A Multimodal Thematization of 'KFC x Hismile:
Kentucky Fried Chicken Toohpaste' on Instagram Posts
Keywords:
Multimodal discourse analysis, Multimodal Discourse Analysis, Multimodal Approach, Multimodal AnalysisAbstract
This study aims to analyze the visual and linguistic arrangement and combination in the KFC x Hismile collaboration advertisement on Instagram. Using Cheong's Generic Structure Potential (GSP) to analyze structural organization, Kress and van Leeuwen's Visual Grammar to analyze compositional meaning, and Systemic Functional Linguistics (SFL) to analyze textual meaning through Theme-Rheme and thematic progression, this study employs a qualitative case study design to examine five Instagram posts from the KFC x Hismile Kentucky Fried Chicken Toothpaste campaign published on April 1st and 4th, 2025. The findings show that thematization meaning is constructed in the advertisement through the systematic composition of visual effects, brand symbolism, promotional announcements, and linguistic components that support the central message. The interplay between visual composition and the thematic organization of caption patterns contributes to forming a coherent, collaborative brand image. Thematization meaning is the result of the integrated interaction between compositional meaning and textual meaning within digital multimodal texts.
Keywords: KFC x Hismile; multimodal thematization; Generic Structure Potential; compositional meaning; textual meaning
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