Electronic Theses and Dissertation

Universitas Syiah Kuala

NULL

A MULTIMODAL ANALYSIS OF SHOP SIGNS IN BANDA ACEH

Pengarang

YANTI ZULITA - Personal Name;

Dosen Pembimbing

Nomor Pokok Mahasiswa

1509200080026

Fakultas & Prodi

Fakultas / / PDDIKTI :

Subject

Kata Kunci

PENDAPATAN

Penerbit

Banda Aceh : Universitas Syiah Kuala., 2020

Bahasa

Indonesia

No Classification

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Abstract

Name : Yanti Zulita
Student No. : 1509200080026
Study Program : Master’s Degree in English Education
Department : English Education
Title : A Multimodal Analysis of Shop Signs in Banda Aceh.

Keywords: critical discourse analysis, denotation, connotation, visuality, and spatiality.
This study was aimed at discovering the connotation and denotation that can be interpreted in shop signs found in Banda Aceh. Additionally, it also sought for the visuality, spatiality, and gestures that can be interpreted in shop signs found in Banda Aceh. This study used a qualitative approach in carrying out the research process, that is, the critical discourse analysis. The subject of this study was the shop signs which can be found around the main streets of Banda Aceh City, while the object of this study was all the texts, pictures, and symbols contained in the signs. The data collection was done by taking pictures of the shop signs around Banda Aceh City. The data analysis was carried out by using coding analysis and three-step analysis. In the coding analysis, the data were coded and categorized before they were concluded. Later, in the three-step analysis, the data were also further displayed to ease the interpretation. The results show that the denotations found in the shop signs are mostly the shop names, pictures, and philosophical symbols. Concerning connotation, most meanings carried out in the shop signs are culturally interpreted. Later, concerning the visuality, the color used depends on the shop types whether it is black and white to highlight classiness and youthfulness, colorful colors for baby shops, and appetizing colors for desert shops. With regard to the spatiality, most of the important information is placed on the left and the center part of the board sign. This is aimed to ease the information recognition. Lastly, the gestures are rarely used in the shop signs. It was only found in coffee shop which is the steaming coffee cup, flying balloon in baby shops.