2019
DOI: 10.17509/ijal.v8i3.15261
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Cigarette advertisements: A systemic functional grammar and multimodal analysis

Abstract: Drawing on a multimodality theory, this study attempted to investigate the various semiotic resources utilized by a giant Indonesian cigarette company, Sampoerna, and explore how these resources communicate meanings or messages in its billboard advertisements to persuade its potential customers to buy the product. The data were analyzed using Halliday’s systemic functional grammar focusing on ideational meta-function or also known as a representational function in multimodal discourse analysis. The findings re… Show more

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Cited by 9 publications
(9 citation statements)
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“…Online learning resources can make it easier to improve grammar and writing competencies and as a source of learning material. Even when students see Englishlanguage advertisements, they can look up their meaning in an online dictionary [52].…”
Section: B Discussionmentioning
confidence: 99%
“…Online learning resources can make it easier to improve grammar and writing competencies and as a source of learning material. Even when students see Englishlanguage advertisements, they can look up their meaning in an online dictionary [52].…”
Section: B Discussionmentioning
confidence: 99%
“…Systemic Functional Grammar is a well-known work of Michael Halliday (Halliday & Matthiessen, 2004) precisely elaborated in his book called 'An Introduction to Functional Grammar'. It is an analytical approach to understand the meaning of a text (Ananda et al, 2019). Butt et al (2003) and Flowerdew (2008) mention that the meaning of a text can be discerned through the analysis of three macro-functions: the ideational (experiential) function (language as an expression of the individual's experience of the world), the interpersonal function (how individuals relate to each other through language at the social level), and the textual function (how linguistic forms are used to relate to each other and the situational context).…”
Section: Cda and Systemic Functional Grammarmentioning
confidence: 99%
“…Meanwhile, the depiction of the diver which functions as the "New" element implies that tourist who is represented by the diver holds a significant role in sea turtle conservation in particular and Indonesia's natural environment in general. This is supported by the "interactional process" created by a vector formed by eye direction (Kress & van Leeuwen, 2006;Oyebode & Unuabonah, 2013;Ananda, Fitriani, Samad, & Patak, 2019) of the sea turtle and the diver.…”
Section: Adventuresmentioning
confidence: 99%