Multimodal semiotics analysis of McDonald’s UK video advertisement

This item is published by Universitas Islam Negeri Sunan Ampel Surabaya

Roghib, Achmad Choirun Nizar (2024) Multimodal semiotics analysis of McDonald’s UK video advertisement. Undergraduate thesis, UIN Sunan Ampel Surabaya.

[img] Text
Achmad Choirun Nizar Roghib_03020320025 full.pdf
Restricted to Repository staff only until 10 July 2027.

Download (3MB)
[img] Text
Achmad Choirun Nizar Roghib_03020320025.pdf

Download (4MB)

Abstract

This research aims to analyze the meaning of the use of integrated communication modes in McDonald's UK advertising videos. The process of investigating the meaning of using types of modes or multimodality through visual grammar analysis by Kress and Leeuwen (2006). Two problems must be solved in this research: (1) What are the modes of communication shown in McDonald’s UK video ads; (2) What is the meaning of each mode displayed in McDonald's UK video advertisements with the theory of visual grammar by Kress and Van Leeuwen. This research used a qualitative descriptive method to demonstrate a significant understanding of the meaning of incorporating the diverse modes of each cutscene. In addition, the researcher acted as an important instrument in the study. Data collection was done by converting the advertising videos into cutscenes. This was followed by identifying linguistic, visual, and gestural modes by assigning colour marks and the researcher identifying audio and spatial modes directly. Each communication mode data was classified by type and interpreted through visual grammar. The research results showed that there were 228 times of data belonging to 5 types of communication modes in 55 cut scenes. The communication modes are divided into linguistic 21, visual 55, gestural 46, audio 51, and spatial 55. Meanwhile, the 55 cutscenes are grouped into 26 scenes containing about 284 metafunctions divided into representational 116, interactive 81, and compositional 87. The implemented multimodal elements play an effective role in conveying persuasive information to viewers. The use of communication modes in the ad represents McDonald's recognizing campaign with a raised eyebrow gesture and McDonald's campaign in the UK to support the movement towards net zero emission through the use of paper bags.

Statistic

Downloads from over the past year. Other digital versions may also be available to download e.g. from the publisher's website.

Item Type: Thesis (Undergraduate)
Creators:
CreatorsEmailNIM
Roghib, Achmad Choirun Nizarachmadchoirunnizar.r@gmail.com03020320035
Contributors:
ContributionNameEmailNIDN
Thesis advisorSuhandoko, Suhandokosuhandoko@uinsby.ac.id2028058902
Thesis advisorKurjum, Mohammadmkurjum@gmail.com2002096902
Subjects: Bahasa Inggris
Iklan
Linguistik
Keywords: Multimodal; mode of communication; visual grammar; video advertisement; McDonald's
Divisions: Fakultas Adab dan Humaniora > Sastra Inggris
Depositing User: Achmad Choirun Nizar Roghib
Date Deposited: 10 Jul 2024 07:24
Last Modified: 10 Jul 2024 07:24
URI: http://digilib.uinsa.ac.id/id/eprint/71407

Actions (login required)

View Item View Item