MULTIMODAL DISCOURSE ANALYSIS OF SAFFRON ROAD’S OUR PATH IS ON A JOURNEY TO BETTER! ADVERTISEMENT

Sausan Shofi Salsabila, NIM.: 21101050037 (2025) MULTIMODAL DISCOURSE ANALYSIS OF SAFFRON ROAD’S OUR PATH IS ON A JOURNEY TO BETTER! ADVERTISEMENT. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This research aims to analyze how Saffron Road’s advertisement constructs brand identity through the interplay of verbal and visual modes, using a Multimodal Discourse Analysis (MDA) approach. The data is from a video advertisement titled Our Path is on a Journey to Better! uploaded on Saffron Road’s official YouTube channel. The verbal mode is analyzed using Halliday’s Systemic Functional Linguistics (SFL) theory, focusing on the ideational meaning. In contrast, the visual mode is examined through the visual grammar framework proposed by Kress and van Leeuwen. This study adopts a qualitative approach, employing observation and documentation techniques. The findings reveal that material and relational processes dominate the verbal mode, representing cultural values through actions and attributes. In the visual aspect, the advertisement utilizes offer contact, medium shots (social distance), and a narrative structure that emphasizes the delivery of cultural messages and product quality without direct engagement with the audience. The Ideal–Real structure positions cultural values as the main message (Ideal) and product quality as complementary information (Real). Key visual elements are enhanced through salience techniques such as color contrast and lighting. This study does not address Saffron Road’s internal or operational strategies but focuses on the linguistic analysis of the advertisement. The analysis is limited to verbal and visual aspects relevant to constructing representational, interactive, and compositional meanings. These findings offer insights for advertisers and brand strategists, especially those targeting Muslim and multicultural audiences, on how multimodal strategies can be effectively utilized to communicate values and identity. This research also contributes to the development of studies in the fields of multimodal linguistics and visual communication.

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