Multimodal Analysis of Pepsi Advertisement Video in Youtube
DOI:
https://doi.org/10.30996/uncollcs.v3i1.4490Abstract
This research explores multimodal analysis of Pepsi advertisements on YouTube and focuses on semiotic system based on Anstey and Bull's theory. This theory applied to three Pepsi advertisements using a qualitative descriptive method. The goal is to understand how the semiotic system in Pepsi advertisements conveys messages and builds a strong brand image. The research collected a total of 95 data points from the three advertisements. Linguistic analysis recorded 17 data points, visual analysis gathered 27 data points, audio analysis included 10 data, gestural analysis recorded 32 data points, spatial analysis included 9 data points. By combining these aspects together, this study provides an understanding of how Pepsi advertising conveys messages and builds a dynamic and modern brand image.
Keywords: Advertisement, Discourse, Multimodal, Pepsi, Semiotic System.
References
Al Fajri, T. A. (2018). Pentingnya Penggunaan Pendekatan multimodal Dalam Pembelajaran. WASKITA: Jurnal Pendidikan Nilai Dan Pembangunan Karakter, 2(1), 57–72. https://doi.org/10.21776/ub.waskita.2018.002.01.5
Anstey, M., & Bull, G. (2018). Foundations of Multiliteracies. https://doi.org/10.4324/9781315114194
Bateman, J. A., & Schmidt, K. H. (2012). Multimodal film analysis: How films mean. London: Routledge.
Bo, X. (2018). Multimodal Discourse Analysis of the movie Argo. English Language Teaching, 11(4), 132. https://doi.org/10.5539/elt.v11n4p132
Bull, G., & Anstey, M. (2010). Helping teachers to explore multimodal texts. Curriculum Leadership Journal, 8(16), 1–4.
Bull, G., & Anstey, M. (2018). Elaborating Multiliteracies through Multimodal Texts. https://doi.org/10.4324/9781315149288
Cerrato, H. (2014). The Meaning of Colors.
Creswell, J. W. (2014). Research design: Qualitative, Quantitative, and Mixed Methods Approaches. SAGE.
Iedema, R. (2003). Multimodality, resemiotization: Extending the analysis of discourse as multi- semiotic practice. Visual Communication, 2(1), 29–57. https://doi.org/10.1177/1470357203002001751
Kress, G. & Van Leeuwen, T. (2006). Reading Images: The Grammar of Visual Design. London: Routledge.
Kress, G. (2009). Multimodality. https://doi.org/10.4324/9780203970034
Pratiwy, D., & Wulan, S. (2018). Multimodal Discourse Analysis in Dettol TV advertisement.
KnE Social Sciences, 3(4), 207. https://doi.org/10.18502/kss.v3i4.1932
Pujiono, Mhd. (n.d.). Advances in Social Science, Education and Humanities Research (ASSEHR). Multimodal Analysis of Kizuna, Oya Kara Ko E Dansu Advertisement , 228, 1–7.
Ruswadiningsih, D., & Djohan, M. Pd, Dr. R. S. (n.d.). International Journal of Linguistics, Literature and Translation . An AQUA Advertisement’s Multimodal Discourse Analysis , 230–237. https://doi.org/10.32996/ijllt
Salsabila, S. R., & Suparto, S. (2023). A multimodal analysis of Tokopedia x BTS advertisement. International Journal of English and Applied Linguistics (IJEAL), 3(2), 128–136. https://doi.org/10.47709/ijeal.v3i2.2570
Turhan, B. (2017). Critical discourse analysis of advertising: Implications for language teacher education. International Journal of Languages’ Education, 1(Volume 5 Issue 4), 213–226. https://doi.org/10.18298/ijlet.2301
Wheeler, A. (2019). Designing Brand Identity (Third). John Wiley & SJohn Wiley & Sons, Inc.ons, Inc.
Wulan Sari, V. (2021). A multimodal discourse analysis in Pantene Advertisement. International Journal of Linguistics, Literature and Translation, 4(10), 21–30. https://doi.org/10.32996/ijllt.2021.4.10.4
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Ayutia Kusumastuti, Bramantya Pradipta
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
