Multimodal Analysis in Cigarette Advertisements

Multimodality is a term widely discussed by linguistics and
semiotics. It means the combination of different semiotic modes, for
example, language and music in a communicative artifact or event
(Leeuwen, 2005). In this research, the researcher examines multimodal
advertising for cigarette products. The cigarette product named is Djarum
76 and Sapoerna Kretek. This research is intended to 1) How semiotic
systems in Djarum 76 and Sampoerna Kretek cigarette’s audiovisual
advertisement? 2) What is the generic structure placed in both
advertisements? 3) What are the differences between the semiotic system
in Djarum 76 and Sampoerna Kretek? This research used the descriptive
qualitative method. Analysis in this research using the semiotics approach
focused on multimodal systems that include linguistic, visual, audio, and
gestural aspects. Linguistic analysis using Systemic Functional Linguistic
by Halliday (2004), visual, audio, and gestural analysis using Anstey and
Bull (2010) theories, and Cheong (2004) formulation of generic structure
potential for print advertisement.