UNIVERSITAS AIRLANGGA



Detail Article

Anglicist

ISSN 2301-5837

Vol. 1 / No. 1 / Published : 2012-02

Order : 5, and page :28 - 33

Related with : Scholar   Yahoo!   Bing

Original Article :

The multimodality concept used in the djarum l.a. lights cigarette advertisement billboard in central surabaya

Author :

  1. Nensy Triristina*1
  1. Mahasiswa Fakultas Ilmu Budaya

Abstract :

Cigarette advertisement billboards have a persuasive tool to attract the consumers through the verbal and visual elements. The relationship between the verbal and visual elements is recommended to the advertisers in order to support the visualization of the advertisement to capture the attention of the target market. Therefore, this study is intended to know how the advertisers have used these two elements in cigarette advertisement billboards. In the process of data collection, the writer took Djarum L.A.Lights cigarette advertisement billboard displayed on Jl. Urip Sumohardjo Surabaya. The meaning making process in the visual and verbal element can be analyzed based on the aspect of the framing, camera frame, camera angle, color, subject posing, product placement, and verbal text. The data shows that Djarum L.A. Lights billboard connotes that this is the right solution in cigarette choice. The verbal and visual elements of the advertisement are performed through employing the multimodality persuasive by linking the modes of image and text. These elements are useful strategy in guiding the audience’s attention.

Keyword :

Advertisement, Billboard, Djarum L.A. Lights, Information Linking, Multimodality,


References :

Ayatrohaedi,(1979) Dialektologi Jakarta : Pusat Pembinaan dan Pengembangan Bahasa

Kotler, P., & Keller, K. L.,(2006) Marketing Management (Twelfth Editiion). New Jersey : Pearson Ed

Kress G. ,(2010) Multimodality: A Social Semiotic Approach to Contemporary Communication New York : Routledge

Kress, G & van Leeuwen, T. ,(2006) Reading Images: The Grammar of Visual Design (Second edition) Oxon : Routledge

Messaris, P. ,(1997) The Roles of Images in Advertisement California : Sage Publication





Archive Article

Cover Media Content

Volume : 1 / No. : 1 / Pub. : 2012-02
  1. The Comparisons Between The Language Used By Male And Female Peers In Twitter
  2. An Analysis Of Questions Used By An English Teacher In Classroom (a Case Study At The 10th Grade Of Sma Al-yasini Pasuruan 2011/2012)
  3. The Characteristics Of Stuttering In The Utterances Of An Indonesian Male Adult With Developmental Stuttering
  4. Hedges Usage In Mixed-gender Conversation Among English Department Students Airlangga University
  5. The Multimodality Concept Used In The Djarum L.a. Lights Cigarette Advertisement Billboard In Central Surabaya
  6. The Use Of Punctuation Marks In Written Comments Of Photoportal On Yahoo! Omg!

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