MULTIMODAL ANALYSIS OF ENGLISH COURSE BROCHURES IN MEDAN

Abstract

Multimodality or multimodal discourse analysis provides the tools and techniques to analyse texts which employ more than one mode of discourse. The objectives of this study are (1) to identify the verbal and visual elements of English Courses brochures advertisement and (2) to describe the representation of verbal and visual elements of English Courses' brochures advertisement. This study used qualitative descriptive to describe printed advertisement texts featuring verbal and visual elements consisted in the advertisements. In this study, the data that the writer analyzed is brochures of English Courses which located in Medan, Indonesia. The instruments of collected data in this study are observation and documentation. Halliday’s Ideational Function and the Representational by Kress and van Leeuwen are used to analyze the verbal and the visual texts. The results of the analysis found that the most common verbal element used in the brochures is Announcement and the most common visual element used in the brochures is Lead. The verbal and visual elements are frequently represented by Action Process.