INTERPERSONAL RELATIONSHIP BUILT BY WHO’S OFFICIAL COVID-19 ADVERTISEMENT: A MULTIMODAL ANALYSIS
DOI:
https://doi.org/10.47269/gb.v8i1.178Keywords:
advertisement, camera, interpersonal relationship, multimodal, pandemic outbreakAbstract
Covid-19 pandemic outbreak experienced people into unpredictable moment. At that time, it is required to know what they should do. World Health Organization (WHO) released official public advertisement including this requirement. Using Systemic Functional Linguistics (SFL) approach integrated with multimodal analysis, the authors try to find the interpersonal relationship built in the advertisement. The research is done with qualitative paradigm descriptively towards multimodal document, as the data source, containing the transcription of spoken and written language resources along with camera positions and shots. The results are taken from applying domain, taxonomy, componential, and cultural theme analyses. The domination of voice over talent implies being informative and inspiring. The analysis of camera position and shots signifies proximity between the participants and audiences. This research finally reveals the interpersonal strategy practiced by the advertisement.Downloads
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