MEI INDAH SARI (2020) THE REPRESENTATION OF CULTURAL DIVERSITY IN DJARUM ADVERTISEMENT RAMADHAN EDITION 2017 THROUGH MULTIMODALITY APPROACH. Skripsi thesis, UNIVERSITAS AIRLANGGA.

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Abstract

Cultural diversity is a general phenomenon in many countries in the world, especially in the multicultural country like Indonesia. This issue may become important in Indonesia. This research explores about the representation of cultural diversity in Indonesia in Djarum advertisement in Ramadhan Edition 2017. The aims of the study are to analyze the multimodal elements used in the advertisement and to describe the representation of the cultural diversity in the advertisement. The data analysis was based on Multimodality approach, a theoretical framework by Kress and van Leeuwen. This study also used qualitative method to accommodate the formulated aims. This study found that cultural diversity issue is revealed in Djarum advertisement Ramadhan Edition from its advertisement‟s verbal and visual elements. It can be revealed through the analysis of representational, interactional, and textual metafunctions of the advertisement. In the representational metafunction, itshowed the use of narrative process along the advertisement and the interactive participant is oriented to the persons. Through the interactional metafunction, it is showed that the advertisement doesn‟t promote the product exactly, so the interaction between the viewers and the actor is less built. Last, through the textual metafunction, it showed that there is still the message of unity in the cultural diversity of Indonesia through Islam.

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