scholarly journals MULTIMODAL ANALYSIS OF WARDAH LIPSTICK ADVERTISEMENT

2020 ◽  
Vol 7 (2) ◽  
pp. 149
Author(s):  
Aning Rustanti Raharjo ◽  
Didin Nuruddin Hidayat ◽  
Alek Alek ◽  
Nasifuddin Jalil

Advertising is utilized to promote certain products and attract the attention of potential customers to purchase the products. In this study, the researchers use advertisements broadcasted through an electronic form, namely Wardah lipstick advertisement. The advertisement is audiovisual, and the form of the message included sound and moving images. The analysis in this study used a semiotic approach and multimodal analysis focusing on multimodal systems, including aspects of linguistics, visual, audio, gestural, and location. This study used qualitative research methodology by applying a descriptive analysis in the research. The study found that this advertisement covers the five aspects of the multimodal semiotic system: linguistics, visuals, audio, gestural, and location. These five aspects are integrated to convey the core message in Wardah lipstick advertisement. Finally, this research found the meaning contained in an advertising message. The advertisement structure was also composed of verbal and visual text to persuade and affect buyers' decisions.  

2019 ◽  
Vol 8 (1) ◽  
Author(s):  
Fauziyyah Amatullah ◽  
Rusdi Noor Rosa ◽  
Fitrawati Fitrawati

AbstractMulitimodal is a study that analyzes the meaning of text containing two or more semiotic systems; linguistic, visual, audio, gesture and place. Analyzing multimodal through semiotic approach has been used in the analysis of cover magazine (Gill, 2015), mascara advertisement (Baykal, 2016), cartoon movie (Wulan, 2017), and music video (Brady, 2015). Meanwhile, in this research the writer analyzes multimodal in beauty product advertisement especially lipstick product. This research is intended to, 1) investigate how verbal and visual elements conveyed meanings in both Wardah Lip Cream Matte Lipsticks and Purbasari Hi Matte Lip Cream advertisements. 2) find the comparison between verbal and visual elements used in Wardah Exclusive Matte Lip Cream and Purbasari Hi Matte Lip Cream advertisements. This research used descriptive qualitative method. Based on the data of analysis, it reveals that the visual and verbal processes of these advertisements are in harmony and they complement each other to give a complete message to the audience. The analysis also reveals the similarities of these two advertisements in the three level of metafunctions. In ideational metafunction the most dominant processes used are material and attributive processes, for interpersonal metafunction the most dominant mood used is declarative and for textual metafunction the most dominant theme used is unmarked topical theme.Keywords: Advertisement, beauty product, multimodal analysis, verbal element, visual element.


2020 ◽  
Vol 5 (4) ◽  
pp. 189
Author(s):  
Mclean HY ◽  
Zuriyati Zuriyati ◽  
Saifur Rohman

<p><em>Abstrak -<strong> </strong></em><strong>Konstruk Religi dalam Sudut Pandang Mustafa Bisri di era 4.0 Pendekatan Semiotik Budaya. Tujuan dari penelitian ini adalah membongkar makna religi dalam puisi “Selamat Tahun Baru, Kawan” terutama di era 4.0 menggunakan semiotic budaya. Metode yang digunakan adalah analisis descriptive menggunaka pisau semiotic budaya. Hasil penelitian menunjukan bahwa </strong><strong>puisi Gus Mus fokus membahas urusan keyakinan yang menjadi identitas pada bangsa Indonesia yang dikaitkan dengan era sekarang, mengabaikan esensi dan cenderung lebih menunjukkan citra saja dengan memamerkan kegiatan beribadah disosial media agar mendapat pengakuan di kalangan sosial. Selain itu, unsur sosial-budaya yang muncul adalah sentimen sebagai parameter stabilitas sosial dan tujuan yang menjadi arah pergerakan masyarakat. Tidak ketinggalan adalah kekuasaan yang menentukan dan dominasi pada masyarakat, serta ketegangan juga bermain dengan penuturan yang paradoks. Dari penelitian ini dapat disimpulkan bahwa, puisi Gus Mus mengkritik fenomena- fenomena aktivitas sosial-budaya masyarakat Indonesia di era 4.0.</strong></p><p><em>Abstract</em><em> -</em><strong><em> </em></strong><strong>Religious Constructions in the Viewpoint of Mustafa Bisri in the 4.0 era through a semiotic cultural approach. This study aims to dismantle the religious meaning in the poem “Selamat Tahun Baru, Kawan” especially in the 4.0 era using semiotic culture. The method used is a descriptive analysis using a cultural semiotic approach. The results showed that Gus Mus's poetry focused on discussing the beliefs that became the identity of the Indonesian people that were questioned by the current era, opposing the essence, and enhancing the image of images only by exhibiting worship activities on social media to get social recognition. Also, not socio-cultural issues that emerge are sentiments as social parameters and goals that are the direction of the community movement. Besides, the power that determines and domination in society, also settlement plays with a paradoxical narrative. It could be concluded. Gus Mus's poetry criticizes the phenomena of the socio-cultural activities of Indonesian people in the 4.0 era.</strong></p><p><strong>Keywords</strong> - <em>Gus Mus Poetry, Religious Constructions, Semiotic Culture, 4.0 era</em><em></em></p>


Author(s):  
Faisal Bin Salih Al Zahrani

ملخص البحث:   يعد الأدب العربي في إقليم الحجاز جزءاً من أدب الأمة العربية الجميل؛ لكن الدراسات الأدبية لا تزال غير كافية على الرغم من بذل بعض الباحثين جهوداً لجمع مادته الأدبية التي لا يزال كثير منها مخطوطاً أو مفقوداً أو مخفياً لأسباب متعددة. يبحث المنهج السيميائي عن المعنى من خلال البحث عن الاختلاف الداخلي للمعاني عبر المنهج السيميائي لتحليل الخطاب الشعري؛ وذلك من منطلق المنهج السيميائي في دراسة النصوص الشعرية والتي تؤكد أنها تتكون من نظام لغوي يعطي مجموعة من المعطيات الخاصة، وهذه الرؤية أسقطها المنهج السيميائي على أغلب النصوص الإبداعية، مع تميز النص الشعري بقدرته على اختزال المعنى، وتسعى هذه الدراسة إلى تتبع الشعر السياسي في الحجاز والوقوف على الدلالات التي يبرزها التحليل السيميائي من خلال المعنى الشعري، وذلك باتباع المنهج الوصفي التحليلي؛ حيث تبدأ بمقدمة تعرف ببعض المصطلحات الهامة مثل: إقليم الحجاز، السيميائية، الشعر السياسي، وستقوم عناصر التحليل لعدة مستوايات: تبدأ الخطاب العام، والمستوى المعجمي، والمستوى التركيبي، ثم المستوى التركيبي. الكلمات المفتاحية: الشعر السياسي - السيميائية - الخطاب العام - المستوى المعجمي- المستوى التركيبي. Abstract Arabic literature in Hijaz area is a part of magnificent Arabic literature. Much of literary works are still missing for many reasons despite the effort of some researchers in collecting and recording them. The semiotic approach looks into meaning by examining its internal differences through semiotic method to analyze poetic discourse. The semiotic approach helps in studying the poetic texts that reveal that it contains a language system that implies certain inputs. This very method helps to reveal such a perception on most of creative texts, with the distinction of the poetic text as having the ability to compress meaning. This paper aims at tracking the political poems in Hijaz and dwell on the meaning revealed by the semiotic analysis through the poetic meaning. The study makes use of the descriptive analysis method. It begins with the definition of some significant terms such as: Hijaz, semiotics, political poems; the analysis is based on certain levels: it begins with the general discourse, lexical and phrasal levels.   Keywords: Political poems, semiotics, general discourse, lexical level, phrasal level.     Abstrak Satera Arab di Hijaz adalah sebahagian daripada kesusasteraan yang gemilang. Namun masih banyak karya-karya yang masih hilang disebabkan banyak faktor walaupun usaha-usaha para pengkaji dalam mengumpul dan merekodkannya. Pendekatan semiotik ini melihat aspek makna dengan melihat perbezaan dalaman melalui metod semiotik untuk menganalisa wacana syair. Pendekatan ini juga menolong menyingkap sistem bahasa tertentu yang menandakan input tertentu. Ia juga menolong menyingkap untuk menyerlahkan persepsi tertentu tentang kebanyakan teks kreatif, terutamanya kelebihan teks puitis untuk memampatkan makna. Kajian ini bertujuan untuk mengesan syair-syair politik di Hijaz dan mengkaji makna yang diserlahkan melalui analisa maksud puitis. Kajian ini menggunakan metod analisa deskriptif. Ia dimulakan dengan definisi beberapa terma penting seperti: Hijaz, semiotic, syair politik; analisa yang dibuat adalah berdasarkan kepada beberapa tahap: ia bermula dengan wacana umum seterusnya tahap-tahap leksikal dan phrasa.    Kata kunci: Syair politik, semiotic, wacana umum, tahap leksikal, tahap frasa


2020 ◽  
Vol 2 (1) ◽  
pp. 80-96
Author(s):  
Firdaus Habibi ◽  
Didin Nuruddin Hidayat ◽  
Alek Alek

The present research aims to investigate the key features of turn taking in Mata Najwa talk show about Ragu-ragu Perpu (doubtful of rules of law). In addition, the authors propose to describe the use of turn-taking features between speaker to listener in Mata Najwa talk show. Moreover, The authors utilize a qualitative research methodology by applying a descriptive analysis in the research. To collect the data, the authors select the specific types of turn-taking occured between. In analyzing the data, the authors implemented Jacob L. Mey analysis theory in which selected the types of turn-taking into several forms. For instance, taking the floor (starting up, taking over, interruption, and overlaps), holding the floor, and yielding the floor. The results indicated that the conversation between seven speakers during the talk show are dominated by interruptions and overlapping. It indicates that 24 utterences express the existance of interruptions, while 16 lucutors show the overlapping. Moreover, the speakers tend to use several strategies to hold the talk, including verbal fillers, silent pauses, and lexical repetitions. Within the context of Mata Najwa talk show program, the host of the Mata Najwa tends to apply greetings and questions in yielding the talk to the interlocutors. In conclusion, interruption and overlapping are the two features of turn-taking mostly occured during the conversation.


Semiotica ◽  
2018 ◽  
Vol 2018 (225) ◽  
pp. 253-267
Author(s):  
Vern Poythress

AbstractThe complexity and flexibility of tagmemic theory, as a semiotic theory developed by Kenneth L. Pike, can be better understood by examining how it applies to a simple semiotic system like traffic lights. We can then compare the result with how it functions in analyzing a piece of natural language. Tagmemic theory introduces three observer viewpoints – the particle view, the wave view, and the field view. Each view generates a suite of questions to answer. Any one of the views results in a “complete” description of traffic lights, from which the information about the other views can be inferred. And yet each view is distinct in texture from the others, and the existence of such multiple views – each with a claim to emic integrity and each serving as a perspective on the whole – has to be accounted for in a robust semiotic approach. The same phenomena occur when we apply the three views to the analysis of meaning in natural language. The chief illustration is to analyze the meaning of the word dog in multiple ways. The multi-dimensional potential for semiotic analysis highlights the limitations of Aristotelian logic and symbolic logic, both of which simplify for the sake of rigor.


Babel ◽  
1998 ◽  
Vol 44 (3) ◽  
pp. 254-267 ◽  
Author(s):  
Jorge Díaz Cintas

Abstract Este artículo se centra en el análisis y valoración de una serie de presupuestos teóricos aportados por eminentes estudiosos de la traducción, que en un intento de sentar unas bases de trabajo firmes y operativas que permitan una aproximación científica a la realidad del hecho traductor, proponen lo que se conoce como 'Translation Studies'. Esta escuela basa sus presupuestos teóricos en una metodología funcionalista que se articula en torno a la función que el texto traducido cumple en el sisterna semiótico de llegada. La gran originalidad de esta aproximación radica en el cambio de énfasis que se aplica a la hora de observar la realidad traductora: si tradicionalmente el dogmatismo marcaba cualquier tipo de análisis contrastivo entre un texto origen y otro meta, de acuerdo a estas recientes propuestas el estudio se lleva a cabo sobre el texto meta en tanto que producto independiente que se ha incorporado a una determinada sociedad, denomi-nada polisistema. Esta articulación empírica y pragmática permite superar la sempiterna dicotomía que enfrentaba conceptos tales como traducción literal y traducción libre. Dentro de la taxonomía translémica, la labor subtituladora se corresponde a lo que se viene definiendo como "traducción subordinada", y teniendo presente esta categorización propondré como colofón a mi artículo un modelo de análisis descriptivo que tiene cuenta de las caracterís-ticas propias e inherentes al fenómeno de la traducción de subtítulos. Abstract This article deals with the analysis and evaluation of a series of theoretical assumptions put forward by renowned translation specialists, who set down solid and operational bases for a scientific assessment of the translator's function, often referred to as 'Translation Studies". The hypotheses are based on functional methodology which focuses on the function achieved by the translated text in a semiotic system. The originality of this approach lies in the change of emphasis placed on the observation of the reality of translation; if, traditionally, dogmatism marked any kind of analysis by underlining the contrasts between the original text and another final text, this study focuses on the final text considered as an independent product being integrated in a particular social system known as the "plurisystem". This empirical and pragmatic approach allows us to go beyond the eternal dichotomy inherent in concepts such as literal and free translation. In terms of translation taxonomies, the work of subtitling corresponds to the task classified as 'constrained translation', and if we keep in mind this division into categories, the article introduces a model of descriptive analysis which takes into account the actual and inherent characteristics of the phenomenon of subtitling. Résumé Cet article traite de l'analyse et de l'évaluation d'une série d'hypothèses théoriques, posées par d'éminents spécialistes en matière de traduction, qui ont établi des bases solides et operationelles permettant une estimation scientifique de la fonction de traducteur, désignée souvent comme "Translation Studies" ou "Traductologie". Ces hypothèses sont basées sur une méthodologie fonctionnelle qui s'articule autour de la fonction que le texte traduit réalise dans un système semiotique. L'originalité de cette approche se trouve dans le changement d'accentuation qui s'applique dès que l'on observe la traduction dans sa réalité. Si, traditionnellement, le dogmatisme marquait tout type d'analyse en soulignant les contrastes entre un texte de départ et un autre texte d'arrivée, cette étude porte sur le texte d'arrivée, considéré comme un produit indépendant, qu'on intègre dans une société déterminée, dénommée polisystème. Cette approche empirique et pragmatique permet de dominer l'éternelle dichotomie inhérente aux concepts, tels que la traduction littérale et la traduction libre. Au sein de la taxonomie translative, le travail de sous-titrage correspond à celui qui s'intitule "traduction subordonnée'. En gardant en tête cette catégorisation, l'article introduit un modèle d'analyse descriptive qui tient compte des caractéristiques propres et inhérentes au phénomène du sous-titrage.


2016 ◽  
Vol 29 ◽  
pp. 331-350
Author(s):  
Ana Cristina Pereira

Portuguese national identity has been constructed over time, across various media, including the cinema, in contrast to the identity of an African “other”, who is simultaneously close and distant, an heir and a challenger, an object of seduction and repulsion. These dualities are reflected in Miguel Gomes’ Tabu (2012), which reifies and questions various representations. It is a post-colonial film which reflects about the way how stereotypes and social and “racial” representations created during colonialism have repercussions on present-day Portuguese society. The film offers a critical vision of a certain Portuguese elite in Africa and the manner in which this elite experienced the War for Independence, confronting this period in Portuguese history with the present day.The director’s filmic discourse is analysed using a multimodal semiotic approach: an analysis of Tabu, taking into account the processes of categorisation, either in terms of inclusion or exclusion. The texts present a dialogic interpretation of semiotic resources, such as rhythm, composition, informal linking and dialogues. The goal of this multimodal analysis is to understand the representation of the African “other” in the film and how Portuguese identity is constructed in the relationship to this other.


2021 ◽  
Vol 7 (1) ◽  
pp. 64
Author(s):  
Rosyida Ekawati ◽  
Desi Puspitasari ◽  
Siti Hanifa

The objective of study is to explore the relationship between visual and verbal elements within the frame of multimodal discourse analysis in Madura tourism promotion. Promotion in the form of moving images with verbal language makes it easier for readers and potential tourists to see tourist attractions more closely and realistically. This study is descriptive qualitative using 3 videos of Madura tourism promotion, in particular tourism promotions of Bangkalan, Pamekasan, and Sampang regencies on Madura Island, Indonesia. Only scene representing religious tourism as the data of this study in which there are 8 data of religious tourism images. There are two parts of data analysis: visual and verbal analyses.  Visual semiotic mode of scenes and images were analyzed using visual grammar by Kress and van Leeuwen (2006).  In addition, verbal data are all of utterances generated during the scenes and the still images were analyzed based on appraisal framework by Martin and White (2005) especially on the attitude system.  Results show that tourism promotional videos use more than one mode of communication or semiotic system elements to create meaning through representational and interactive structures, compositional meanings, and verbal language.  All of the compositions can come together to create messages to the public, in this case information about tourist attractions and their locations that represent the religiosity of Madura.


Scripta ◽  
2016 ◽  
Vol 20 (40) ◽  
pp. 119
Author(s):  
Maíra Avelar ◽  
Paulo Henrique Aguiar Mendes

<p>This paper analyzes the interrelation between gestures and speech in the construction of multimodal metaphors in the “legislative session” genre. Based on Multimodal Semiotic Blending (MSB), an adaptation of Brandt and Brandt’s (2005) model (MIRANDA; MENDES, 2014; AVELAR, in press), an illustrative analysis of the multimodal metaphors found in the sessions was performed, focusing on the verbal and gestural resources used by the participants. To do so, five scenes were selected from two legislative<br />sessions performed by two so-called “Representative-pastors” of the Brazilian House of Representatives: Marco Feliciano and Silas Malafaia. Finally, the metaphors and the gestures performed by both politicians were compared. The conclusion reached in this study demonstrated how MSB can be relevant when analyzing the iconicity of material resources (mainly gestures) used by the participants.</p><p><br />Keywords: Cognitive Semiotics. Multimodal Semiotic Blending. Politicalreligious discourse. Brazilian politics. Legislative sessions.</p>


2021 ◽  
Vol 25 (1) ◽  
pp. 62
Author(s):  
Tutik Rachmawati ◽  
Kusuma Dwi Fitriyanti

This research aims to analyze aspects affecting the implementation of electronic parking, a digital- based public services provision in parking. The concept of digital divide, workforce, regulation, and infrastructure were used to conduct the analysis. This study employed a qualitative research methodology with qualitative data collection techniques through interviews with two officers of the Parking Technical Implementation Unit (TIU) - the Department of Transportation Bandung City Government, 4 parking attendants, and 100 people as the roadside parking users. To enrich the data, observation and study documents were also conducted. The research used a descriptive analysis combined with simple descriptive quantitative data. It is evident from this study that four primary aspects hindered the implementation of the electronic-parking initiative. Those aspects are a large gap in the digital divide, low workforce quality and quantity, the absence of the proper regulations, and futile infrastructure. Adding to these four barriers, we also found other significant aspects: the investment that has not been strategically designed, the lack of leadership, and the low quality of education and marketing. All these three additional aspects also contribute to the failure in meeting the objective of the electronic parking initiative. This finding suggests that any new initiatives in public service provision, mainly using ICT, need to be well communicated and consulted with the implementing units. Furthermore, the initiative needs to be complemented with an acceptable set of policies to ensure its sustainability.


Sign in / Sign up

Export Citation Format

Share Document