INTRODUCTION
Rationale of the study
Discourses serve various purposes and can be categorized into different types, including digital and print formats The rise of multimodal discourse, which incorporates multiple communication modes such as images, sound, movement, and text, has diminished the prominence of traditional, text-only discourse This approach is particularly effective in mass media, where multimodal communication is more engaging and informative A prime example of this is advertising, which has garnered significant interest from discourse analysts exploring how various communication modes work together within a single discourse.
Research by Lars Sorensen (2011) explored visual communicative strategies in the film, television, and photography sectors, focusing on how these strategies persuade professional audiences Ma Mei Lin Linda (2005) conducted a multimodal discourse analysis of Hong Kong charity advertisements, examining the language dynamics of Chinese and English across micro, meso, and macro levels Chunyu Hu and Mengxi Luo (2016) analyzed Tmall's Double Eleven advertisement, highlighting the significant role of visual components in attracting viewers and reflecting cultural and social contexts Yusnita Febrianti (2013) studied Indonesian print advertisements to understand how multimodal semiotic resources convey meaning through visual elements Additionally, Maria Bortoluzzi's 2010 research on Total's 2005 advertising campaign investigated the interplay of visual and verbal communication, revealing how these elements create complex meanings to support the advertisement's main message.
This study explores the multimodal discourse in advertisements, specifically examining how visual and linguistic elements are utilized to convey themes in print ads Focusing on Toyota's Prius advertisements, the research highlights the overarching theme of environmental protection and how these resources work together or separately to communicate this message effectively.
Print advertisements play a crucial role in capturing attention and influencing attitudes towards environmental protection As sustainability becomes essential for successful businesses, companies strive to enhance their green image Since the invention of the modern automobile in 1883, the car industry has expanded significantly, yet it remains one of the largest contributors to air pollution In response, car manufacturers are increasingly promoting awareness of their environmental impact and adapting their practices towards sustainability Prominent companies like Toyota and Ford incorporate themes of nature and environmental protection in their print advertisements Notably, Toyota's Prius campaign exemplifies a successful hybrid car initiative that utilizes various media, including print, to communicate messages of sustainability and environmental stewardship through a blend of visual and linguistic elements.
Objectives of the study
This study investigates the interplay between visual elements and linguistic features in advertising discourse, focusing on how these multimodal discursive means convey messages about environmental preservation in car print advertisements.
In order to fulfill this purpose, the study will answer the following question:
- How are the visual and linguistic elements used to convey the message of environment protection in advertisements of Toyota Hybrid car?
Scope of the study
This study examines five print advertisements for the Toyota Prius, a hybrid car targeted at US consumers It focuses on analyzing the visual and linguistic elements present in the ads while intentionally excluding the perspectives of the producers and the perceptions of customers This approach aligns with the typical scope of a discourse analysis project.
This analysis will concentrate on the visual and linguistic representation of nature protection and sustainability messages, while excluding any other potential messages from consideration.
Methods of the study
This study employs a multimodal discourse analysis approach, focusing on qualitative analysis of advertisement discourse It utilizes the framework established by Kress and Van Leeuwen to explore the intricacies of visual and textual elements in advertisements.
(2006) will be used for visual analysis and that of Halliday on functional grammar (2014) will be used for verbal examination
This study utilizes Kress and Van Leeuwen's (2006) framework to analyze data through three meta-functions: representational, interpersonal, and compositional, focusing on how visual elements convey messages Additionally, Halliday's functional grammar framework is applied to examine verbal elements, specifically through Mood and Theme structures The author will select significant verbal elements for detailed analysis.
The researcher will manually analyze the advertisements one by one separately using the frameworks mentioned, and then group the prominent patterns to come up with findings.
Significance of the study
Theoretically, the study contributes to the contemporary understanding of a visual grammar framework and how multimodal discursive strategies are used to convey meaning, in advertisement discourse in particular
Practically, the study provides a chance to discover how the nature‟s images are represented via print advertisements and to raise people‟s awareness about the environmental issues.
Organization of the thesis
This study is divided into 3 parts:
This part consists of the rationale, objectives of the study, research questions, methods, scope and significance of the study as well as the organization of the research
Chapter I: Theoretical background and Literature review
This chapter illustrates key approaches and frameworks used to analyzed data and related researches of the study
This section reveals a detailed way to implement the study with the application of different approaches
Chapter III Findings and Discussion
This section represents the results of the study and a discussion of how to clarify the data analysis
The last part provides a brief summary of the study, several limitations as well as suggestions of further research on the same topic.
THEORETICAL BACKGROUND AND LITERATURE
Discourse Analysis
Discourse analysis encompasses a variety of approaches for examining both written and spoken language, providing a broad understanding of its applications As defined by Brown and Yule (1983), it involves analyzing language in use, extending beyond individual linguistic forms to explore the interplay between language and its contextual environment This analysis incorporates both transactional and interactional perspectives, highlighting the role of language in communication and expression.
„context‟ and the function the language serving in presenting social relations and personal attitudes
Discourse analysis involves examining language in its practical context, emphasizing that it cannot be limited to merely describing linguistic structures Instead, it focuses on understanding how these structures function and serve specific purposes in human interactions (Brown & Yule, 1983).
Discourse varies significantly across different contexts, emphasizing the importance of understanding language as "functional in its context" (Halliday and Hasan, 1985) To fully grasp spoken and written language, it's crucial to recognize their frequent integration with other modalities, such as writing, images, layout, music, gestures, and sound These elements collectively shape meaning and are culturally understood (Kress, 2006) The use of multiple modalities in language is referred to as multimodal discourse, which in written texts includes visual images, design elements, and various semiotic resources (Jewitt and Kress, 2003).
Discourse analysis explores communication patterns within public institutions and media, including advertisements and television broadcasts It examines how ideological attitudes, power dynamics, and status are expressed through the formation of individual and group identities.
In these interests, visual elements are gradually gaining the attention with the research of Kress and Van Leeuwen (2006), Jewitt (2009) or Machin (2007)
In 1992, Fairclough highlighted the significance of visual factors in expanding the concept of discourse to include symbolic fields like images and texts, particularly in advertising Building on this, Kress and Van Leeuwen (2006) emphasized the critical role of visual elements—such as color, composition, and typography—in linguistic structures and the meanings they convey.
In recent years, this semiotic mode has received a lot of concerns from other researchers.
Multimodal Discourse Analysis
Systemic functional linguistics, which has initially been developed by Halliday since the 1960s is considered as a semantic theory of language
Systematic functional linguistics conceptualizes language as a tri-strata system, emphasizing its context-dependent nature and the significance of register, which encompasses field, tenor, and mode to represent language functions Halliday's register analysis theory highlights the social dimension of meaning, asserting that language is produced through social processes, necessitating an examination of both sentences and discourse for contextual understanding (Halliday, 1996, p 89) He also proposed a tri-functional framework of meaning, which later influenced Kress and Van Leeuwen's application of register analysis to the visual mode This integration of various modes and channels in communication has led to the phenomenon known as Multimodality Furthermore, language emerges from situational contexts, with different contexts prompting the use of distinct linguistic features (Delin, 2000, p 3) The rise of multimodal semiotic resources as prevalent communication modes has motivated linguists to develop frameworks for analyzing multimodal discourse, reflecting an increasing recognition of the impact of visual elements on discourse concepts, as noted by scholars like Barthes (1977) and Kress and Van Leeuwen.
Barthes (1977) emphasized the significance of images in understanding meaning, stating that "the meaning of images is always related to, and, in a sense, dependent on verbal text" (Kress and Van Leeuwen, 2006, p 18) He identified two key relationships between text and images: the first, known as relay, occurs when verbal text extends the meaning of the image; the second, termed anchorage, is when verbal text elaborates on the image (Kress and Van Leeuwen, 2006, p 18).
Multimodality, as defined by Stockl (2004), refers to the integration of various sign systems in communicative processes, requiring an interplay of different semiotic modes such as language, images, and sound to enhance meaning in texts This approach emphasizes the design of multimodal texts and the role of semiotic tools like color and framing in conveying meaning Its applications span various fields, including education, workplaces, and advertising In particular, advertising discourse exemplifies the use of multimodal strategies, focusing on audience engagement through visual elements, color, and sound Despite extensive research on linguistic features in advertising, the practical application of multimodality in analyzing print advertisements remains underexplored.
Advertisements and Multimodal Discourse Analysis in advertisements
Advertisements serve to inform, persuade, remind, and influence opinions, emotions, and attitudes (Cook, 2001) They act as a persuasive tool for marketers, significantly impacting consumer mindsets, enhancing profit margins, and reflecting societal trends This study focuses on print advertisements, recognized for their effectiveness in conveying information.
According to Delin (2000), the language in advertisements can lead viewers to adopt a culturally influenced belief that certain values are universally preferred Goldman (1992) further emphasizes that advertisements function as social texts driven by market interests, highlighting their role as economic discourse He asserts that advertisements are intertwined with our social lives, requiring individuals to decode the images and messages presented Williamson (1987) supports this notion by discussing the importance of understanding the semiotic resources within advertisements to grasp their meanings.
Advertisements serve as message systems that shape perceptions and establish meaningful structures Semiotic analysis primarily examines the significance of images and signs, enabling advertisers to leverage visual and linguistic meanings to persuade audiences By constructing the meanings associated with these images and signs, advertisers effectively create values that contribute to identity formation and message delivery.
In the context of print advertisements within the car industry, Julia Corbett defines environmental communication as the various ways we discuss the natural world, emphasizing the connection between humans and nature (Corbett, 2006) Her research identifies four types of advertisements that incorporate environmental elements: nature-as-backdrop, green product attributes, green image, and environmental advocacy These categories illustrate how nature is utilized in advertising, serving as a tool to attract viewer attention and enhance the company's relationship with the environment Kress and Van Leeuwen (2006) argue that images and signs in advertisements reflect existing attitudes and messages, shaping viewers' interpretations of social reality This analysis aims to uncover the techniques used to convey underlying messages in multimodal advertising discourse, particularly in print media.
1.4 Kress and Van Leeuwen’s grammar of visual design framework
When a multimodal discourse analysis is complemented, there are five questions which should be answered, according to Kress and Van Leeuwen (2006):
1 What meaning is being made in the text?
2 How is meaning being made in the text?
3 What resources have been drawn on to make the meaning in the text?
4 In what social environment is the meaning being made?
5 Whose interest and agency are at work the making of the meaning?
This research focuses on four specific questions, from question 2 to question 5, as the answer to question 1 is already evident from the context, emphasizing the theme of natural protection and harmony among nature, humans, and machines illustrated through five print advertisements Drawing from Halliday's systemic functional grammar theory, Kress and Van Leeuwen developed a social semiotics approach to visual communication, as outlined in their collaborative work, "Reading Images."
The two theorists have adapted Halliday's three functions—ideational, interpersonal, and textual—to interpret visual data in their work on the grammar of visual design They emphasize the importance of these functions in decoding meaning within visual communication, drawing on Michael's foundational concepts.
Halliday’s social semiotic model of language serves as a foundational framework for understanding broader social and semiotic processes This model, which encompasses three key functions, provides a valuable starting point for analyzing images and their meanings in communication.
Kress and Van Leeuwen (2006) propose that visual elements such as images, colors, music, and typography function similarly to language These elements can simultaneously achieve the three major communicative meta-functions.
Visual communication offers a variety of ideational choices for creating visual signs Images and other visual elements can construct coherent texts, forming complex signs that connect internally and align with their contextual background Additionally, these visual modes illustrate the relationship between the producer, the viewer, and the represented object.
According to Halliday's theory, Kress and Van Leeuwen (2006) introduce distinct terms to describe the role of images in visual communication They differentiate between three meta-functions in visual social semiotics: the representational meta-function, which focuses on how images convey meaning; the interactional meta-function, which examines the relationship between the viewer and the image; and the compositional meta-function, which addresses the arrangement and organization of visual elements.
The representational meta-function focuses on how images depict the relationships among participants within a visual frame, encompassing narrative and conceptual representation The narrative process portrays actions and events by analyzing social interactions, further categorized into action processes—uni-transactional, bi-transactional, and non-transactional—and reaction processes, which include transactional and non-transactional elements, as outlined in Halliday’s transitivity system In action processes, uni-transactional reveals a vector connecting two participants, while bi-transactional connects two interactors, and non-transactional emanates from a participant without pointing to another Reaction processes include an eyeline vector connecting participants in transactional processes, while non-transactional processes emanate from a reactor without targeting another participant Conversely, conceptual representation categorizes participants like people, places, and things into hierarchies or social groups in advertisements, divided into classification, analytical, and symbolic processes.
Figure 1 Main types of visual representational structure (Kress and Van
The visual semiotic approach encompasses an interactional or interpersonal meta-function that delineates the relationship between the represented subjects, whether human or otherwise, and the viewer.
In 2006, the viewer's position—encompassing social distance and attitude towards the image—is clarified through this function To effectively codify the interpersonal meaning, factors such as the gaze of the represented participant and the size of the image play a crucial role.
The analysis of narrative framing and vertical camera angles reveals the dynamics of viewer engagement through gaze When a subject looks directly at the viewer, it creates a "demand picture," establishing an imaginary connection, while looking away results in an "offer picture," positioning the viewer as an invisible observer This choice of gaze serves specific communicative purposes within context Additionally, the frame size—whether close-up, medium, or long shot—indicates the social distance between the subject and the viewer, reflecting either a close or detached relationship The camera angle further signifies power dynamics; a high angle suggests viewer dominance, a low angle indicates subject authority, and an eye-level angle represents equality Kress and Van Leeuwen (2006) also introduce modality markers to illustrate how social reality is constructed within images.
The compositional meta-function, as described by Kress and Van Leeuwen, highlights the relationship and organization between verbal and visual elements within a frame, emphasizing their structural cohesion.
RESEARCH METHODOLOGY
Data of the study and some contextual background
This thesis focuses on qualitative analysis of Toyota's print advertisements for the Prius, which has become the top-selling vehicle in the U.S market As the U.S strives to reduce energy consumption and waste, hybrid cars like the Prius have outperformed traditional SUVs that were once popular among Americans Consequently, car advertisers must appeal to consumers who favor fuel-efficient vehicles, or "gas sippers," over less efficient options, known as "gas guzzlers" (Kotler & Armstrong, Principles of Marketing, 2010) The selected advertisements are sourced from adsoftheworld.com.
Toyota utilizes both printed and electronic advertisements to promote its brand, driven by its status as a leading global automotive manufacturer The company is committed to sustainability, innovation, and environmental preservation According to Toyota's vision, they aim to revolutionize mobility by enhancing lives with safe and responsible transportation solutions Through a focus on quality and continuous innovation, Toyota strives to exceed customer expectations while prioritizing respect for the planet.
Toyota aims to achieve its ambitious goals by harnessing the talent and passion of individuals who believe in continuous improvement Despite facing significant challenges with the Prius hybrid model due to brake issues that impacted its credibility and brand image, Toyota successfully navigated these difficulties by launching an extensive promotional campaign for the Prius series This campaign included a variety of marketing strategies such as print advertisements, billboards, and television commercials, with print ads from 2010 standing out as some of the most iconic and successful in automotive advertising history As a result, Toyota has established itself as the leading car manufacturer globally, dominating the automotive industry This study focuses on five notable print advertisements from Toyota's campaign to promote the Prius in the U.S market.
Research procedure
This study conducts a multimodal discourse analysis of Toyota's print advertisements, emphasizing the use of nature as a central theme across five ads To achieve a comprehensive understanding, the research reveals how various semiotic modes are employed, focusing primarily on three meta-functions identified by Kress and Van Leeuwen.
(2006) for visual analysis and Halliday‟s functional grammar (2014) for verbal examination In order to carry on the study, the following steps are implemented:
Figure 2 Procedure of the study
To be specific, when carrying out this study, the analyst usually tries to answer several questions below to find out the results
1 What is prominently represented in the advertisement?
2 How do the represented subjects signify the nature and nature protection?
3 How are three meta-functions illustrated in these advertisements?
4 In representational meta-function, what processes are demonstrated?
5 In interpersonal meta-function, how is the relationship between the represented subjects and the viewer defined according to the gaze, size of frame and the camera angle?
6 In compositional meta-function, how are the structure and cohesion between verbal elements and visual elements represented by analyzing information value, salience and framing?
7 Which meta-function does seem to be most productive in conveying the message of nature protection?
• 5 printed advertisements of Toyota are collected from the website: https://www.adsoftheworld.com/taxonomy/brand/toyota
The advertisements are thoroughly analyzed using Kress and Van Leeuwen's (2006) framework, which encompasses three meta-functions and a color analysis of visual elements Additionally, Halliday's functional grammar (2014) is applied to examine the verbal components of the ads.
• A multimodal analysis of all investigated advertisements is performed to find out the answers for research question.
8 What kinds of color are used in these advertisements? How effective are they?
9 In terms of verbal elements, what kinds of Mood and Theme are used? How effective are they?
10 Are visual elements productive in conveying the message of nature protection?
11 Are verbal elements and visual elements synonymous?
CHAPTER III DATA ANALYSIS, FINDINGS AND DISCUSSION
This section presents the results of the data analysis and the findings of the study, which are designed to address the research question based on established frameworks and methodologies.
How are visual and linguistic elements used to convey the message of environment protection in print advertisements of Toyota Hybrid car?
Data analysis
The first advertisement to be analyzed is “Min emissions” As can be seen clearly in the poster, two main characters are the sheep and the car called Prius
This advertisement effectively employs ideational meta-function by showcasing a non-transactional narrative centered around a sheep It symbolically positions the car as an eco-friendly alternative, highlighting its lower emissions compared to the sheep, which is often viewed as innocent and harmless The visual representation illustrates that the car emits a level of 2, while the sheep's emissions are higher at 5 This contrast reinforces the car's symbolic attribute of being environmentally friendly, appealing to viewers' awareness of ecological impact.
The interpersonal meta-function in this advertisement highlights the relationship between the viewer and the participants, presenting a dual dynamic of offer and demand The car serves as an observed object, representing an offer, while the sheep's gaze directed at the viewer captures attention, symbolizing the urgent issue of CO2 emissions This portrayal suggests that nature is reflecting on the viewer's choices Additionally, the advertisement maintains an impersonal social distance, as both the car and sheep are depicted from behind, emphasizing their detachment This visual strategy implies that Toyota's approach to environmental protection is the preferred path forward.
The advertisement effectively utilizes compositional meta-function by placing the car and sheep centrally, with the sheep positioned above the car to create a sense of balance The strategic use of blank space disconnects the two elements, emphasizing the car's reduced emissions Vivid, saturated colors enhance the visibility of the emissions area, where green represents minimal emissions—beneficial for the environment—while red indicates maximum emissions, harmful to both humans and nature The contrasting colors of the car and sheep, both in shades of white and grey, symbolize purity, while the green background highlights nature's importance This natural setting not only underscores the car's eco-friendly attributes but also serves as a persuasive selling tool, appealing to environmentally conscious consumers Notably, the advertisement relies solely on visual elements to convey its message, showcasing the power of imagery in communicating the car's nature-friendly qualities without the need for verbal text.
Image 2 The planet’s favorite hybrid
The advertisement titled "The planet’s favorite hybrid" showcases the Prius in a serene forest setting, emphasizing its eco-friendly attributes It highlights key features such as high fuel efficiency and low CO2 emissions, reinforcing the car's identity as an environmentally conscious choice Through this analytical approach, the Prius effectively positions itself as the leading hybrid vehicle, appealing to consumers who prioritize sustainability.
This advertisement serves as an interpersonal meta-function by presenting a car as the focal point for contemplation The social distance conveyed is impersonal, while the subjective involvement in the imagery persuades viewers of its realism.
The advertisement effectively highlights the central message, "The planet’s favorite hybrid," by positioning the car as a mediator between nature and reality The imagery of the car set against a forest backdrop emphasizes a harmonious balance, with the vehicle's white color creating a striking contrast against the lush, saturated greens of the environment This visual representation not only showcases the car's prominence but also symbolizes the richness of nature, reinforcing the theme of eco-friendliness The use of light and shadow further enhances the connection between the hybrid vehicle and its natural surroundings, underscoring the concept of nature as an essential element in the advertisement.
Set against the serene backdrop of the forest, this advertisement effectively communicates the harmony between nature and the car The accompanying text highlights the vehicle's eco-friendly attributes, reinforcing its identity as a green product By associating all environmentally conscious features with the car, the message persuades customers to make a purchase.
The advertisement prominently features the phrase "The planet’s favorite hybrid," capturing viewers' attention while emphasizing the Prius's unique position in the market It highlights the vehicle's role in leading the hybrid revolution and shaping the future of automotive technology With its innovative Hybrid Synergy Drive, the Prius offers three distinct driving modes—Eco, Electric, and Power—alongside advanced features such as Head-up Displays, Touch Tracer Displays, an electronic shift lever, and smart entry with push start Additional benefits include traction control, seven airbags, high fuel efficiency, and low CO2 emissions, solidifying its reputation as an environmentally friendly choice.
Clause 1: The planet’s favorite hybrid => declarative mood with marked theme
Clause 2: Leading the hybrid revolution and shaping the future of cars, the new Prius is unlike any other => declarative mood with marked theme
Clause 3: Its Hybrid Synergy Drive gives you three independent driving modes –
Eco, Electric and Power => declarative mood with unmarked theme
This feature effectively aligns verbal elements with viewer needs by conveying product information alongside an environmental protection message The integration of linguistic and visual components underscores the core message, exemplified by phrases such as “High fuel efficiency Low CO2 emissions No wonder the planet loves it.” These explicit expressions directly highlight the car's eco-friendliness and commitment to nature protection.
Image 3 Go green Go Prius
The advertisement effectively connects the Prius to an eco-friendly lifestyle with the slogan “Go green Go Prius,” suggesting that the only choice for an environmentally conscious vehicle is the Prius It emphasizes the car's efficiency through the new attribute, “Make your gas last longer Make your savings last longer,” highlighting its eco-friendliness The phrase “The planet’s favorite hybrid” reinforces the car's role as a key player in sustainability Additionally, the natural setting of the car in a green meadow enhances its appeal by linking it to nature, making the advertisement more persuasive to potential customers Ultimately, the Prius is presented as a solution that meets customer needs and desires for a sustainable vehicle.
“Make your gas last longer Make your savings last longer Make your dreams come true.”
The advertisement strategically positions its linguistic elements in the center and bottom right, effectively capturing viewers' attention and enhancing their understanding through a blend of verbal and visual cues The text's color complements the overall advertisement palette, creating a harmonious aesthetic The use of declarative and imperative moods, such as "you" and "me," further engages the audience.
Clause 1: Make your gas last longer => Imperative mood: you and me Clause 2: Make your savings last longer => Imperative mood: you and me Clause 3: Make your dreams come true => Imperative mood: you and me Clause 4: Go green Go Prius => Declarative mood
The advertisement establishes a strong connection between its message and viewers, highlighting that choosing a Prius benefits both the environment and personal finances The clear and harmonious integration of verbal and visual elements effectively communicates the car's eco-friendliness, reinforcing its appeal as a sustainable choice for consumers.
This Toyota advertisement features a hand shaping a tree against a natural backdrop, emphasizing the connection between humanity and nature The hand, representing human action, creates a vector leading to the tree's crown, symbolizing growth and harmony The five fingers of the hand highlight the central role of humans in environmental stewardship, while the absence of the Toyota car shifts the focus from the product to pressing environmental issues The ad conveys a message of balance between humans and nature, encouraging viewers to reduce CO2 emissions The tree trunk serves as a mediator, linking nature and humanity, while the overall composition reinforces this vital relationship.
The advertisement prominently features the phrases “Aim: zero emissions” and “We believe in preserving the delicate balance between man and nature” in its top-left and bottom sections It employs a mix of declarative and imperative moods, addressing the audience directly with both marked and unmarked themes.
Clause 1: Aim: zero emissions => declarative mood, marked theme
Clause 2: We believe in preserving the dedicate balance between man and nature => declarative mood, unmarked theme
CONCLUSION
Summary of the study
This study investigates the representation of Nature in five print advertisements aimed at promoting environmental protection It examines how these advertisements capture viewer attention and enhance brand image Utilizing Kress and Van Leeuwen's (2006) framework, the analysis focuses on three meta-functions: representational, compositional, and interpersonal The findings reveal significant insights into the effectiveness of environmental messaging in advertising.
The three meta-functions effectively convey the message of nature preservation in five print advertisements, with the compositional meta-function playing a crucial role These ads utilize both visual and verbal elements to represent nature, employing a frontal angle that engages viewers and facilitates their understanding Various symbols, including sheep, trees, mythological creatures, and forests, illustrate the theme, highlighting the harmonious relationship between humans and nature.
The verbal and visual elements work together to enhance Toyota's brand image while promoting environmental protection This dual focus on personal and social benefits emphasizes the added value to the environment, distinguishing Toyota from other car manufacturers The associations strengthen Toyota's brand identity in the automotive industry, capturing viewers' attention towards both the Prius and the company's successful green image, which is exemplified by its eco-friendly hybrid vehicle lineup.
Visual elements play a crucial role in capturing viewers' attention and conveying the message of nature protection associated with the Prius car Images often communicate more effectively than words, making them a powerful tool in print advertising In particular, the use of compelling visuals in Toyota's Prius advertisements enhances their persuasiveness and impact.
Limitations of the study
In her first attempt at multimodality, the researcher has applied her knowledge of discourse analysis, particularly multimodal discourse analysis, to this study While the analysis is not exhaustive, it serves as a solid demonstration of how multimodal discourse analysis can be conducted The interpretation of visual elements may occasionally appear subjective, yet the researcher has adhered to the prescribed framework, acknowledging the ongoing debates surrounding visual interpretation As a qualitative study, the findings are not intended for generalization but rather offer insights from detailed analysis and observation, enhancing the understanding of how various modes of communication contribute to meaning-making.
In order to explore more thoroughly into the subject of multimodality and advertisement, there are several suggestions for further studies on this topic such as:
- Multimodal analysis in different kinds of discourse: TV commercial, poster, banner, book or magazine cover pages, etc in terms of culture- dependence
- Multimodal analysis of Toyota print advertisements compared to other car manufacturers
- The visual communicative strategies used by film makers, advertisement designers or photographers to draw the attention of viewers
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Kress and Van Leeuwen (2006) explore the principles of visual design in their book "Reading Images: The Grammar of Visual Design," emphasizing the importance of visual communication In their earlier work (2002), they discuss color as a semiotic mode, providing insights into how color functions within visual grammar Together, these works highlight the critical role of visual elements in conveying meaning and enhancing communication.
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In her 2005 study, Yusnita explores multimodal discourse analysis within Indonesian print advertisements, highlighting the interplay of visual and textual elements in conveying messages The research, conducted at the State University of Malang, examines how these advertisements impact consumer perception and behavior Additionally, the study is contextualized by referencing relevant online resources, including information on Toyota's challenges, such as the Prius brake issue, and insights into the company's global vision For further exploration of Toyota's advertising strategies, the article also points to various examples found on dedicated advertising platforms.