Repository Universitas Negeri PadangComparative Analysis of Multimodal Discourse Used in Dancow and Milo Video Advertisements Ramadhan Edition in 2024Muhammad RizkiFauziauthorThis study investigates the construction of meaning through verbal and visual elements used in Dancow and Milo video advertisements Ramadhan edition in 2024, two brands under Nestlé Indonesia. Grounded in the theoretical framework of Systemic Functional Linguistics (Halliday & Matthiessen, 2014) and the Grammar of Visual Design (Kress & van Leeuwen, 2006), the research analyzes how multimodal discourse analysis convey messages through verbal and visual elements. The study applies a qualitative descriptive method to examine the three metafunctions in verbal elements are ideational, interpersonal, and textual, and in visual elements are representational, interactional, and compositional. The verbal analysis reveals that Dancow employs a relational processes and declarative clauses, in contrast, Milo demonstrates higher use of material and relational processes and imperative clause. The interpersonal dimension shows that Dancow predominantly conveys affective and judgmental meanings, whereas Milo projects appreciation and social esteem. Both advertisements use graduation resources, though Milo‘s use is more consistent. Involvement and modality features, such as naming and high-probability modalization. The textual metafuction is characterized by a dominance of unmarked topical themes, with Milo additionally using marked themes to foreground emphasis. In terms of visual element, Dancow tends to favor non-transactional narrative processes and symbolic suggestive images, while Milo incorporates more transactional actional visuals, closer personal distance, and viewer power angles. Both advertisements exhibit high salience through foregrounding, ensuring visual focus aligns with verbal messages. The study concludes that multimodal discourse in these advertisements is strategically organized to construct meaning through the synergy of linguistic and visual elements.PE EnglishPN Literature (General)2025-07Universitas Negeri Padang;Sastra Inggris FBS UNPThesis

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