Proceedings of the 4th International Conference on Linguistics and Culture (ICLC-4 2023)

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The Advertisements of Vodka Produced Outside Russia: Semiotics and Multimodality

Authors
Tiara Bayu Sekaruthami1, *, Nia Kurnia Sofiah1
1Department of Linguistics, Faculty of Humanities, Universitas Indonesia, Depok, Indonesia
*Corresponding author. Email: tiarasekaruthami@gmail.com
Corresponding Author
Tiara Bayu Sekaruthami
Available Online 22 May 2024.
DOI
10.2991/978-2-38476-251-4_48How to use a DOI?
Keywords
Multimodality; Russia; Semiotics
Abstract

This research discusses the meanings of advertisements for vodka produced outside Russia. This research aims to find the meanings contained in five Russian vodka advertisements by analyzing the signs contained in the text and visuals of the advertisements. This research was conducted using a qualitative approach with a descriptive method. There are two theories used, namely: semantic theory by Peirce (Noth, 1990: 44–45) with its second trichotomy (Icon, Index, and symbol) as the unit of analysis: and Multimodal theory by Kress & Leeuwen (2006: 43) about three metafunctions (ideational: narrative and conceptual images; interpersonal: gaze, distance, perspective; and textual: new-given, ideal-real, center-margin, salience, frame). The results of the study found that text and visuals in advertisements become a unity of meaning and advertisements for vodka produced outside Russia display Russian characteristics.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 4th International Conference on Linguistics and Culture (ICLC-4 2023)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
22 May 2024
ISBN
978-2-38476-251-4
ISSN
2352-5398
DOI
10.2991/978-2-38476-251-4_48How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Tiara Bayu Sekaruthami
AU  - Nia Kurnia Sofiah
PY  - 2024
DA  - 2024/05/22
TI  - The Advertisements of Vodka Produced Outside Russia: Semiotics and Multimodality
BT  - Proceedings of the 4th International Conference on Linguistics and Culture (ICLC-4 2023)
PB  - Atlantis Press
SP  - 330
EP  - 337
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-251-4_48
DO  - 10.2991/978-2-38476-251-4_48
ID  - Sekaruthami2024
ER  -