Multimodal Analysis of “Lemonilo” Instant Noodle Ads

This research discusses the multimodal analysis in the advertisement of Lemonilo Healthy Instant Noodles. Advertising is a promotional medium that has the aim of promoting or introducing a product to a wide audience. Advertisements in print and electronic media are also texts that have a complex meaning. The complexity of meaning occurs because in conveying messages in advertisements not only use language elements but also nonverbal language elements and other visual means. Therefore, to understand the complexity of meaning it is necessary to do multimodal analysis in the advertisement. The multimodal analysis discussed in this paper uses functional systemic linguistic theory (LSF). The multimodal analysis model was developed from a combination of multimodal theory by Anstey & Bull (2010), and multimodal analysis by Kress and Van Leeuwen (1996-2006). From the analysis of the Lemonilo Healthy Instant Noodle advertisement, the results show that the Lemonilo Instant Noodle advertisement has a multimodal semiotic system which includes linguistic, visual, audio, gestural, and spatial elements. Keywords: Multimodal Research, Advertisement