ANTI-AMERICANISM IN NIKE DREAM CRAZY CAMPAIGN ADVERTISEMENT: A MULTIMODAL ANALYSIS
DOI:
https://doi.org/10.26740/elitejournal.v2n3.p158-167Keywords:
Anti-Americanism, grammar visual design, multimodal discourse analysis, printed advertisement, Systemic Functional LinguisticsAbstract
This study aims to explore on anti-Americanism portrayed in Nike Dream Crazy advertising, which features the controversial athlete Colin Kaepernick. Using a descriptive qualitative method and systemic-functional approach, Kress and van Leeuwen's (2006) grammar of visual design, which is based on Hallidayan Systemic Functional Linguistics (SFL), was applied to uncover the matter projected through the non-verbal elements. The verbal elements were explained with Searle's speech act. Moreover, Chiozza's formulation of anti-Americanism was applied to bring the analysis to a grand conclusion. The datum for the current study comprises the printed advertisement of Nike Dream Crazy advertising featuring Colin Kaepernick in the form of a digital picture. The finding shows that anti-Americanism in the advertisement is projected by the non-verbal modes and its interplay with the verbal mode through the three metafunctions of SFL.
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