Social-Semiotic Analysis to Multimodal Discourse: Political Advertisements in Focus

The study aimed to investigate the semiotic modes used in the political advertisement of President Ferdinand Marcos Jr. This also examined the interaction of language, music, pictures, gesture, proximity and angle to rebrand Marcos as presidential candidate for 2022 election. This employed social semiotic approach in analyzing the linguistic corpora. The results showed that the represented participant is Ferdinand Marcos Jr. which made use of both narrative and conceptual process. For narrative process, the actor is Marcos himself which is represented by real vectors. For its conceptual process, the political advertisement has used analytical process connecting Marcos and the number of audience representing the different sectors and group of people. As to its interactive meaning, the advertisement has its gaze element classified as demand as Marcos, himself, directly looks at the viewers' eyes. When it comes to its frame or distance, Marcos manifested a closer social relationship between him and the Filipino people. The power relation between Marcos and the viewers are equal as it uses the angle of eye level as its perspective. As to its compositional meaning, the advertisement highly emphasized the information value elaborating on the platforms of Marcos. The different elements are evident that attract viewers' attention such as size, focus, color contrast, perspective. The political advertisement, as form of multimodal discourse, has various ways in integrating into a meaningful whole of re branding Marcos Jr. that made him the 17th President of the Philippines