Cigarette advertisements: A systemic functional grammar and multimodal analysis
Drawing on a multimodality theory, this study attempted to investigate the various semiotic resources utilized by a giant Indonesian cigarette company, Sampoerna, and explore how these resources communicate meanings or messages in its billboard advertisements to persuade its potential customers to b...
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Universitas Pendidikan Indonesia
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doaj-fe0baa50bddc4d98a933692eb529b6442020-11-25T03:22:05ZengUniversitas Pendidikan IndonesiaIndonesian Journal of Applied Linguistics2301-94682502-67472019-01-018361662610.17509/ijal.v8i3.152618894Cigarette advertisements: A systemic functional grammar and multimodal analysisRizki Ananda0Siti Sarah Fitriani1Iskandar Abdul Samad2Andi Anto Patak3Abulyatama University, Aceh, IndonesiaSyiah Kuala University, Aceh, IndonesiaSyiah Kuala University, Aceh, IndonesiaUniversitas Negeri Makassar, Makassar, Sulawesi Selatan, IndonesiaDrawing on a multimodality theory, this study attempted to investigate the various semiotic resources utilized by a giant Indonesian cigarette company, Sampoerna, and explore how these resources communicate meanings or messages in its billboard advertisements to persuade its potential customers to buy the product. The data were analyzed using Halliday’s systemic functional grammar focusing on ideational meta-function or also known as a representational function in multimodal discourse analysis. The findings revealed that the billboard advertisements were designed to persuade the audience to buy the advertised products implicitly through representational functions attained using narrative and conceptual processes. Whereas the former was realized by employing its typical sub-processes, actional and reactional processes, the latter employed its sub-processes such as classificational, analytical, and symbolic processes. Implicationally, this study has illuminated the possible application of systemic functional grammar within multimodal discourse analysis domain to investigate implicit message(s) conveyed by an advertisement.https://ejournal.upi.edu/index.php/IJAL/article/view/15261ideational/representational functionmultimodality theorysemiotic resourcessystemic functional grammar |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Rizki Ananda Siti Sarah Fitriani Iskandar Abdul Samad Andi Anto Patak |
spellingShingle |
Rizki Ananda Siti Sarah Fitriani Iskandar Abdul Samad Andi Anto Patak Cigarette advertisements: A systemic functional grammar and multimodal analysis Indonesian Journal of Applied Linguistics ideational/representational function multimodality theory semiotic resources systemic functional grammar |
author_facet |
Rizki Ananda Siti Sarah Fitriani Iskandar Abdul Samad Andi Anto Patak |
author_sort |
Rizki Ananda |
title |
Cigarette advertisements: A systemic functional grammar and multimodal analysis |
title_short |
Cigarette advertisements: A systemic functional grammar and multimodal analysis |
title_full |
Cigarette advertisements: A systemic functional grammar and multimodal analysis |
title_fullStr |
Cigarette advertisements: A systemic functional grammar and multimodal analysis |
title_full_unstemmed |
Cigarette advertisements: A systemic functional grammar and multimodal analysis |
title_sort |
cigarette advertisements: a systemic functional grammar and multimodal analysis |
publisher |
Universitas Pendidikan Indonesia |
series |
Indonesian Journal of Applied Linguistics |
issn |
2301-9468 2502-6747 |
publishDate |
2019-01-01 |
description |
Drawing on a multimodality theory, this study attempted to investigate the various semiotic resources utilized by a giant Indonesian cigarette company, Sampoerna, and explore how these resources communicate meanings or messages in its billboard advertisements to persuade its potential customers to buy the product. The data were analyzed using Halliday’s systemic functional grammar focusing on ideational meta-function or also known as a representational function in multimodal discourse analysis. The findings revealed that the billboard advertisements were designed to persuade the audience to buy the advertised products implicitly through representational functions attained using narrative and conceptual processes. Whereas the former was realized by employing its typical sub-processes, actional and reactional processes, the latter employed its sub-processes such as classificational, analytical, and symbolic processes. Implicationally, this study has illuminated the possible application of systemic functional grammar within multimodal discourse analysis domain to investigate implicit message(s) conveyed by an advertisement. |
topic |
ideational/representational function multimodality theory semiotic resources systemic functional grammar |
url |
https://ejournal.upi.edu/index.php/IJAL/article/view/15261 |
work_keys_str_mv |
AT rizkiananda cigaretteadvertisementsasystemicfunctionalgrammarandmultimodalanalysis AT sitisarahfitriani cigaretteadvertisementsasystemicfunctionalgrammarandmultimodalanalysis AT iskandarabdulsamad cigaretteadvertisementsasystemicfunctionalgrammarandmultimodalanalysis AT andiantopatak cigaretteadvertisementsasystemicfunctionalgrammarandmultimodalanalysis |
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