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7784 19465 1 PB
APA sCitation: sMunthe, sA. sB. s(2022). sNew sNormal sCampaign sof sCovid-19 sAdvertisements sby sWHO: sA
sMultimodal sStudy. sEnglish sReview: sJournal sof sEnglish sEducation, s11(1), 275-282.
https://doi.org/10.25134/erjee.v11i1.7784.
275
Asmah Boru Munthe
New snormal scampaign sof scovid-19 sadvertisements sby sWHO: sA smultimodal sstudy
Meanwhile, Non-commercial advertisements sdesign sor ssemiotic sevents sand sin ssome sways,
contain messages that remind and invite the public sthese smodes sare scombined sto sstrengthen,
to participate in the success of a program aimed at scomplete, sor sbe sin sa sparticular. Multimodal (text,
common interests. They also play an important role image, and audiovisual) advertisements are a
to create public awareness. The language used in successful technique to introduce products or
an advertisement must be persuasive and engage to services (Alhadi et al., 2022; Miharti & Fitrawati,
influence the readers. The language used is short, 2022).
clear, concise, and effective hence it can be easy to Multimodal salso scan sbe sdefined sas sa stechnical
understand by readers. Selective phrases and sterm sthat saims sto sshow sthe smeaning sthat swe
visuals that allow for numerous readings contribute shave sdone sso sfar sto sutilize sa svariety sof ssemiotics.
to the diversity of meanings in ads (Eynullaeva, The multimodal analysis emphasizes that all means
2018). To make it more attractive, advertisement of communication, both verbal and nonverbal, play
is also supported by the use of colors, illustrations, an important role in making meaning.
and logos (Al-Omar, 2019; Pecoraro et al., 2020). Many researchers have studied advertising
The use of verbal and nonverbal language aspects using multimodal analysis such as Guo & Feng
in the advertisement helps to express its meaning (2018), Napitupulu (2018), Sitanggang (2018),
(Arinata et al., 2022; Dewi et al., 2022). Amatullah (2019), Raharjo et al (2020), and Dania
At this time, we can find lots of new normal & Sari (2020). Guo & Feng (2018) conducted the
campaign advertisements in various kinds of 2014 Brazil World Cup advertisements with
media, videos and images, such as magazines, grammar visual design to represent semiotic acts.
newspapers, television, radio, or internet. The Raharjo et al.'s (2020) study on the multimodal
multimodal aspect of advertising is one of its most analysis of Wardah Lipstick examined aspects of
crucial components (Perangin-Angin et al., 2022). multimodal on advertisements that featured
The purposes of the new normal campaign persuasive messages impacting the buyer's
advertisements are to give brief explanation about decision. Hafrianto (2019) did another study that
the new normal and to remind us the importance of examined the multimodal analysis of Indomie in
implementing health protocols. The new normal the Arabic translation. Sitanggang (2018)
campaign advertisement is a non-commercial investigated the visual and verbal elements in
advertisement that aims to give information and to political satire through the use of metafunction and
increase the awareness of public society about the grammar visual design cartoons and illustrated
attitudes and behavior to the problem advertised. how they are specifically interrelated to construct
Regarding non-commercial advertisements, satire. Napitupulu (2018) identified the visual and
WHO as the biggest World Health Organization is verbal elements in advertisements of the online
responsible to educate societies about the new marketplace Shopee. He used metafunction to
normal in the Covid-19 pandemic. Not all societies analyze the verbal elements and grammar visual
have the same knowledge about the new normal design and generic structure to analyze the visual
(Effendy et al., 2020). Therefore, WHO launches elements. Amatullah (2019) analyzed and
non-commercial advertisements, the new normal compared semiotic systems such as linguistic,
campaign of Covid-19 advertisements, on its visual, audio, gesture, and place in beauty product
official website. Through advertisements, it hopes advertisements. Raharjo et al (2020) analyzed
that all societies can easily understand Covid-19 wardah lipstick advertisements. Dania & Sari
and how to live in new normal life. (2020) identified food advertisements. Meanwhile
The researcher chooses the Covid-19 some researchers who conducted a research of a
advertisements by WHO is because they provide campaign are: Serena Williams and Megan
different modes. These modes are sentences and Rapinoe are among the cast members of this
images that are contained in the advertisements. advertisement, which was launched as part of
These modes work together to create messages Nike's promotion for International Women's Day
which means to be communicated. The purpose of 2020 (Verry, 2020). Lose Count is the name of the
new normal campaign of Covid-19 advertisements second advertising. One of Nike's ads, Lose Count,
is to set examples of implementing health protocol which was part of the Stronger than One campaign
during Covid-19. and debuted in February 2021, is designed to
Multimodal is a theory that looks at how people empower female football players, therefore it
communicate and interact with other people makes sense to label it femvertising. The Stronger
because it uses different modes. It scan sbe sdefined Than One campaign was created to empower the
sas sthe suse sof ssome ssemiotic smodes sin sproduct
276
ENGLISH REVIEW: Journal of English Education p-ISSN 2301-7554, e-ISSN 2541-3643
Volume 11, Issue 1, February 2023 https://journal.uniku.ac.id/index.php/ERJEE
future generation of female athletes, particularly images were about human bodies, objects, and
those playing American football (Codega, 2020). illustrations in public places. Meanwhile, Verbal
Although many researchers have conducted elements were clauses found in advertisements.
research related to multimodal analysis in Based on Halliday's in Systemic Functional
advertisements, there is still a need to investigate Linguistics, a clause is a unit of linguistics.
how multimodal analysis contributed to other types Therefore, verbal elements included words,
of advertisements. In this research, the difference phrases, and clauses.
and the novelty of this research are the data and the The source of data took from WHO's official
theory. Numerous research used commercial website:
advertisements as the data, but the current research https://www.who.int/indonesia/news/novelcorona
used non-commercial advertisements, new normal virus/newinfograpihics/new-normal. It was
th
advertisements by WHO. This research is accessed on Tuesday, January 5 , 2021. The reason
conducted to determine the elements of verbal and why researcher took from the WHO official
visual that appears in new normal campaign of website, is because of WHO as the biggest world
Covid-19 advertisements by WHO. Therefore, the organization gave guidance on us how to
researcher takes the snew snormal scampaign sof implement health protocols and how to implement
sCovid-19 sadvertisements sby sWHO sas sthe sdata sof the new normal life during the Covid-19 pandemic.
sthe sresearch. sThe spurpose sof sthe sresearch swas sto In analyzing the data, the researcher used the
sidentify sthe svisual sand sverbal selements sin sthe interactive model analysis. There were four steps
snew snormal scampaign sof sCovid-19 in analyzing data: data collection, data
sadvertisements sby sWHO. sIt suses sthe sideational condensation, data display, and conclusion.
sfunction sby sHalliday smetafunctions' stheory sto
sanalyze sthe sverbal selements. sThen, sit scombines
swith svisual selements, sthe sgrammar svisual design.
METHOD
In this research, the researcher used a descriptive
qualitative design. It aims to explain what exists in
a situation in terms of variables or conditions and
to obtain information concerning the current
phenomenon. The research on multimodal is
usually divided into two groups: verbal elements
and visual elements to see how the modes screate Figure: 1. Four steps of analyzing data
smeaning sin scommunication. sThus, sthis sresearch Based on the interactive model presented in
saims sto sidentify sthe sverbal sand svisual selements figure 1, the first step was ldata lcollection. lData
sin sthe snew snormal scampaign sof sCovid-19 lcollection lmeans lthe lprocess lof lgathering land
sadvertisements sby sWHO. s lmeasuring linformation labout ltargeted lvariables lin
The sreason sbehind sselecting sthe snew snormal lan lestablished lsystem, lwhich lenables lone lto
scampaign sof sCovid-19 sadvertisements sresides sin lanswer lrelevant lquestions land levaluate lthe results.
sthe sfact sthat multimodal is claimed to look at how This research applied documentation techniques
people communicate with other people in different for collecting data. Documentation technique is a
modes. Modes are socially and culturally shaped technique that documents as a form of data include
resources for making meaning. Moreover, the material obtained via the internet. The documents
previous research did not use non-commercial had been provided by WHO official sites and they
advertisements as the data in multimodal. Whereas were available for other people to check.
non-commercial is public service advertisement to To collect the data, the researcher searched the
create awareness or raise funds. Non-commercial data from WHO's official website, then the
advertisements attempt to influence public opinion researcher selected some new normal campaigns of
on the happening issue such as the Covid-19 Covid-19 advertisements based on the
pandemic. representation of implementing the health
The data of this research were visual and verbal protocols in the new normal. Next, the researcher
elements in seven new normal campaigns of downloaded the selected advertisements and
Covid-19 advertisements by WHO selected by the classified the data into visual and verbal elements.
researcher. Visual elements were taken from the The lsecond lstep lwas ldata lcondensation lthe
image components of the advertisements. The lprocess lof lselecting, lfocusing, lsimplifying,
277
Asmah Boru Munthe
New snormal scampaign sof scovid-19 sadvertisements sby sWHO: sA smultimodal sstudy
labstracting, land ltransforming ldata. lThe ldata lwas Then, the actor came after it (8). It was noticeable
lselected lbased lon lvisual land lverbal lelements lin lthe that the advertisements brought important
lnew lnormal lcampaign lof lCovid-19 ladvertisements messages to the readers to get a clear understanding
lby WHO, then the process of the data focused on of the new normal and health protocols. WHO
verbal elements and visual elements. In verbal engaged the readers to obey the rules of the new
elements, the data were analyzed based on the normal life by implementing health protocols
ideational function of the transitivity process in an during outside activity.
experiential process which consisted of three Then, the most dominant process was material
aspects: participants, process, and circumstance. In (20). Many sentences used a material process to
visual elements, the data was analyzed using show what was the doer doing. It meant that the
grammar visual design which consisted of three advertisements encouraged readers to do and to
aspects: representational, interactional, and participate in maintaining health procedures in the
compositional. The researcher used code to new normal life by adhering to WHO guidance.
simplify data. The codes presented in the analysis Meanwhile, the researcher found that there were
were NNCA1, NNCA2, NNCA3, NNCA4, two circumstances. They are manner and time. The
NNCA5, NNCA6, and NNCA7. manner circumstance was 4 and the time
The sthird sstep swas sdata sdisplay sto san circumstance was 2. As a result, the manner
sorganized sassembly sof sinformation sthat sallows circumstance was more dominant than the time
sthe sconclusion. sThe sprocess sof sreducing sand circumstance. The advertisements gave more
sdisplaying sdata swas sbased son sthe sformulation sof examples of implementing new normal life by
sthe sresearch sproblem. sThe sresearch sdisplayed sthe manner circumstance than time circumstance.
sdata sanalysis sof sverbal sand svisual selements sused When the readers saw the examples of health
sin sthe snew snormal scampaign sof sCovid-19 protocols, they will easily understand how to do it
sadvertisements. by copying the actions.
The last step was the conclusion to make a On sthe sother shand, sthere swere s20 simages swith
summary of the research. Concluding is the process svisual selements sfound sin sthe snew snormal
of drawing the content of data collected in the form scampaign sof sCovid-19 sadvertisements. sThe
of good statements. The conclusion is made after sresearcher sused sgrammar svisual sdesign stheory sby
analyzing the data and then the researcher got the sKress sand svan sLeeuwen. It has three parts:
conclusion as the answer to the research problems. representational, interactive, and compositional.
Representational is used to look at the position of
RESULTS AND DISCUSSION the participants wheater writers or readers are
This data finding is divided into two elements, the dominant. Interactive is used to know the
first was verbal elements. The researcher used the interaction between the image-maker and image-
ideational function in the transitivity process by viewers. Compositional is related to the
M.A.K. Halliday (2004) to analyze the verbal arrangement of all the elements from the
elements. From the analysis, the researcher found representational and interactive. Thus,
that there were 17 clauses in advertisements. Table compositional sees how these elements from two
1. was the result of the verbal analysis: parts relate to each other into a meaningful whole.
Table 2. showed the result of the visual analysis.
Table 1. Verbal elements
Verbal Elements Table 2. Visual elements
Participants Processes Circumstances Visual Elements
Actor = 8 Material = 20 Manner = 4 Representat Interactive Composition
Goal = 19 Mental = 5 Time = 2 i-onal -al
Senser = 3 Relational = 4 Narrative = Gaze: Information
Phenomenon = 3 Behaviour = 1 17 Offer = 19 value = 30
Token = 1 Vector: 17 Demand = 1
Value = 1 Actor: 17
Attribute = 3 Goal: 19
Carrier = 1 Conceptual Social distance: Salience =
=3 Close shot = 2 54
In table 1, there were 3 elements in verbal: Carrier: 3 Very close shot = 4
participants, processes, and circumstances. The Attributive: Long shot = 5
researcher discovered that the most dominant 6 Medium long shot = 6
participant in ideational function was the goal (19).
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ENGLISH REVIEW: Journal of English Education p-ISSN 2301-7554, e-ISSN 2541-3643
Volume 11, Issue 1, February 2023 https://journal.uniku.ac.id/index.php/ERJEE
279
Asmah Boru Munthe
New snormal scampaign sof scovid-19 sadvertisements sby sWHO: sA smultimodal sstudy
280
ENGLISH REVIEW: Journal of English Education p-ISSN 2301-7554, e-ISSN 2541-3643
Volume 11, Issue 1, February 2023 https://journal.uniku.ac.id/index.php/ERJEE
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