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CHAPTER 1. INTRODUCTION
Chapter one contains the background of the study that explains the detail about social pictorial of beauty in advertising campaign, what the subjects of this
present research are, and, in a brief explanation, what theories are employed. The background of study also provides the reasoning of why the research is worthy to
conduct. Furthermore, this chapter explicates the topic of the research, problems to discuss, the goals of the study, and the organization of the thesis.
1.1 The Background of the Study
Born naturally as man and woman is a faith that human being are blessed with. As time goes by, society constructs the paradigm that woman are
interconnected with beauty. Lakoff and Scherr as cited on Rondilla 2012: 12 share their point of view that ―the desire for beauty, or at least for attractiveness,
possesses every woman to consider her looks as a vital part of herself‖. As the
result, it shapes women to love to keep themselves up with beauty, do some treatments in order to make them more beautiful, apply some products on their
face and body, and do anything else to beautify them. In higher level, the beauty of women is even contested through the international well-known contest called
the Miss Universe. As posted on www.misuniverse.cominfohistory this worldwide beauty contest has been established since 1952, and since then, this
beauty contest makes ―countless young women around the world vying to become a part of Miss Universe history‖ official website of Miss Universe. The
procedures to join this contest are not easy but many young women still willingly join this beauty contest. From the previous example, it can be concluded that
women always want to look beautiful and be recognized as beautiful in their surroundings, by the people around them.
In line with those facts, the demand for beauty products is increasing. The beauty cosmetic companies are keen to take advantage of this situation by
providing and introducing the upgraded products as well as doing promotion to make their products accepted in the targeted market. Through the existence of
media, the cosmetic companies are trying to introduce their goods and services, in the form of advertising campaign. As a survey conducts by Kissmetric, a blog
about analytics,
marketing and
testing, on
their webpage
https:blog.kissmetrics.comtop-ad-spenders, three
brands of
cosmetics companies including Proctor Gamble CO PG,
– with their products like Olay and Covergirl
– Johnson Johnson – with their product Aveeno – and L‘Oreal – with their products like L‟Oreal Paris, Garnier, Maybelline New York,
and Lancôme – spend most cost on advertising to boost their brand.
The products that they launched through advertising campaign in media are no longer solely sold as the product itself. Unknowingly, it is also granted with
information, ideology and properties capable of effectively conveying implicit and explicit meaning to the target audience. In advertising campaign, the uses of
language or graphical material like motion or motionless pictures images are as the strategy to market their products, which become the aid to contribute to how
they construct their identity Goddard, as cited in de Cort: 118. In brief, the language use, especially in the advertising campaign, becomes the advertising
producers instrument to bring up the sentiment and trigger the desire to buy and use the products. Thus, a significant meaning of the speaker‘s utterances can be
strongly enhanced by multiple semiotic resources like language, visual images, sound, space, color, etc.
This study is aimed at finding out the concept of ideal beauty on the selected advertising campaigns from different well-known brands such as
L‘Oreal, Estee Lauder, Garnier, Shiseido, Fit Me and Olay. Those advertising campaigns are published in Marie Claire Magazine March 2015 edition, read and
taken online from http:www.magastack.comissue5725-marie-claire-usa-march- 2015 accessed on 19 February 2015. The face treatment product advertising
campaigns are served in an interesting appearance, both in their visualization and wordings. A specific discourse is found in those beauty product advertising
campaigns, which is used to construct woman‘s beauty for their targeted market.
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