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The Structures of Visual Components on a Print Advertisement: A Case on Multimodal Analysis

Author

Listed:
  • Herman Herman
  • Sulistyani Sulistyani
  • Magdalena Ngongo
  • Endang Fatmawati
  • Nanda Saputra

Abstract

The goal of this study is to undertake a multimodal analysis of a print advertisement for the Samsung Galaxy S5. According to Cheong (2004), the  general structure of print advertisements is as follows- Capture^Focus^Justification. This structure encompasses both the verbal and visual aspects of advertising. The goal of this study is to describe the structure of multimodal analysis observed in a print advertisement for the Samsung Galaxy S5. To achieve the research's goal, descriptive qualitative research was used. The information, which is a print advertisement, was gathered via Google image results. As a result, some data analysis procedures include searching for and printing the Samsung Galaxy S5 print advertisement from a google image result, reading the text and attempting to analyze the advertisement, classifying and analyzing the data (advertisement) according to the verbal and visual components as presented by Cheong (2004), and finally drawing a conclusion. Finally, the researchers discovered that the structure of verbal (Announcement, Enhancer, Emblem, Tag, Cal-and-visit information) and visual (Lead, Display, and Emblem) components are included in the advertisement.

Suggested Citation

  • Herman Herman & Sulistyani Sulistyani & Magdalena Ngongo & Endang Fatmawati & Nanda Saputra, 2022. "The Structures of Visual Components on a Print Advertisement: A Case on Multimodal Analysis," Studies in Media and Communication, Redfame publishing, vol. 10(2), pages 145-154, December.
    • Handle: RePEc:rfa:smcjnl:v:10:y:2022:i:2:p:145-154
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    References listed on IDEAS

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    1. Herman . & Nguyen Van Thao & Naomi Anggraini Purba, 2021. "Investigating Sentence Fragments in Comic Books: A Syntactic Perspective," World Journal of English Language, Sciedu Press, vol. 11(2), pages 139-139, September.
    2. Herman & Ridwin Purba & Nguyen Van Thao & Anita Purba, 2020. "Using Genre-based Approach to Overcome Students’ Difficulties in Writing," Journal of Education and e-Learning Research, Asian Online Journal Publishing Group, vol. 7(4), pages 464-470.
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    Citations

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    Cited by:

    1. Dewirahmadanirwati Dewirahmadanirwati & Fatmahwati A & Syamsurizal Syamsurizal & Eka Suryatin & Dewi Juliastuty & Martina Martina & Wahyu Damayanti & Nanda Saputra, 2023. "Implementation of Partnership Principles in Cross-Cultural Communications Amongst Malay, Akit, and Chinese Ethnics," World Journal of English Language, Sciedu Press, vol. 13(3), pages 1-44, April.
    2. Tutiariani Nasution & Herman Herman & Resmi Resmi & Rosmeri Saragih & Yusniati N. Sabata & Nanda Saputra, 2023. "Character Values in the Oral Tradition of Folk Songs From Dairi," Studies in Media and Communication, Redfame publishing, vol. 11(5), pages 10-17, June.
    3. Magdalena Ngongo & Nanda Saputra & Lasino Lasino & Akhmedova Mehrinigor Bahodirovna, 2023. "A Systemic Functional Linguistic Analysis of Clauses Relationship in Luke Gospel Text, Janji Baru Using Kupang Malay," Studies in Media and Communication, Redfame publishing, vol. 11(5), pages 33-40, June.

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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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