Abstract:
This research was analyzed multimodal analysis of Bukalapak
advertisement which focused on visual elements and experiential function. It
aimed to described the realization of visual elements and to analyzed
experiential function realized in Bukalapak advertisement. There were four
advertisements which be taken from youtube channel of Bukalapak as the data,
they were Zaman Tak Bisa Dilawan Tapi Bisa Diajak Berkawan, Bukalapak
Emang Cincai Versi Bukan Hari Imlek, Mau Digaransi Komplit and Gunakan
Jarimu dan Jadilah Pahlawan di Bukalapak. The data were collected by
downloading the advertisements, watching, taking the screenshoot, reading and
examining the texts and the images, and identifying and analyzing to find the
visual elements and experiential function. The method of this research was the
descriptive qualitative method by Miles, Huberman and Saldana (2014) and
used theory of visual elements by Kress and Leeuwen and theory of
experiential function by Halliday. The result of this research showed that there
were 30 pictures which found in those advertisements consisted of three visual
elements, they are lead, display and emblem. The lead and display were more
dominant than emblem, because almost of the picture included lead and display
while emblem is only in a few pictures while there were twenty five of clauses
which has been analyzed based on the experiential function, especially 9 for
material process, 8 for mental process, 4 for relational process, 1 for verbal
process, 1 for behavioural process and 2 for exsistence process. The most
dominant of experiential function was material process, while the least are
verbal and behavioural process
