Constructing Financial Services through Mobile Ads: A Multimodal Discourse Analysis of Digital Campaigns Afriliani
Universitas Terbuka
Abstract
The rapid development of digital financial services has transformed how banks promote their products through mobile campaigns. This study investigates how financial services are constructed through linguistic and visual resources in digital mobile campaigns. The research uses a qualitative multimodal discourse analysis focusing on the ideational or representational metafunction. The data consist of five campaign materials from five Indonesian banking brands. The findings show that the verbal texts are dominated by material processes, followed by relational processes. In terms of mood, most clauses employ imperative and elliptical structures, in which the subject and finite are often omitted, while the implied audience remains positioned as the actor of financial action. The findings also show that the campaigns construct financial services through active and aspirational visual representations. Overall, the study argues that mobile financial campaigns construct banking products as action-oriented and benefit-driven services. Linguistic resources foreground what audiences are expected to do, while visual resources reinforce who the ideal users are.
Keywords: financial services, mobile campaign, multimodal discourse analysis, representational meaning, SFL, Visual Communication
Topic: Digital Resilience: Cultural and Literary Discourses of Global Alliances (Digital Resilience- Cultural Discourse- Global Alliances)
