Analysis of Video Traveloka Advertisements Entitled “Dari Monoton Jadi Seru-Seruan” and “Badri and Aldi” Using Multimodal Discourse Theory

Yohana Yohana, Samuel Gunawan

Abstract


In the marketing world, there are a lot of competitors who compete their business to become the number one. Thus, some companies want to make their product exist in the customer's mind by making a video advertisement which usually appears on television or social media platforms. By making video as the instrument of advertisement, usually some companies can share a particular message about their brand or product to their customer. The message is used to persuade the people who see the advertisement to buy their product. Commonly, the video advertisement contains elements of semiotic resources such as visual, audio, oral, spatial, linguistic, and gesture. Those elements help the audience to understand particular messages. In this thesis, the researcher aims to reflect the message of fun traveling moment in Traveloka video advertisements by looking at the elements of semiotic resources which are divided into two parts, they are verbal and non-verbal expression and find out the brand image of Traveloka video advertisement by looking at interrelatedness of the some semiotic resources. The researcher used two videos of Traveloka advertisements as the object of analysis, then the writer found out the verbal and non-verbal expressions which convey the message using the theories of Multimodal discourse and the writer interpreted the message using a descriptive qualitative research method. According to the researcher's analysis, she finds that both two videos of Traveloka advertisements reflect fun traveling moments which can be seen through the combination of some semiotic resources and find two brand images of Traveloka such as having quality time and seeking meaning of life.

 

Keywords: Advertisement, Verbal, Non Verbal, Semiotic, Traveloka, Multimodal


Full Text:

PDF

References


Anderson, P.A. (1999). Nonverbal communication: Forms and Functioning. Mountain View, CA: Mayfield.

Artha, Y. (2019). Okefinance. Perjalanan Gojek dan Traveloka menjadi unicorn. Retrieved February 22, 2020 from https://economy.okezone.com/read/2019/02/23/320/2021960/perjalanan-go-jek-dan-traveloka-jadi-unicorn

Canovas,C. (2020). Quantifying the speech-gesture relation with massive multimodal datasets: Informativity in time expressions. Plos one. doi: 10.1371. Retrieved from https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0233892

Chand, S. (2018). Youth Article Library. Top 10 roles of advertising in promotion of product. Retrieved from http://www.yourarticlelibrary.com/advertising/top-10-role-of-advertising-in-promotion-of-a-product/32306

Chia, A & Chan, C. (2017). Re-defining ‘reading’ in the 21st century: Accessing Multimodal Texts. Beyond words,5(2), 98-105. Retrieved from https://media.neliti.com/media/publications/231677-re-defining-reading-in-the-21st-century-e06d61f5.pdf

Guijaro, J.M., & Sanz, M.J. (2009). A Multimodal and Systemic Functional Study. In E. Ventola & J. M Guijarro (Eds), The World Told and the World Shown: Multisemiotic Issues. (pp. 107-123). Palgrave Macmillan.

Jewitt, C. (2009). Multimodal Discourse Across the Curriculum. Encyclopedia of language and education. pp. 1098-1108. doi: 10.1007/978-0-387-30424_84. Retrieved from https://www.researchgate.net/publication/226232200_Multimodal_Discourses_Across_the_Curriculum

Liswijayanti, F. (2017). Magnet cerita sedih dilayar kaca, makin sedih makin dicari. Femina. Retrieved from https://www.femina.co.id/trending-topic/magnet-cerita-sedih-di-layar-kaca-makin-sedih-makin-dicari-

Oxford Advanced Learner’s dictionary. (2010). Oxford University Press

Paltridge, B. (2012). Discourse Analysis. Literacies (2nd ed.). Printed and bound in India.

Rodero, et al. (2012). Male and female voices in commercials: Analysis of effectiveness adequacy for the product, attention, and recall. Sex Roles. Vol 67, p 5-6. doi: 10.1007/s11199-012-0247-y. Retrieved from https://www.researchgate.net/publication/235780618_Male_and_Female_Voices_in_Commercials_Analysis_of_Effectiveness_Adequacy_for_the_Product_Attention_and_Recall

Zhang, Y. (2015). The impact brand image on consumer behavior: a literature review. Business and Management. Vol 03 (01), p. 58-62. doi: 10.4236/ojbm.2015.31006. Retrieved from https://www.researchgate.net/publication/273306761_The_Impact_of_Brand_Image_on_Consumer_Behavior_A_Literature_Review (The impact of brand image on consumer behavior)




DOI: https://doi.org/10.9744/katakita.9.1.88-97

Refbacks

  • There are currently no refbacks.


Supported by

 

Indexed by



Statistic Installed since 17 December 2018
View My Stats