THE MULTIMODAL ANALYSIS OF ADVERTISING TAGLINE "TOLAK ANGIN SIDOMUNCUL” THROUGH SYSTEMIC FUNCTIONAL LINGUISTICS APPROACH

Abstract

Tagline is one way to attract the customer attention to remember the products with the catch-up phrase. An ad tagline can create a new image of its brand and also provide a persuasive effect that affects the audience behavior. The effectiveness of an advertisement is very important to analyze. This research uses qualitative methods to analyze the use of multimodal linguistics in looking at the effectiveness of Tolak Angin Sidomuncul ad. Mutlitodal elements are analyzed in Tolak Angin Sidomuncul ad applying systemic functional linguistics (SFL) in analyzing the multimodal elements such as linguistic, visual, audio, gestural, and spastial elements. The results of this research showed that the use of multimodal elements in Tolak Angin Sidomuncul Ads are interconnected each other to convey the meaning and message which aims to attract the attention of audience to buy Tolak Angin Sidomuncul products.