A Study of Multimodal Analysis in Smartphone Advertisements

This research aims to analyze multimodal in Samsung Galaxy S9 and Iphone Xs audiovisual advertisements. The theories used in this research are systemic functional linguistic theory by Halliday, multimodal theory by Kress and Leeuwen and generic structure analysis theory by Cheong. The method used in this research is a descriptive research method. The data in this research are images, texts, symbols, sounds, and gestures used in Samsung Galaxy S9 and Iphone Xs advertisement videos. The source data of this research is obtained from Samsung and Iphone Youtube account. Based on the data analysis, it reveals that both advertisements have the similarities and differences. The similarities found in linguistic, audio and location analysis. Meanwhile, the differences between these two advertisements found in all semiotic systems. The analysis also reveals the differences in generic structures. In Samsung Galaxy S9 advertisement there are five structures used; lead, display, announcement, emblem and call-visit. Meanwhile, in Iphone Xs advertisement only four structures found in this advertisement; lead, display, announcement, and emblem