A Multimodal Analysis On Home Alone Movie Posters
A Multimodal Analysis On Home Alone Movie Posters
A Multimodal Analysis On Home Alone Movie Posters
MOVIE POSTERS
THESIS
BY:
SIRROTUL ANJALINA
190511100003
THESIS
BY:
SIRROTUL ANJALINA
190511100003
ii
APPROVAL SHEET
THESIS
By:
SIRROTUL ANJALINA
190511100003
iii
APPROVAL SHEET
Pronounced in : Bangkalan
Date : 25 July 2023
Acknowledged by:
Dean of Head of
Faculty of Social and Cultural Sciences, Department of Social and Cultural Sciences,
Dr. Dinara Maya Julijanti, S.Sos., M.Si. Dr. Sriyono, S.S., M.Hum.
NIP. 197007222005012001 NIP. 197903022008011007
iv
PRONOUNCEMENT OF THESIS ORIGINALITY
Sirrotul Anjalina
19.05.111.000.03
v
MOTTO
(Ash-Shahr: 5 – 6)
vi
DEDICATION
vii
PRONOUNCEMENT OF THESIS PUBLISHING AGREEMENT
For the scientific knowledge improvement and importance, agree to give a right of
publishing to University of Trunojoyo Madura, thesis entitled:
Prounounced in : Bangkalan
Date : 25 July 2023
The Writer,
Sirrotul Anjalina
19.05.111.000.03
viii
ACKNOWLEDGEMENT
ix
7. Ms. Rininta as administrative staff in the English study program who has
helped and facilitated the writer in completing academic requirements
starting from the initial writer entering university, holding proposal
seminars to the completion of this thesis.
8. The writer‟s sister, Nur Maulidiya, S.E.I who always share her
experiences, so that it can be motivated and referenced to the writer.
9. The writer‟s beloved friends, Risqiyati, Rahmah, Ery, Raga Adi P., Moh.
Alif F. A., especially my roommate Noviana Putri and my crony Iffah
Fausiyah, thank you for supporting and listening to my concerns.
10. The writer‟s group ”SEMANGAT S.S” Fajriyani, Luluk, Via, thank you
for your motivations and enthusiasm so that the writer was able to finish
her thesis well.
11. The writer‟s family in telang, UKMF Kesenian ABStra, especially the
management in 2021.
12. The writer‟s second family FMC UTM especially Nurul Izzah and Shita
R.A.
13. KKN-T 23 UTM Bira Timur, especially Shela Zayanti who helps the
writer in fixing the pages of this thesis.
14. Person who has student number 190491100080, thank you for being good
friend.
Lastly, the writer thanks a lot and hopes that this thesis will really
become a reference for future researchers, and also this thesis can be an additional
knowledge, especially in the field of linguistics in the English Study Program.
Sirrotul Anjalina
19.05.111.000.03
x
ABSTRACT
xi
ABSTRAK
xii
TABLE OF CONTENTS
xiii
3.2 Source of Data and Data ................................................................................ 27
3.3 Research Instruments .................................................................................... 28
3.4 Method of Data Collection ............................................................................ 28
3.5 Method of Data Analysis ............................................................................... 29
CHAPTER IV FINDINGS AND DISCUSSIONS .............................................. 32
4.1 Findings ......................................................................................................... 32
4.1.1 Realization Visual Elements ................................................................... 33
4.1.2 Realization Verbal Elements .................................................................. 39
4.1.3 Findings Analysis of Visual Elements Meaning..................................... 45
4.1.4 Findings Analysis of Verbal Elements Meaning .................................... 47
4.2 Discussions .................................................................................................... 49
4.2.1 Home Alone 1990.................................................................................... 49
4.2.2 Home Alone 2: Lost in New York............................................................ 58
4.2.3 Home Alone 3.......................................................................................... 65
4.2.4 Home Alone: Taking Back The House .................................................... 71
4.2.5 Home Alone: The Holiday Heist ............................................................. 75
CHAPTER V CONCLUSION AND SUGGESTIONS ...................................... 80
5.1 Conclusion ..................................................................................................... 80
5.2 Suggestions .................................................................................................... 82
REFERENCES ...................................................................................................... 83
APPENDIX ............................................................................................................ 85
xiv
LIST OF TABLES
xv
LIST OF FIGURES
xvi
CHAPTER I
INTRODUCTION
1
2
informants because they do not need to explain in definitely long texts and
it is also a challenge for the informants so that what they convey can be
understood and has its own charm for the reader or viewer. The emergence of
images as an important model in today's communication is a sign that readers are
no longer dependent on text to discover the meaning of something (Harrison,
2003).
Over time, linguists began to expand their studies by combining two
elements or what is known as multimodal. To discover the meaning of modals in
an object, multimodal discourse analysis is needed. Multimodal discourse analysis
is an emerging paradigm in discourse studies that extends the study of language in
combination with other resources such as images, scientific symbolism,
movement, action, sound and music (O'Halloran, 2011). Multimodality is a term
for how people communicate using different modes. The use of several semiotic
modes in product design, or semiotic events simultaneously, and in a certain way
these modes are combined to strengthen, complement, or be in a certain
arrangement is called multimodality (Kress and van Leeuwen, 2001).
The application of multimodal in everyday life can be in the form of print
media and digital media. Print media in the form of magazine covers, product
packaging, posters, newspapers, comics, etc. Meanwhile, video advertisements
and videos or pictures that contain promotions (be it tourism promotions, stuffs or
foods) are concluded in the digital media.
In addition, an example of multimodal discourse is a poster on a movie
that is currently popular at this time, namely Ant-Man and the Wasp:
Quantumania, because it is consist of a combination of words (title, tag, enhancer
and visit information) and several modalities (photos of actors, photos buildings
used as background, emblems and colors on posters).
Posters are prints that contain promotions. Meanwhile, movie means a
series of moving picture recorded with sound that tells a story and shown at
cinema (Hornby 2006). Therefore, a movie poster is a big picture which purpose
is to promote a movie. Movie posters are usually found in two forms, namely print
media (newspaper, magazine and banner) and digital media (social media or
3
1. What are the visual elements in the movie posters Home Alone?
2. What are the verbal elements in the movie posters Home Alone?
4
3. What are the meanings of the visual elements in the movie posters Home
Alone?
4. What are the meanings of the verbal elements in the movie posters Home
Alone?
This chapter exposes the theories and explains related literature for this
study. The chapter involves several theories to utilize for the completion of the
study. They are Discourse Analysis, multimodal discourse analysis, Systemic
Functional Linguistics, Generic Structure of Potential, Visual Grammar and
previous studies.
6
7
Visual Grammar by Kress and Leeuwen (1996) and language of displayed art by
O'Toole (1994), Cheong succeeded in creating the construal of Ideational meaning
in print advertisements.
Cheong (2004) formulates two concepts of generic structure in print
advertising, namely visual elements and linguistic elements. According to
Cheong, print advertising can have the following general structure:
Lead^(Display)^Emblem^(Announcement)^(Enhancer)^(Tag)^(Call-
andVisit-Information)
Based on the figure 2.1 above, the lead and emblem are the main elements
in print advertisement, while the display, announcement, enhancer, tag, call and
visit information are the optional elements.
c) Emblem
The visual element of the emblem is manifested visually through the
advertised product logo. The emblem provides an identity or characteristic for the
product and its placement adjusts the proportion of the text in the advertisement.
Ideationally and ideologically, the emblem is the stamp of authority bespeaking
and validating the authenticity of the product advertised (Cheong, 2004).
Primary Secondary
- Defined as the only announcement in - The less interpersonally salient
the advertisement announcement among other
- Defined the interpersonally salient as announcement in the same
most announcement among other advertisement
announcements
- The catch-phrase of an advertisement
c) Enhancer
The enhancer is usually in the form of paragraphs and the function is to
influence the audience in an advertisement. The enhancer builds on or modifies
the meaning emanating from the interaction between the lead and the
announcement. Interpersonally, its function is to persuade and influence viewers
to purchase the product, thus the enhancer contains interpersonal lexis which carry
an attitudinal and or affective thrust (Cheong, 2004).
d) Tag
The tag contains elements of information about products/services that are
not present in enhancers. The tag is usually in the form of one-liners in small print
and usually not as prominent. Grammatically, tag is usually realized as unlimited.
Figure 2. 6 Vittel Advertisement (Adopted from Kress and van Leeuwen, 2006)
In the figure of an advertisement exemplified in 2.5 above, the man who
drinks is included in the phenomenon, he shows the action of drinking water to a
15
woman, and the woman in front of him reacts to the phenomenon. The man who
drank the water formed a vector so that the woman reacted like admiring the
vector made by the man.
like contact (contains image act and gaze), social distance (contains size of frame)
and attitude.
Figure 2. 7 Recruitment Poster (Adopted from Kress and van Leeuwen, 2006)
The figure 2.6 forms a vector that connects the participant and viewer. The
structure of the image gives orders to the viewer with eyes that are parallel to the
viewer and the word YOU which seems to call the viewer to look at him and the
index finger pointing at the viewer confirms that YOU are really the intended
target. This image is made with definitely strong vectors and bound to the viewer,
so that it makes the viewer focus and obtain closer to it.
18
As well as the size of the frame, social distance also affects the
relationship between the represented participant and the viewer. Social distance
can also be found in everyday life, people with long social distance will affect
their relationships with other people. In everyday interaction, social relations
determine the distance (literally and figuratively) we keep from one another
(Kress and van Leeuwen, 2006, p.124).
Social distance is divided into two groups, namely personal and social or
impersonal distance. Kress and van Leeuwen also explained that personal distance
is divided into two types consisting of close personal distance and far personal
distance. Close personal distance is a distance where one can hold each other, this
kind of distance is also owned by people who have intimate relationships.
19
Furthermore, far personal distance is the distance that stretches or gives space
between each other but can still touch if they extend their hand.
Besides that, social or impersonal distance is divided into three types.
They are close social distance, far and public social distance. Close social distance
is for people who have no relationship in life but have the same goal. Close social
distance begins just outside this range and it is the distance at which impersonal
business occurs (Kress and van Leeuwen, 2006). Next is far social distance, this
distance is more formal than close social distance, for example the distance
between the employees and their boss and the distance between the teachers who
teach to their students. The last one is public distance, which is the distance
between people who do not know and do not desire to know. Public distance is the
distance between people who are and are to remain strangers.
The picture above shows a woman and a man behind the woman. The
woman in the picture is included in the non-transactive reaction because she likes
to see something that the viewer does not see. Meanwhile, the man behind her is
included in the transactive reaction because he sees or drops his gaze to the
woman. In the picture, the woman figure has a more prominent composition
starting from vector, medium close shots, lighter colors than the objects behind
her and her eyes that seem to be observing something. From all the compositions
that have been mentioned, it can be concluded that the source of the meaning or
value of information from the image above is in the woman.
2.4.3.1Information Value
Placement of participants in an image provides a variety of information to
the viewer. Participants placed on the left have different information from
participants placed on the right. Participants at the top also provide different
information from participants placed at the bottom. The placement of elements
(participants and syntagms that relate them to each other and to the viewer)
endows them with the specific informational values attached to the various zones
of the image: left and right, top and bottom, centre and margin (Kress and van
Leeuwen, 2006, p.177). This is called the information value.
The image placed on the left is included in the given structure, while the
image on the right is included in the new structure. The placement of the image at
the top is more attractive than the image placed at the bottom. According to the
statement of Kress and van Leeuwen (2006, p.86), the upper section tends to make
some kind of emotive appeal and to show us what might be; the lower section
tends to be more informative and practical, showing us what is. In the visual
structure there is also a placement in the centre and at the margin. Participants
which are placed in the middle are the core of the information, while participants
which are in the margin are additional to the core information. For something to
be presented as center means that it is presented as the nucleus of the information
to which all the other elements are in some sense subservient.
21
2.4.3.2 Salience
Visual design is not only about aesthetics and beauty but also requires
balance in its composition so that the meaning that is intended to be given to the
viewer can be conveyed. Salience is the viewer's ability to judge the importance of
various visual elements in an image. The capacity of the viewer to judge the visual
weight of diverse objects is similarly correlated with salience. Salience can create
a hierarchy of importance among the elements, selecting some as more important,
more worthy of attention than others (Kress and van Leeuwen, 2006, p.201).
Salience is not an objectively measurable quality, but results from
complex trading-off relationship between a number of factors: size, sharpness of
focus, tonal contrast, color contrast, placement in the visual field, perspective, and
also cultural factors such as the appearance of human figure or a potent cultural
symbol (2006, p.202).
2.4.3.3 Framing
Framing is a process of separating group or individual in visual elements.
Participants who are separated by a framing mark individuality, while those who
are not separated by a framing mark a group. The absence of framing stresses
group identity, its presence signifies individuality and differentiation (Kress and
van Leeuwen, 2006, p.203).
The more elements of the spatial composition are connected, the more they
are presented as belonging together as a single unit of information (2006, p.204).
Furthermore, Kress and van Leeuwen also explained that connectedness can be
realized in many ways. It can be emphasized by vectors, by depicted elements
(structural elements of buildings, perspective drawing roads leading the eye to
elements in the background, etc.). Finally, it should be mentioned that on a deeper
level, framing also plays a role in drawing and painting techniques. For example,
in line drawings, the edges of objects clearly separate them from their
surroundings, but in some painting genres, such as Impressionism, they are only
distinguished from their surroundings by subtly changing color.
22
a) Ideational Metafunction
The ideational metafunction is a resource for construing our experience of
the world that lies around us and inside us (Halliday, 2004). The clause in this
metafunction is realised by the transitivity structure, that is, the processes,
participants and circumstances are involved in the clause (Halliday and
Matthiessen, 2014). Furthermore, they also stated that this metafunction
represents what a participant (something or someone) is doing, happening,
experiencing, sensing, speaking, behaving, or existing due to its semantic quality.
These are grouped in the material, behavioral, mental, verbal, relational, and
existential processes.
23
b) Interpersonal Metafunction
Interpersonal metafunction is a metafunction that is used to examine the
social or the relationship between the speaker and the listener. According to
Halliday (2003), the interpersonal metafunction is the grammar of personal
participation; it expresses the speaker‟s role in the speech situation, his personal
commitment and his interaction with others. This metafunction is concerned with
how people engage with one another in terms of social relationships and
experiences. The mood system is used to analyze the sentence in this
metafunction, which is classified as an exchange and has two parts that consist of
mood and residue.
25
c) Textual Metafunction
Metafunctions that show the meaning of the relationship between texts are
called textual metafunctions. The textual metafunction concerned with the
creation of text; it expresses the structure of information, and the relation of each
part of the discourse to the whole and to the setting (Halliday, 2003).
Textual metafunction represents the realization of the theme and rheme.
Halliday (1994) stated that theme as what message is concerned with or the point
of departure for what the speaker is going to say. Theme and rhyme work together
in a text or message, so that information can be conveyed to the audience. The
remainder of the phrase where the theme is elaborated is called the rheme. In
addition, rheme can be described as the rest of the message.
RESEARCH METHOD
This chapter discusses the method that used in this study. This section
consists of research design, source of data and data, research instruments, method
of data collection, and the last is method of data analysis.
27
28
movie poster archive site with high definition (HD) quality, namely
www.cinematerial.com. Below are details of the data sources that used along with
the link:
Table 3. 1 Sources of Data
and private records that qualitative researchers obtain about a site or participants
in a study, and they can include newspapers, minutes of meetings, personal
journals, and letters.
The following are the steps taken by the researcher to collect data in this
study:
1) Visiting the movie posters digital archive and then looking for
movie posters Home Alone.
2) Choosing one poster of each from all the posters of Home Alone in
all seasons, then download it
3) Identifying the verbal and visual elements of the movie poster and
the results stated in tabular form, as shown in the example below.
Visual Verbal
Enhancer
Announc
Emblem
Emblem
Display
Call &
ement
Lead
No. Title
visit
1. Tag
Total
generate information from the data so that conclusion will be obtained later. The
author uses the interactive model by Miles and Huberman (2014) in analyzing the
data because it makes the researcher easier to sort, explain and refine the data.
There are three steps that must be fulfilled after collecting data. They consist of
data condensation, data display and conclusion (Miles and Huberman, 2014).
1) Data Condensation
In this section, the researcher tries to organize the data and
classifies it according to the focus element. The researcher can determine
which data is appropriate or not from this method. The researcher analyzes
all the elements in the poster, both verbal elements in the form of titles and
also taglines, and visual elements in the form of colors, actors, social
distance, etc., so that no data is left behind.
2) Data Display
Data display is a systematic presentation of data in the study to
produce conclusions from the analysis. In this study, the researcher
presents the data by describing the meanings of the visual elements
contained in the posters, starting from representational structure,
interactive meanings and compositional meanings. After that, the
researcher explains the meanings of the verbal elements found in the
movie posters using Systemic Functional Linguistics.
31
3) Conclusion
After describing and analyzing, the researcher draws conclusions
from the results of the analysis, so that it can make it easier for the readers
to discover quickly and briefly the final results of the study. Miles and
Huberman revealed that the competent researcher holds these conclusions
slightingly, maintaining openness and skepticism, but the conclusions are
still there, vague at first, then increasingly explicit and grounded (2014,
p.32).
CHAPTER IV
FINDINGS AND DISCUSSIONS
This chapter consists of findings and discussions that answer the research
questions of the study. The findings section places data on verbal and visual
elements and their realization in tables. At the same time, the discussion section
explains the verbal and visual elements, the realization and the meaning of verbal
and visual elements of Home Alone movie posters.
4.1 Findings
This section contains the findings of the visual and verbal elements in the
Home Alone movie poster using the Generic Structure of Potential (GSP) theory
by Cheong (2004) to analyze the visual and verbal elements, the Visual Grammar
theory from Kress & van Leeuwen (2006) to analyze the meaning of visual
elements in the Home Alone movie poster, and to analysis the meaning of the
verbal elements using the theory of Systemic Functional Linguistics by Halliday
(2004).
Table 4. 1 Visual and Verbal Elements Acording to Cheong (2004)
Visual Verbal
Announce
Enhancer
Emblem
Emblem
Call and
Display
Lead
ment
No. Title
visit
Tag
3. Home Alone 3 4 1 5 3 1 - 1 1
32
33
Lead
No. Title Title Comp. Display Emblem
LoA
LoA
Home Alone
1.
(1990)
√
34
Home Alone 2:
2. Lost in New
York
35
√
36
√
3. Home Alone 3
√
37
Home Alone 4:
√
4. Taking Back
The House
38
Home Alone: √
5.
The Holiday
39
Heist
Total 5 10 5 15
visit information. The following is the realization of the verbal elements in the
Home Alone movie poster using the theory already mentioned..
Announce
Enhancer
informati
Emblem
Call and
ment
visit
Tag
on
No. Title Text
WHEN
KEVIN‟S
FAMILY LEFT
FOR
√
VACATION.
THEY FORGOT
ONE MINOR
DETAIL:
KEVIN.
BUT DON‟T
WORRY...
HE COOKS. HE √
CLEANS. HE
KICKS SOME
BUTT.
Home
Alone(199
1.
0) FROM JOHN √
HUGHES
HOME ALONe √
A FAMILY
COMEDY
√
WITHOUT THE
FAMILY
TWENTIETH
CENTURY FOX
PRESENTS A √
JOHN HUGHES
PRODUCTION
A CHRIS
COLOMBUS
41
FILM
HOME ALONE
MACAULAY
CULKIN JOE
PESCI DANIEL
STERN JOHN
HEARD AND
CATHERINE
O‟HARA
MUSIC BY
JOHN
WILLIAMS
FILM EDITOR
RAJA
GOSNELL
PRODUCTION
DESIGNER
JOHN MUTO
DIRECTOR OF
PHOTOGRAPH
Y JULIO
MACAT
EXCECUTIVE
PRODUCERS
MARK
LEVINSON &
SCOTT
ROSENFELT
AND TARQUIN
GOTCH
WRITEN AND
PRODUCE BY
JOHN HUGHES
DIRECTED BY
CHRIS
COLOMBUS
Color by
DELUXE
PARENTAL
GUIDANCE
SUGGESTED
SOME √
MATERIAL
MAYBE NOT
SUITABLE FOR
CHILDREN
42
FROM JOHN
HUGHES A
√
CHRIS
COLUMBUS
FILM
HOME ALONe
√
2
LOST IN NEW √
YORK
TWENTIETH
CENTURY FOX
PRESENTS A
JOHN HUGHES
PRODUCTION
A CHRIS
COLOMBUS
FILM
MACAULAY
CULKIN JOE
√
PESCI DANIEL
STERN JOHN
HEARD HOME
ALONE 2 TIM
CURRY
BRENDA
FRICKER
AND
CATHERINE
O‟HARA
MUSIC BY
JOHN
43
WILLIAMS
FILM EDITOR
RAJA
GOSNELL
PRODUCTION
DESIGNER
SANDY
VENEZIANO
DIRECTOR OF
PHOTOGRAPH
Y JULIO
MACAT
EXCECUTIVE
PRODUCERS
MARK
RADCLIFE
DUNCAN
HENDERSONRI
CHARD VANE
WRITEN AND
PRODUCE BY
JOHN HUGHES
DIRECTED BY
CHRIS
COLOMBUS
SOUNDTRACK
AVAILABLE √
ON FOX
RECORDS
COLOR BY
√
DELUXE
HOME ALONe √
Home 3
3. Alone 3
√
TWENTIETH
44
CENTURY FOX
PRESENTS A
JOHN HUGHES
PRODUCTION
“HOME ALONE
3‟ ALEX
D.LINZ
HAVILAND
MORRIS
MUSIC BY
NICK-
GLENNIE
SMITH EDITED
BY BRUCE
GREEN, A.C.E
MALCOLM
CAMPBELL
PRODUCTION
DESIGNER
HENRY
BUMSTEAD
DIRECTOR OF
PHOTOGRAPH
Y JULIO
MACAT
EXCECUTIVE
PRODUCERS
RICARDO
MESTERS
PRODUCED BY
JOHN HUGHES
HILTON
GREENWRITT
EN BY JOHN
HUGHES
DIRECTED BY
RAJA GOSNEL
READ THE
NEW HOME
ALONE 3
BOOKS BY √
SCHOLASTIC,
INC
√
www.ha3.com
45
Total 16 3 - 4 1
a) Representational structure
Representational structure is the way an object in an image relates to
another object in one image. The representational structure is divided into two
processes, these processes consist of narrative process and conceptual process
which in conceptual process divided into three processes, there are analytical
process, classification process and the symbolic process. Below is the result of
analysis of the representational structure in the Home Alone movie poster.
b) Interactive meanings
In contrast to the representational structure which connects one object to
another object, interactive meaning connects the participants contained in an
image to the viewer. Interactive meanings are divided into two, there are the gaze
between the participant and the viewer. The last is the social distance of the
participants to the viewer. The following is the result of an interactive meaning
analysis in the Home Alone movie poster.
c) Compositional Meaning
After the relationship between object to other object, participants and
viewer, the last is the compositional meaning contained in an image, starting from
information value, salience (sharpness, color, size) and framing. Below is the
result of an analysis of the compositional meaning found in the Home Alone
movie poster.
47
WHEN KEVIN‟S
1. FAMILY LEFT √
Home Alone
FOR
VACATION.
48
THEY FORGOT
ONE MINOR
DETAIL: KEVIN
BUT DON‟T √
WORRY…
HE COOKS. HE
CLEANS. √
HE KICKS
SOME BUTT..
A FAMILY
COMEDY √
WITHOUT
THE FAMILY
HE‟S UP PAST
HIS BEDTIME
√
IN THE CITY
Home Alone:
THAT NEVER
Lost in New
2. SLEEPS
York
√
WET BANDITS
ESCAPE!
49
LOST IN NEW √
YORK
Home Alone
3 Ready for more. √
3.
Much more
Home Alone
4: Taking
4. - - - -
Back the
house
Home Alone
THE HOLIDAY
5. 5: The - - √
HEIST
holiday Heist
4.2 Discussions
After the data are found, discussions of each result will be held. In this
discussions section contains explanations of the results of the analysis of the
visual elements, meaning of the visual elements, verbal elements and the meaning
of verbal elements in the movie poster sequentially using a predetermined theory.
functions as the main focus in an image, therefore Kevin, which is the main
character, is printed in a larger size and is more prominent than the two
participants behind him.
b) Display
The display shown on the poster from Home Alone movie is explicit,
because the main character and supporting actors in the movie are included in the
poster. In the movie poster there is also a little synopsis that there is a child who
was left on vacation by his family, therefore everything is shown in real terms
without any symbols.
51
c) Emblem
Every advertisement poster must always have one or several emblems in it
as a characteristic of the advertisement. The results of the analysis of the Home
Alone 1990 movie poster show that there are four logos, with details: the logo
contained in the movie title in the form of a blue funnel house located in the
middle of the title, the production logo forms the letter „H‟ representing the name
of the producer, namely John Hughes, the studio logo that reads 20th Century Fox
and the audio movie logo that reads Dolby Stereo.
a) Representational structure
On the first Home Alone poster, there are three participants, a small child
or usually called Kevin who clasps his hands to his cheeks while the other two
participants are behind the child with the background of falling snow. The vector
is formed from the eyes of the three participants on the poster but do not look at
each other, this indicates the existence of a vector but is included in a non-
52
transactional process because the participants do not point at each other, they look
directly at the audience. Even so, the two men were still actors, while the little boy
was still reacting with shocked expressions towards the other two actors.
According to Kess and Leeuwen (2006) like actions, reactions can be
transactional or non-transactional..
Conceptual processes are also found in this process, starting from the
analytical process in the form of the title of the Home Alone poster in which the
house logo is in the center of the title, the expression of two old men who
intimidate someone in front of them, and Kevin's shocked expression on the front.
The symbolic process on this poster is symbolic attributive because the
participants bring their attributes clearly to the viewer in the form of clothes worn,
specifically maroon red long-sleeved knitwear, beanie hats worn by one of the
participants behind Kevin, the attributes they wear are warm clothing attributes
when winter, coupled with the inconspicuous backdrop of snow and christmas
knick-knacks in the background suggests that the events in this movie take place
in winter at christmas time.
The classification process is also contained in this poster, the size of the
criminals behind Kevin is the same and their placement is parallel, it can be
concluded indirectly that they are one group and are included in the covert
taxonomy. If the overarching category was not shown or named it is called covert
taxonomy, a taxonomy in which the superordinate is inferred from such
similarities as the viewer may perceive to exist between the subordinates, or only
indicated in the accompanying text (Kress and Leeuwen, 2006).
b) Interactive meaning
The object in this movie poster is depicted with a different size, Kevin
with a larger size than the two old men in the background. The participants in the
poster look at the same audience. The participants in the background are located
higher than Kevin, which is parallel to the audience, this means that the main
object is demanding the audience, not offering it. Judging from the expressions
53
made by the main object, it is the expression of shock and fear, he seems to
demand for help from the viewer.
The object in this movie poster was taken with a medium close shot
because the main object only shows the head and shoulders so that social distance
is included in close personal distance. This indicates that the viewer knows the
object on the poster, such as his own family or his own children. Close personal
distance is the distance at which one can hold or grasp the other person and
therefore also the distance between people who have an intimate relationship with
each other (Kress and Leeuwen, 2006)
c) Compositional meaning
In terms of compositional meaning, Kevin is in the middle between the
two old men behind him, if read using the left to right method then the man
wearing the beanie is on the left, this indicates that he is given, while kevin here is
new. According to Kress and Leeuwen (2006) what is placed to the left of the
image is given while what is to the right is new.
Kevin in this poster is depicted sharper than the other participants, starting
from his blond hair which contrasts with the background, his warm maroon
clothes also contrasts with the background so that viewer can see Kevin's face and
body definitely clearly, Kevin's size is also bigger than the other participants.
Meanwhile, the participant behind Kevin wore the same color as the background
that is black, so that viewer just only see his face.
Framing also occurs in this poster, framing that seems to be depicted as a
rectangle shaped like a window which is one part of the house, this is related to
the title on the movie poster. Kevin in this poster is outside the framing as if
separated from the two people behind Kevin who are in the same position and
size, this means that there is a difference between Kevin and the participant
behind the window. the presence of framing signifies individuality and
differentiation (Kress and Leeuwen, 2006)
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b) Enhancer
“TWENTIETH CENTURY FOX PRESENTS A JOHN HUGHES
PRODUCTION A CHRIS COLOMBUS FILM HOME ALONE MACAULAY
CULKIN JOE PESCI DANIEL STERN JOHN HEARD AND CATHERINE
O'HARA MUSIC BY JOHN WILLIAMS FILM EDITOR RAJA GOSNELL
PRODUCTION DESIGNER JOHN MUTO DIRECTOR OF PHOTOGRAPHY
JULIO MACAT EXECUTIVE PRODUCERS MARK LEVINSON & SCOTT
ROSENFELT AND TARQUIN GOTCH WRITTEN AND PRODUCED BY
JOHN HUGHES DIRECTED BY CHRIS COLUMBUS Color by DELUXE”
The sentence above is an enhancer on the Home Alone movie poster, the
enhancer contains the name of the producer, the name of the author of the story
and also the names of the actors. The function of an enhancer in an advertisement
is to attract the attention of viewer and tends to be more observed than an
announcement because of the names of the actors in the movie, without these
enhancer a movie does not seem to has a complete identity.
c) Tag
The tag is a continuation of the enhancer, the tag contains information that
is not conveyed to the enhancer (Cheong, 2004). The following is the tag found on
the Home Alone movie poster:
is not suitable for children which may be large objects or objects that can cause
injury.
HE COOKS
Behaver Process: behavioural
Table 4. 12 Behavioural Process
HE CLEANS
Behaver Behavioural
Table 4. 13 Behavioural Process
In the first table it is included in the material process because the word
„Left‟ here is an act of the actor. The material process is the activity of doing and
happening related to the physical and is carried out by the perpetrator (Halliday &
Matthiesen, 2004). The actor in the form of Kevin's family does something with
the aim of having a vacation.
The material process also occurs in table 4.9, the word „They‟ referring to
the first sentence, it is Kevin's family, who was declared on vacation, forgetting
(leaving) Kevin. The word „Forgot‟ here is included in the material process
because it involves activities carried out by the actor, forgetting or leaving Kevin
as a phenomenon in this sentence.
Table 4.10 is a continuation of the previous sentence, it can be seen from
the conjunction at the beginning of the sentence, the sentence in the third table
shows an order or appeal to the viewer not to worry about the condition of the
person left by his family, namely Kevin, this is one of the functions of mood.
revealed by Halliday and Matthiessen (2004) speech functions in the mood system
are divided into four types namely indicative, imperative, declarative and
interrogative
Tables 4.11, 4.12 and 4.13 have the same process, that is behavioural,
because they contain behaviors that involve physiology, there are cooks (table
4.11), cleans (table 4.12) and kicks (table 4.13), in the fourth tables and fifth there
are only actors and processes, different with the sixth table consisting of actors,
processes and phenomena. Examples of verbs that function as processes in
behavior clauses are bodily postures and pastimes, while the words cooking,
cleaning and kicking are processes that involve body movement, therefore these
processes are included in non-material behavioral processes.
The last table on the Home Alone movie poster identifies that this movie is
a family comedy movie. The process of identifying and classifying is called the
relational process (Halliday and Matthiesen, 2004). In table 7 this is included in
the attribute identification process because it bears the genre of the movie.
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a) Lead
The locus of attention on this movie poster is the same as the previous
movie poster, namely Kevin, but on the first movie poster Kevin only shows an
expression by put his hands to his cheeks, on the second movie poster Kevin is
holding a newspaper with a picture of two criminals escape.
b) Display
The display on the movie poster Home Alone 2: Lost in New York is
included in the explicit type, the main character (Kevin) and the two criminals are
shown on the movie poster, the typical New York City building which is the
setting of the movie is also included in the poster. There is also a synopsis of the
movie which is described in the newspaper which is also found on the movie
poster, there is no symbol or any representation in this poster so it is included in
the explicit type.
The second emblem is the audio symbol in the movie poster Home Alone
2: Lost in New York, it is Dolby Stereo with blue color, this logo is also found on
the first movie poster.
a) Representational Structure
The vectors on this poster are formed from the participant's point of view,
but not pointing at each other, all participants in this film poster look towards the
audience, so that in this film poster a non-transactional process occurs. Similar to
61
the first movie poste, in this poster Kevin remains a reactor because judging by
his expression, he reacts in shock to the two old men or villains behind him.
The analytical process is also contained in this movie poster, starting from
the building which is the hallmark of New York City, the clear blue sky, the
announcements on the poster, the newspaper held by the main object, and the
expressions of the participants.
In this movie poster, viewers can not see the Kevin‟s clothes because they
are covered by the newspaper that he is holding, but if look at the clothes worn by
the criminals, it is thick warm clothes. One of the participants also wore skullcaps
and gloves, this indicates that the setting of environmental in this movie happened
during winter, with the attributes shown to the viewer, the symbolic process that
occurs in this poster is included in the attributive symbolic process.
The setting of the place is also stated on the movie poster, it is in the form
of a building that is characteristic of the city of New York and the secondary
announcement which also includes New York as the background of this movie, in
the movie there is also a blue cloud background which means that the event
occurred during the day.
b) Interactive Meaning
The main object or kevin in this movie poster is placed at eye level with
the viewer. Kevin's eyes are also facing straight to the viwer, this means Kevin is
demand something to the viewer, judging from his expression, it is expression of
surprise with widened eyes and slightly open mouth. He seems demand help to us
(the viewer). While the other participants were placed a little higher than Kevin
but looked farther away because the size of the participants was smaller than the
main object.
The picture taken in this movie poster uses a medium close shot, although
all that can be seen from Kevin is only his face and hands but actually he shows
his shoulders but is covered by the newspaper he is holding. The social distance of
this movie poster uses close personal distance, there is a close relationship
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between the main object and the viewer or the main object enquires for a close
relationship with the viewer like family
c) Compositional Meaning
The information value contained in this movie poster is a give-new,
because the position one of the participants is on the left, in the middle there is
Kevin and beside Kevin there is also a criminal. So if read from the left, the
criminal is give, while Kevin here is new. From the newspaper held by Kevin, if
read from the left, it is the back of the newspaper, while in Kevin's right hand, it is
new or the core information that the viewer desires to convey.
Kevin's object here is described more sharply than the other participants in
the poster, starting from hair color, eye sharpness, lip color and Kevin's size which
is larger than the other participants, the property that Kevin holds while the other
participants do not hold any property, this is made so that direct viewer watching
kevin's figure here.
There is no framing in this poster, but when viewed from the size of the
object, the two criminals are the same size and in the same position and parallel,
wearing matching attributes, so that viewer can immediately conclude that they
are in a group. Meanwhile Kevin is described with a different size because he is
not included in the group.
"HE‟S UP PAST HIS BEDTIME IN THE CITY THAT NEVER SLEEPS "
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b) Enhancer
“TWENTIETH CENTURY FOX PRESENTS A JOHN HUGHES
PRODUCTION A CHRIS COLOMBUS FILM MACAULAY CULKIN JOE
PESCI DANIEL STERN JOHN HEARD HOME ALONE 2 TIM CURRY
BRENDA FRICKER AND CATHERINE O'HARA MUSIC BY JOHN
WILLIAMS FILM EDITOR RAJA GOSNELL PRODUCTION DESIGNER
SANDY VENEZIANO DIRECTOR OF PHOTOGRAPHY JULIO MACAT
EXECUTIVE PRODUCERS MARK RADCLIFE DUNCAN HENDERSON
RICHARD VANE WRITTEN AND PRODUCED BY JOHN HUGHES
DIRECTED BY CHRIS COLOMBUS”
The sentence above is an enhancer because it includes complete
information on this movie which consists of name of movie production, the
researcher of the movie, the actors, editors and production design.
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c) Tag
Tags are information that is not contained in the enhancer (Cheong, 2004).
The following are the tags found in this movie poster:
“SOUNDTRACK AVAILABLE ON FOX RECORDS”
“COLOR BY DELUXE”
There are two tags found in this movie poster, the first is the movie
soundtrack which can be found at Fox Records, and the coloring of the movie by
Deluxe. These two pieces of information are actually included in the enhancer but
are placed slightly below the enhancer and in smaller writing than the enhancer.
In the second table, there are only actors and their material processes, there
are „WET BANDITS‟ as actor and „ESCAPE!‟ as a process or thing done by the
actor, this process is found in the secondary announcement in the poster. This
sentence is a synopsis or one of the scenes in the film, it is show that the criminals
who disturbed Kevin were arrested.
Same with the first table and the second table, in the last table there is also
a material process, there is no actor in the sentence, but this process refers to the
main character, namely Kevin, so indirectly the actor who does the material
process in the third table is Kevin.
The material process found in the Home Alone 2: Lost in New York movie
poster is three times and no other processes and other metafunctions are found in
this movie poster.
a) Lead
LoA on the third movie poster is a small child as the main character or
known as Alex by wearing the attributes of an adventurer along with his pets.
Alex is shown in a larger size and almost his entire body is in the frame, Alex's
face is also cleaner than the other participants in the poster, so that viewer will
focus more on Alex as LoA.
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b) Display
The display in this poster is explicit because in the poster there are main
actors and also supporting actors, titles, movie players, producers and supporting
companies are also clearly stated in this poster so that they are included in
explicit.
c) Emblem
There are five emblems on the Home Alone 3 movie poster, consist of the
red house logo in the middle of the movie title which is also the hallmark of this
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movie poster, besides that there is a production logo in the shape of the letter „H‟
according to the producer's last name, that is John Hughes, then there is also the
movie industry logo is Hollywood, the audio logo is dolby stereo, and finally the
studio logo is 20th century fox.
a) Representational Structure
All the participants in this poster do not look at each other or point at each
other, so there is no transaction process or more precisely, a non-transaction
process occurs in this movie poster. But the vector is formed from the participant's
gaze to the viewer. Unlike the previous two posters, Alex as the reactor here does
not cup his hands and wears a shocked expression as a reaction to the other
participants, instead he expresses it through his sinister smile and looks more
adventurous than the actor in the previous posters. Meanwhile the participants
who are actors in this poster look very messy, dirty and look like they have lost to
the little boy.
The classification process is also contained in this poster, the criminals
who disturbed Alex are depicted in a frame extending downwards, there is no text
that says that the participants in the frame are criminals, but from the condition of
their dirty faces, the viewer immediately concludes that their nature is not good,
by Therefore they are included in the covert taxonomy.
Differences in facial expressions and conditions in the Home Alone 3
movie poster led to an analytical process, four participants with definitely dirty
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and messy facial conditions stood beside a child with golden brown hair smiling
cynically with his hands on his waist, the attributes he wore were also different
from the four participants beside him, he was wearing long, light-colored sleeves,
while the other participants were wearing dark clothes.
The main object in this poster is depicted standing upright with his hands
on his waist, he seems to show the viewer that he is proud of himself or of what
he has achieved, not only that, he also carries an electric blue backpack with a
black line in the middle. on his left waist there are two remote controls and a
flashlight, in his left hand there is also one remote control. The viewer can also
see a green older brother on his left shoulder. On his right waist is a handy talkie
and a small white mouse wearing a bucket hat on his right shoulder. All the
attributes were shown definitely clearly, starting from Alex's pose to the viewer to
the items that Alex brought which had their own value so that they were included
in the symbolic attributive process. According to Kress and Leeuwen (2006)
human participants in symbolic attributive processes usually pose for the viewer,
rather than being shown as involved in some action.
b) Interactive Meaning
The main object in this poster or it usually known as Alex is placed
slightly below the view of the viewer, but Alex's eyes do not lead to other
participants but stare straight at the viewer, this means that he demands something
from the viewer whether he desires help or just desires attention and recognition
that there he is.
This movie poster using the medium shot because Alex's body is visible up
to his knees, the social distane in this poster is far personal distance, this shows
that Alex is only known here as an ordinary person in general, he does not desire
to be recognized as someone close to viewer.
c) Compositional Meaning
The composition of this movie poster is right and left with details of the
villains on the left and Alex on the right, thus the value of the information that can
69
be generated is give-new, the villains on the left are given, while Alex here is
new.
Alex is depicted in a more visible position because he is standing, than the
other participants who only show their faces. The clothes worn by Alex are also
different from the other participants, Alex is wearing a white color that contrasts
against the background, while the criminals beside Alex are wearing attributes
that are almost the same as the background, the clothes they are wearing are not
visible, but their hair color is the same as the background so that only the messy
parts of their faces can be seen.
The framing process is also contained in this movie poster, the criminals
are united in a frame extending downwards with the same size of the participants,
while besides that there is Alex outside the frame bounded by the longitudinal
lines of the criminal's frame, this shows the existence of individualism or
differentiation between alex and the baddies in the frame.
a) Announcement
There are two types of announcements found in this movie poster, consist
of primary and secondary announcements. Just like the previous two movie
posters, the primary announcement in this poster is in the title of the movie that
will be explain below.
“HOME ALONe 3”
The words above is a primary announcement because it is printed in a
larger size than other verbal elements, so it tends to be seen first than other verbal
elements.
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b) Enhancer
“TWENTIETH CENTURY FOX PRESENTS A JOHN HUGHES
PRODUCTION “HOME ALONE 3” ALEX D. LINZ HAVILAND MORRIS
MUSIC BY NICK-GLENNIE SMITH EDITED BY BRUCE GREEN, A.C.E
MALCOLM CAMPBELL PRODUCTION DESIGNER HENRY BUMSTEAD
DIRECTOR OF PHOTOGRAPHY JULIO MACAT EXECUTIVE PRODUCER
RICARDO MESTERS PRODUCED BY JOHN HUGHES HILTON
GREENWRITTEN BY JOHN HUGHES DIRECTED BY RAJA GOSNEL”
The sentence above is an enhancer for the Home Alone 3 movie poster
because it contains complete information about the movie, starting from the logo
of the studio, producer, music, names of actors, editors, director of photography,
and so on. As we know that the enhancer is a source of information from an
advertisement.
c) Tag
“READ THE NEW HOME ALONE 3 BOOKS BY SCHOLASTIC, INC”
The sentence above is one of the important information about the movie,
but not a synopsis, so that sentence should be in the enhancer, but this sentence is
placed in a position that does not blend with the enhancer, using a different font
and also a smaller font size, so the sentence enter tags.
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a) Lead
Just like movie posters in general that make the main character LoA in the
movie poster, LoA on this movie poster is the main character who is depicted in a
larger size than the other participants, but only shows part of his face, so that the
audience can see the main character's face definitely clear and extensive.
This fourth movie poster is simpler than the previous movie posters, the
poster in this movie only has three participants including the main character and
two supporting actors, but because there is no symbol to represent this movie, it is
included in the explicit type.
a) Representational Structure
As previously mentioned, there are three participants in this movie poster,
it is a small child, a man and woman. The eyes of the participants do not stare or
point at each other, they both look directly at the viewer, so the process that
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b) Interactive meaning
The eyes of the participants in this poster look straight at the viewer, but
the eyes of the child are more dominant, causing the attention of the viewer to be
taken by the child first. This indicates a request from the participant, seen from his
expression that shows surprise, as if he desires to enquire the viewer for help.
The main object in this poster is depicted using a close up shot so that the
expression of the participant looks definitely striking, and with social distance in
the form of intimates he desires to be seen as someone close to the viewer,
whether in the form of children or his own family.
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c) Compositional Meaning
The position of the participants who are on the left and right produce the
value of giving and new information. The criminals on the left are given, while
the little boy is something new to the viewer.
The small child in this poster is depicted in a larger size but only the head
is visible, so that viewer can see the hair, eyebrows, eyelashes, eyes, nose, mouth
and even the structure of the teeth which are clearly visible, therefore this small
child is used as the main object in this poster.
One man and one woman on the left side of the poster are placed parallel
up and down and straight, but between them and Alex there is a line in the form of
a door in the background, it can be seen from the round doorknob and the wooden
motif which is the hallmark of the door, this indicates the existence the boundary
between the participant on the left and alex, can be interpreted in this poster there
is a framing so that it shows the existence of p=individualism and the difference
between the participant on the left and the participant on the right.
a) Lead
On the Home Alone: The Holiday Heist movie poster, the LoA is a blonde
haired boy wearing a blue jacket with a white zipper with a shocked expression,
while Comp. LoA on this movie poster is the background of this poster, it is a
house decorated with trinkets and snow falling from the clouds. From the clothes
worn and the presence of snow falling, it shows the setting of the time of the
movie, during winter, coupled with the house decorated with christmas knick-
knacks, it shows the setting of the place that is at home at or around christmas.
a) Representational Structure
In this movie poster there is only one participant, he stares straight at the
viewer, so there is no transaction process or better known as a non-transaction
process. He is just reacting to an unknowable phenomenon because he is the only
one in the poster.
There is only one type of process found in the conceptual process, it is the
symbolic process that include the symbolic suggestive process, because there is
only one participant. According to Kress and Leeuwen (2006) symbolic
suggestive process has only one participant, the carrier. With warm clothes and
78
snow falling, indicating that the events in the poster are in winter. The house
decorated with christmas knick-knacks is also included in the time setting in the
movie. The setting that show in the poster is at night or before christmas.
b) Interactive meaning
A straight eye view of the viewer means that he is demanding something,
not offering, while the type of shot is in the form of a medium close shot because
only the face and shoulders of the participant are visible, while the social distance
created is in the form of close personal distance, he desires to be known by
viewer, he desires to be considered a person who is close to the viewer, maybe he
desires to be regarded as a child of the viewer because of his young age.
c) Compositional Meaning
There are only two types of compositional processes in this movie poster,
consist of information value and salience. Unlike the previous posters where the
main object was placed on the right as new, in this movie poster the main object
was placed on the left as given, this is nothing new to viewer.
There is only one participant whose attribute color is almost the same as
the background, only their skin color is lighter than the object in the movie poster,
so that viewer are only focused on their faces and expressions.
a smaller size than the movie title or primary announcement, and uses red color so
that it looks not united or separated from the primary announcement.
This is the last chapter of this study that consists of conclusion taken from
the findings and discussions of multimodal discourse analysis study on the Home
Alone movie poster. Beside that, this chapter also contains suggestions from the
researcher to the future researchers who use the same topic.
5.1 Conclusion
This study uses five data sources as follows Home Alone 1990, Home
Alone 2: Lost in New York, Home Alone 3, Home Alone 4: Taking Back The
House, Home Alone: The Holiday Heist. The researcher uses three theories, there
are the Generic Structure of Potential by Cheong (2004) to answer the first and
second research questions, there is the visual and verbal elements contained in the
movie poster. The second theory uses theory from Kress and van Leeuwen (2006),
it is Visual Grammar theory to answer the second research question in the form of
the visual meaning contained in the movie poster. The last theory is the theory to
answer the third research question in the form of the meaning of verbal elements
using Systemic Functional Linguistics by Halliday (2004).
In addition to visual elements, there are also verbal elements that are often
found in Home Alone movie posters, those elements consist of 16 announcements,
3 enhancers, 4 tags, one call and visit information and no verbal emblems were
found in all Home Alone movie posters. The total verbal elements found in all
Home Alone movie posters are 24 verbal elements with details of 5
announcements, 1 enhancer and one tag on the Home Alone 1990 movie poster.
On the following movie posters there are 5 announcements, 1 enhancer and 2 tags.
Whereas on the Home Alone 3 movie poster, 1 announcement, 1 tag and 1 call and
visit information were found. On the movie poster Home Alone 4: Taking Back
The House there is only 1 announcement. Almost the same as the previous movie
poster, the last movie poster only has two announcements. On the movie posters
Home Alone, all of them go through the processes described in the visual
grammar, be it representational structure which include
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81
no verbal emblem found in the poster for Home Alone and there is only one call
and visit information for Home Alone 3. All posters for this movie also contain
representational structure, interactive meaning and compositional meaning. The
dominant metafunction used is the ideational metafunction, 1 interpersonal and 1
textual metafunction.
5.2 Suggestions
This study analyzes all the elements in the Home Alone movie poster, both
the visual and verbal elements and the meaning of the two elements. However, the
Home Alone movie poster can not only be analyzed using the theory used by the
researcher, this movie poster can also be analyzed using the theory of connotation
by Chandler and intersemiotic complementarity by Royce. Not only that, the
verbal elements in the Home Alone movie poster can be analyzed not only by
Halliday's Systemic Functional Linguistics theory but also by Gee's seven
building task theory. So, the researcher suggest to the future researchers who take
the same topic will examine the Home Alone movie poster using a different
theory.
As is well known that multimodal is not only limited to movie posters but
also to product advertisements, magazine covers, videos and newspapers,
therefore the application of the theory used by researchers is not only for movie
posters but can also analyze other types of multimodal. This research can also be
used as a reference and enrichment of knowledge for future researchers on the
same topic
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APPENDIX
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