A Multimodal Analysis of Bank Advertisements

Sari, Vitcha (2022) A Multimodal Analysis of Bank Advertisements. Skripsi thesis, Fakultas Bahasa dan Seni.

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Abstract

This study aims to examine the difference of meaning in verbal and visual analysis in BJB Bank and HSBC Bank advertisements. This research aims to (1) to find the differences in meaning of verbal in BJB Bank and HSBC Bank by using Systemic Functional Linguistics theory of Halliday and Manthiessen (2004), (2) to find the differences in meaning of visual in BJB Bank and HSBC Bank by using The grammar of visual design theory of Kress and Leeuwen (1996), (3) to find the congruence between verbal and visual elements in BJB Bank and HSBC Bank by using Clause relation theory of Halliday and Matthiessen (2014), and (4) to find the generic structure placed in BJB Bank and HSBC Bank by using The generic structure of advertisement theory of Cheong (2004). The method used in this research is descriptive qualitative method. The data is the visual and verbal contained in the BJB bank and the HSBC bank advertisement videos. The method of this research uses descriptive qualitative research. The results showed in this research between BJB bank and HSBC bank advertisements in the four theories used above have differences and similarities.

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