Multimodal Analysis of Car Advertisements

DOI

10.2991/klua-18.2018.52How to use a DOI?

Keywords

advertisement discourse, car advertisement, critical discourse analysis, multimodal discourse analysis, semiotic analysis

Abstract

Critical discourse analysis (CDA) has an interest in concepts like communication patterns in public institutions, media discourse (reports, advertisements discourse, television broadcasts etc.), the constitution of individual and group identity that convey ideological attitudes, power and status. One of the media discourse used in this study is advertisement discourse. The researcher took three popular and most brand values; they are Toyota, Mercedes-Benz and BMW produced in 2017. The aim of this study is to analyze the data using CDA and semiotic analysis. The researcher used qualitative method in the methodology approach. The result showed that all the advertisements have many aspects based on the good 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  - Eka Kuswandini
PY  - 2018/07
DA  - 2018/07
TI  - Multimodal Analysis of Car Advertisements
BT  - Proceedings of the International Conference on Language Phenomena in Multimodal Communication (KLUA 2018)
PB  - Atlantis Press
SP  - 348
EP  - 352
SN  - 2352-5398
UR  - https://doi.org/10.2991/klua-18.2018.52
DO  - 10.2991/klua-18.2018.52
ID  - Kuswandini2018/07
ER  -