MULTIMODALITY IN VIDEO ADVERTISEMENT ON INSTAGRAM

Abstract

Advertisements in the digital era creatively make use of writing, speech, sound, or even images to promote goods and services. This multimodality is used to persuade customers. Likewise, advertisements on Instagram have adopted multimodality for a creatively communicative interaction to offer goods and services. This study aims to find out the kind of multimodal systems and how those multimodal resources work in creating a good advertisement. Video advertisement posted on the Instagram account of Loh Coffee &Eatery is the main source. This study used the qualitative method by applying the theory about multimodality from Anstey & Bull’s (2010). The result of this study showed that the video contains all four semiotic systems; linguistics, visual, audio, and gestural. All of these multimodal resources are used to build integrated meaning of delicious food and beverage promoted, and other best services offered by Loh Coffee & Eatery.