Research Topic Research Problem Research Questions Purposes Scope of the Study

To help finding out the concept of ideal beauty on the selected advertising campaigns, three methods, including Systemic Functional Multimodal Discourse Analysis of O‘Halloran 2008, enhanced by Generic Structure Potential of print advertisement by Cheon g 2004 that rooted from Hasan‘s 1996 theory of Generic Structure Potential of print advertisement, Systemic Functional Linguistic especially the Transitivity and Mood Analysis of Halliday 1994, and Intersemiotic Texture of O‘Halloran 2008, are employed. Multimodal Discourse Analysis is used because this study works with print advertising campaigns which employ more than one mode of meaning working in one context, while Systemic Functional Linguistic especially the Transitivity and Mood analysis help the analysis of linguistic elements in print advertising campaign, and finally Intersemiotic Texture support the analysis to find the relationship between the visual and linguistic elements use in the advertising campaigns to reveal the meaning of it through interpretation. From all reasons and background mentioned above, this study is worth to conduct because it presents a fresh and deeper look on how to work with Systemic Functional- Multimodal Discourse Analysis based on Kay L. O‘Halloran‘s 2008 frame work. Hopefully, this study will be able to gain people‘s understanding on how to study print advertising campaign by using Systemic Functional- Multimodal Discourse Analysis approach, and further will help them developing their way of thinking and criticizing advertising campaigns.

1.2 Research Topic

The topic of this study is the construction of the concept of beauty as presented in the selected beauty products advertising campaign.

1.3 Research Problem

Advertising campaigns are composed by more than one mode of meaning making work in a particular context, especially by employing visual and linguistic modes of communication. This employment surprisingly brings with it certain hidden message about the concept of beauty as presented in the selected beauty product advertising campaigns.

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