This thesis investigates the elements of multimodality that reveal the multiculturalism concept in Super Bowl commercials. There are five video commercials used in this present study; those are "Google," "SimpliSafe," "Coca- Cola," "Cashew," and "Doritos." For multimodality, the writer uses theory by Kress and Van Leeuwen (2006), which provides three types of multimodality; those are ideational metafunction, interpersonal metafunction, and textual metafunction. This multimodality analysis works for examining the linguistic feature of the commercials. Then for representing the multiculturalism concept, the researcher applies the Moran (2013) framework, which is organized by four cultural dimensions in commercials. In this case, the multimodality elements are employed to show every mode in the scene as a tool to serve the multiculturalism concept.
Based on the result, the writer concludes that 2019‘s Super Bowl commercial is apparent in a variety of modes during their video commercials. Because it applies all the elements of multimodality proposed by Kress and Van Leeuwen, which consists of three types, those are ideational metafunction, interpersonal metafunction, and textual metafunction. For five video commercials, It is found that 968 times contain multimodality elements. Interpersonal
metafunction is the most frequent metafunction that occurred among another metafunction. This metafunction appears 69% or equal to 651 times of occurrence. In the second level, ideational metafunction appears 28% or equal to 266 times. Then, at the lowest level, textual metafunction appears in 3% or equal to 26 times of occurrence. Furthermore, the result of the multiculturalism concept, they are 64 scene that contains the multiculturalism concept. The first level is the cultural dimension of communities that appears 33% or equal to 21 times of occurrence. In the next level is the cultural dimension of perspective appears 26% or equal to 17 times of occurrence. The cultural dimension of product 25% or equal to 16 times of occurrence. Next, the cultural dimension of practice appears 16% or equal to 10 times of occurrence. Lastly, there is no accuracy of the cultural dimension of the person.
They are related to the multiculturalism concept, the elements of multimodality function as a tool to serve linguistics features, which can be used to present the implied multiculturalism concept in the Super Bowl commercials. In every metafunction has differents functions in its application. Furthermore, the elements of multimodality capably contribute toward the construction of dimensions reflected in the Super Bowl commercials. These dimensions are regarded as the components, which construct the multiculturalism concept of Super Bowl commercials. There are four dimensions of cultural found. Those are dimension cultural of practice, dimension cultural of perspective, dimension cultural of practice product, and dimension cultural of communities. All of the dimension shows that Super Bowl includes the multiculturalism concept.
By seeing all the findings of this thesis, the researcher has proven that multimodality is capable of showing the multiculturalism concept of video
commercials. Furthermore, this study could show how 2019‘s Super Bowl
commercials as the best websites of the United States use its commercials to share its multiculturalism concept during its videos reflect to the Surah Al-Hujurat. The use of the verbal mode and visual mode is considered as the persuasive strategy to persuade the viewers to buy the product.
5.2 Suggestion
This research has successfully shown the multiculturalism concept in the 2019's Super Bowl commercials by using a collaboration study of Moran for multiculturalism concept with multimodality as a part of Kress and Van Leeuwen theory. As the final result, the researcher has proven that multimodality significantly beneficial for showing the multiculturalism concept in the Super Bowl. Therefore, the researcher truly suggests that the other researcher's interest in multimodality in another subject. The other researcher can improve other aspects using another topic. Then, they can investigate more interesting data sources related to multimodality such as newspapers, film, brochure, official documents, catalog, etc. Thus, by this suggestion, the researcher expects that this present study can be a better reference for linguistic learners and gives inspirations to conduct further analysis.
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