MULTIMODAL ANALYSIS OF WARDAH LIPSTICK ADVERTISEMENT

  • Aning Rustanti Raharjo UIN Syarif Hidayatullah Jakarta
    (ID)
  • Didin Nuruddin Hidayat UIN Syarif Hidayatullah Jakarta
    (ID) http://orcid.org/0000-0002-7506-4258
  • Alek Alek UIN Syarif Hidayatullah Jakarta
    (ID)
  • Nasifuddin Jalil UIN Syarif Hidayatullah Jakarta
    (ID)

Abstract

Advertising is utilized to promote certain products and attract the attention of potential customers to purchase the products. In this study, the researchers use advertisements broadcasted through an electronic form, namely Wardah lipstick advertisement. The advertisement is audiovisual, and the form of the message included sound and moving images. The analysis in this study used a semiotic approach and multimodal analysis focusing on multimodal systems, including aspects of linguistics, visual, audio, gestural, and location. This study used qualitative research methodology by applying a descriptive analysis in the research. The study found that this advertisement covers the five aspects of the multimodal semiotic system: linguistics, visuals, audio, gestural, and location. These five aspects are integrated to convey the core message in Wardah lipstick advertisement. Finally, this research found the meaning contained in an advertising message. The advertisement structure was also composed of verbal and visual text to persuade and affect buyers' decisions.  

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Author Biographies

Aning Rustanti Raharjo, UIN Syarif Hidayatullah Jakarta
Aning is a postgraduate student of Department of English Education, UIN Syarif Hidayatullah Jakarta
Didin Nuruddin Hidayat, UIN Syarif Hidayatullah Jakarta
Didin Nuruddin Hidayat is lecturer at the Department of English Education, UIN Syarf Hidayatullah Jakarta
Alek Alek, UIN Syarif Hidayatullah Jakarta
Alek is a senior lecturer at Department of English Education, UIN Syarif Hidayatullah Jakarta
Nasifuddin Jalil, UIN Syarif Hidayatullah Jakarta
Nasifuddin is a senior lectr=urer at the Department of English Education, UIN Syarif Hidayatullah Jakarta

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Published
2020-12-10
How to Cite
Raharjo, A. R., Hidayat, D. N., Alek, A., & Jalil, N. (2020). MULTIMODAL ANALYSIS OF WARDAH LIPSTICK ADVERTISEMENT. Elite : English and Literature Journal, 7(2), 149-159. https://doi.org/10.24252/10.24252/elite.v7i2a4
Section
Volume 7 Number 2, December 2020
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