MULTIMODAL SEMIOTIC SYSTEM ANALYSIS ON ADVERTISING AZAN SHOLAT (Malaysia Version)

Apriliyanti Apriliyanti

doi:10.22303/melt.2.2.2017.86-95

Apriliyanti Apriliyanti

Open Access

https://doi.org/10.22303/melt.2.2.2017.86-95

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Abstract

This research analized the multimodal of advertisement Azan Prayer Malaysia Version. Advertising both print media ads and electronic media ads is one text that has complexity of meaning. The complexity of the meaning that occurs because to convey the message in the ad not only used elements of language but also elements of nonverbal language and other visual means. Therefore, to understand the complexity of meaning needs to be done multimodal analysis in the ad. The multimodal analysis discussed in this study uses functional systemic linguistic theory (LSF). Multimodal model of analysis was developed from a combination of multimodal theory (Anstey &amp; Bull, 2010), and multimodal analysis by Kress and Van Leeuwen (1996-2006). From the analysis of the advertisement Azan Prayer Malaysia Version obtained that this ad has multimodal semiotic system which includes linguistic, visual, audio, gestural, and spastial elements.

Highlights

The language is in the form of verbal language that is spoken and written language, and non-verbal language such as motion, sound, object, color and so on. In these communications both languages play an almost equal role, because by relying only on verbal language and without considering the non-verbal language, our understanding of something will be limited. This is consistent with what is said in Sinar (2012: 131) that verbal language alone without all motion, sound, color and material objects limits our Apriliyanti, Multimodal Semiotic System Analysis... 87 understanding of the complexity of an interaction and interactional meaning can have limited effect on a communication
In this study the authors will conduct an analysis of multimodal semiotics system against a Malaysian version of Azan advertisement to prove that the interpersonal elements referred to have their respective roles in conveying the message
Multimodal analysis emphasizes that all means of communication play an important role both verbal and non verbal because the language contains meaning, content or informative content

Summary

Introduction

Language is a tool of human communication in conveying ideas, ideas, feelings and statements. This is consistent with what is said in Sinar (2012: 131) that verbal language alone without all motion, sound, color and material objects limits our Apriliyanti, Multimodal Semiotic System Analysis...

Results

Conclusion