Multimodal Analysis of GoFood and GrabFood Advertisements

This study discussed multimodal analysis of GoFood and GrabFood
advertisements. This study is aimed at finding out the linguistic, visual and
gestural elements in GoFood and GrabFood advertisements and their differences
in representing the concept of online advertising. This study was conducted by
using descriptive approach. The data used in this study are the six video
advertisements of GoFood and GrabFood which are analyzed by applying
Halliday‟s Systemic Functional linguistic; Transitivity and mood, Kress and van
Leeuwen‟s Representational Meaning, and Cheong‟s Generic Structure Potential.
The data were in the form of text and images. The results of this study show that
there are some similarities and differences of the linguistic, visual and gestural
analysis between GoFood and GrabFood. The similarities found in the linguistic
and gestural analysis between GoFood and GrabFood. Whilst, the differences
found in the generic structure and visual analysis of GoFood and GrabFood. This
research found that those elements are integrated in GoFood and GrabFood
advertisements. In addition, the structure of GSP created in GoFood is a complete
one (lead, display, emblem (visual), announcement, enhancer, emblem
(linguistic), tag, and call-and-visit information), while GrabFood advertisements
use call-and-visit information rarely. Thus, these advertisements involve the
concept of online advertising.