A Multimodal Discourse Analysis Towards In-Game Advertising

Efendy, Dellia Novita and Yanti, Yusrita (2023) A Multimodal Discourse Analysis Towards In-Game Advertising. Diploma thesis, Universitas Bung Hatta.

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Abstract

This research analyzes multimodal discourse analysis to investigate in-game advertising. Multimodal discourse analysis (MDA) is the study of language that includes visuals, symbolism, gesture, action, music, and sound. These elements determine as "semiotic resources," or "modes," and "modalities" refer to language and other resources that combine to produce meaning in multimodal phenomena. These semiotic modes also can be found in in-game advertising in order to make the advertising attractive. This research aims to analyze the modes and roles of the interactive function contained in in-game advertising using the theory of multimodal discourse analysis by Anstey and Bull (2010) of semiotic modes and Kress and Leeuwen (2006) of interactive function. In-game advertising is the insertion of products or brands into a video game that would become the main data of this research, which is taken from the screen capture of in-game video advertising that appears in the Cat and Soup game. The researcher collected 3 videos of advertising that contain modes to be analyzed, the researcher found 53 main data in the forms of 31 linguistic, 15 visual, and 7 gestural modes. Using a descriptive qualitative method, the result of this research shows that In-game advertising utilizes multimode techniques to attract viewers, using attractive characters, meaningful colors, helpful icons, and gestures to create an attractive game image. The developer builds interactive bonding with the viewer through contact, social distance, and point of view, resulting in a more attractive viewing experience and ultimately, game installation.

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