The Organization of the Thesis

1.4 Research Questions

Based on the background of the study, the questions needed to be answered through this research are: 1. What are the visual and linguistic elements used in the advertising campaign? 2. How does the interplay between visual and linguistic elements construct complex layers of meaning in the selected beauty product advertising campaigns? 3. How do different affordances of visual and linguistic elements co- deployed to en hance the advertising campaigns‘ main claims about the concept of beauty?

1.5 Purposes

This present research aims at finding out the visual and linguistic elements used in the advertising campaign, investigating how the interplay between visual and linguistic modes of communication constructs complex layers of meaning in the selected beauty product advertising campaigns, and analyzing how different affordances of visual and linguistic modes of communication are co-deployed in such a way to enhance the advertis ing campaigns‘ main claims about the concept of beauty. In the end, it is hoped that through this study, the extent to which advertising campaigns bring the idea of beauty can be uncovered systematically and scientifically.

1.6 Scope of the Study

This study is conducted under Discourse Analysis study, especially Systemic Functional Multimodal Discourse Analysis, because the data are containing more than one mode of meaning making that work in one context.

1.7 The Organization of the Thesis

This thesis is organized into five chapters that consist of introduction, theoretical review, research methodology, results and discussions, and conclusion. The first chapter presents the background of the study, research topic, research problems, research questions, purpose of the study, the scope of the study, and the organization of the thesis. The second chapter namely literature review deals with previous studies on similar research area and theories supporting this research. The third chapter contains the design and methodology in doing this research. It involves the type of research, strategy on doing the research, and process of collecting and analyzing the data. The fourth chapter is the results and the discussion of the research. In chapter four, this research provides the results of how visual and linguistic elements of advertising campaigns work together in constructing complex layer of meaning and enhancing the claims on the concept of ideal beauty. The last chapter contains the conclusion of the analysis of the study. Basically, this study follows the flowcharts of research design below in achieving the goals of the study. Figure 1.1 Flowcharts of Research Design Linguistic elements: 1. Announce- ment 2. Enhancer 3. Emblem 4. Tag 5. Call-and-Visit Information Visual elements: 1. Lead 2. Display 3. Emblem Transitivity Analysis: 1. Material process 2. Mental process 3. Behavioural process 4. Verbal process 5. Relational process 6. Existential process Mood Analysis: metalanguage of Interpersonal meaning : Data : Main Theories : Supporting Theories : Final result Note: Marie Claire March 2015 Edition Face Treatment Product Advertising Campaign Beauty Product Advertising Campaign Categorizing using the Generic Structure Potential of Print Advertisement Cheong Linguistic Element Visual Element Analyzing the Generic Structure Potential of Print Advertisement Cheong Intersemiotic Ideation O‘Halloran Theory of Colour Structure of Composition Ideational and Interpersonal Meaning of Beauty Product Advertising Campaigns

CHAPTER 2. LITERATURE REVIEW