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Multimodal Analysis of Car Advertisements

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Eka Kuswandini
Eka Kuswandini
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Multimodal Analysis of Car Advertisements
Eka Kuswandini, Universitas Airlangga
Abstract:
Critical discourse analysis (CDA) has an interest in concepts like communication patterns in
public institutions, media discourse (reports, advertisements discourse, television broadcasts
etc.), the constitution of individual and group identity that convey ideological attitudes, power
and status. One of the media discourse used in this study is advertisement discourse. The
researcher took three popular and most brand values; they are Toyota, Mercedes-Benz and
BMW produced in 2017. The aim of this study is to analyze the data using CDA and semiotic
analysis. The researcher used qualitative method in the methodology approach. The result
showed that all the advertisements have many aspects based on the good advertisement.
Keywords: advertisement discourse; car advertisement; critical discourse analysis; multimodal
discourse analysis; semiotic analysis
1. Introduction
Language is one of communication tools which is used directly. It can be in written or
spoken form. It is also related to communication devices such as television, radio, newspaper,
magazines, internet or other medias. Language is used to give information and persuade the
other people. Because of that reason, language is implemented in advertisement.
Language used in advertisement must be easy to understand, catchy and persuasive,
because advertisement itself has to persuade the customer to buy and use the product (Sunardi,
2014). Cook (2001) points out that the function of advertisements is to inform, persuade,
remind, influence and perhaps change opinions, emotions and attitudes. In short, advertisements
do not only sell products but change society and make people buy things they do not want or
need through visuals and language used to attract attention.
Car as a transportation in this country has many interested people and users. Now days
many people can buy car with low cost and high cost based on their budget. Car is a useful
product for many people. It can be for business, private activities or for rent. So, many car
exhibitions are held in many cities in Indonesia. Every showroom of car races to attract the
buyer to buy the product by many ways such as giving the buyer a piece of paper which
contains the type of the cars and also the tagline in every different car. Advertisement is a
powerful tool of communication to persuade people to buy the product advertised (Dyer, 1996).
Hereby, the advertisement plays an important role in conveying message of the product.
Advertisement, in a simple word, means drawing attention to something or notifying/informing
something to somebody (Dyer, 1996). In this study the researcher takes three data; they are
Toyota, Mercedes- Benz and BMW as popular and brand value in 2017 based on Kompas.com.
2. Literature review
One of the theories available for analyzing media discourse is the one introduced by
Kress and Van Leeuwen (2006) namely grammar of visual design. It presents a framework for
analyzing and understanding visual images, and the interaction between verbal and visual
components in media discourses. Gunther Kress and Theo Van Leeuwen, two forerunners of a
comprehensive theory of visual communication, have considered semiotic modes other than
language in various kinds of discourses. They point out the changing patterns in mass
communication where the boundaries between language and visual elements in printed material
are becoming less in number.
Kress and Van Leeuwen indicate that all texts are multimodal (1998), to mean
paralinguistic means of communication such as rhythm, intonation, facial expressions, gesture
etc. accompanying spoken language, and written language are always a visual composition of
348
Copyright © 2018, the Authors. Published by Atlantis Press.
This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Advances in Social Science, Education and Humanities Research (ASSEHR), volume 228
International Conference on Language Phenomena in Multimodal Communication (KLUA 2018)
marks on a page. They argue that most work done in CDA has focused on verbal texts, or on the
verbal parts of multimodal texts. With their theory of grammar of visual design, they intend to
broaden the approach suggested by CDA, to include the structure and use of images. The
important role of images in newspapers, magazines, public relations materials, advertisements
and various kinds of books is noted (Kress & Van Leeuwen: 1996). Kress and Van Leeuwen
(1996) also stress that “the visual component of a text is an independently organized and
structured message, connected to the written component, but not necessarily dependent on it,
that is, they are neither fully conflated, nor entirely opposed.
Multimodality views communication and representation as more than language; it
places more attention on other modes of communication such as the visual mode of images,
gesture, gaze, posture, colour, typography, composition etc. (Van Leeuwen, 2005; Kress and
Van Leeuwen, 2006; Machin, 2007; Jewitt, 2009) claiming that these elements transfer and
generate meaning, especially in relation to each other. Kress and Van Leeuwen (2006) state the
meaning potential of individual elements is the element’s ability to convey meaning. However,
it is possible to realize an element’s full meaning only if it exists as a collective whole (Machin,
2007; Kress & Van Leeuwen, 2006). The mission of Multimodal Discourse Analysis (MDA) is
to understand the power and meaning of texts activating several modes (such as visual, verbal,
and aural) (Kress and van Leeuwen, 2006; Machin, 2007; Jewitt, 2009). The systematic
deconstruction of texts through semiotic analysis is possible with this new trend in discourse
analysis. MDA has been used in the analysis of a wide range of domains, e.g. the analysis of
magazine covers (Machin & Thornborrow, 2003), magazine advertisements (Bell & Milic,
2002), movies (Maiorani, 2007), children’s storybooks (Guijarro & Pinar Sanz, 2008), online
advertisements (Harrison, 2008), beauty product ads (Harrison, 2008), moving images
(Maiorani, 2007), commercials (Nina-Pazarzi & Tsangaris, 2008), cosmetic surgery leaflets
(Martinez Lirola & Chovanec, 2012), and surgical websites (Moran & Lee, 2013). To Jewitt
(2009) there are three different approaches to conduct multimodal analysis. The first approach is
referred to as the social semiotic multimodality (Jewitt, 2009). This approach focuses on
meaning making through choices (Jewitt, 2009). The second approach is MDA, which was also
developed by Kress and Van Leeuwen (2001) and follows Halliday’s work. The distinction
between these two approaches is their emphasis on the sign-maker. While the social semiotic
multimodality approach places higher emphasis on the sign-maker, the MDA approach places
low emphasis on the sign-maker (Jewitt, 2009). Finally, the third approach that Jewitt outlines is
the multimodal interactional analysis. As Jewitt (2009) points out, this approach addresses a
dimension of the social semiotic that conventional multimodal analysis does not seem to
commonly address and focuses on how multimodal texts are interfaced with and mediated by
people. The approach that will be utilized in this study is MDA, following the program of Kress
and Van Leeuwen (2001; 2006) and Machin (2007).
3. Methodology
This study uses descriptive content analysis. It is called descriptive because it is
designed to obtain information, to determine the nature of situation as it exists and finally
describe what exists in current study. Qualitative research means for exploring and
understanding the meaning individuals or groups ascribe to a social or human problem. The
process of research involves emerging questions and procedures. Data typically collected in the
participant's setting. Data analysis inductively builds from particulars to general themes. And
the researcher makes interpretations the meaning of the data. The final written report has a
flexible structure. Those who engage in this form of inquiry support a way of looking at
research that honors an inductive style, a focus on individual meaning, and the importance of
rendering the complexity of a situation (Creswell. 2007).
The researcher takes the data by download from internet source and chooses the best
advertisement from three brands of car, they are Toyota, Mercedes-Benz and BMW. Then, the
data analyzes by the researcher using the theory above.
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Advances in Social Science, Education and Humanities Research (ASSEHR), volume 228
4. Findings and discussion Figure 1: C-HR Toyota
The first Value Brand is from Toyota, Toyota is one of the biggest and famous cars in
the world. This car is produced in Japan, as we know Japan has advance technology in many
fields one of which is in car technology not only because of the good quality and advance
machine they produced but also the good marketing and the used of advertisement as a media to
promote the product. Figure 1 above is an advertisement of C-HR Toyota. The unique concept
they used is catchy in the eyes. In the advertisement, there is usually only a big picture of a car
they sell but in the picture above there are three models; they are two women and a man, with
different skin, hair color. The biggest point is the glasses that the models are wearing have
different models, colors and sizes. The view seen on their glasses shows their perspective which
means the car is suitable for them and whoever you are you can use that car. In additions, the
tagline in this advertisement is perfect flow. Perfect is the best word to describe the best thing
we see, and flow means how we drive the car with perfect ways. The use of bright color make
the advertisement looks alive. Black, yellow, red, white, grey and others colors show us the
contrast and the tight impression.
The modes and the sign used in the advertisement are good and can make the
perspectives of the customer change. Two women is the point showing that the car is perfect for
women too not only for men. Thus as a whole the concept of the advertisement is appropriate.
Figure 2: Mercedes-Benz
Mercedes-Benz is an automotive company from German which makes and produces
many kinds of vehicles. Mercedes-Benz is one of luxurious car in the world. Using its image
and its design the company persuade many customers from many countries to buy it. One of the
strategies in marketing the product is by advertising it to show all the people about the product
the company sells.
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Advances in Social Science, Education and Humanities Research (ASSEHR), volume 228
From the advertisement above we can see a big picture of a car with the background of
the edge of the beach which has rocky ground. It means that the customer can use the car to go
everywhere including in the hard ground such as at the side of beach, mountain, or on the hill. It
can change the perspective of the customer who always think that Mercedes-Benz cars are only
used in the city area. Mercedes-Benz also promotes that the car they produce also can take the
customer to everywhere. The view of the front side of the car can create the stronger point
which means the fronts side is the best part and most customers tend to see the front side of the
car than the other side. The tagline appeared on the ads is Destination anywhere. Because your
heart is the road map, which means you or the customer can drive to everywhere and do not
worry about the car because the car has advance technology, and wherever the customers want
to go the customer can use the road map which is available inside the car and inside the heart of
the customer. The first function of the ads is the customers buy and drive the car and the
customers can easily go everywhere without worrying about the type of the car suitable with the
area or location the customers want to go.
Figure 3: BMW
The last advertisement is BMW. BWM is an automotive company which produces car
and motorcycle. BMW AG is a main company of some brand cars, they are MINI and Rolls-
Royce. The image of BMW is the same as Mercedes-Benz car which is luxurious and
extravagant car. It has expensive price different from Toyota which has many various price even
the customer with low salary can buy the car.
In the advertisement, the big picture of the car is shown up. With the background of the
city looks in which there are some bright buildings beside the car, it means that the car is
suitable in the city area and the blue and yellow light show us that the car is very fast. It means
the technology is advance in their type. The picture of the car has two sides, front side and
beside side to make the customer more interested and give the perfect looks of the car. The
tagline of the advertisement is Fasterpiece. Designed for driving. The word ‘Fasterpiece’ is
from masterpiece and is changed into fasterpiece, masterpiece itself has the meaning of the
great work. It becomes fasterpiece means faster work, so the point is the car has fast technology
presented to the customer with luxurious looks and high technology may make the customer
interested to buy it. Furthermore, under the word fasterpiece there is a sentence designed for
driving pleasure means attracting the attention to the customer and assuring that the car is very
comfortable and enjoyable for driving.
5. Conclusion
One of the functions of the advertisement is for promoting and marketing the product.
With the unique and best concept of the product advertisement can deliver the meaning and
describe the product to the customers perfectly. Advertisement also one of the media for the
customers to find the description of the product which they want to buy, so the advertisement is
also needed not only for the company but also for the customer. Advertisement can change
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Advances in Social Science, Education and Humanities Research (ASSEHR), volume 228
people.s perspective about the product. From the best three advertisement of the car products we
can conclude that they make the advertisement as unique and best concept as possible to
describe the type of the car they sell and also attract them to buy it.
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  • Sep 2008
  • J PRAGMATICS
Based mainly on Kress and van Leeuwen's social semiotic analysis and Hallidayan linguistics, this contribution attempts to employ a multimodal analysis of a picture book in order to ascertain the extent to which visual and verbal components create meaning.The textual analysis reveals a strong association between the point of departure of the clause and the story's main characters, two hares, alongside constant and linear themes. These thematic progressions clearly correspond with the visual component, as the illustrator subordinates all the visual elements to the two hares. The analysis of the visual meaning also shows that there is a predominance of narrative patterns. In addition, from an interpersonal perspective, gazes are typically the kind of offer utilized, and there is a predominance of long shots, which tend to imply objectivity and distance. However, and more in line with the philosophy of a children's narrative, the images are presented frontally and from a medium angle, which creates involvement on the part of the viewer. This interactive nature is also suggested throughout the story by the use of the imperative mood structure: “Guess how much I love you”, which gives the title of the tale.The writer and the illustrator collaborate to tell the story from two different perspectives, the visual and the verbal, with the aim of making the plot easily accessible for the young child and, in turn, keeping their attention and interest on the story being narrated.
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Branding and Discourse: The Case of Cosmopolitan
Article
Full-text available
  • Jul 2003
Like fast food and fizzy drinks, discourses are globally marketed by powerful multinational corporations. In this article we look at discourses about women which are distributed around the planet by the 44 different national versions of Cosmopolitan. These versions are localized, but still transmit the Cosmo brand, resulting in similarities between the versions. We apply a multimodal discourse analytic approach to understand this global branding, the type of analysis which is lacking in existing accounts of globalization, and ask, what exactly does remain the same across the localized versions? What this article offers is not an analysis of the magazine per se, but an analysis of the discourses that underpin it. We show how the magazine creates a fantasy world through the use of low modality images, which allow a particular kind of agency, mainly sex, to signify power. The multimodal realizations of Cosmo discourse enable women to signify their alignment with the Cosmo world through such things as the cafes they frequent, the clothes they wear and the way that they dance. Cosmo presents these not as real, but as playful fantasies, something which existing literature on women's magazines has missed. In these fantasies, women act alone and rely on acts of seduction and social manoeuvreing, rather than on intellect, to act in and on the world.
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Real men do wear mascara: Advertising discourse and masculine identity
Article
  • Feb 2008
  • Crit Discourse Stud
During the past two decades, the traditional concept of masculinity has been challenged by the pervasive spread of metrosexual attitudes and practices through Western cultures. This article examines an extreme aspect of this trend through a multimodal reading of an online advertisement for male mascara. Using social semiotic theory and methodologies based on functional grammars, the analysis reveals that the advertisement's producers are treading a fine line in their verbal and visual discursive choices, trying to create a dialectic that encourages men to be consumers of feminine-style products while also allowing them to maintain the qualities that have traditionally been gendered as masculine.
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The Discourse of Advertising
Article
  • Jan 1992
1. publ Bibliogr. na s. 237 - 244
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