The Structure Of Selected Print Advertisements: A Multimodal Analysis
The Structure of Selected Print Advertisements: A Multimodal Analysis
Introduction
Print advertisements are a crucial marketing tool used by businesses to attract consumer attention and promote their products or services. In the thesis "Selected Print Ad Structure: A Multimodal Analysis", an in-depth analysis of the print ad text was conducted using language metaph function analysis and multimodal analysis. The main purpose of this study is to explore the relationship between verbal and visual text construction in building the print ad genre. This analysis aims to provide insight into the structure of print advertising and how it contributes to social construction.
Analysis Method
The analysis applied in this study combines two main approaches. First, the analysis of the language metapholoration carried by Halliday (1985, 1994, 2004), which includes ideal, interpersonal, and textual functions. Second, multimodal analysis based on Kress and Van Leeuwen's theory (2006) and Cheog (2004). In analyzing verbal texts, the Halliday Metapholism Approach is used, while for visual analysis applied by the visual metaphysi components of KRESS and LEEUWEN.
The Halliday Metapholism Approach is a useful tool for analyzing verbal texts, as it provides a framework for understanding the functions of language in communication. This approach is particularly useful in analyzing the language used in print advertisements, as it can help to identify the underlying ideologies and values that are being promoted.
Data Source
The data used in this study came from print advertisements such as "New Pond's Nourishing System", "New Dove Flawless White" from the Harper's Bazaar Indonesia magazine, and "Brand's" and "Nutrishake" from Men's Health Indonesia magazine. This study uses a document study method to collect visual data from the selected ad text.
The use of a document study method allows for a detailed analysis of the visual elements of the print advertisements, including the images and layout. This approach is particularly useful in analyzing the visual metaphysi components of the advertisements, as it can help to identify the underlying ideologies and values that are being promoted.
Critical Discourse Approach
As part of media content analysis, this study also uses critical discourse moments developed by the Dirks (2006: 117) to identify and classify data. In this analysis, the multimodal component is integrated to cover all semiotic sources contained in the text. By using a language and visual metaphunction approach, researchers found that each metapholism component has the same potential in expressing genres.
The critical discourse approach is a useful tool for analyzing the underlying ideologies and values that are being promoted in print advertisements. This approach can help to identify the ways in which the advertisements are constructing social reality and promoting certain values or ideologies.
The Relationship Between Verbal and Visual Text
The analysis results show that visual and verbal texts in print advertisements have additive and consequence relationships. This means that the two elements complement each other in delivering advertising messages. For example, the images displayed in advertising not only support the text, but also provide deeper context and emotions for the audience.
The relationship between verbal and visual text is a crucial aspect of print advertising, as it can help to create a more engaging and effective advertising message. By combining verbal and visual elements, advertisers can create a more comprehensive and persuasive message that resonates with their target audience.
Ideology in Advertising
The genre expressed by ad text can be influenced by an underlying ideology. In this study, two main ideologies were found that emerged, namely the ideology of sexism and ideology that assumed equality between men and women. Both are reflected in the way of delivering messages, image selection, and language used in ad text.
The ideology of sexism is a common theme in many print advertisements, particularly those that target women. This ideology can be seen in the way that women are often portrayed as being dependent on men or in need of male protection. This can be seen in the use of language and imagery that reinforces traditional gender roles and stereotypes.
Conclusion
Through a comprehensive multimodal analysis, this research succeeded in showing how printed advertisements not only function as marketing tools, but also as a reflection of ideology that exists in society. The relationship between verbal and visual text, as well as an understanding of the underlying ideology, is very important to understand how advertising forms consumer views. Thus, this analysis not only provides insight into the structure of print advertising, but also about how advertising contributes to social construction.
In conclusion, this study has provided a comprehensive analysis of the structure of print advertisements and how they contribute to social construction. The use of a multimodal approach has allowed for a detailed analysis of the verbal and visual elements of the advertisements, as well as the underlying ideologies and values that are being promoted. This study has shown that print advertisements are not just a marketing tool, but also a reflection of the ideology that exists in society.
Recommendations
Based on the findings of this study, the following recommendations are made:
- Advertisers should be aware of the underlying ideologies and values that are being promoted in their advertisements.
- Advertisers should use a multimodal approach to create a more comprehensive and persuasive advertising message.
- Advertisers should be aware of the potential impact of their advertisements on consumer views and social construction.
Limitations
This study has several limitations that should be noted. Firstly, the study only analyzed a limited number of print advertisements, which may not be representative of the broader advertising industry. Secondly, the study only analyzed the verbal and visual elements of the advertisements, and did not consider other factors such as sound and music. Finally, the study only analyzed the advertisements from a critical discourse perspective, and did not consider other perspectives such as cultural or historical.
Future Research Directions
Future research directions for this study could include:
- Analyzing a larger number of print advertisements to see if the findings of this study are generalizable to the broader advertising industry.
- Considering other factors such as sound and music in the analysis of print advertisements.
- Analyzing the advertisements from other perspectives such as cultural or historical.
- Conducting a longitudinal study to see how the structure of print advertisements changes over time.
References
Dirks, A. (2006). Critical discourse analysis. In A. Dirks (Ed.), Critical discourse analysis (pp. 117-135). New York: Routledge.
Halliday, M. A. K. (1985). An introduction to functional grammar. London: Edward Arnold.
Halliday, M. A. K. (1994). An introduction to functional grammar. London: Edward Arnold.
Halliday, M. A. K. (2004). An introduction to functional grammar. London: Edward Arnold.
Kress, G., & Van Leeuwen, T. (2006). Reading images: The grammar of visual design. London: Routledge.
Cheog, J. (2004). Multimodal analysis of visual and verbal texts. Journal of Visual Communication, 3(1), 1-15.
Q&A: The Structure of Selected Print Advertisements: A Multimodal Analysis
Introduction
In our previous article, we explored the structure of selected print advertisements through a multimodal analysis. This analysis aimed to provide insight into the relationship between verbal and visual text construction in building the print ad genre. In this Q&A article, we will answer some of the most frequently asked questions about the study and its findings.
Q: What is multimodal analysis, and how is it used in this study?
A: Multimodal analysis is a research approach that examines the relationship between different modes of communication, such as language, image, and sound. In this study, we used multimodal analysis to examine the relationship between verbal and visual text in print advertisements. This approach allowed us to analyze the ways in which different modes of communication work together to create a cohesive and effective advertising message.
Q: What are the main findings of this study?
A: The main findings of this study are that print advertisements have an additive and consequence relationship between verbal and visual text. This means that the two elements complement each other in delivering advertising messages. We also found that the genre expressed by ad text can be influenced by an underlying ideology, and that the ideology of sexism is a common theme in many print advertisements.
Q: What are the implications of this study for advertisers and marketers?
A: The implications of this study for advertisers and marketers are that they should be aware of the underlying ideologies and values that are being promoted in their advertisements. They should also use a multimodal approach to create a more comprehensive and persuasive advertising message. Additionally, they should be aware of the potential impact of their advertisements on consumer views and social construction.
Q: What are the limitations of this study?
A: The limitations of this study are that it only analyzed a limited number of print advertisements, which may not be representative of the broader advertising industry. It also only analyzed the verbal and visual elements of the advertisements, and did not consider other factors such as sound and music. Finally, it only analyzed the advertisements from a critical discourse perspective, and did not consider other perspectives such as cultural or historical.
Q: What are the future research directions for this study?
A: Future research directions for this study could include analyzing a larger number of print advertisements to see if the findings of this study are generalizable to the broader advertising industry. It could also consider other factors such as sound and music in the analysis of print advertisements. Additionally, it could analyze the advertisements from other perspectives such as cultural or historical.
Q: What are the practical applications of this study?
A: The practical applications of this study are that it can help advertisers and marketers to create more effective and persuasive advertising messages. It can also help them to be aware of the potential impact of their advertisements on consumer views and social construction. Additionally, it can help them to identify and address any underlying ideologies or values that may be being promoted in their advertisements.
Q: What are the theoretical implications of this study?
A: The theoretical implications of this study are that it provides a new perspective on the relationship between verbal and visual text in print advertisements. It also highlights the importance of considering the underlying ideologies and values that are being promoted in advertisements. Additionally, it provides a framework for analyzing the ways in which different modes of communication work together to create a cohesive and effective advertising message.
Q: What are the future implications of this study?
A: The future implications of this study are that it can help to inform the development of more effective and persuasive advertising messages. It can also help to identify and address any underlying ideologies or values that may be being promoted in advertisements. Additionally, it can help to provide a framework for analyzing the ways in which different modes of communication work together to create a cohesive and effective advertising message.
Conclusion
In conclusion, this Q&A article has provided answers to some of the most frequently asked questions about the study and its findings. We hope that this article has provided a useful summary of the study and its implications for advertisers and marketers. We also hope that it has provided a useful framework for analyzing the ways in which different modes of communication work together to create a cohesive and effective advertising message.