The Reflection of Kebhinekaan (Unity In Diversity) in Indomie Advertisement: A Multimodal Study

Abstract

This paper aimed to analyze Indomie advertisement in Indonesia. The analysis in this paper used qualitative approach and focused on multimodal text system which includes linguistic, audio, gestural, and position aspects. The resource of the data in this research was Indomie’s advertisement which aired in Indonesia TV in early 2010. The data were verbal and visual elements in the advertisement. The result of the analysis revealed that all five multimodal systems were integrated in the advertisement. Those five systems functioned as message deliverer, theme and concept maker, also information distributor about the product. Based on the result of the research, the Indomie advertisement delivered a message of togetherness which intertwined on the advertisement’s linguistic aspect. The visual aspect showed diversity with the theme of bhineka which became a unique appeal from the advertisement. The conclusion was the advertisement had all multimodal system and also a product with an attractive cultural touch.