A MULTIMODAL SEMIOTICS APPROACH TO THE DISCOURSE OF ZENIUS EDUCATION ADVERTISEMENT

Abstract

The use of semiotics and multimodal in advertising has become increasingly popular in recent years. The use of semiotic multimodal in advertising, indirectly someone can relate to the five systems used in semiotic multimodal, they are: linguistic, visual, audio, gestural, and spatial. The aims to describe five semiotic modes about the purpose, and relationship of verbal, visual texts and messages contained in an advertisement. The analysis of multimodal semiotic systems by Michèle Anstey and Geoff Bull’s (2018) theory which focused on linguistic, visual, audio, gestural, and spatial systems. There were three advertisements taken from Zenius Education's YouTube channel for this research, they were; Bikin Cerdas Beneran #MulaiDariManaAja, Pahlawan masa depan - #ZeniusUntukSemua, Mentok Ngerjai Latihan Soal? Tanya Zenbot Aja! #CekrekLangsungNgerti. Descriptive qualitative research by Miles and Huberman's research theory was used in this study. The data were collected by browsing, choosing, downloading, printing and identifying to analyzed the five multimodal semiotics in the advertisement. The results of this research showed that Zenius Education have a multimodal semiotic systems which include linguistic, visual, audio, gestural and spatial. The five multimodal semiotic systems were integrated each other in conveyed meanings and messages contained in the Zenius advertisement to aim of attracted the attention of public customers to use tutoring platform service products. The findings are important for multimodal analysis in a field of advertisement, as they will improve the element of how it used to suppport different views on multimodal in contemporaty societies.