d Juxtaposition
It is the use of space and position to create lexical and visual relation. It relates to the position of placement of certain thing in the advertisement.
e Font
It works with how the use of font style, size and colour for experiential meaning.
f Colour
It works with how the use colour for experiential meaning. From table 2.1 above, it is clearly shown how the process of
meaning-making is going on. All the discourses are linked together by interpreting and working with some sustainable theories.
2.2.7 Intersemiotic for Meaning-Making: Theory of Colour
The theory of colour is also employed in this study because colour can be used as a tool ―to create meanings: to convey messages, engage the
reader and consolidate‖ Zammit in Whittaker et. al., 2007: 65, hence it
cannot be ignored during the analysis. In creating meaning, according to Kress and van Leeuwen 2006: 229, colour can be used metafunctionally
to generate Ideational, Interpersonal, and Textual meaning. Since this study works on finding the concept of beauty brought in print
advertisements, it will ask for a hand to the use of colour in generating Ideational meaning in the selected beauty product advertising campaign. In
constructing Ideational meaning, colour is realizing the representation of people, places and things. Cosmetic companies, for instance, are using
certain specific colour to represent their identity that becomes their uniqueness so that people will easily recognize them and their products.
The usage of colour is usually linked with other parts of the advertisement, for example with the text, with the product, etc. In the other
words, aside from becoming the aid to deliver certain message to the reader, colour also ―can be used to create coherence in texts‖ itself Kress
and van Leeuwen, 2006: 230. In helping the analysis to support meaning-
making, there are two types of affordance in colour that can be taken into account: 1 association of colour, and 2 distinctive features of colour.
Association of colour related to the communicative uses of colour. As seen in advertisement, colour will usually be associated to substances, objects,
and etc. It c arries ―significant symbolic value in the given socio-cultural
context‖ Kress and van Leeuwen, 2006: 233 of the advertisement. The second affordance, distinctive features of colour, works with the
materiality of colour. In the other words, it becomes the signifiers that potentially bring meaning. The distinctive features of colour are specified
in several scales as follows: a
Value Kress and van Leeuwen 2006: 233 state that ―the scale of value is
grey scale‖. It ranges from maximally light white to the maximally dark black. According to Kress and van Leeuwen, 2006: 106, gold is the
colour that would confer the values of things associated with softness. It shows a strong sense of unity and cohesion.
b Saturation
Saturation, according to Kress and van Leeuwen 2006: 233, ranges from the most intensely saturated pure manifestation to the softest pale
or pastel colour. Saturation has the ability to express emotive feeling such as positive, exuberant, adventurous, which are expressed through
high saturation colour, and subtle, tender, cold, repressed, brooding and moody, which are expressed through low saturation colour.
c Purity
Purity, according to Kress and van Leeuwen 2006: 234, ranges from the most pure to the most mixture of colour. It relates to the
pureness or primary and the mixture of colour. Colour like red, green, blue, which has one single name are considered as pure colour. On the
other hand, colour like cyan is considered as mixed colour since it composes from blue and green.
d Modulation
Modulation, as stated by Kress and van Leeuwen 2006: 234, runs from the fully modulated to the flat colour. Flat colour expresses colour
essential quality of things, while modulated colour rather attempts to show the colour of people, places and things as it is actually seen, under
specific lighting conditions. For example, grass is green refers to the generic colour as it express the quality of things. Meanwhile, when
saying the colour of grass depends on the time of day and the weather this refers to the colour according to a certain condition. In other words,
flat colour brings an abstract truth while modulated colour brings naturalistic yet perceptual truth.
e Differentiation
Differentiation is related to the monochromic of colour to maximally varied palette of colour. It relates to the adventurousness or timidities of a
thing Kress and van Leeuwen, 2006: 235. f
Hue Hue runs from blue to red in scale Kress and van Leeuwen, 2006:
235. Red is associated with warmth – may be very warm, medium dark,
highly saturated, pure and modulated –, energy, salience and
foregrounding, while blue is associated with cold, calm, distance and backgrounding. According to Goethe 1840: 311, blue represents cold,
gloomy and calmness
2.2.8 Intersemiotic for Meaning-Making: Structure of Composition
