which presents their intention to consumers. One of Indonesia's leading brands is Indomie, famous for instant noodle products with unique taste of Indonesian culinary in product variants. The purpose of this paper is to examine the hidden meaning within Indomie advertisement ‘Jagonya Soto’ posted on their official Facebook page as a main source. This study used qualitative method and Kress and van Leeuwen’s social semiotics theories about multimodality with three metafunctions, namely representational, interpersonal, and compositional. The result of this study shows that the representational metafunction of the advertisement contains the map of Indonesia, picture of Soto variants, Indomie logo itself and the writing of the advertisement theme of "Jagonya Soto". The interpersonal metafunction has their main aspects: visual demand, frontal angle and medium horizontal angle in order to easily attract the audience attention. Then, compositional metafuntion of this advertisement includesthe size and blue as dominant colour of the advertisement.

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  - Dewi Yulia Wati
PY  - 2018/07
DA  - 2018/07
TI  - Multimodality in Indomie Advertisement
BT  - Proceedings of the International Conference on Language Phenomena in Multimodal Communication (KLUA 2018)
PB  - Atlantis Press
SP  - 389
EP  - 394
SN  - 2352-5398
UR  - https://doi.org/10.2991/klua-18.2018.59
DO  - 10.2991/klua-18.2018.59
ID  - Wati2018/07
ER  -