Intersemiotic Complementary of Visual and Verbal Signs in Ikea Ads

Interpersonal meaning perspective

Abstract

The purpose of this research is to determine the interpersonal meaning and intersemiotic complementarity in an international brand commercial. The commercial was found on Instagram's social media and also on their official website, which can also be viewed on Pinterest. The paper undertakes a multimodal discourse analysis of an international brand, IKEA's advertisement, using Kress & Van Leeuwen's Visual Grammar as the theoretical framework and Royce's inter-semiotic complementarity theory. Since advertisement is mainly to explain, both their pictures and verbal texts. Therefore, pictures, as an important component of advertisement, also can encourage and help readers to actively and effectively understand what the advertiser really wants to convey. Participants, processes (active, reactionary, etc.), circumstance, and other factors are studied in the study of ideational aspects. The study elucidates the functions of images in meaning interpretation and clarifies the relationships between images and verbal text. The study has highlighted the functions of images in meaning interpretation and clarifies the relationships between images and verbal words. From the results of the research, the two images promote the same pillow, but use different methods. In figure 1 the dominant theme is health issues, namely the illegal use of sleeping pills. Whereas in figure 2 the issue taken is a social issue, where it's okay to be single as long as you have something that makes you comfortable and can love yourself first.

Keyword : Multimodal Discourse Analysis Interpersonal Meaning
Intersemiotic Complementarity Visual Grammar