Printed Advertisement of Intangible Cultural Heritage “Pecel Madiun” : A Multimodal Discourse Analysis

Nur'aini Hidayati, Aris Wuryantoro, Sigit Ricahyono


Researchers are interested in examining the attractiveness of the Pecel Madiun printed advertisements. The aim of this research is to describe the verbal and visual elements then to investigate the appeals of the Intangible Cultural Heritage on the Pecel Madiun print ad. This research is a qualitative descriptive study by using observation documentation of the data collection process. The data is taken from the Instagram accounts @pecel_yugembrot and @pecel99. The researcher used a total of 5 posters consisting of 3 Pecel Yu Gembrot and 2 Pecel 99 posters. In this study the data were analyzed using Generic Structure Potential Cheong’s theory. The visual elements are Display, Lead, LoA, Emblem. Meanwhile, the verbal elements are Announcement primary and secondary, Tag, Enhacher, and Call-and-visit Information. The results of the study show that advertisements use verbal and visual components in print advertisements. The most data shown in verbal component are dominant used in printed advertisement of Pecel Madiun.


Printed advertisement; Intangible Cultural Heritage; Multimodal Discourse Analysis; Pecel Madiun

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