A MULTIMODAL ANALYSIS OF FAMILY REPRESENTATION IN LIFEBUOY ONLINE ADVERTISEMENTS

Intan Ananda Rahayu, - (2019) A MULTIMODAL ANALYSIS OF FAMILY REPRESENTATION IN LIFEBUOY ONLINE ADVERTISEMENTS. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Communication can be done through not only orally or written but also visual texts. The use of visual and verbal modes are commonly found in advertisements. The purpose of this study is to investigate the visual and verbal representation of family in Lifebuoy online advertisements and the signification of the representation. This study employs a qualitative approach supported by simple descriptive quantification. The data for this study are several Lifebuoy online advertisements uploaded from 2012 to 2015 that are taken from https://www.facebook.com/lifebuoy/. The analysis focuses on the visual and verbal representation of family in the advertisements. In order to identify the visual representation, this study uses visual grammar as proposed by Kress and van Leeuwen (2006). The verbal representation was examined by using transitivity as proposed by Halliday (1994). The findings show that family is represented as an active and affectionate group of people who are caring and willing to take care of each other.

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Official URL: http://repository.upi.edu/
Item Type: Thesis (S1)
Uncontrolled Keywords: Family representation, multimodal discourse analysis, online advertisements
Subjects: H Social Sciences > H Social Sciences (General)
L Education > L Education (General)
P Language and Literature > PN Literature (General)
Divisions: Fakultas Pendidikan Bahasa dan Sastra > Jurusan Pendidikan Bahasa Inggris > Program Studi Bahasa dan Sastra Inggris (nonpendidikan)
Depositing User: Intan Ananda Rahayu
Date Deposited: 06 Feb 2020 03:05
Last Modified: 06 Feb 2020 03:05
URI: http://repository.upi.edu/id/eprint/44622

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