Modality Used in Shampoo Advertisement.

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MODALITY USED IN SHAMPOO ADVERTISEMENT

A Thesis

Submitted to the English Applied Linguistics Study Program in Partial Fulfillment of the Requirement for the Degree of

Magister Humaniora

By:

RABIATUL ADHAWIYAH Registration Number: 809112036

ENGLISH APPLIED LINGUISTICS STUDY PROGRAM

POSTGRADUATE SCHOOL

STATE UNIVERSITY OF MEDAN

2016

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ABSTRACT

Adhawiyah, Rabi’atul. Modality Used in Shampoo Advertisement. English Applied Linguistics Study Program, Postgraduate School, State University of Medan. 2016

This study is about the used of modality in advertisement especially in shampoo advertisement. The objectives of this study are to analyze the types of modality in shampoo advertisement, how it is used or realized, and to investigate why it is used and the way it is. This study is designed in descriptive-qualitative research. The data of this study is the utterance in terms of modality and the source data is transcription of shampoo advertisement. The data were collected by downloading some videos of the advertisement from you tube and then transcription the video. There were 15 advertisements from 5 different brands of shampoo taken as the source of the data. The analysis of this study is done with Miles, Huberman, and Saldana (2014) which encompasses data condensation, data display, and verification drawing conclusion. The types of modality analyzed based on the types of modality proposed by M.A.K Halliday (1994). The finding in this study indicates that there were found only three types of modality used in shampoo advertisement from four types that already in the M.A.K Halliday theory, namely probability, usuality, and obligation. No inclination is found in the utterances of shampoo advertisement. In using the modality in the shampoo advertisement, the advertiser mostly use obligation as the most(52,30%). In conclusion, the advertiser used the modality as one of their strategy in marketing the product to be used by the consumer.

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ii ABSTRAK

Adhawiyah, Rabi’atul. Modality Used in Shampoo Advertisement. English Applied Linguistics Study Program, Postgraduate School, State University of Medan. 2016

Penelitian ini mengenai penggunaan modalitas pada iklan khususnya pada iklan shampoo. Tujuan penelitian ini untuk menganalisis tipe yang digunakan dalam iklan shampo, bagaimana modalitas di munculkan dalam iklan shampo tersebut dan alasan mengapa modalitas digunakan dalam ujaran pad aiklan shampo tersebut.penelitian ini di desiain menggunaka deskriptif-kualitatif. Data dari penelitian ini adalah ujaran ujaran yang ada pada iklan shampo yang mengandung modalitas, dan sumber data adalah transkripsi iklan shampo. Data diperoleh dengan mengunduh beberapa video iklan shampo dari situs Youtube dan kemudian mentranskripsikannya. Ada 15 iklan yang di unduh dari 5 merk shampo yang berbeda.. analisis penelitian dilakukan dengan menggunakan teori dari Miles, Huberman, dan Saldana (2014), yang mengemukakan data condensation, data display, dan drawing and conclusion. Tipe dari modallitas dianalisa melalui teori M.A.K Halliday (1994), dan, bagaimana dan alasan mengapa modalitas digunakan dalam ujaran ada dianalisis berdasarkan teori modalitas tersebut . Hasil dari penelitian ini menenmukan bahwa dari empat tipe modalitas yang ada hanya ditemukan tiga tipe pada iklan shampo, yaitu probability, usuality, dan obligation. Dalam penggunaannya, penulis menemukan bahawa obligation adalah modalitas yang palling dominan yang digunakan pad aiklan shampo (50,30%). Pada kesimpulannya, para pengiklan menggunakan modalitas sebagaisalah satu strategi dalam memasarkan produk yang mereka iklankan untuk digunakan oleh konsumen.

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CHAPTER I INTRODUCTION 1.1 The Background of the Study

Modality is the significant part in the interpersonal function with the former expressing the speaker’s purpose to be achieved with his speech. Xu (2009) states that in the coordination of interpersonal relationships with language, because of the diversity of social activities and the complexity of interpersonal relationships, people sometimes offer or ask for information straightforwardly while sometimes blur their attitudes and opinions in an indirect and polite way. All these are involved in modality. Modality involved in the language used by the human. Along with the coming into existence of human beings, language has been developed into an important tool for us to describe our recognition of the objective world and to coordinate interpersonal relationships with the development of human society.

Moreover, since modality is referred to speaker’s judgement of probabilities, or the obligation in volved in what is saying (Halliday, 1994). It is seen that modality has to do with commitment which covers the speaker’s judgement and attitude in presenting his ideas and message in text.

Nowadays, advertisement is all around us and we receive many advertising messages daily. Language is as important in TV advertisements as visual images or catch music. Many advertising messages are posted through many channels of media such as Television, radio, magazines, or other printed media. It is also

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related to the rapid advancement of technology and the quick spread of worldwide communication and marketing which triggers people to be critical toward the information of the proliferation in promotional genres, advertising among them. Advertising is known as a powerful communication strategy and vital marketing tool helping to promote goods, services, images, and ideas through channels of information and persuasion. It is a highly visible force in the society. In line with Jurgita (2006) who states that the self-evident goal of advertisements itself persuade consumers to act or think in a textually determined way in order to boost sales of particular commodities and services.

In addition, today we can say advertising is a communication, marketing, public-relation, information and persuasion process. Advertising reaches us through a channel of communication referred to as a medium. It is usually aimed at a particular segment of the population - the target audience (Consumer and business). Now it is essential to the success of any type of business and industry. Furthermore, it is one of the segment strategies of the marketing and communication process.

Moreover, advertising is a component of promotional mix, which is used to create the public awareness of the products and services available. Advertisers use these types of tool for communication purposes. According to Rai (2013), the advertisements change the way of products is consumed and alter the attitude with which they look at the products. All over the world, advertisements have been

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used since ages for a wide range of brands. In addition, advertisements have very great influence in purchasing decision of customers for particular brands. It is a ubiquitously accepted fact that advertisements can bestow special attributes upon a product or service that it may have lacked otherwise.

Related to the fact about advertisement, it is realized that there is a great influence of language devices in advertising. In order to capture the public attention, convey the message and persuade the consumer, advertising texts use a range of manipulative language devices. Advertisers use visual and linguistic means to persuade their audience. Modality is also evident in the advertisements. Halliday in Zheng (2010) states that modality refers to the speaker’s judgment of the probabilities, or the obligation, involved in his statement. In this sense, modality is closely related to interpersonal meta-function, where communication parties recognize and construct social relationships.

At present, the common media which is seen by most people specifically woman today is Television (TV). From the perspective of the consumer specifically female, they can see what the models used in the advertisement and they want to be as beautiful as their idol or the model they have seen on TV. On the other side, every TV program promotes their advertisements and the woman as a target of the advertisement should be critical toward what they have seen and they heard. The advertisement which will be seen is shampoo advertisement from three different labels, they are Pantene, Rejoice and Clear which are popular in the

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society. The modality used in the shampoo advertisement will be analyzed in order to discover the way they influence the people specifically women to be interested to their products.

As observed modalization was used in shampoo advertisment. The examples are as the following. The Sunsilk advertisement, starring by a famous singer who is singing in the stage with females fans. These are the words themselves.

<Narrator> Pakar rambut sunsilk memberikan tantangan 7 hari. Ini cerita Raisa <Raisa> Dulu rambutku kasar dan kering jadi sulit diatur. Rambut menjadi

kering dan rusak karena kurang kelembaban. Tapi sekarang rambutku benar-benar lembut dan mudah diatur

<Narrator> Karena sunslik melembabkan setiap helai rambutmu. <Raisa> Hanya dalam 7 hari rambutku lebih lembut disentuh.

<Narrator> Sunsilk benar-benar efektif. Raisya telah membuktikan tantangan 7 hari sunsilk. Sekarang giliran kamu.

On this example, it can be seen the utterance “Sunsilk benar-benar efektif” is categorized as probability because it provides thought with what is known or believed. The utterance emphasizes that by using Sunsilk shampoo the girl can believed it is true that Sunsilk shampoo is trully effective make her hair smooth.

As observed modulation was used in shampoo advertisment. The examples are as the following. The Sunsilk advertisement, starring by a famous singer who is singing in the stage with females fans. These are the words themselves.

<Narrator> Pakar rambut sunsilk memberikan tantangan 7 hari. Ini cerita Raisa <Raisa> Dulu rambutku kasar dan kering jadi sulit diatur. Rambut menjadi

kering dan rusak karena kurang kelembaban. Tapi sekarang rambutku benar-benar lembut dan mudah diatur

<Narrator> Karena sunslik melembabkan setiap helai rambutmu. <Raisa> Hanya dalam 7 hari rambutku lebih lembut disentuh.

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<Narrator> Sunsilk benar-benar efektif. Raisya telah membuktikan tantangan 7 hari sunsilk. Sekarang giliran kamu.

The utterance that use obligation is “Karena sunslik melembabkan setiap helai rambutmu” That utterance is categorized as obligation because it provides the causality meaning that the Sunsilk shampoo is able to make the girls’ hair becomes smooth so she can style her hair easily as she wants.

Modality in this thesis deals with the modalization and the modulation. Modalization is dealing with the information as a commodity being exchanged while the modulation has goods and services as the commodity being exchange. 1.2The Problem of the Study

In relation to the background, the problems are formulated as the following:

1. What types of modality are used in the shampoo advertisements? 2. How is the modality used in the shampoo advertisements? 3. In what context is the dominant modality used in the way it is? 1.3The Objectives of the Study

In line with the problems, the objectives of the study are:

1. To identify the types of modality used in the shampoo advertisements. 2. To elaborate the modality used in the shampoo advertisements.

3. To contextualize the use of the dominant types of modality used in shampoo advertisements.

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1.4The Scope of the Study

Advertisements in many ways can influence people to react positively or negatively on the products and services being offered to the public. There are many advertisements on Television such as make up, lipstick and shampoo advertisements, in this research, the source of the data will be limited on three labels of shampoo advertisement; they will be Clear, Dove , Lifebuoy, Pantene and Sunsilk. These five labels of shampoo are chosen because they are the top brand award in 2014 in 21 February 2014 based on Top Brand Survey on Top Brand Award.

1.5 The Significance of the Study

The findings of the study are expected to be useful for theoretical and practical aspects. Theoretically, it will be useful for the application of the theory in the advertisement. It will give broader insight into the relationship between modality and language advertisements, convincing evidence that modality may influence the way of producing the shampoos advertisements in Indonesia. Practically, it will provide valuable information that can be used both in teaching on sociolinguistics, language and communication. It will give broader insight for the students as the consumers in real life to be critical toward the advertisements.

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CHAPTER V

CONCLUSIONS AND SUGGESTIONS

5.1 Conclusion

After analyzing the use of modality of the transcription of shampoo advertisement chosen, conclusions are drawn as the followings:

1. In this research, the reserarcher found that the advertisement used two types of modality that usually used int these advertisement, namely: modalization and modulation. The advertisement use probability, usuality, obligation, and inclination in giving the information. Obligation is the most dominant use in these advertisement with 39,2%. Then followed by inclination with 28,1%. But usuality and probability was only found in the shampoo advertisement only 1 utterances with 0.34% of each modality.

2. In realizing the use of modality in the shampoo advertisement the advertiser used modulation-obligation. Having the obligation in medium value in this research indicates that the advertiser try to obligate or advice or persuade the consumber in giving the information. The use of certain information in the advertisement information is strengthened by the using of subjective implicit orientation of modality as the most dominant orientation of modality used in the advertisement that shows the promise point of view of the advertiser. Although it seems it is lots of the certainty in the opinion, the advertiser provides the opinion with objectivity. It means that the opinion sometimes construed as an unquestionable fact they said. By having modality objective explicit as the second orientation that dominantly used in

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the advertisement, the advertiser still have a chance to convince the consumer the fact they said. The used of this orientation might persuade people that the advertiser’s idea is correct and thus consumer might agree with their idea or point of view more quickly.

3. Having probability as the dominant indicates the advertiser of shampoo advertisement has certainty in giving information through the advertisement. The use of modality is related to the context of situation and context of culture. In term of value. The closeness between medium and high indicate the expression both closer to the positive and negative polar. The findings shows that the use of modality is increased when the advertiser conveyed the information to the consumer when they are trying to indicate to the consumer to what extent they align themselves with the evidence they are informing in their opinion since one of the purpose of the advertisement is to persuade the consumer.

5.2 Suggestion

In relation to the conclusions above, the suggestion are stated as the following.

1) It is advisable that teacher or lecturers should develop the whole categories or types of modality to their students and introduce the advantage of comprehending the modality in different phenomena to find out the functions and effect it made.

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2) It is advisable that the students and readers should learn English for specific purpose so they know some language varieties and find specific term. It is advisable that the students or readers who are interested in English should learn and analyze the use of modality in shampoo advertisement.

3) It is suggested to the students or others researcher to do further research of modality theory in other advertisement because different advertisers conveying advertisement or being different context of advertisement will have different used of modality and also to enable us to see the contrast or comparison or the similarities of the using modality among the spoken language.

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