The Structure Of Selected Print Advertisement: A Multimodal Analysis

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THE STRUCTURE OF SELECTED PRINT ADVERTISEMENT: A MULTIMODAL ANALYSIS

Duma Sari Lubis STIKOM Medan T. Silvana Sinar

FIB Universitas Sumatera Utara

Abstract

This thesis titled the structure of selected print Advestiment: A Multimodal Analysis aims to analyze print advertisement text based on the analysis of language metafunction and the analysis of multimodal in order to search for the relationship between the construction of verbal text and visual text in construction the genre of print advertisement. The analysis which is applied is the analysis of language metafunction, (the function of ideational, the function of interpersonal, and the function of textual bases on the theory of Halliday (1985, 1994, 2004) is combined with the analysis of multimodal which is sponsored by Kress and Van Leeuwen (2006) and cheog (2004). For analyzing the verbal text, is used the language metafunction Halliday, while for the visual analysis, is used by the visual metafunction Kress and Leeuwen. The data sources from the print text adverstimen “New Pond’s Nourishing System”, New Dove Flawless White” From the magazine Harper’s Bazaar Indonesia Magazine), “Brand’s dan Nutrishake” (From the magazine Men’s Health Indonesia Magazine)

The data in this research is about the selected print advertisement text which uses the document study through by visual data. As a part of the content of the media, this research uses Critical Discourse Moment which is created by Dirks (2006: 117) to identify and classify the data. Data analysis uses the component of multimodal analysis includes all the semiotic source which is in the text, is used means of language metafunction Halliday, while in visual analysis, is used the component of visual language metafunction Kress and Leeuwen. In this thesis, is found that every component of the metafunction has the same potential in expressing about genre. Visual and verbal text in this case has a relationship of additive, consequential. Genre which is expressed by the advertisement text is based on two ideology includes in the text, they are: seixis ideology and the ideology that assumes the similarity of man and woman.

Keyword: Metafunction, Multimodal, Print Advertisement, Structure INTRODUCTION

Language is a system of systems in itself and also at the same time a system of systems embedded in higher level systems, that is its context. As sinar (2011) said the act of language as actual is essentially an act of meaning both at the textual and contextual levels. As a matter of fact, however, the act of meaning in human semiosis is not necessarily always expressed by and in a fully lingual semiotic text. Quite often than not, especially in recent years in which mass media make use of (ICT) in their acts of meaning Tahun ke-11, No 1

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in texts particularly in their advertisement texts, the text would be verbal and visual semiotic texts.

The combination analysis of language metafunctions and the analysis of multimodal took the source from 4 selected advertisements written by two creators of the Harper‟s Bazaar and Men‟s Health Indonesia Magazine. The Harper‟s Bazaar Indonesia Magazine are monthly magazines. The Harper‟s Bazaar was founded in 1867 in USA by Hearst Corporation. The Harper‟s Bazaar is a fashion, beauty, and life style magazine which are published in Indonesia since 2000 by PT. Media Insani Abadi. In November 2008, Harper‟s Bazaar Indonesia Magazine published edition – 100.

This analysis basically aims at revealing language in the social practice of human life through selected printed advertisements in relation to it, the objectives of this study are as follows: (1) To describe the metafunctions found in the selected print advertisements in The Harper‟s Bazaar Indonesia (2) To describe the structure of multimodals texts found in the selected print advertisements. (3) To describe multimodal expressions in the selected print advertisement mean as what they are.

LITERATURE REVIEW

There are some concepts that need to be clarified in this chapter, they are discourse, text, context, multimodal, metafunction, and sexist. In order to be clear in the use of discourse, text, context, metafunction, multimodal, and sexist, there are some quotations taken from several sources on the following terms: „discourse‟, „text‟, „context‟, „discourse‟, „text‟, „context‟, „metafunction‟, „multimodal‟, and „sexist‟. This research method of analysis which is developed of Halliday about language metafunctions: ideational, interpersonal, and textual functions. Multimodal analysis of Kress and Van Leeuwen (2002) and the method of advertisement analysis by Cheong. The data are the verbal text and the visual text of advertisement.

Table 2.1. Theoretical Mode of The Multimodal Analysis MULTIMODAL TEXT

Ideational : transitivity and taxis Systems

Ideational : narative and analytic Structures

Interpersonal: modus system Interpersonal: interactive meaning Textual: theme-rheme Textual: composition

Language Metafunctions

Language metafunctions can be found in every use of language in semiotic social contexts. Metafunctions explain two interdependent things: language and the outside world of language.

Based on theory of Halliday (in Sinar 2003: 56) “Language as a resource for making meaning which is situated in a context of situation and a context culture”. According to Halliday (in Sinar 2003: 56), three major functions of language:

1. The Ideational Function 2. The Interpersonal Function 3. The Textual Function 4. Language Use is Contextual

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163 Multimodal Analysis

According to Baldry and Thibault (2006: 21), Multimodality refers to the diverse ways in which a number of distinct semiotic resource systems are both „codeplayed‟ and co-contextualized in making meaning of a text – specific meaning. Baldry and Thibault (2006: 20) also say that Multimodal texts combine and integrate the meaning – making resources of various semiotic modalities – language, gesture, movement, visual images, sound, and so on – to produce text – specific meanings. A critical aspect of multimodal text analysis is intertextuality (Lemke, 1985; Thibault, 1986, 1990) says that no text is made or interpreted in isolation from other texts. Instead, texts of all kinds are always related to other texts, at the same time, they incorporate other texts and other textual voices into their own internal organization. Intertextuality is a system of relations that link texts on the basis of shared criteria of meaning and formal patterning and shared principles of organization. According to (Kress, Van Leeuwen, 1996 in Baldry and Thibault in 2006) say that various visual elements in the text are modalised to indicate attitude and evaluative stances, visaul elements can be modalized just as much as linguistics elements. Halliday (1985: 101) says that visual images as a form of non – verbal communication that can be studied and understood in simillar ways to language and can be analyzed using grammatical texts. We approach visual literacy through the study of how visual images represent patterns of experience.

Multimodal Analysis in Advertisement

Advertising (advertisement has a variety of purposes, among others, for „marketing‟ products in the form of ideas and materials. Goddard (1998: 3) said that in the process of marketing ideas or materials a cumulative effect will be produced in the long term. This effect, used to construct reality, is created by communicating verbal and visual language displayed in pictures, graphics, layouts, colors combined with sounds, words, phrases, clauses, sentences and other effects.

The linguistic component Enhancer constructs or modifies the meaning derived from the interaction between Lead and Announcement. Enhancers are components of the advertisement which are usually conveyed through paraghraphs. The lingusitic component Call – and – Visit Information is the information that can be contacted by the user community who wish to obtain the advertised product, and usually Call – and – Visit Information is printed in small fonts in certain parts of the advertisement product.

The visual component in printed advertisement is Lead. This component plays an important role in print advertisements, displayed in the size, position and/ or color which should have the potential to create an impression and meaning for the user. Cheong (2004: 165) classifies the components of Lead into the Locus of Attention (LoA) and Complement to the Locus of Attention (Comp. LoA). LoA serves as the core of advertising messages, displayed in the size and color with distinctive quality compared with other visual components while Comp.LoA functions as a liaison and to focus public attention on specific parts in LoA. The ideational function that LoA serves in explaining the reality created by the advertiser to attract attention and interest of society to this reality is a trick of manipulation. The interpersonal function is to attract the attention of the audiences and its textual function serves as a springboad for the development of core messages.

The visual component Display serves to describe the product in a real and explicit way, but the implicit function shown here is the realization of products or services that are not real to become real through another medium. Meanwhile, the visual component

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display Congruent serves to realize a product without going through symbolization and display Incongruent realizes a product through symbolization.

The visual component Emblem is visually realized through the advertised product logos in the linguistic form of a brandname or trademark. Emblem provides identity or status for the product lying on any side to adjust the proportion of the advertisement texts.

Hasan (1996: 41) in Cheong (2004: 164) explains the the general structure of print advertisement is Capture^Focus^Justification. This structure tries to explain the component of advertisement wholefully, verbal and visual. In the next development, because of this structure is valued unclear in seeing the relationship between the component of visual and verbal, so that Cheong (2004: 165 – 174) gives explanation more clearly about the structure of printed advertisement in figure:

Table. 2.2. The General Structure Printed Advertisement

Verbal Component Visual Component

Announcement: Primary, Secondary Lead: Locus of Attention (LoA), Complement to the Locus of Attention (Comp. LoA)

Enhancer Display: Explicit, Implicit, Congruent, Incongruent (metaphorical)

Emblem Emblem

Tag

Call – and – visit information

The most important linguistics component in an advertisement text is Announcement. The size, kinds of letter, colour, and different scale with different part of linguistics. Primary Announcement contains three meanings, that is: 1. As the only one advertisement message, 2. Important part interpersonally between the other messages in a text, 3. As a catch – phrase. Secondary Announcement has a meaning interpersonally that is not really important in an advertisement text (Cheong, 2004: 173).

Enhancer only consist of linguistics component, usually in the form of paragraph. Enhancer functions to develop or modificate a meaning which comes from interaction between Lead and Announcement. Ideationally, Enhancer functions to show the power of the product so that it‟s deserved to be consumed. Interpersonally, Enhancer functions to influence the public. Because of that, Enhancer contains words emotionally and culturally, the words that contains values in a social system. Logically, Enhancer explains the relationships among clauses (Cheong, 2004: 173).

Some certain elements which are not in Tag. Tag is usually printed in a little written which is not appeared grammatically and usually realised as non – finite. It‟s not different with Tag, Call – and Visit Information also printed in a little written which is not appeared. This part is about information contact where the public can buy or gain the product advertised (Cheong, 2004: 174).

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component (Cheong, 2004: 165). Ideational function LoA is to explain a reality which is created by the advertiser which the public‟s perception of the reality is a „manipulation‟. Interpersonal function is to attract the public and the textual function is as a developer the main message (Cheong, 2004: 165 – 166). While, Comp LoA has a function as the relator and for attracting the public of the special parts in LoA (Cheong, 2004: 169).

Display explicitly functions to display the product in a real way, implicitly, function to realise a product or service that is not real into a real one through the other medium. While, display congruent functions to realise a product without through a symbolization and display Incongruent realises the product through a symbolization (Cheong, 2004: 171).

Emblem visually is realised through the symbol of the product advertised, linguistically, it‟s realised through brandname or product merk. Emblem functions to give or status for the product where its position can be everywhere in the advertisement text (Cheong, 2004: 171 – 173).

Advertisement

Table. 2.1 The General Structure Printed Advertisement

Verbal Component Visual Component

Announcement: Primary, Secondary Lead: Locus of Attention (LoA), Complement to the Locus of Attention (Comp. LoA)

Enhancer Display: Explicit, Implicit, Congruent, Incongruent (metaphorical)

Emblem Emblem

Tag

Call – and – visit information

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culturally, the words that contains values in a social system. Logically, Enhancer explains the relationships among clauses (Cheong, 2004: 173).

Lead is a part of the main point visually, through size, position, and or colour. Lead has the biggest potention of meaning in saving the meaning. In the above diagram, Lead divides Locus of Attention (LoA) and Complement to the Locus of attention (Comp.LoA) (Cheong, 2004: 165). LoA is a part which becoming the advertisement message, which is tidied up in size and colour with a different quality and other visual component (Cheong, 2004: 165). Ideational function LoA is to explain a reality which is created by the advertiser which the public‟s perception of the reality is a „manipulation‟. Interpersonal function is to attract the public and the textual function is as a developer the main message (Cheong, 2004: 165 – 166). While, Comp LoA has a function as the relator and for attracting the public of the special parts in LoA (Cheong, 2004: 169).

Emblem visually is realised through the symbol of the product advertised, linguistically, it‟s realised through brandname or product merk. Emblem functions to give or status for the product where its position can be everywhere in the advertisement text (Cheong, 2004: 171 – 173).

Especially printed mass media can produce the advertisement with any advanced way in colouring. Colour needs which really good is the need of a advertisement product, especially advertisement of food product, travelling, make up, fashion, needs of physics performance (Lee and Jhonson, 2007: 240).

Review of Related Literature

Some researchers have done analysis about Multimodal; so this analysis is only a verification of the earlier research findings. Because of that, in conducting this analysis, some thesis and previous research findings supported the review and the analysis.

Intersemiotic Texture: Analyzing Cohesive Devices between Language and Images by Liu Y and O‟Halloran (2009: 3). The Construal of Ideational Meaning in Print Advertisements by Cheong (2004). British Men’s Magazines’ Scent Advertising and The Multimodal Discursive Construction of Masculinity: a Preliminary Study by de Gregorio – Godeo (2009). Phasal and Experiential Realizations of Lecture Discourse: A Systemic – Functional Analysis. Sinar (2003). The Generic Structure of Print Advertisement of Elizabeth Arden’s INTERVENE: A Multimodal Discourse Analysis. Nugroho (2009). RESEARCH METHODOLOGY

Descriptive-qualitative analysis method had been used to describe printed advertisement texts featuring verbal language and visual images. In describing the analysis, interpretation was used to qualify the symbolic interaction between the researcher and the experience of human being, the object, the person, the situation, and the event. In this research, the interaction with the advertisement texts, either verbal or

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visual texts explained the findings about language and visual images through the analysis of language metafunction components, of the multimodal texts. The data sources were taken from monthly magazines the Harper‟s Bazaar Indonesia Magazine, January edition was the ad of “New Pond’s Flawless White”.

In addition to the verbal text, the visual image that had been analyzed was taken, such as follows:

Picture 1: Advertisement Text “NEW POND’S Flawless White” advertisement of the Harper‟s Bazaar Indonesia Magazine, tahun 2012”.

The technique that was used for the identification and categorization is the technique of Critical Discourse Moment (CDM). Here is the table of collecting data being designing for this research:

Collecting Data: Document Research

↓ Magazine ↓ Identification: Critical Discourse Moment

↓

Research Data: Four Verbal and Four Visual Texts

Figure 3.1 Technique of Collecting Data (Dirks, 2006:117)

Analysis unit in the data analysis is the advertisement texts holistically, is the verbal and visual texts. Data analysis is using the multimodal analysis which is developed

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based on the metafunction by Halliday‟s and Kress and Leuween (1996) language. The multimodal analysis is the analysis of the texts holistically of verbal and visual texts. The analysis of verbal used language Halliday‟s method of language metafunction analysis whereas the analysis of visual language used multimodal analysis pioneered by Kress and Leeuwen (2006). Firstly, the verbal data were described holistically and then were classified based on their structures. After that, the verbal data were labelled in terms of their metafunction components whereas the visual data were multimodal components.

Four Selected Advertisements ↓

Analysis of Verbal Texts Analysis of Visual Texts

Announcement, enhancer, emblem, tag, call-and-visit information

Lead, display, emblem

↓

Metafunction Analysis Multimodal Analysis ↓

Ideational: Transitivity Ideational: Structure of Narative and analytic Interpersonal: Modus System Interpersonal: Interactive

Meaning Textual: Theme-Rheme Textual: Composition

↓ Sexist Meaning

Figure 3.2. Technique of Data Analysis

The Metafunction Analysis of Verbal Text “New Pond’s Flawless White”

Announcement Formula Krim Pencerah Pertama yang beradaptasi dengan kulitmu, Formula Gen Activ™ yang revolusioner, Wajah tampak cerah, noda hitam tersamarkan mulai dalam 7 hari Based on the function in the advertisement, that is to supply the addition information to Announcement such as: the information shows the power of the product, so that the product is deserved to be consumed.

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169 (1) Formula Krim Pencerah

pertama

yang beradaptasi dengan kulitmu Actor (Material Process) Circumstance: Manner

Subject Predicator

Adjunct

Mood Residue

Top. Theme Rheme

Data Tag

(2) Formula Gen Activ™ yang revolusioner Carrier (Relational process) Attribute

Subject Complement

Mood Residue

Top. Theme Rheme

Data Secondary Announcement

(3) Wajah tampak cerah

Carrier Relational process Attribute Subject Finite+Predicator Complement

Mood Residue

Top. Theme Rheme

(4) Noda hitam tersamarkan mulai dalam 7 hari

Carrier Relational Process Circumstance: Extent Time Subject Finite+Predicator Adjunct

Mood Residue

Top. Theme Rheme

The material process occurs in the clause 1 (c1) and the relational process presents in clauses 2, 3 and 4 (c2, c3, c4) above. The participants in the first clause (c1) is the Actor and the circumstance is the Manner, whereas the participants in c2, c3, and c4 are the Carriers and the Attributes. The Mood block in c1 includes Subject and the Residue includes Predicator and Adjunct, whereas the Mood block in c2 is the Subject Finite and the Residue has the Predicator and Complement. The Mood block in c3 includes Subject and the Finite, the Residue includes Predicator and Complement, whereas the Mood block in c4 is the Subject and Finite and the Residue has the Predicator and Adjunct. All Themes in c1, c2, c3 and c4 are Topical themes and the rest are the Rhemes.

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170 Enhancer

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Selama lebih dari 10 tahun Pond’s Institute

telah meneliti 20.000 gen Circumstance: Extent, Time Actor Material Process Goal

Adjunct Subject Finite + Predicator Complement Residue Mood Residue

Top. Theme Top. Theme Rheme

(6) (Untuk menemukan) jenis gen yang dapat mempengaruhi warna kulit Material process Goal

Predicator Complement

Residue

Top. Theme Rheme

(7) (Hasilnya) Gen Active hadir sebagai formula revolusioner yang mampu beradaptasi dengan semua keunikan kulit wajah

Carrier (Relational Process)

Attribute

Subject Complement

Mood Residue

Top. Theme Rheme

(8) Gen Active hadir sebagai formula revolusioner yang mampu beradaptasi dengan semua keunikan kulit wajah

Existent Existential Process

Circumstance: Role Subject Predicator Adjunct

Mood Residue

Top. Theme Rheme

The material processes occur in the clauses 5 and 6 (c5, c6) whereas implicitly the relational process presents in clause 7 (c7) and the existential process exists in c8 above. The participants in c5 and c6 are the Actor and the Goals, whereas the participants in c7 and c8 are the Carrier, the Attribute and the Existent (c8); the Circumstances of Extent and Role appear in c5 and c8. The Mood block in c5 includes Subject and Finite and the Residue includes Predicator and Complement. There is only the Residue which consists of Predicator and Complement that has been found in c7. The Mood block in c7 is only Subject and the Residue has the Complement. The Mood block in c8 includes Subject and the Residue includes Predicator and Adjunct. All Themes in c5, c6, c7 and c8 are Topical themes and the rest are the Rhemes.

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171 Linguistic Emblem

The linguistic emblem in this advertisement shows the brandname slogan of the product which may accompany the visual Emblem of company‟s logo, the as in the following extract.

Call and Visit Information

Call and Visit Information in the data below shows the public contact where one could get the information about Pond’s through direct toll number Pond’s Careline 0800 – 1 – 580000 and an email address Pond’s Institute.unilever.com. In this ad, the verbal text shows that there are two clauses existing in the Call and Visit Information such as the following analysis.

(9) Dapatkan Free sample Pond’s Flawless White

Sekarang

Material Process Goal Circumstance: Location

Predicator Complement Adjunct

Residue

Top. Theme Rheme

(10) Hubungi Pond’s Careline 0800 – 1 – 580000

atau email kePond’s Institute.unilever.com

Material process Goal Goal

Predicator Complement Complement Residue

Top. Theme Rheme

The multimodal metafunctions component of verbal and visual text

The multimodal analysis of metafunctions component of verbal and visual text are summarized in this sub – chapter. For verbal text, the writer uses the analysis of Halliday‟s metafunction language, while for visual text, uses the combination analysis of Kress and Leeuwen‟s and Cheong‟s models.

Table 5. The Classification of Metafunction Analysis Analysis Text Verbal of New

Pond‟s ad Ideational/Experiential:

Material 5

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Mental -

Verbal -

Behavioural -

Existential 1

Mood/Residue:

Subject 7

Finite 3

Predicator 8

Adjunct 5

Theme/Rheme:

Topical 11

Interpersonal √

Textual √

Table 6. Multimodal Analysis of The Verbal Text of Four Selected Print Advertisements

Verbal Component

New Pond’s

Announcement √ Enhancer √ Linguistic

emblem

√

Tag ─ Call and Visit

Information

√

The Structure of Visual Metafunction in Multimodal Advertisements

The Structure of Visual Metafunction in Multimodal Advertisements “New Pond’s Flawless White”

Lead  locus of attention

The Lead of New Pond’s Flawless White ad is the most salient image because it is or should be the main focus of attention that attracts the viewers or the one that the viewers give to the advertisement. It is constructed by smaller elements categorised as the Locus of Attention (LoA), which is the most salient item or items in the Lead; and the Complementary Locus of Attention (Comp.LoA), that is, the background or other visuals which are less salient than the LoA but complementing LoA. It could be seen from the visual picture‟s model face named: Maria Renata, showing locus in order to take the attention of the customer in focusing to the beautiful charm light yellow skin, it is the typical of the Asian face skin.

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173 Display: Congruent and Explicit

In this ad, the Display, shows the characteristics of the Lead. Here, the Lead is Congruent because of the product doesn‟t use symbolism. Moreover, the Lead in this product is Explicit because the picture shows about the tangible object.

Visual Emblem

Visual emblem image component of New Pond‟s Flawless White advertisement shows a flower as the company‟s logo. It is to accompany the brandname as the linguistic emblem. It could be seen at the top left side.

The Structure of Multimodal Ideational of “New Pond’s Flawless White”

Advertisement

Linguistic Emblem

Visual Emblem

Conversion: Actor/Goal Call and Visit Information Accompaniment

Setting

Figure 1. Ideational Metafunction Component of Visual Text of “New Pond’s Flawless White” Advertisement

The Ideational metafunction of “New Pond’s Flawless White” visual image consists of Setting, Accompaniment and Conversion. Size, letter, colour and the scale is different with the other linguistics component.

(1) Setting

Setting explains about colour. The combination of colour shows dark pink, pink and white. The basic is dark pink. The verbal text is white, it bases on the colour of the product.

The setting of this picture explains the background that shows the colour of the ad, as the combination of colours dark pink, pink and light pink. The basic background is dark pink. The printed verbal text and the picture of the ad are white colour on the colour of the product. The colour pink tends to be elegant.

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174 (2) Accompaniment

Accompaniment explains about the colour of the product New Pond‟s Flawless White. The colour is dark pink. The colour dark pink shows about the package of the product. From the content of the product it could be seen the “Revolutioner Gen Active™” just like a chain. It means that this product contains of “Revolutioner Gen Active™ as the first Lighter Cream Formula that functions to adapt with all type of skin. So all type of skin could be lighter for 7 days.

(3) Conversion

The process is Conversion. It can be seen from the verbal text as Announcement “Formula krim pencerah pertama yang beradaptasi dengan kulitmu”. The participant is a beautiful actress whose face is so clean and charming. There is no any spot and pimple. She is smilling broadly showing her shine bright teeth. Her expression describes about happiness. It shows about the quality of the product. Goal is the woman‟s face. It has been seen so clean. By using this product, the public could have a clean skin face like the model.

The Structure of Interpersonal Visual Text of “New Pond’s Flawless White” Advertisement

Offer/Intimate/Involvement/Equality

Figure 2. Interpersonal Metafunction Component of Visual Text of “New Pond’s Flawless White” Advertisement

The Interpersonal metafunction consists of Offer/Intimate/Involvement /Equality. (1) Offer

The offer of the product shows the verbal text. The verbal text talks about the power of the product. It is positioned in the left side. The font size of the verbal text is Arial. The font size of verbal text of the announcement is bigger than the verbal text of the enhancer. It is different because Announcement is as the headline or main point of the aim of the product. It tells about the excellent of using the product. Face could be cleaner.

(2) Intimate

The picture that has been taken in a close space. It indicates the relationship between the public directly (Intimate), which means that everything has been told in the advertisement is so close to the daily life style to the public, it is about to whom the advertisement is printed. Interpersonally, text has a relationship to the

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Centred/Salience Circular

Figure 3. Textual Metafunction Component of Visual Text of “New

Pond’s Flawless White” Advertisement

public, which could be seen through the picture intimate, equal with the public. The intimate shows about the communication of the product through verbal text and visual text. The communication is so close. It‟s a persuasive way for the public to use this product.

(3) Involvement

The verbal and visual text involve the power and the quality of the product. The power can be seen from the picture and the text. The verbal clauses take some excellent words to emphasize power, such as: “Wajah tampak cerah , noda hitam tersamarkan selama 7 hari”, “Gen Active hadir sebagai formula revolusioner yang mampu beradaptasi dengan semua keunikan kulit wajah” to interact the public. The visual picture shows a beautiful clean humble face with a broad smilling. The name of the model is Maria Renata.

(4) Equality

Equality shows in this product is the simillarity of colour. The colour of the product is dark purplish in the left side while in the right side, the colour of the display is light purplish which is combined with the face of the figure. All the colour is ellegant.

The Structure of Textual Visual of “New Pond’s Flawless White” Ad

The Textual metafunction consists of Circular and Centred/Salience. They are: (1) Circular

Visual text of the product shows that Accompaniment is positioned in the right side below the verbal text.

(2) Centred/Salience

The Salience is about font size (Font Arial). The big font size is 12. It is verbal text of Announcement “Formula krim pencerah pertama yang beradaptasi dengan kulitmu”. The small font size is 11. It is about the verbal text of Enhancer: Formula Gen Activ™ yang berevolusioner. Wajah tampak cerah, noda hitam tersamarkan dalam 7 hari. Introducing New Pond’s Flawless White. Selama lebih dari 10 tahun, Pond’s Institute telah meneliti 20.000 gen untuk menemukan jenis

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gen yang dapat mempengaruhi warna kulit”. Process in visual text above is Material Process that is advertisement the product beauty product ( New Pond‟s Flawless White ) for woman‟s face, if woman wears New Pond‟s Flawless White, woman‟s face will be lighter than usual, and this product is compatible with any kind of woman‟s face. Process in visual text above is firstly, left side is about the description of the product that is “New Pond‟s Flawless White ”. From this description, the product is explained with nice words persuasively as an attractive way to get the reader‟s attention. While, in right side, there is a model/woman‟s face which has wore the product “New Pond‟s Flawless White”. From that model woman‟s face can be seen that her face is so bright after wearing “New Pond’s Flawless White”, the beauty product. Circular is about visual text of the product shows that Accompaniment is positioned in the right side below the verbal text. The Salience is about font size (Font Arial). The big font size is verbal text of Announcement “Formula krim pencerah pertama yang beradaptasi dengan kulitmu”. The small font size is about the verbal text of Enhancer: Formula Gen Activ™ yang berevolusioner. Wajah tampak cerah, noda hitam tersamarkan dalam 7 hari. Introducing New Pond’s Flawless White. Selama lebih dari 10 tahun, Pond’s Institute telah meneliti 20.000 gen untuk menemukan jenis gen yang dapat mempengaruhi warna kulit”. The aim of Salience is to give the public about the information about the quality of the product through the verbal and the visual text.

MULTIMODAL EXPRESSIONS

In accordance with the third research problem mentioned in chapter one, this chapter qualifies two important evaluation on the previous findings of the analysis of metafunction and multimodal structure. Firstly, the analytical expression of sexist is found in the four analyzed ads. The next is to consider how they relate to each other in terms of social interpretation.

Multimodal Expressions “New Pond’s Flawless White’s” Advertisement of the

Harper’s Bazaar Indonesia Magazine

The product is a beauty product. Women who wants to make their face lighter than before could use this product. Verbal and visual text in the advertisement are colourful and exciting to attract the people who would like to wear the product. Verbal text in the advertisement is using declarative modus words that have a strong way to get the public‟s attention. Visual text also has a roleplay in this advertisement where the woman whose face is really beautiful and lightening.

CONCLUSION

1. The selected print advertisement texts construct the metafunction components to have the potential message that it is said by the advertiser. It can be shown through dominant processes were carried by them, such the following: the first dominant metafunction elements in “New Pond’s Flawless White” ad were the Material (5 processes), Relational (4 processes), and Existential (1 process).

2. The structure of multimodals texts found in the selected print advertisements are: In the visual text of New Pond‟s ad, the ideational process consists of setting, accompaniment, call visit and information, and conversion: actor and goal. The interpersonal process consists of offer, intimate, involvement, and equality. Then for the textual process consists of circular and centred/salience.

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177 REFERENCE

Baldry, Anthony, Thibault, Paul J. (2006). Multimodal Transcription and Text Analysis. London: Equinox. In O'Halloran, K. L. 2009. Multimodal Analysis and Digital Technology. A. Baldry and E. Montagna (eds.) Interdisciplinary Perspectives on Multimodality: Theory and Practice. Proceedings of the Third International Conference on Multimodality. Campobasso:Palladino.

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De Gregorio-Godeo, Eduardo. (2009). British Men’s Magazines’ Scent Advertising and The Multimodal Discursive Construction of Masculinity: a Preliminary Study. Goddard, Angela. (1998). The Language of Advertising. London and New York:

Routledge.

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Meaning in Print Advertisements (Edited by Kay L. O‟Halloran). London and New York: Continuum.

Kress, Gunther and Theo Van Leeuwen. (1996). Reading Images. London and NewYork: Routledge.

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Liu, Y and K. L. O‟Halloran. (2009). Inter – Semiotic Texture: Analysing Cohesive Devices between Language and Images. Social Semiotics. Campobasso: Palladino.

Sinar, Tengku Silvana. (2003). Phasal and Experiential Realizations of Lecture Discourse: A Systemic – Functional Analysis. Medan: Pustaka Bangsa Press. Sinar, Tengku Silvana. (2011). Multimodal Analysis of Language and Power Through

The Print Advertisements. Makalah Universitas Sumatera Utara.

Sinar, Tengku Silvana. (2012). Teori dan Analisis Wacana Pendekatan Sistemik Fungsional. Medan: Penerbit Mitra.

Yuen, Cheong Yin. (2004). Open Linguistics Series: The Construal of Ideational Meaning in Print Advertisements (Edited by Kay L. O‟Halloran). London and New York: Continuum.

http://www.wikipedia.com/March 26, 2012; 20.25 pm. Harper’s BAZAAR Indonesia. 2012

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172

Mental -

Verbal -

Behavioural -

Existential 1

Mood/Residue:

Subject 7

Finite 3

Predicator 8

Adjunct 5

Theme/Rheme:

Topical 11

Interpersonal √

Textual √

Table 6. Multimodal Analysis of The Verbal Text of Four Selected Print Advertisements

Verbal Component

New Pond’s

Announcement √

Enhancer √ Linguistic

emblem

√ Tag ─ Call and Visit

Information

√

The Structure of Visual Metafunction in Multimodal Advertisements

The Structure of Visual Metafunction in Multimodal Advertisements “New Pond’s Flawless White”

Lead  locus of attention

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173 Display: Congruent and Explicit

Visual Emblem

The Structure of Multimodal Ideational of “New Pond’s Flawless White” Advertisement

Linguistic Emblem

Visual Emblem

Conversion: Actor/Goal Call and Visit Information Accompaniment

Setting

Figure 1. Ideational Metafunction Component of Visual Text of “New Pond’s Flawless White” Advertisement

The Ideational metafunction of “New Pond’s Flawless White” visual image consists of Setting, Accompaniment and Conversion. Size, letter, colour and the scale is different with the other linguistics component.

(1) Setting

Setting explains about colour. The combination of colour shows dark pink, pink and white. The basic is dark pink. The verbal text is white, it bases on the colour of the product.

(3)

174 (2) Accompaniment

(3) Conversion

The process is Conversion. It can be seen from the verbal text as Announcement “Formula krim pencerah pertama yang beradaptasi dengan kulitmu”. The participant is a beautiful actress whose face is so clean and charming. There is no any spot and pimple. She is smilling broadly showing her shine bright teeth. Her expression describes about happiness. It shows about the quality of the product. Goal is the woman‟s face. It has been seen so clean. By using this product, the public could have a clean skin face like the model.

The Structure of Interpersonal Visual Text of “New Pond’s Flawless White” Advertisement

Offer/Intimate/Involvement/Equality

Figure 2. Interpersonal Metafunction Component of Visual Text of

“New Pond’s Flawless White” Advertisement

The Interpersonal metafunction consists of Offer/Intimate/Involvement /Equality.

(1) Offer

(2) Intimate

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175

Centred/Salience Circular

Figure 3. Textual Metafunction Component of Visual Text of “New

Pond’s Flawless White” Advertisement

(3) Involvement

(4) Equality

The Structure of Textual Visual of “New Pond’s Flawless White” Ad

The Textual metafunction consists of Circular and Centred/Salience. They are:

(1) Circular

Visual text of the product shows that Accompaniment is positioned in the right side below the verbal text.

(2) Centred/Salience

The Salience is about font size (Font Arial). The big font size is 12. It is verbal text of Announcement “Formula krim pencerah pertama yang beradaptasi dengan kulitmu”. The small font size is 11. It is about the verbal text of Enhancer:

Formula Gen Activ™ yang berevolusioner. Wajah tampak cerah, noda hitam tersamarkan dalam 7 hari. Introducing New Pond’s Flawless White. Selama lebih

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176

Flawless White”, the beauty product. Circular is about visual text of the product shows that Accompaniment is positioned in the right side below the verbal text. The Salience is about font size (Font Arial). The big font size is verbal text of Announcement “Formula krim pencerah pertama yang beradaptasi dengan kulitmu”. The small font size is about the verbal text of Enhancer: Formula Gen

Activ™ yang berevolusioner. Wajah tampak cerah, noda hitam tersamarkan dalam 7 hari. Introducing New Pond’s Flawless White. Selama lebih dari 10 tahun, Pond’s Institute telah meneliti 20.000 gen untuk menemukan jenis gen yang dapat

mempengaruhi warna kulit”. The aim of Salience is to give the public about the information about the quality of the product through the verbal and the visual text.

MULTIMODAL EXPRESSIONS

Multimodal Expressions “New Pond’s Flawless White’s” Advertisement of the Harper’s Bazaar Indonesia Magazine

CONCLUSION

1. The selected print advertisement texts construct the metafunction components to have the potential message that it is said by the advertiser. It can be shown through dominant processes were carried by them, such the following: the first dominant metafunction elements in “New Pond’s Flawless White” ad were the Material (5 processes), Relational (4 processes), and Existential (1 process).