• Aning Rustanti Raharjo UIN Syarif Hidayatullah Jakarta
  • Didin Nuruddin Hidayat UIN Syarif Hidayatullah Jakarta
  • Alek Alek UIN Syarif Hidayatullah Jakarta
  • Nasifuddin Jalil UIN Syarif Hidayatullah Jakarta


Advertising is utilized to promote certain products and attract the attention of potential customers to purchase the products. In this study, the researchers use advertisements broadcasted through an electronic form, namely Wardah lipstick advertisement. The advertisement is audiovisual, and the form of the message included sound and moving images. The analysis in this study used a semiotic approach and multimodal analysis focusing on multimodal systems, including aspects of linguistics, visual, audio, gestural, and location. This study used qualitative research methodology by applying a descriptive analysis in the research. The study found that this advertisement covers the five aspects of the multimodal semiotic system: linguistics, visuals, audio, gestural, and location. These five aspects are integrated to convey the core message in Wardah lipstick advertisement. Finally, this research found the meaning contained in an advertising message. The advertisement structure was also composed of verbal and visual text to persuade and affect buyers' decisions.  


Download data is not yet available.

Author Biographies

Aning Rustanti Raharjo, UIN Syarif Hidayatullah Jakarta
Aning is a postgraduate student of Department of English Education, UIN Syarif Hidayatullah Jakarta
Didin Nuruddin Hidayat, UIN Syarif Hidayatullah Jakarta
Didin Nuruddin Hidayat is lecturer at the Department of English Education, UIN Syarf Hidayatullah Jakarta
Alek Alek, UIN Syarif Hidayatullah Jakarta
Alek is a senior lecturer at Department of English Education, UIN Syarif Hidayatullah Jakarta
Nasifuddin Jalil, UIN Syarif Hidayatullah Jakarta
Nasifuddin is a senior lectr=urer at the Department of English Education, UIN Syarif Hidayatullah Jakarta


Amatullah, F., Rosa, R. N., & Padang, U. N. (2019). An Analysis of Multimodal In Beauty Product. 8(1).

Anstey, M., & Bull, G. (2010). Helping teachers to explore multimodal texts". Curriculum and Leadership. vol 8 (16), 11.

Birner, A. (2015). Review of Painter, C., J. R. Martin & L. Unsworth (2013) Reading Visual Narratives: Image Analysis of Children’s Picture Books . Australian Review of Applied Linguistics, 38(1), 85–88.

Bo, X. (2018). Multimodal Discourse Analysis of the Movie Argo. English Language Teaching, 11(4), 132.

Eynullaeva, E. (2018). Relational Designs in Literature and the Arts. Relational Designs in Literature and the Arts, January 2012.

Farias, Miguel, Oblinovic katica, O. R. (2007). Implications of Multimodal Learning Models for foreign language teaching and learning 1. Colombian Applied Linguistics Journal, 9, 2–3.

Feng, D., & O’Halloran, K. L. (2012). Representing emotive meaning in visual images: A social semiotic approach. Journal of Pragmatics, 44(14), 2067–2084.

Hidayat, D. N., Abrizal, A., & Alek, A. (2017). A Multimodal Discourse Analysis of the Interpersonal Meaning of a Television Advertisement in Indonesia. Indonesian Journal of English Education, 5(2), 119–126.

Hidayat, D. N., Septiawan, Y., & Sufyan, Y. (2020). Critical Discourse Analysis and Its Potential for English Language Teaching: A study on Beauty Advertisement Products in Indonesia. Asian ESP Journal, 16(2.2), 271–297.

Hu, C., & Luo, M. (2016). A Multimodal Discourse Analysis of Tmall’s Double Eleven Advertisement. English Language Teaching, 9(8), 156.

Koçyiğit, M. (2018). A literature review on the viral advertising narrative structure. In Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications (Vol. 3, pp. 1363–1379). IGI Global.

Lim-fei, V., Tan, S., & Yin, K. (2017). Multimodal Translational Research: Teaching Visual Texts. New Studies in Multimodality : Conceptual and Methodological Elaborations, December 2016.

Machin, D., & Mayr, A. (2012). How to do Critical Discourse Analysis - A Multimodal Introduction. London SAGE, 4, 12.

Mohajan, H. K. (2018). Qualitative Research Methodology in Social Sciences and Related Subjects. Journal of Economic Development, Environment and People, 7(1), 23.

Nashihah. (2016). Discourse analysis of Rexona advertising (Thesis). State Islamic University Sunan Kalijaga. Yogyakarta.

Pettinger, R. (2013). Organizational Behaviour. In Organizational Behaviour.

Ping, K. (2018). A Visual Grammar Analysis of Lesaffre’s Website. Advances in Language and Literary Studies, 9(6), 38.

Shamini Periasamy, M., Gruba, P., & Subramaniam, G. (n.d.). A Multimodal Literary Analysis of a Television Commercial. In The Southeast Asian Journal of English Language Studies (Vol. 3, Issue 3).

Stenglin, M. (2008). Binding: A resource for exploring interpersonal meaning in three-dimensional space. Social Semiotics, 18(4), 425–447.

Suprakisno. (2010). Analisi Multimodal Iklan “ Indomie ” Suprakisno Fakultas Bahasa dan Seni Universitas Negeri Medan.

Turhan, B. (2017). Critical Discourse Analysis of Advertising: Implications for Language Teacher Education. International Journal of Languages’ Education, 1(Volume 5 Issue 4), 213–226.

Walia, R. (2016). A Saga of Qualitative Research. Sociology and Criminology-Open Access, 04(01), 1–4.

How to Cite
Raharjo, A. R., Hidayat, D. N., Alek, A., & Jalil, N. (2020). MULTIMODAL ANALYSIS OF WARDAH LIPSTICK ADVERTISEMENT. Elite : English and Literature Journal, 7(2), 149-159.
Volume 7 Number 2, December 2020
Abstract viewed = 1865 times