Multimodality Analysis on Video Advertisement, A Case Study of Honda Vario Men and Women’s Advertisement
Honda Vario men and women advertisement is the same product advertisement, but a different type of delivery in the context of gender intended targets. This study conducted by theory of multimodality language in advertisement, determine linguistic feature and non-linguistic features, then elabora...
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| Format: | Theses and Dissertations NonPeerReviewed |
| Language: | English English |
| Published: |
2018
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| Subjects: | |
| Online Access: | http://repository.unair.ac.id/71532/1/abstrak.pdf http://repository.unair.ac.id/71532/2/full%20text.pdf http://repository.unair.ac.id/71532/ |
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| Institution: | Universitas Airlangga |
| Language: | English English |
| Summary: | Honda Vario men and women advertisement is the same product
advertisement, but a different type of delivery in the context of gender intended
targets. This study conducted by theory of multimodality language in
advertisement, determine linguistic feature and non-linguistic features, then
elaborates it using theory of language and gender. This study will be beneficial for
the students of Univertsitas Airlangga and it will give more understanding about
advertising and multimodality. Both advertisements using three attention seeking
startegies from the aspect of the image that provides information about product
details, verbal and text language that clarify the information about the product and
layout that encapsulates all aspects of attention seeking device. Honda Vario men
advertisement is dominated by many actions and women advertisement embodies
the image with the elegant impression. From linguistic aspect the use of language
in men advertisement tend to be every day language or informal but women
advertisement tend to be formal.. Honda Vario men advertisement used an actor
named Daniel Mananta, for women advertisement starring by Agnes Monica. Men
advertisement has a fast character with a loud rhythm but women advertisement
has an elegant background music and tends to a soft rhythm. Men advertisement
have not varied colours besides dominated by black and white, but women
advertisement presents varied colours. |
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