MULTIMODAL ANALYSIS OF BUKALAPAK ADVERTISEMENT
CHAPTER
I
INTRODUCTION
A. Background of
the Study
The
communication and technology
are strong related
directly to convey the veiled intentions of a particular
discourse where communication is not only relies on verbal but also non-verbal
communication as well. Furthermore, one
form of communication which we often encounter is posteror picture that in its
delivery depends on visual communication.
Visual communication passes the information to people by using gestures,
images, signs and
short film advertisements among
the others. It
is very effective way of telling
the information because usually the majority of people respon quickly
to visual images
instead texts. The
images which are
used in visual communication
helping entertaining, persuading,
informing and enlightening the
audience.The combination of linguistic sign with visual, often photographic
signs in visual communication allow us to explore the terms and ideas. Almost
every businesses included
the advertisement use
visual techniques in conveyingtheir information
as it is
expected the audiences
can understand and accept easily.
Thus,
advertisement is one
of the communication
tools used by to
announce something to
the public that
aim to inform,
encourage, offer and increase sales of a product service,
both in the form of goods and services
so that people are
interested in buying
or using them.
As a messenger, advertisement is
generally placed in places where
the audience can
easily access them either in visual form (image) or audio (voice)
Supriyanto, (2008).
The reasons why
visual communication are
important in conveying
the information on an advertisement because it is easier to process signal quickly
than read a
sentence of the
text. Beside that,
it helps in
achieving the consistency, visual
communication is also simple, effective
and flexible way. Therefore, the
advertisement is mostly
realized through the
various ways such as
visual, audio, audiovisual
and text by
which aimed to
deliver the information for
the public. An
advertisement consists of
many visual image which
is not always interconnected among
each others. It
can be clearly seen on cigarette advertisements which is
mainly aimed to inform the dangerous of cigarette implicitly
to stop smoking.
Unfortunately, the advertisement
is dominantly shown about
sport activities, travelling,
the taglines and
also figures which clearly delivered that there is no danger of smoking
so that many people assumed smoking is
not terrible something.
One of the
example is tagline
of Gudang Garam
Merah "Lelaki Punya Selera" andtagline of A Mild
"Go Ahead" , if we look from the sentences alone has invited the
public to smoke. The inscription "Smoking kills you" as if only
writing does not
have an important
meaning to remind
how dangerous cigarettes are.
The images and
the effects of
the cigarettes themselves
have been designed in
such a way,
but the result
that "Smoking can
cause cancer, disorders of
heart, impotence and
disorders of pregnancy
and fetus" just writing,
the picture is
the same. It
does not influence
on the smoker.
Furthermore,
the level of
understanding about multimodal
the majority of people
is still low
so that they
just understand by
looking the image
which shown an advertisement
without identifying the
implicit meaning, in
other word they are able to understand texts in writing rather than text
visually. The low of ability
the people to
understand the information
which be delivered through a text because they do not
know multimodal analysis yet.
Multimodal is a
study of semiotic
aspects as a
signs in the
society. Chandler (2007) explains that semiotics involves a study not
only about signs in daily conversation,
but also about
everything referring to the
others.Moreover, the signs are figure, sound, gesture, and object. Multimodal
is an inter-disciplinary that
understands communication
and representation to be more
than about language.
In understanding the
advertisement, we can
use multimodal analysis where multimodal analysis is a way to analysis
is not only the visual image but also the linguistic elements. Multimodal is
choosen in this research because it
is the new
way to do
the communication with
the other people. This
research is interesting
conducting the research
entitled” A Multimodal of
Bukalapak Advertisement”.
This research takes
four advertisements of
Bukalapak , they
are Zaman Tak Bisa Dilawan Tapi
Bisa Diajak Berkawan, Bukalapak Emang Cincai Versi Bukan Hari Imlek, Mau di
Garansi Komplit and Gunakan Jarimu dan Jadilah Pahlawan di
Bukalapak. The data
are taken from youtube channel
of Bukalapak. Furthermore, in
this research the
researcher analyzed the realization of
the visual elements
and experiential function
of Bukalapak advertisement which
is expected to help the people particularly the students in understanding both
of them.
B. The
Identification of the Problem
The problems of this research could be identified as
follow :
1. The visual image of advertisement is not always interconnected among each other.
2. The majority of people are able to understand texts in writing rather than text visually.
3. The understanding of people about multimodal analysis on an advertisement is still low.
4. The realization of visual element and experiential function in Zaman Tak Bisa Dilawan Tapi Bisa Diajak Berkawan, Bukalapak Emang Cincai Versi Bukan Hari Imlek, Mau di Garansi Komplit and Gunakan Jarimu dan Jadilah Pahlawan di Bukalapak advertisement should be analyzed.
C. Scope and
Limitation
This research focused
on multimodal analysis
in the Bukalapak advertisement which is mainly
limited on investigating the visual elements and the experiential
function that is
realized in some
of the Bukalapak advertisement such
as Zaman Tak
Bisa Dilawan Tapi Bisa
Diajak Berkawan, Bukalapak Emang
Cincai Versi Bukan
Hari Imlek, Mau
di Garansi Komplit and Gunakan Jarimu dan Jadilah
Pahlawan di Bukalapak.
D. The Formulation
of the Problem
1. How were visual elements realized in Zaman Tak Bisa Dilawan Tapi Bisa Diajak Berkawan, Bukalapak Emang Cincai Versi Bukan Hari Imlek, Mau di Garansi Komplit and Gunakan Jarimu dan Jadilah Pahlawan di Bukalapak of Bukalapak Advertisement?
2. How was experiential function realized in Zaman Tak Bisa Dilawan Tapi Bisa Diajak Berkawan, Bukalapak Emang Cincai Versi Bukan Hari Imlek, Mau di Garansi Komplit and Gunakan Jarimu dan Jadilah Pahlawan di Bukalapakof Bukalapak Advertisement?
E. The Objective of the Study
1. To decribe the visual elements realized in Zaman Tak Bisa Dilawan Tapi Bisa Diajak Berkawan, Bukalapak Emang Cincai Versi Bukan Hari Imlek, Mau di Garansi Komplit and Gunakan Jarimu dan Jadilah Pahlawan di Bukalapakof Bukalapak Advertisement.
2. To analyze experiential function realized in Zaman Tak Bisa Dilawan Tapi Bisa Diajak Berkawan, Bukalapak Emang Cincai Versi Bukan Hari Imlek, Mau di Garansi Komplit and Gunakan Jarimu dan Jadilah Pahlawan di Bukalapak of Bukalapak Advertisement.
F. The
Significance of the Study
Theoritically, the result of this research was expected
to give contribution as a source the
study of multimodal on advertisement especially how analysis the visual
elements and linguistic
in metafunction especially
experiential function of advertisement.
Practically,
this research gave
the contribution to
the following parties such
as for the
students this research
was very useful
to give the
information about multimodal on the advertisement, especially how
expressed the meanings of visual and
analyzed linguistic in
metafunction especially experiential function on
the advertisements, while
for the lecturers
this research helped them
to teach multimodal
in the advertisements as
the additional material especially how
expressed the meanings
the meanings of
visual and analyzed linguistic in
metafunction especially the
experiential function on the
advertisements, and the
last one was
for the other
researchers this research
stimulated them to create further research concerning about multimodal
in the advertisement, particularly how expressed the meanings the meanings of
visual and analyzed linguistic in metafunction especially the experiential function on the advertisements.
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