{"title":"GoFood和GrabFood广告的多模态分析","authors":"S. Azizah, Refnaldi Refnaldi","doi":"10.24036/ell.v11i2.117630","DOIUrl":null,"url":null,"abstract":"This study discussed multimodal analysis of GoFood and GrabFood advertisements. This study is aimed at finding out the linguistic, visual and gestural elements in GoFood and GrabFood advertisements and their differences in representing the concept of online advertising. This study was conducted by using descriptive approach. The data used in this study are the six video advertisements of GoFood and GrabFood which are analyzed by applying Halliday’s Systemic Functional linguistic; Transitivity and mood, Kress and van Leeuwen’s Representational Meaning, and Cheong’s Generic Structure Potential. The data were in the form of text and images. The results of this study show that there are some similarities and differences of the linguistic, visual and gestural analysis between GoFood and GrabFood. The similarities found in the linguistic and gestural analysis between GoFood and GrabFood. Whilts, the differences found in the generic structure and visual analysis of GoFood and GrabFood. This research found that those elements are integrated in GoFood and GrabFood advertisements. In addition, the structure of GSP created in GoFood is a complete one (lead, display, emblem (visual), announcement, enhancer, emblem (linguistic), tag, and call-and-visit information), while GrabFood advertisements use call-and-visit information rarely. Thus, these advertisements involve the concept of online advertising.","PeriodicalId":42230,"journal":{"name":"Asiatic-IIUM Journal of English Language and Literature","volume":null,"pages":null},"PeriodicalIF":0.3000,"publicationDate":"2022-06-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Multimodal Analysis of GoFood and GrabFood Advertisements\",\"authors\":\"S. Azizah, Refnaldi Refnaldi\",\"doi\":\"10.24036/ell.v11i2.117630\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This study discussed multimodal analysis of GoFood and GrabFood advertisements. This study is aimed at finding out the linguistic, visual and gestural elements in GoFood and GrabFood advertisements and their differences in representing the concept of online advertising. This study was conducted by using descriptive approach. The data used in this study are the six video advertisements of GoFood and GrabFood which are analyzed by applying Halliday’s Systemic Functional linguistic; Transitivity and mood, Kress and van Leeuwen’s Representational Meaning, and Cheong’s Generic Structure Potential. The data were in the form of text and images. The results of this study show that there are some similarities and differences of the linguistic, visual and gestural analysis between GoFood and GrabFood. The similarities found in the linguistic and gestural analysis between GoFood and GrabFood. Whilts, the differences found in the generic structure and visual analysis of GoFood and GrabFood. This research found that those elements are integrated in GoFood and GrabFood advertisements. In addition, the structure of GSP created in GoFood is a complete one (lead, display, emblem (visual), announcement, enhancer, emblem (linguistic), tag, and call-and-visit information), while GrabFood advertisements use call-and-visit information rarely. Thus, these advertisements involve the concept of online advertising.\",\"PeriodicalId\":42230,\"journal\":{\"name\":\"Asiatic-IIUM Journal of English Language and Literature\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.3000,\"publicationDate\":\"2022-06-17\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Asiatic-IIUM Journal of English Language and Literature\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.24036/ell.v11i2.117630\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"0\",\"JCRName\":\"LITERATURE\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Asiatic-IIUM Journal of English Language and Literature","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.24036/ell.v11i2.117630","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"0","JCRName":"LITERATURE","Score":null,"Total":0}
Multimodal Analysis of GoFood and GrabFood Advertisements
This study discussed multimodal analysis of GoFood and GrabFood advertisements. This study is aimed at finding out the linguistic, visual and gestural elements in GoFood and GrabFood advertisements and their differences in representing the concept of online advertising. This study was conducted by using descriptive approach. The data used in this study are the six video advertisements of GoFood and GrabFood which are analyzed by applying Halliday’s Systemic Functional linguistic; Transitivity and mood, Kress and van Leeuwen’s Representational Meaning, and Cheong’s Generic Structure Potential. The data were in the form of text and images. The results of this study show that there are some similarities and differences of the linguistic, visual and gestural analysis between GoFood and GrabFood. The similarities found in the linguistic and gestural analysis between GoFood and GrabFood. Whilts, the differences found in the generic structure and visual analysis of GoFood and GrabFood. This research found that those elements are integrated in GoFood and GrabFood advertisements. In addition, the structure of GSP created in GoFood is a complete one (lead, display, emblem (visual), announcement, enhancer, emblem (linguistic), tag, and call-and-visit information), while GrabFood advertisements use call-and-visit information rarely. Thus, these advertisements involve the concept of online advertising.
期刊介绍：
Asiatic is the very first international journal on English writings by Asian writers and writers of Asian origin, currently being the only one of its kind. It aims to publish high-quality researches and outstanding creative works combining the broad fields of literature and linguistics on the same intellectual platform. Asiatic will contain a rich collection of selected articles on issues that deal with Asian Englishes, Asian cultures and Asian literatures in English, including diasporic literature and Asian literatures in translation. Articles may include studies that address the multidimensional impacts of the English Language on a wide variety of Asian cultures (South Asian, East Asian, Southeast Asian and others). Subjects of debates and discussions will encompass the socio-economic facet of the Asian world in relation to current academic investigations on literature, culture and linguistics. This approach will present the works of English-trained Asian writers and scholars, having English as the unifying device and Asia as a fundamental backdrop of their study. The three different segments that will be featured in each issue of Asiatic are: (i) critical writings on literary, cultural and linguistics studies, (ii) creative writings that include works of prose fiction and selections of poetry and (iv) review articles on Asian books, novels and plays produced in English (or translated into English). These works will reflect how elements of western and Asian are both subtly and intensely intertwined as a result of acculturation, globalisation and such.
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