Veronita, Nada (2022) The Multimodality Comparison of Insurance Advertisement from Jasaraharja and Prudential. Skripsi thesis, Universitas Negeri Padang.
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Abstract
Multimodality is a discourse on how messages are conveyed through many methods such as verbal, visual, sound, and constructing a message. In this study, the authors analyze multimodal insurance advertisements from within and outside the country, namely Jasaraharja and Prudential insurance advertisements. First, this study aims to find differences in verbal meaning in the two insurance advertisements using the theory of Systemic Functional Linguistics from Halliday and Manthiessen (2004). The second is to find differences in visual meaning in the two insurance advertisements by using the visual design grammar theory of Kress and Leeuwen (1996). Third, to determine the compatibility between verbal and visual elements in the two insurance advertisements, Halliday and Matthiessen (2014) used the theory of relational clauses. Finally, to determine the generic structure placed on the two insurance advertisements, we use the theory of the generic structure of Cheong's advertisements (2004). The method used in this study is a qualitative descriptive method. The results showed that in Jasaraharaja advertisements, verbal use, both spoken and written, was higher than in Prudential advertisements. There are several differences in Jasaraharja and Prudential's advertisements visually, namely the use of demand and detachment. In analyzing suitability, Jasaraharja's advertisement verbal is the initial and visual is the explanation and confirmation of verbal. While prudential advertising, the initials are visu,al and verbal are the explanations. In the generic structure of advertising, Jasaraharja advertisements have many elements in the generic structure compared to advertisement advertisements.
| Item Type: | Thesis (Skripsi) | ||||||||||||
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| Uncontrolled Keywords: | MULTIMODAL ANALYSIS, SYSTEMIC FUNCTIONAL LINGUISTIC, VERBAL LANGUAGE, VISUAL GRAMMAR | ||||||||||||
| Subjects: | P Language and Literature > PE English P Language and Literature > PN Literature (General) |
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| Divisions: | Fakultas Bahasa dan Seni > Bahasa dan Sastra Inggris - S1 | ||||||||||||
| Depositing User: | Fitri Yelli | ||||||||||||
| Date Deposited: | 04 Jul 2023 00:55 | ||||||||||||
| Last Modified: | 04 Jul 2023 00:55 | ||||||||||||
| URI: | http://repository.unp.ac.id/id/eprint/44599 |
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