Multimodal Analysis on Sarimi Ads

Abstract

This research aims to find out multimodal semiotics in Sarimi advertisement. The data were taken from Sarimi ads which published on YouTube. The data then were collected through watching, taking screenshot of visual object, and note-taking techniques. The theory used to analyze the data was multimodal semiotics proposed by Ansety & Bull (2010). Based on the analysis, it was found that Sarimi ads has multimodal semiotics, namely linguistic, visual, spatial, audio, and gestural. Linguistic mode is in the form of declarative sentence. Visual mode comes from two packs of Sarimi noodle. Spatial mode can be seen from the position of Sarimi noodle in front of the advertising characters. Audio mode is from the singing of the advertising characters. Meanwhile, gestural mode refers to the movement of advertising characters while carrying bowl of Sarimi noodle and their expression who enjoy to eat Sarimi noodle.