Multimodal Analysis of British Council English Course Brochures

Abstract

This linguistic study is concerned with multimodal texts that contain the interaction between verbal and visual semiotic modes. The objectives of this study are (1) to identify the verbal and visual elements of British Council English course brochures (2) to identify the generic structure of British Council English course brochures (3) to describe the representation of verbal and visual elements of British Council English course brochures. This study used qualitative descriptive methods. The data that the writer analyzed is British Council brochures. The instruments of collecting data in this study are selecting, focusing, simplifying, abstarcting, and transforming. Halliday’s Ideational Function and the Representational by Kress and van Leeuwen’s are used to analyze the verbal and the visual texts and Generic Structure of Potential by Cheongs is used to analyze thestructure of brochures. The result of the analysis found in this thesis was common verbal element used in the brochures is Call and Visit Information and the most common visual element used in the brochures is Lead. The verbal and visual elements are frequently represented by Material Process and Action Process.