Short Communication
Year: 2023 | Month: July | Volume: 10 | Issue: 7 | Pages: 335-349
DOI: https://doi.org/10.52403/ijrr.20230746
Examining the Utilization of Multimodal Resources in Avoskin Advertising Campaigns
Cici Frilly Kamboda1, Nonny Basalama2, Abid3
1,2,3Postgraduate English Education, Universitas Negeri Gorontalo, Gorontalo, Indonesia
Corresponding Author: Nonny Basalama
ABSTRACT
The use of language is not only for communication, but also delivering message, expressing emotion, informing each other, and even persuading others. People use different modes of signs for meaning-making, a term referring to multimodality. Multimodal discusses different ways of communication such as verbal, color, gesture, sound, and other resources. The used of multimodal aims to persuade people, and this kind of persuasive is used in Avoskin advertisement to change the viewer into their costumer. Accordingly, this study focused on the persuasive languages used systemic functional linguistic and multimodal. This study conducted to find out the persuasive languages used in Avoskin Beauty advertisement and to investigate how does Avoskin Beauty persuade its audiences. The data this study drew upon analytical tools from systemic function linguistic proposed by Halliday (1976), and multimodal by Kress & Van Leeuwen (1996).Avoskin Beauty advertisements used 5 kinds of persuasive languages to attract the viewers. Furthermore, with the different number of the persuasive language found that not all the persuasive language applied in Avoskin advertisements. In persuading the audiences the advertisements applied all the textual and interpersonal components. While experimental not all the component applied in the advertisement. The music analysis found that the music was not relate to the product advertised, but affecting to the product. In the further, further research can analyze the persuasive language in two or more different advertisement of skincare, or make a comparison the persuasive language used in advertisements of Avoskin and others advertisements.
Keywords: Persuasive Language, Multimodal, Systemic Function Linguistic, Advertisement, Avoskin.
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