Multimodal Discourse Analysis of KFC Fried Chicken’s Video Advertisement

In recreating new advertisement during the pandemic, culinary companies, including KFC Indonesia, take full advantage of using Instagram in promoting their brand and product. This study examined process how semiotic system create overall meaning advertisement, used Indonesia’s video order to attract customers. The data this were collected from a published by Indonesia on Instagram.The was chosen because it posted period pandemic.This employed descriptive qualitative study. focuses analysis linguistics, visual, gestural audio multimodal occured video. found that combination elements could maintain aim influence customers purchase products, eventhough spesifictly created for pandemic situation.In linguistics analysis, formal standard Indonesian language as script Further, deliver informing policy Meanwhile, determined use music narrator’s voice same volume affect ambiance findings revealed keep buying products despite delivering account.