e Enhancer
The Enhancer is the part of the linguistic element of advertisement which explains the Announcement further. According to
Cheong in O‘Halloran, 2004: 173 ―the Enhancer builds on or modifies the meaning emanating from the interaction between the Lead and the
Announcement‖. Enhancer is usually typed in smaller font size and in the form of a paragraph, and its function is to persuade and influence
the reader to buy the product and also to give a reasonable argument why the product is worth buying for.
f Tag
The Tag is the additional phrase or clause that explain the visual of the advertisement further
. It is ―realized as non-finite and as ellipted Subj
ect and finite element‖ Cheong in O‘Halloran, 2004: 174 and it is usually printed in brief. The Tag represents certain information about
the product that is being advertised, which is not informed in the Enhancer.
g Call-and-Visit-Information
The Call-and-Visit Information is the part of the advertisement that is usually printed in small font size and regarded as non-salient
element, yet actually it is necessary to be included in the advertisement. Through this element, readers can contact the company if they are
interested in the products which are being advertised or if they want to find out more about the products.
2.2.6 Intersemiotic as the Construction of Ideational Meaning
This theory is used to uncover the relationship between linguistic and visual elements of the print advertisement. This study uses Intersemiotic
Ideation as proposes by O‘Halloran 2008: 459. The structure of Intersemiotic Ideation is drawn in the table below:
INTERSEMIOSIS ACROSS LANGUAGE AND VISUAL DISPLAY Metafunction Discourse
Grammar Expression
Experiential INTERSEMIOTIC
IDEATION Activity Sequences
and relation which span
visual and
linguistic elements. TRANSITIVITY
RELATION Relational
process to set up identifying
relation JUXTAPOSITION
Use of space and position to create
lexical and visual relation
LEXICALIZATION
VISUALIZATION Functional elements
are re-represented
using an alternative semiotic resource
FONT Use of font style,
size and colour for experiential
meaning
COLOUR Use of colour for
experiential meaning
There are many elements that work together in the meaning-making process. They are:
a Intersemiotic Ideation – Active Sequences
This element is realized through the activity the model of advertisement does.
b Transitivity Relation
This element is realized through the relational processes contain in the linguistic elements of print advertisement.
c Lexicalization and Visualization
This element is re-representing using an alternative semiotic resource.
Table 2.1 SF-MDA: the Ideational Metafunction
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
