Gucen, Mutia Resha (2021) The Multimodality Comparison of Transportation Online: GOJEK and GRAB Advertisement. Skripsi thesis, Universitas Negeri Padang.
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Abstract
Multimodality research has been carried out by several previous researchers. Previous research that shows a companson between two two-dimensional advertising. However, there are still very few studies that compare multimodality analysis on three-dimensional advertising. This study aims to compare the differences and similarities between two three-dimensional advertisements by looking at the verbal and visual meanings, generic structures, and the harmony between the verbal and visual meanings of the two advertisements. The analysis in this study is based on three theories, namely Halliday's theory (2004) which is used to analyze verbal meaning and congruence, Kress and Leeuwen's (2006) theory is used to analyze visual meaning, and the last theory is Cheong (2004) which is used to analyze the generic structure. of the two advertisements. This type of research is a comparative study with a descriptive and qualitative approach. The results showed that there were similarities and differences between the two advertisements. The conclusion obtained is that there are more similarities than differences, so that there is harmony between verbal and visual meanings. The difference is caused by differences in company factors, which can be seen from differences in conveying information and how to invite the audience to see it.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | P Language and Literature > PE English |
| Divisions: | Fakultas Bahasa dan Seni > Bahasa dan Sastra Inggris - S1 |
| Depositing User: | Sudia Ajjronisa S.Sos. |
| Date Deposited: | 24 Jan 2022 02:50 |
| Last Modified: | 24 Jan 2022 02:50 |
| URI: | http://repository.unp.ac.id/id/eprint/36397 |
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