Representing Health, Tradition, and Modernity in Online Herbal Drink Advertisements: A Multimodal Critical Discourse Analysis

Abstract

This study aims at investigating how meanings are constructed through verbal and visual semiotic resources on online herbal drink advertisements. Despite being known as traditional drinks which are associated with cultural heritage and natural health alternatives, the advertisement of herbal products has transformed as the digital environment keeps developing and changing how products are promoted. To answer the research problems, a qualitative research design using Multimodal Critical Discourse Analysis (MCDA) with reference to Faircloguh’s three-dimensional framework and Halliday’s Systemic Functional Linguistics was conducted. Research data were collected from two video advertisements on YouTube: Qunol Turmeric and Monin Golden Turmeric Syrup. The two videos of these two products were selected because of the similarity in their main ingredient. The results show that the verbal sources of the videos emphasize health benefits, product efficacy, authenticity, and consumer trust through testimonials and promotional discourse. The visual sources of the videos reinforce their meaning through color symbolism, product imagery, celebrity endorsement, ingredient visualization, and lifestyle representation. The advertisements construct a hybrid discourse that integrates traditional herbal knowledge with contemporary health and wellness culture. The results of this study contribute to the growing body of multimodal discourse studies by focusing on how digital advertising shapes meaning, identity, and perception among consumers.