An AQUA Advertisement’s Multimodal Discourse Analysis

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.