A Multimodal Analysis of Bukalapak Advertisement

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