A multimodal discourse analysis of AI feature in Samsung Galaxy S24 ads video

Camelia, Lia and Rofiq, Zainur ORCID: https://orcid.org/0000-0003-4723-1175 (2025) A multimodal discourse analysis of AI feature in Samsung Galaxy S24 ads video. Jurnal Impresi Indonesia, 4 (5). pp. 1458-1474. ISSN 2810-062X

Text 24014.pdf - Published Version Available under License Creative Commons Attribution Share Alike. Download (675kB)

Abstract

This study has analyzed the multimodal construction of artificial intelligence (AI) features in Samsung Galaxy S24 AI Series advertising videos through a social semiotics approach to multimodal discourse analysis. The research focuses on how each AI feature in each segment of the video represents meaning through verbal and visual elements. Verbal elements have been analyzed for Halliday's ideational meaning which focuses on the main character's speech in the video. The visual elements have been analyzed based on Kress and van Leeuwen's visual grammar and how the two elements work together to form a meaning or narrative of advanced technology advertisements such as AI features. The analysis was conducted to explore the narrative and conceptual representations in the video. The results show that the Samsung brand from this video successfully integrates verbal and visual elements to create a narrative of efficiency and convenience, portraying AI technology as an intuitive tool to help users perform daily productivity. The findings contribute to the study of advertising strategies on technology, by highlighting how multimodal approaches influence consumers' perceptions of advanced technology, especially AI technology.

Item Type:	Journal Article
Keywords:	Multimodal discourse analysis; AI; Samsung Galaxy S24; Advertising video; YouTube
Subjects:	20 LANGUAGE, COMMUNICATION AND CULTURE > 2004 Linguistics > 200403 Discourse and Pragmatics 20 LANGUAGE, COMMUNICATION AND CULTURE > 2004 Linguistics
Divisions:	Faculty of Humanities > Department of English Language and Letters
Depositing User:	Mr. Zainur Rofiq
Date Deposited:	02 Jul 2025 13:36

Downloads

Origin of downloads

Actions (login required)

View Item