LOCAL WISDOM IN INDOMIE AND NISSIN VIDEO ADVERTISEMENTS: A MULTIMODAL ANALYSIS Trisnowati Tanto, Sri Iriantini
The research focuses on the main concept revealed in four instant noodle video advertisements- two are Indomie advertisements and the other two are Nissin advertisements. Both brands are not only the most prominent instant noodles in Indonesia and Japan respectively, but they are also well known out of the countries. Furthermore, it is obvious that at present instant noodles are a serious business in the two countries- hence, how the products are advertised throughout the countries becomes highly significant as well. Besides promoting the products and informing the audience about the products^ important points, it is likely that there are some inherent concepts in the advertisements. In order to understand these concepts, van Leeuwen^s theory of Multimodality will be used to analyze the advertisements. According to his theory, there are five different modes of the advertisements that can be analyzed, namely the visual, verbal, audial, gestural, and technical modes, all of which will contribute to the revelation of the main concept of the video advertisements. These five modes will be analyzed in detail by applying several linguistics theories of Systemic Functional Grammar, Pragmatics, Semiotics, and Stylistics. The research uses a descriptive qualitative method and the data collection technique used is a library research method. The research is done based on the hypothesis that these Indonesian and Japanese video advertisements contain some similar concepts, especially in asserting their countries^ local wisdom in the advertisements.
Abstract
Abstract is submitted as file
Keywords: Concept, Video Advertisement, Multimodality, Local Wisdom
Topic: Religion, Language and Humanity Issues in Sustainable Communities
