A Multimodal Discourse Analysis of a McDonald’s Advertisement
Abstract
This study aims to describe how McDonald’s advertisement constructs persuasive meaning and brand identity through multimodal discourse. It focuses on identifying and interpreting visual and linguistic elements such as color, typography, layout, and food imagery, as well as examining the intersemiotic relationship between these modes in creating a cohesive and emotionally engaging message. Ultimately, the study concludes that the advertisement’s effectiveness stems from the seamless interaction between different modes. This demonstrates how global brands maintain market dominance through sophisticated communication strategies that resonate with the psychological needs of modern consumers, successfully blending visual and textual persuasion to influence perception.
Keywords
References
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DOI: https://doi.org/10.31004/jele.v11i3.2684
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