Multimodal Discourse: Verbal and Visual Design of “OPPO Reno3 Pro” Smartphone Advertisement on Television

Muthaharoh, Berliana (2020) Multimodal Discourse: Verbal and Visual Design of “OPPO Reno3 Pro” Smartphone Advertisement on Television. Undergraduate (S1) thesis, IAIN Kediri.

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Abstract

This study was conducted to discover the verbal and visual design utilized by OPPO company in the advertisement of OPPO Reno3 Pro smartphone on television and to explore how these resources communicate meanings in its advertisement to persuade the viewers to buy the product. The data were analyzed by using Kress and Leeuwen’s (2006) theory adapted from Halliday’s systemic functional grammar. A descriptive qualitative method was employed. There are two phases to analyze the data, namely description and interpretation. In the description phase all semiotic resources and the organizations within the image are identified. Meanwhile, in the interpretation phase attempts to link and explain all those resources (words, images, font, color, and position of those resources) were made. The findings revealed 11 phrases of verbal design and 19 images of visual design employed in the advertisement. The visual design consists of the representational, interactional, and compositional meanings. The representational meaning is realized through the narrative process and the conceptual process. The narrative process is created by showing 12 actional processes and 4 reactional processes. However, the conceptual process is employed in an analytical process 3 times. Then, the interactional meaning is realized through the gaze that only appears in offer types 8 times, social distance 11 times, and the angle of horizontal used in 19 frames. In addition, the compositional meaning is realized through information value shown in 2 images for 2 times, salience in 21 scenes, and framing 5 times in different phrases. It is shown that the verbal design contributes to build the message that is intended by the producer to persuade the viewers as the prospective customers to buy OPPO Reno3 Pro smartphone. Besides, the visual design successfully displayed through various actions which are related to the advertisement genre, for example taking pictures and selfies, zooming the photos, unplugging the phone’s charger, and playing the PUBG game.

Item Type:	Thesis (Skripsi, Tesis, Disertasi) (Undergraduate (S1))
Subjects:	20 LANGUAGE, COMMUNICATION AND CULTURE (Ilmu Bahasa, Komunikasi dan Budaya) > 2004 Linguistics (Ilmu Bahasa) > 200401 Applied Linguistics and Educational Linguistics
Divisions:	Fakultas Tarbiyah > Jurusan Tadris Bahasa Inggris
Depositing User:	Muh Hamim
Date Deposited:	26 Mar 2024 03:19
Last Modified:	26 Mar 2024 03:19
URI:	https://etheses.iainkediri.ac.id:80/id/eprint/12301

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