Abstract
More rapid technological advances made this a very effective medium in communicating and conveying messages to the public. Television, the internet, radio, etc., are mediums that companies frequently use in promoting their products through advertisements. Advertisements have a large influence on making consumers buy the products. Hence, the success of an advertisement will decide the sales of a product. This research was conducted to analyze how Raisa's version of the AQUA advertisement represents the image of AQUA being the most healthy and clean drinking water through the use of functional systemic linguistic theory and a combination of Anstey and Bull's multimodal theory and Kress & Van Leeuwen's multimodal analysis. This advertisement in the form of audiovisuals displayed on the social media platform, YouTube, with the title of 'Tidak Semua Air Sama, Mau Tahu Cara Raisa Memilih Air Minum Untuk Kesehatan Keluarga'. This study uses a semiotic approach that focuses on multimodal systems, which include linguistic, visual, audio, gestural, and spatial. The type of research used is qualitative research with a multimodal analysis approach. Language messages are carried out through spoken language, and written language makes the audience understand more about what is going on. Although it has a short duration, this ad managed to leave a distinct impression on the audience by focusing on conveying every important message. The results of the analysis reveal that these five multimodal systems are integrated into this advertisement. This advertisement covers all five aspects of a multimodal semiotic system, and these five aspects are integrated to add to the core of the message, which is to advertise AQUA mineral water.
Highlights
Discourse is one of the important research objects in the study of language
In this research, the advertising discourse that will be analyzed multimodally is the 'Raisa' version of the AQUA advertisement, which is aired on the social media platform, YouTube, with the theme of 'Not all water is the same, want to know how Raisa chooses the right drinking water for her family’s health?'
The concept created in the "Raisa" version of the AQUA advertisement is a form of approach to the community towards AQUA products, especially for Indonesian families to protect their families through a healthy way of life that begins with eating and drinking healthy foods of good quality
Summary
Discourse is one of the important research objects in the study of language (linguistics). Under the guidance of Linguistic Functional Grammar and visual grammar, this study attempts to look at any multimodal elements which comprise the advertisement and how these elements express meanings that strengthen the message intended by the producer. The multimodal discourse analysis is conducted by combining multimodal theory from Anstey and Bull (2010) and Kress and Van Leeuwen (2006), while to determine the generic structure of advertisement, this study follows Cheong’s formulation (2004). The previous researches almost all analyzed an advertisement using the Linguistic Functional Systemic proposed by Halliday (2004) and using the combining multimodal theory from Anstey and Bull (2010) and Kress and Van Leeuwen (2006), but they were using different advertisement products such as Dettol soap ad, YOUC1000 ad, Indomie ad, and Pantene shampoo ad. The data are analyzed by employing the functional systemic linguistic theory and a combination of Anstey & Bull's multimodal theory and Kress & Van Leeuwen's multimodal analysis
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