Multimodal Discourse Analysis of Djarum 76 Advertisement Entitled “New Normal”

Advertisement is one of the communication media that aims to convey information in order to persuade people to buy products. Advertisements use verbal and nonverbal language in conveying the information, as the result it is included as multimodal text. Djarum 76 advertisement is interesting to analyze because they show a different concept from other cigarette advertisements. This study aims to (1) describe language metafunctions, (2) examine visual metafunctions, and (3) explain the relationship between language metafunction and visual metafunction of Djarum 76 advertisements as a multimodal text.  The data used in this study are a video of Djarum 76 advertisements entitled "New Normal" in 2020. This video was obtained at Glow Films Jakarta’s YouTube channel, which is the production house for this advertisement. In collecting data, documentation methods and techniques of screenshots, transcripts, and notes were used. This study used the theory of Systemic Functional Linguistics by Halliday (1985), the theory of visual communication grammar from Kress and Leeuwen (2006), intersemiosis (Liu & O’Halloran, 2009) and resemiotization (Iedema, 2003). In explaining the research results, formal and informal methods were used.  Based on the analysis of language metafunction, the Djarum 76 advertisement entitled “New Normal” is dominated by mental processes and relational identification processes, declarative mode, and simplex themes. Based on visual metafunctions, this advertisement is dominated by narrative representation process, no eye contact, far social distance, subjective, and center-margin information. The relationship of language and visual metafunctions show that this advertisement is dominated by additive intersemiosis. It means the text elements give a new information to visual elements and vice versa. In addition, resemiotization in this advertisement is used as a marketing technique to attract the attention of the audience. Keywords: Multimodality, Language Metafunctions, Visual Metafunctions, Intersemiosis, Resemiotization, Djarum 76 Cigarette Advertisiment

Multimodal Discourse Analysis of Djarum 76 Advertisement Entitled "New Normal"

Djarum 76 advertisement is interesting to analyze because they show a different concept from other cigarette advertisements. This study aimed to (1) describe language metafunctions, (2) examine visual metafunctions, and (3) explain the relationship between language metafunction and visual metafunction of Djarum 76 advertisements as a multimodal text. The aim of the study was to to describe how Systemic Functional- Multimodal Discourse Analysis is used to analyze the multimodal text of the Djarum 76 advertisement. This study used a descriptive qualitative approach. The result showed that the representational, interaction and composition meaning of the Djarum 76 advertisement entitled “New Normal”. The visual elements of this advertisement are in line with the content, theme, and title of the advertisement, which is dominated by a narrative representational process. The circumstance elements also included details about the advertisement’s plot, such as a description of the scene’s location and time. This advertisement displayed more indirect relationships with the audience, implying that the advertisers do not expect the audience to respond. The most dominant image act in this advertisement is close personal distance. Furthermore, subjective images are the most prevalent perspective. Participants were portrayed as the focus of this advertisement by the advertisers. The participants who are being represented are also given unique characteristics. Sharpness was also used in this advertisement to visualize the participant. In addition, this advertisement used frames as the boundaries of the picture. Keywords: multimodality, language metafunctions, visual metafunctions, intersemiosis, resemiotization, Djarum 76 cigarette advertisiment

Representation of Dewi Sri in Balinese farming ceremonies: A multimodal study

This research applies a multimodal study to discover how Balinese people represent Dewi Sri as the goddess of rice and fertility through language and visuals in Balinese farming ceremonies. Therefore, this research analyzed the ideational function of the language and the representational meaning of visuals. This research is a qualitative study. The results show that language and visual elements work together to reveal and explain the representation of Dewi Sri in the ceremonies. The language elements show material processes as the dominant process and further, explain the form of Dewi Sri in ceremonial activities. The visual elements show symbolic suggestive representation processes as the dominant processes and identify the representative value of Dewi Sri. Furthermore, this research also discusses why the Balinese people honor Dewi Sri