RYAN PUTRA SAMUDRA, 121211231004 (2018) Multimodality Analysis on Video Advertisement, A Case Study of Honda Vario Men and Women’s Advertisement. Skripsi thesis, Universitas Airlangga.

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Abstract

Honda Vario men and women advertisement is the same product advertisement, but a different type of delivery in the context of gender intended targets. This study conducted by theory of multimodality language in advertisement, determine linguistic feature and non-linguistic features, then elaborates it using theory of language and gender. This study will be beneficial for the students of Univertsitas Airlangga and it will give more understanding about advertising and multimodality. Both advertisements using three attention seeking startegies from the aspect of the image that provides information about product details, verbal and text language that clarify the information about the product and layout that encapsulates all aspects of attention seeking device. Honda Vario men advertisement is dominated by many actions and women advertisement embodies the image with the elegant impression. From linguistic aspect the use of language in men advertisement tend to be every day language or informal but women advertisement tend to be formal.. Honda Vario men advertisement used an actor named Daniel Mananta, for women advertisement starring by Agnes Monica. Men advertisement has a fast character with a loud rhythm but women advertisement has an elegant background music and tends to a soft rhythm. Men advertisement have not varied colours besides dominated by black and white, but women advertisement presents varied colours.

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