Multimodal Analysis of “Energen” Ads

Abstract

Printed and electronic media advertisements are texts that have complex meaning. The complexity of meaning occurs because to convey messages in advertisements, not only language elements are used but also nonverbal language elements and other visual means. Therefore, to understand the complexity of meaning, it is necessary to do a multimodal analysis in the advertisement. The multimodal analysis discussed in this research used the theory of multimodal by Anstey & Bull (2010). From the analysis of Energen’s advertisements, it was found that Energen’s advertisements have a multimodal semiotic system which includes linguistic, visual, audio, gestural, and spatial elements.