Decoding Multimodal Metaphors: Analyzing Indonesian Documentary Film Posters Through Conceptual Blending and Relevance Theory

Irma Rachminingsih, Yupi Sundari, Qisthi Nuralifta

Abstract

This study investigates how audiences interpret multimodal metaphors in Indonesian film posters, using Aroma of Heaven, SEMES7A, and The Act of Killing as case studies. By applying conceptual blending and relevance theory, the research examines how visual elements like images, colors, and text communicate complex messages. Audience responses, gathered through questionnaires and interviews, show that most viewers understood the metaphors, though their interpretations were shaped by their level of visual literacy and familiarity with the themes presented. The findings suggest that while posters effectively engage viewers through visual and verbal metaphors, the success of these metaphors depends on the audience’s cognitive background. This study highlights the importance of making metaphors clear and relatable to ensure effective communication, showing how visual design plays a crucial role in sparking audience interest and understanding. The research offers valuable insights into how film posters act as both artistic and marketing tools.

 

ABSTRAK

Penelitian ini meneliti bagaimana audiens menginterpretasikan metafora multimodal dalam poster film Indonesia, dengan menggunakan Aroma of Heaven, SEMES7A, dan The Act of Killing sebagai studi kasus. Dengan menerapkan teori pencampuran konseptual dan relevansi, penelitian ini meneliti bagaimana elemen visual seperti gambar, warna, dan teks mengkomunikasikan pesan yang kompleks. Tanggapan penonton, yang dikumpulkan melalui kuesioner dan wawancara, menunjukkan bahwa sebagian besar penonton memahami metafora, meskipun interpretasi mereka dibentuk oleh tingkat literasi visual dan keakraban mereka dengan tema yang disajikan. Temuan ini menunjukkan bahwa meskipun poster secara efektif melibatkan pemirsa melalui metafora visual dan verbal, keberhasilan metafora ini bergantung pada latar belakang kognitif pemirsa. Penelitian ini menyoroti pentingnya membuat metafora yang jelas dan mudah dipahami untuk memastikan komunikasi yang efektif, menunjukkan bagaimana desain visual memainkan peran penting dalam memicu minat dan pemahaman audiens. Penelitian ini menawarkan wawasan yang berharga tentang bagaimana poster film berperan sebagai alat artistik dan pemasaran.

Keywords

documentary film poster; multimodal metaphors; conceptual blending; relevance theory

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DOI: https://doi.org/10.51817/viral.v1i2.27

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