An Analysis Of Multimodals On Grab Advertisement

Akmal Akmal, Chitra Latiffani, Iin Almeina


This study aims to analyse the grab advertisement by searching the form of audiovisual. This analysis of this study used the semiotic approach which was focused on the nultimodals system which included the linguistic, the visual, the audio, the gesture, and the spatial aspects. In the linguistic and the visual aspect, it used the theory of Cheong (2004). The results of this study described that the five multimodal systems were integrated each other especially in the contrast of colour. It was related to the metafunctions of the language, the material process of experiential function was so dominant (75,86%), In the interpersonal functions, the declarative was so dominant in used. In the textual functions, the marked theme is also dominant because they used the spoken language. The gesture aspect was good because they did not speak too much, but there were a few statements on the poster of the announcement.


multimodals, audiovisual, linguistic, gesture

Full Text:



Adedoyin, O. B. (2020). Qualitative Research Methods. Principles of Social Psychiatry: Second Edition, 77–87. 1002/9780470684214.ch7

Apriliyanti. (2017). MULTIMODAL SEMIOTIC SYSTEM ANALYSIS ON ADVERTISING AZAN SHOLAT (Malaysia Version). 86. MELT Journal, 2(2), 86–95.

Bateman, J., & Schmidt, K.-H. (2012). Multimodal Film Analysis. In K. L. O’Halloran (Ed.), Multimodal Film Analysis (First Edit). Routledge Taylor & Francis Group. 9780203128220

Chandler, D. (2007). Semiotics the Basics, Second Edition (Second Edi). Routledge Taylor & Francis Group. 10.1016/S0378-2166(02)00176-5

Cook, G. (2006). Discourse_of_advertising (R. Carter & Nottingham (eds.); second). Routledge Taylor & Francis Group.

Cropley, A. (2019). Introduction to qualitative research methods. In A research handbook for patient and public involvement researchers. 10.7765/ 9781526136527.00012

Fajri, T. A. Al. (2018). Pentingnya Penggunaan Pendekatan Multimodal Dalam Pembelajaran. Waskita, 02(01), 57–72. php/waskita/issue/view/3

Gao. (2018). Gao, H. (2018). Cross-cultural management strategies of McDonald‟s in France-based on a multimodal discourse analysis of three print advertisements. International Journal of Advances in Social Sciences and Humanities, 6(3), 1-10. International Journal Advances in Social Science and Humanities, 6(03), 1–10.

Halliday, M. A. K., & Matthiessen, C. M. I. M. (2014). Halliday’s introduction to functional grammar: Fourth edition. In Routledge Taylor and Francis Group. Routledge Taylor & Francis Group.

Iedema, R. (2003). Multimodality, resemiotization:extending the analysis of discourse as multi-semiotic practice. Sage, 29–57. 14703572 03002001751

Kress, G., & Leeuwen, T. van. (2006). Reading Images: The Grammar of Visual Design (Second Edi). Routledge Taylor & Francis Group.

Ly, T. H., & Jung, C. K. (2015). Multimodal Discourse: A Visual Design Analysis of Two Advertising Images. International Journal of Contents, 11(2), 50–56.

McCracken, G. (1987). Advertising: Meaning or Information. Tetrahedron Letters, 28 (44), 5241–5244.

Nafis, R. N. (2020). Multimodal Discourse Analysis in Indonesian Ministry of Tourism Videos Advertisement. Universitas Islam Negeri Maulana Malik Ibrahim.

O’Halloran, K. . (2011). Multimodal Discorse Analysis. In K. H. and Paltridge (Ed.), Multimodal Discourse Analysis. In K. Hyland and B. Paltridge (eds) Companion to Discourse (K.Hyland a, pp. 1–34). Continuum.

Rosa, R. N. (2014). Analisis Multimodal pada Iklan Sunsilk Nutrien Sampo Ginseng. Kajian Linguistik, 2, 136–148.

Yunus, R. N. (2020). Analisis Multimodal Pada Iklan Layanan Masyarakat. Jurnal Manajemen Tools, 12(2), 83–89.



  • There are currently no refbacks.

Copyright (c) 2021 Aksara: Jurnal Ilmu Pendidikan Nonformal

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Magister Pendidikan Nonformal Pascasarjana Universitas Negeri Gorontalo
Jl. Soedirman No. 06 Gorontalo 96128 e-mail: