Multimodal Discourse Analysis of Djarum 76 Advertisement Entitled “New Normal”

Abstract

Advertisement is one of the communication media that aims to convey information in order to persuade people to buy products. Advertisements use verbal and nonverbal language in conveying the information, as the result it is included as multimodal text. Djarum 76 advertisement is interesting to analyze because they show a different concept from other cigarette advertisements. This study aims to (1) describe language metafunctions, (2) examine visual metafunctions, and (3) explain the relationship between language metafunction and visual metafunction of Djarum 76 advertisements as a multimodal text. The data used in this study are a video of Djarum 76 advertisements entitled "New Normal" in 2020. This video was obtained at Glow Films Jakarta’s YouTube channel, which is the production house for this advertisement. In collecting data, documentation methods and techniques of screenshots, transcripts, and notes were used. This study used the theory of Systemic Functional Linguistics by Halliday (1985), the theory of visual communication grammar from Kress and Leeuwen (2006), intersemiosis (Liu & O’Halloran, 2009) and resemiotization (Iedema, 2003). In explaining the research results, formal and informal methods were used. Based on the analysis of language metafunction, the Djarum 76 advertisement entitled “New Normal” is dominated by mental processes and relational identification processes, declarative mode, and simplex themes. Based on visual metafunctions, this advertisement is dominated by narrative representation process, no eye contact, far social distance, subjective, and center-margin information. The relationship of language and visual metafunctions show that this advertisement is dominated by additive intersemiosis. It means the text elements give a new information to visual elements and vice versa. In addition, resemiotization in this advertisement is used as a marketing technique to attract the attention of the audience.
 Keywords: Multimodality, Language Metafunctions, Visual Metafunctions, Intersemiosis, Resemiotization, Djarum 76 Cigarette Advertisiments