Multimodal Analysis of Kizuna, Oya Kara Ko E Dansu Advertisement

DOI

10.2991/klua-18.2018.13How to use a DOI?

Keywords

advertisement analysis, Japanese language, multimodality, nonverbal communication

Abstract

Language as a communication tool is an integral part of human being. Verbal communication is daily communication delivered in spoken or written forms, while the nonverbal communication has somehow lost its significance even though these two ways of communication apparently creates a valuable unification when both of them are utilized altogether. Our comprehension will be apparently limited if we ignore the nonverbal communication that uses gestures, object, and color as the media. Therefore, this paper highlights the combination of verbal and nonverbal communication in an advertisement by discussing the multimodality of kizuna, oyakarako e dansu advertisement. The advertisement promotes Pokarisuetto, a popular drink produced in Japan. Pokarisuetto is a healthy drink which is very popular. Either in printed or electronic advertisement, the complexity of the meaning is very obvious. This is due to the message delivery process that is not merely language oriented but also visual and gesture oriented. In order to provide the overview of the complexity of the meaning, multimodal analysis is required. The multimodal analysis discussed in this paper uses the theory of functional systemic linguistic and the model of multimodality as proposed by Anstey and Bull (2000) and also Kress and Van Leeuwen (2006). The result of the analysis shows that there are semiotic multimodality system that covers the linguistic, visual, audio, gestural and spatial elements of kizuna, oyakarako e dansu advertisement.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Muhammad Pujiono
PY  - 2018/07
DA  - 2018/07
TI  - Multimodal Analysis of Kizuna, Oya Kara Ko E Dansu Advertisement
BT  - Proceedings of the International Conference on Language Phenomena in Multimodal Communication (KLUA 2018)
PB  - Atlantis Press
SP  - 89
EP  - 95
SN  - 2352-5398
UR  - https://doi.org/10.2991/klua-18.2018.13
DO  - 10.2991/klua-18.2018.13
ID  - Pujiono2018/07
ER  -