Multimodality in Smartfren Printing Advertisement (Atta Halilintar Version)

DOI

10.2991/assehr.k.200325.049How to use a DOI?

Keywords

metafunctions, multimodal discourse, printing advertisement, Visual Design Grammar

Abstract

Nowadays, advertisements have become part of people’s lives. We can see it everywhere and anytime, especially through the printing media, such as newspapers, magazines, or any other printing displayed on public transportation. Advertising is a text in a multimodal discourse that has complex meanings as it uses both images and written language to create a unit of meaning. This study observes the printing advertisement of Smartfren, a known cellular operator, featuring Atta Halilintar as the icon, who is currently reaching his fame as a first-rank YouTuber in South-East Asia with more than 18 million subscribers. The purpose of this study is to analyze the hidden meaning in such printing advertisements with a qualitative method, by looking at the multimodal elements. Referring to Kress and van Leeuwen’s Visual Design Grammar (2006), this study explores the metafunctions in multimodal discourse appearing on a Smartfren advertisement; namely ideational, interpersonal and textual metafunctions. This study also follows the procedures of analyzing multimodal discourse proposed by Hermawan (2013) to find the metafunctions realization of visual text. The three metafunctions show a representation of young people full of courage as a result of this study. It can be concluded that the use of Atta Halilintar as the icon gives the impression that Smartfren users are young people who actively use the internet with big quotas in order to support their activity.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Leni Dyah Arlini
PY  - 2020
DA  - 2020/03/31
TI  - Multimodality in Smartfren Printing Advertisement (Atta Halilintar Version)
BT  - Proceedings of the 3rd International Conference on Language, Literature, Culture, and Education (ICOLLITE 2019)
PB  - Atlantis Press
SP  - 36
EP  - 40
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200325.049
DO  - 10.2991/assehr.k.200325.049
ID  - Arlini2020
ER  -