Multimodal Analysis of “Energen” Ads

Abstract

This paper discusses the multimodal analysis of Energen advertising. Print media advertisements and electronic media advertisements are texts that have a complex meaning. The complexity of meaning occurs because to convey messages in advertisements, not only language elements are used but also nonverbal language elements and other visual means. Therefore, to understand the complexity of meaning, it is necessary to do a multimodal analysis in the advertisement. The multimodal analysis discussed in this paper uses the theory of functional systemic linguistics (LSF). The multimodal analysis model was developed from a combination of multimodal theory (Anstey & Bull, 2010), and multimodal analysis by Kress and Van Leeuwen (1996-2006). From the analysis of Energen's advertisements, it is found that Energen's advertisements have a multimodal semiotic system which includes linguistic, visual, audio, gestural, and spatial elements. Keywords: multimodal, advertising