Hidayati, Ismi Arifah (2017) A Multimodal Discourse Analysis On Slogan Advertisement Of Singapore Burger King Controversy Edition. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menganalisis Multimodal wacana analisis iklan Super Seven Incher of Burger King kontroversial Peneliti melakukan penelitian tentang multimodal mode yang berinteraksi dengan mode lain teks dan interaksi tapi para penulis dan percakapan peserta dan juga banyak mode lain seperti tertulis teks dan gambar.Tujuan dari penelitian ini adalah untuk mendeskripsikan berbagai mode seperti gambar visual dan teks tertulis. Penelitian ini menggunakan pendekatan Deskriptif Kualitatif. Data dari penelitian ini disampaikan oleh slogan atau tagline Singapore’s Burger King Controversial Advertisement yang membangun hubungan antara penulis dan pembaca berdasarkan pada Halliday's SFL (1994) dan Kress and Van Leeuwen's Visual Grammar (2006). Sumber data diambil dari Internet. Peneliti menemukan bahwa citra dan mode visual lainnya mampu mewakili hubungan sosial tertentu dalam komunikasi. Secara khusus hubungan sosial antara penampil dan objek yang diwakili telah mewakili three-metafunction yaitu Ideational. Metafunction, Interpersonal and Textual. Sementara itu, dalam membahas makna gambar dalam komunikasi visual: Representational bukan Ideat ional, Interactive bukan Interpersonal, and Compositional bukan Textual. Sedang kan untuk makna representasi dapat dibedakan dua jenis citra dalam judul karakteristik gambar yang berbeda, satu adalah gambar Narrative yang melibatka n empat proses yaitu Action Process, Reactional Process,Speech and Mental Proc ess, and Conversational Process lainnya adalah Conceptual Images yang meliputi Tiga macam: Classificational process, Analytical process,and Symbolic process. Dalam proses komunikasi, sistem makna sangat ditentukan oleh tiga aspek Contex t Situational: makna ideational menurut Field, maknaInterpersonal dengan Tenor dan makna Textual dengan Mode. Berdasarkan temuan dan diskusi tersebut, peneliti menyimpulkan bahwa pemberian Burger King kepada pemirsa dan gambar hanya memiliki arti bahwa Visual Images berasal dari Element Visual yang berbeda yang diajukan oleh teoriteori yang digunakan. Makna yang mungkin akan ditafsirkan oleh pemirsa sebuah gambar.
English Abstract
This study aims at analyzing Multimodal Discourse Analysis of a controversial advertisement Super Seven Incher of Burger King’s. The researcher conducted a study about multimodal modes which interact with other modes of texts and interaction but the authors and conversational participants and also many other modes like written text and pictures. The objectives of the study are to describe various modes such as visual images and written text. This research used Descriptive Qualitative approach. The data of this study was delivered by slogan or tagline in Singapore’s Burger King Controversial analyzed using Halliday’s SFL (1994) and Kress and Van Leeuwen’sVisual Grammar (2006). The data source was taken from women’s life article website. The researcher found that image and other visual modes are able to represent a particular social relation in communication. In particular social relation between the producer, the viewer and the object represented has to represent three metafunctions namely the ideational, interpersonal and textual metafunction. Meanwhile, in discussing the meaning of the image in visual communication: representational instead of ideational, interactive instead of interpersonal, and compositional instead of textual. As for the representational meaning can be distinguished two kinds of image in the heading of the different characteristics of image, one is narrative images which involve four processes namely action process, reactional process, speech and mental process, and conversational process another is conceptual images which include three kinds: classificational process, analytical process, and symbolic process. In the process of communication, the meaning system is largely determined by the three aspects of situational context: ideational meaning by field, interpersonal meaning by tenor and textual meaning by mode. Based on the finding and discussion, the researcher concluded that Burger King’s provide the viewers with images have meanings only the meaning of visual image comes from different visual element proposed by the theories were used. The possible meanings which will be interpreted by the viewer of an image.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FBS/2017/592/051707372 |
| Uncontrolled Keywords: | Analisis Wacana Multimodal, Systemic Functional Linguistics, Cotext, Slogan, Kontroversial Burger King’s |
| Subjects: | 400 Language > 401 Philosophy and theory; international languages > 401.4 Communication; semantics, pragmatics, languages for special purposes > 401.41 Discourse analysis |
| Divisions: | Fakultas Ilmu Budaya > Bahasa dan Sastra Inggris |
| Depositing User: | Nur Cholis |
| Date Deposited: | 11 Sep 2017 02:11 |
| Last Modified: | 16 Nov 2020 11:45 |
| URI: | http://repository.ub.ac.id/id/eprint/2304 |
Preview |
Text
Ismi Arifah Hidayati.pdf Download (2MB) | Preview |
Actions (login required)
 |
View Item |