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ABSTRACT
This research work examines the persuasive strategies employed in some selected alcoholic drink advertisements using multimodal discourse analysis. By integrating linguistic, visual, and gestural analysis, the study aims to unveil the complex interplay of text, image, and gestures in shaping consumer perceptions and behaviors. The study data used in this research were collected from the internet pages of the selected brands of alcoholic drinks. The collected data, which consist of photographs of the selected brands, was contextually and critically analyzed. These advertisements are analyzed using Halliday’s systemic functional grammar theory and Van Leeuwen’s theory on multimodal discourse analysis, exploring the different modes of advertisements. This research work, however, demonstrates three out of five modes of advertisement described by Halliday and Van Leeuwen, respectively. The study employs the linguistic mode, visual mode, and gestural mode of advertisement representation. Through this multidimensional analysis, the researchers aim to provide significant insights into the complicated ways in which alcoholic drink marketing influences customer behavior and contribute to the greater debate surrounding alcohol consumption in society. Furthermore, it emphasizes the significance of critically studying advertising’s multimodal character in order to better comprehend its societal influence and implications for public health.
