Angga Roeswanuari Priyadi (2015) A Multimodality Analysis Approach in Nike "Ordinary People" and Puma" Social Surfing" Video Advertisement. Skripsi thesis, UNIVERSITAS AIRLANGGA.
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Abstract
The growth of the sport equipment formulates an interest of what persuasive strategies make the actual sale. Nike is top company in sport brand especially in shoes product. Many argue that this is mainly due to their video advertisement, their general approach of using inspiration story for persuade consumer. Therefore provides a multimodal analysis of video Advertisement, aiming to identify the persuasive strategies used across social semiotic modes by the company. This will be followed by a look into how these persuasive strategies contribute to strengthening the brand. The multimodal analysis, using theory by Iedema (2001) for moving images which adaptations by Kress & Van Leeuwen (2001) and, provides several findings. The thesis identifies, that Nike video advertisement and Puma video advertisement have similar persuasive approach, Nike and Puma used peripheral route to persuasion and implicit messages. The thesis then find how the video advertisement used in mutimodality approach. Jewitt (2002) stated modalities, or modes, are ‘‘semiotic resources for making meaning that are employed in a culture such as image, writing, gesture, gaze, speech, include the language choise inside the video. The thesis argues that both video advertisement fulfill all of modes in multimodalty analysis. Even though both of the companies use the same persuasive type, Nike presents the multimodes more communicative word to the viewers.
| Item Type: | Thesis (Skripsi) | ||||||
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| Uncontrolled Keywords: | Multimodality, Video Advertisement, Social Semiotics, Persuasive, Nike, Puma | ||||||
| Subjects: | P Language and Literature > P Philology. Linguistics > P101-410 Language. Linguistic theory. Comparative grammar P Language and Literature > PR English literature > PR83 English literature |
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| Divisions: | 12. Fakultas Ilmu Budaya > Sastra Inggris | ||||||
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| Depositing User: | Mrs Nadia Tsaurah | ||||||
| Date Deposited: | 18 Mar 2022 02:50 | ||||||
| Last Modified: | 18 Mar 2022 02:50 | ||||||
| URI: | http://repository.unair.ac.id/id/eprint/114172 | ||||||
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