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Abstract

This reserach aims is to analyze multimodal of BMW 7 series by using semiotic analysis. The writer use advertisement through video youtube, namely BMW 7 series advertisement with the title Autonomous Driving- Nothing to Fear. The analysis in this study used a multimodal analysis and semiotic system focusing on five aspects, they are linguistics analysis, visual, audio, gestural, and spatial. This research used qualitative research. The data was taken by downloading from youtube. The data analyzing used some steps such as the linguistic, visual, audio, gesture, and spatial in the advertisement, interpreting the codes, writing the findings, and concluding the results. The result of the research found two images as visual appearances, they are the model of advertising and visual of product. In analyzing multimodal of BMW 7 series video, the message of advertisement can reach to the viewers easily. The advertisement was designed simple and so entertaining.

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