Result of the Analysis Based on the Generic Structure Potential GSP of

CHAPTER 4. RESULTS AND DISCUSSION

This chapter provides the result from the data analysis. Elaboration is done during the discussion of the data. There are mainly two topics of discussion concerning to the data. The first is the result concerning with the analysis based on the Generic Structure Potential of the advertising campaigns. The next is discussion regarding to the visual and linguistic analysis of the data. The theories of GSP, Transitivity, Mood Analysis, and Intersemiotic as the construction of the meaning of the advertising campaigns, including the theory of Colour and Structure of Composition, are employed together to support the analysis and finally to obtain the final conclusion of the overall analysis.

4.1 Result of the Analysis Based on the Generic Structure Potential GSP of

Advertising Campaigns According to Cheong 2004: 164, the GSP of the advertising campaigns consists of two categories: visual and linguistic elements. Visual elements consist of Lead, Emblem, and Display. Meanwhile, linguistic elements consist of Emblem, Announcement, Enhancer, Tag, and Call-and- Visit Information. Based on the analysis of the data, the existence of the elements is served in this table below for the detailed result. Tabel 4.1 Visual and Linguistic Elements in the Advertising Campaign No Advertising Campaign Visual Element Linguistic Element Element Absent 1 Double Wear by Estee Lauder Lead, Display Announcement, Enhancer, Emblem, Tag, Call-and-Visit Information Visual Emblem 2 Revitalift by L‘Oreal Lead, Display Announcement, Enhancer, Emblem, Tag, Call-and-Visit Information Visual Emblem 3 Complexion Lead, Announcement, Visual Rescue by bareMinerals Display Enhancer, Emblem, Tag, Call-and-Visit Information Emblem 4 Mirage Sleeping Cream by Garnier Lead, Display, Emblem Announcement, Enhancer, Emblem, Tag, Call-and-Visit Information - 5 Ultimune by Shisheido Lead, Display, Emblem Announcement, Enhancer, Emblem, Tag, Call-and-Visit Information - 6 Infalliable Pro Matte by L‘Oreal Lead, Display Announcement, Enhancer, Emblem, Tag, Call-and-Visit Information Visual Emblem 7 Matte + Poreless by Fit Me Lead, Display Announcement, Enhancer, Emblem, Tag, Call-and-Visit Information Visual Emblem 8 Dewy + Smooth by Fit Me Lead, Display Announcement, Enhancer, Emblem, Tag, Call-and-Visit Information Visual Emblem 9 Regenerist Luminous by Olay Lead, Display, Emblem Announcement, Enhancer, Emblem, Tag, Call-and-Visit Information - 10 No Foundation Foundation Serum by Perricone MD Lead, Display, Emblem Announcement, Enhancer, Emblem, Call-and-Visit Information Tag From table 4.1 above, it can be seen that all beauty product advertising campaigns have Lead and Display as visual elements of the Advertisement that the Lead also functioning as Display. The Display of the beauty product advertising campaigns are Explicit yet Congruent, so the readers do not need to imagine how the products are since the beauty product advertising campaigns show the products without symbolism Nugroho, 2009: 74. Unfortunately, not all beauty product advertising campaigns have visual Emblem brand logo. Only Garnier Miracle Sleeping Cream, Ultimune by Shiseido, Olay Regenerist Luminous, and Perricone MD have visual Emblem. Visual Emblem is functioning as the identity giver for the product that is being advertised. Visual Emblem is more representing the symbolic logo of the brand. All beauty product advertising campaigns have linguistic Emblem that functioning as the identity giver and to validate the authenticity of the products advertised. One linguistic element that absents from the beauty product advertising campaign is Tag. But its absence only occurs in one beauty product advertising campaign, which place only 10 of the total advertising campaigns. Linguistic elements like Announcement, Enhancer, and Call-and- Visit-Information also occur in all beauty product advertising campaigns. It means that those linguistic elements play important roles for the beauty product advertising campaigns. According to Cheong‘s 2004 notion of GSP of print advertisement, linguistic element like Announcement, Enhancer, and Call-and-Visit-Information are put inside the brackets, which indicate that the elements are optional. However, in the analysis, it is found that those linguistic elements always occur in the beauty product advertising campaigns. The use of complete elements in advertising campaigns shows the completeness and makes the advertising campaigns become clearer for the readers to understand the content of the advertising campaigns. In addition to the result of the GSP analysis of the advertising campaign, the result of the linguistic analysis of the data showing the function of the sentences, whether they are orienting to the readers or the products, and also the interpretation of each sentences is served on the appendix 3.

4.2 Discussion of Visual and Linguistic Elements in the Advertising