One of the public advertisements on the Internet is an advertisement to warn about the Covid-19 virus. This ad contains a healthy lifestyle and steps to prevent the spread of the Corona virus / Covid-19. This ad contains a healthy lifestyle and measures to prevent the spread of the Corona virus / Covid-19.
Multimodal Analysis in Covid-19 Advertisement of Minister of Health” here this research takes a video advertisement about the prevention of Covid-19 virus which will then be shot in a few pieces of images. Next, in this study, you want to see types of visual elements and idea function of covid-19 advertising in multimodal.
The Identification of the Problem
Because the advertiser doesn't explain it, so the audience only sees the ad from the sketch. Therefore, the writer wants to do this research to provide a broader insight into the functions and uses of the various images and phrases mentioned in the advertisement.
The Scope and Limitation
The Formulation of the Problem The formulation of the study as follows
The Objective of the Study
Multimodal
Multimodal analysis is an analysis that provides tools and techniques for analyzing texts that use more than one mode of discourse. According to Christie (2005), multimodality refers to more than one mode of communication used simultaneously in a text with meaning. Today, with the development of technology that is continuous and sustainable, multimodal texts are becoming more and more common for every user of information and communication technology (ICT) and computer-mediated communication (CMC).
The functional-system approach examines how texts are generally formulated to show their suitability for specific contexts and situations of use. Multimodal SFL analysis considers visual presentation as subject to the same generic functional equipment as other communication artifacts.
Multimodal in Advertisement
Generic Structure of Potential
Meanwhile, Cheong's GSP of print advertisement is used to reveal the elements of the advertisements. This is to provide a model that best captures the multi-semiotic interaction between visual and linguistic text in print advertising.
Visual Elements
This element plays an important role in print ads, displayed in size, position and/or. LoA serves as the core of advertising messages, displayed in size and color with distinct quality compared to other visual components while Comp. Cheong says that Display is the visualization of the product or service in the advertisement" (quoted in O"Halloran, 2004:171).
The visual element Emblem is visually realized through the advertised product logos of the product. Emblem provides identity or status for the product lying on either side to adjust the proportion of the advertising texts.
Linguistic Element
- Linguistic Analysis
- Visual Analysis
- Advertisement
- Types of Advertisement
Certain elements of product/service information that are not included in the Enhancer are covered by the tag. The label is usually a single line of small print and is usually not visible as shown on the previous label. Information that has been given somewhere in the text or known from the context is called the theme, while the rheme is the section in which the theme is developed.
Mental processes are referred to as our experience of the world of our consciousness (Halliday and Matthiessen and the inner world of the mind (Thompson, 1996). Representational analysis falls into two categories: Narrative and conceptual in the sense of the realization of a process that identifies the doings and events of the participants Like material processes in the transitivity system, narrative processes have two participants, namely "actor" and "target".
They define Actor as ―the participants from whom or from which the vector departs and who can be merged with the vector to varying degrees‖ (ibid). In the latter one there is no action directed at anyone or anything as there is only one participant. However, in the former one, transactional, there is more than one participant and something exchanges between them.
In the classification structure, participants are equally related to each other - in terms of a kind of bond, or taxonomy" (kress and van Leeuwen, 2006:79). The analytical processes refer to the bond that participants have in one picture "in terms of whole part structure". In the advertising text there are product names, ideas and services that can benefit its users.
Pioneer Advertising
Competitive Advertising
Retentive Advertising
Covid-19 virus
One of the public service advertisements in the Internet media that we often come across today is an advertisement with the title of warning about the Covid-19 virus. These ads are often shown on Youtube to encourage the public to be aware of this virus. According to the WHO website, the corona virus is a large virus that can cause disease in animals or humans.
This announcement was published by the minister of health through Metro Tv and republished by one of the You Tube accounts "Knowledge Insight" on February 5, 2020. With the spread of this virus spread all over the world, the Indonesian government is taking various steps to prevent the spread of this virus widely in Indonesia. With the publication of various advertisements by the Minister of Health, it is hoped that the public can be made aware of the dangers of this virus.
Through these advertisements, the health minister urges the public to adopt a healthy lifestyle and maintain social distance to avoid co-19. But more than that, there are still many people who do not agree with the corona that is hitting Indonesia today.
Conceptual Framework
Relevant studies
A journal titled: "Multimodal Analysis of Tolak Angin Sidomuncul Advertising Tag Through Systemic Functional Linguistic Approach". This research uses a qualitative method to analyze the uses of multimodal linguistics to see the effectiveness of Tolak Angin Sidomuncul ad. According to Miles and Huberman (2014;1) qualitative data are data that are rich in sources, descriptions and explanations of human processes.
With qualitative data we can keep a chronological flow, to see which events cause consequences and get useful explanations. This research is descriptive research, Descriptive research studies are designed to get about the current status of the phenomenon. The aim is to provide a complete and detailed description of the results, providing many ideas and concepts.
This research will be conducted using descriptive research with qualitative methods as it illustrates that the meaning realized in Covid-19 advertisements can interpret the meaning manifested in visual elements and ideational functions in multimodal.
Source of Data
Technique of Data Collection
Technique of Data Analysis
Data collection means that this research starts with the steps of collecting data as mentioned in the technique and then analyzing the problem. Analyze and determine the generic structure potential of each image in the data and then simplify it into visual and linguistic forms. After determining the generic structure potential and sorting between visual and linguistic, the data will provide research results and information organized in a way that allows decision-making and action.
Confirm and conclude whether the function of ideal, visual and linguistic elements was realized in advertisements.
Data
Data Analysis
The generic structure potential of Visual element and Linguistic Elements of Covid-19 advertisement “Cuci Tangan Secara Teratur”
Visual
It describes that all the people need to wash their hands in the society ad. In this picture, the show is the social advisory service that can be found in video. This means that from the photos, the first steps that the people should take to prevent the corona virus were their own hands without reading the text next to the photo.
Linguistic element
Cuci tangan dengan sabun/air mengalir untuk menghindari kuman atau virus yang mungkin menular. “Mencuci tangan” merupakan suatu proses material karena memerlukan tindakan manusia atau terjadi di luar tubuh manusia. Pada saat proses yang ditempuh, peserta juga dapat ditemukan “Untuk menghindari kuman” adalah peserta II yang menjadi tujuannya.
Enhancer
- The generic structure potential of Visual element and Linguistic Elements of Covid-19 advertisement “Lakukan Eika Bersin Dan Batuk”
- The generic structure potential of Visual element and Linguistic Elements of Covid-19 advertisement “Kunjungi Layanan Kesehatan ”
- The generic structure potential of Visual element and Linguistic Elements of Covid-19 advertisement “Hindari Kontak Langsung ”
- The generic structure potential of Visual element and Linguistic Elements of Covid-19 advertisement “Konsumsi Makanan Matang”
The lead of this picture is the quietest image because it is the main focus of attention that attracts the viewers while watching the ad. This clause material process, means that the human process physically or needs the action "lakakun" is the point if the process is defined, the participant can be understood "Ethics bersin dan batuk" is the participant II which is called as the goal. Bersin / Batuk Dengan tisu , masker/ cuci tangan Agar Mencegah and kudukati risko virus yang menular Actor Material Objective Process.
In analyzing the clause, we must first analyze the process, because it determines the purpose here, the process is called as mental process that happens in man. Before process there is the statement "if your body has become sick" and "kesehatan" as the participant II which namely goal because there is the goal of the announcement to give the patient health. This clause consists of three elements, namely the process, participant II and the actor.
When analyzing the clause, we must first analyze the process because this determines who the participant is. When the process is completed, the participant can also determine that the implicit goal is “agar mengobati dan mengurangi resiko virus yang menuular”, the participant II, namely the goal. Here, the visual aspect shows that avoiding direct physical contact is the main focus.
He describes that all the necessary people know to keep their distance while having communication to prevent the virus. The lead image of this image is the quietest image because it is the main focus of attention that draws the viewers attention while viewing the ad. The main emphasis here, as seen in the picture, is to avoid eating food that is not well cooked and always maintain a good diet by eating food that is well cooked and contains nutrients and vitamins that are well digested by the body.
Finding
This is because in data analysis 5 different cues were found in 5 images, while for display only 1 was shown that was the same in 5 images. These are Primary Announcement 5, Secondary Announcement 5, Call and Visit 1, Enhancer 1, Tag 1 found in Covid-19 advertisement. While the least is call and visit, tag and enhancer because 5 images have the same tag, enhancer, call and visit.
In the visual text of the Covid-19 ad, we found that the ideational process consists of material process 11, actors 6, circumstances 3, location 1, goals 10. The analysis of the language in the ad showed that the advertiser conveys a message that has the potential to compose components idea functions.
Suggestion