A Multimodal Analysis Of Cosmetic Advertisements Chapter III V
CHAPTER III
RESEARCH METHODOLOGY
3.1. Research Design
This study was conducted by employing a descriptive research with
qualitative method.. According to Miles and Huberman (2014 : 1), Qualitative
data are a source of well-grounded, rich descriptions and explanations of human
processes. With qualitative data, one can preserve chronological flow, see which
events led to which consequences, and derive fruitful explanations. Qualitative
research is conducted through intense and/or prolonged contact with participants
in a naturalistic setting to investigate the everyday and/or exceptional lives of
individuals, groups, societies, and organizations (Miles and Huberman, 2014 : 5).
This research is descriptive research. Descriptive research studies are
designed to obtain information concerning the current status of phenomena. The
aim is to describe ―what exist‖ with respect to variables or conditions in situations
(Ary, 1979:295).The qualitative research involves analysis of data such as words,
pictures, or objects. Its aim is to provide a complete and detailed description of the
results, offering many ideas and concepts.
This study is conducted by employing a descriptive research with
qualitative method because it describes the meanings realized in the L‘Oreal Paris
advertisement text can interprets the meaning realized in the visual elements and
ideational functions in multimodal.
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3.2 Source of Data and Data
The source of Data and data are ten L‘Oreal Paris advertisements from
website. This research chooses L‘Oreal Paris as the data. According to cosmetics
analyst Emilie Milton-Stevens, L‘Oreal Paris is performing well in three key
respects: it is investing in trends and technology; it is innovating digitally; and it
continues to inspire trust,". It also scored a 91.5 out of 100 on the firm's Brand
Strength Index, based on indicators like familiarity, investment, social
responsibility, consideration, loyalty and preference (www.fashionista.com).
3.2.1 Source of Data
The data sources that are used in this research are ten L‘Oreal Paris
advertisements.
They
are
taken
from
the
official
website
http://www.lorealparisusa.com/ (November 10th, 2016).
3.2.2 The Data
The data of this study were taken from the official website. They are ten
images, text and colours of L‘Oreal Paris Advertisements. The data focus on the
cosmetic advertisements.
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Data one : Glam Shine 6 is about lipstick.
Figure 3.1 Lipstick Advertisement
Data two: New Magic smooth Souffle is about foundation
Figure 3.2 Make Up Advertisement
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Data three: White Perfect Pearl is about cream
Figure 3.3 Skin Care Advertisement
Data four: Elvive Total Repair is aboutshampoo
Figure 3.4 Shampoo Advertisement
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Data five: Recital Preference is about hair care
Figure 3.5 Hair ColourAdvertisement
Data six: New Voluminous Million Lashes is about mascara
Figure 3.6 Mascara Advertisement
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Data seven: True Match is about Powder Foundation
Figure 3.7 Powder Advertisement
Data eight: Liquid Foundation Revolutionzed is about Foundation
Figure 3.8 Foundation Advertisement
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Data nine: Colour Infalible is about eye shadow
Figure 3.9Eyeshadow Advertisement
Data ten: Colour Riche is about nail colour
Figure 3.10 Nail ColourAdvertisement
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3.3. Method and Technique for Collecting Data
The method of data collection is study of documents. Qualitative data are a
source of well-grounded, rich descriptions and explanation of human process.
(Miles and et al, 2014:1).In this research, there are several steps to collect the
data:
1. Downloading the advertisements to be analyzed.
2. Reading and examining carefully the texts and the images contained on
advertisements.
3. Identifying and analyzing the data to find the visual elements and
ideational functions.
3.4. Technique of Data Analysis
In analyzing the data was used a descriptive analysis technique to get the
result and the conclusion. The technique of analyzing is focused on four
characteristics, according to Miles, Huberman, an Saldana (2014), viz :
Data
Collection
Data Display
Data
Condensation
Conclusion:
Drawing/verifyin
g
Figure 3.1 four Characteristics in technique of data analysis
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1. Data Collection means this research begins with the steps of collecting
data as mentioned on technique then analyze the problem. In this research
uses the cosmetic advertisements as a source of the data.
2. Data Condensation refers to the process of selecting, focusing,
simplifying, abstracting, and/or transforming the data that appear in the
full corpus (body) of written-up field notes, interview transcripts,
documents, and other empirical materials(Miles and et al, 2014:31) In this
research, the data was done by the process selecting through downloading
the advertisement of L‘Oreal Paris.
a. Selecting the data came from cosmetic advertisement. It has been
analyzed into analysis of visual elements (images) by Kress and Van
Leeuwen (2006), ideational function (linguistic) by Halliday (2004) and
generic structure of potential (GSP) by Cheong (2004).
b. Focusing the data, the data was focused on ten products of L‘Oreal Paris
from official website: http//www.lorealparisusa.com/.
c. Simplifying the data, the data had been selected some of pictures and
texts in the L‘Oreal Paris of Advertisements, then it had been noted kind
of linguistic and visual elements that include from the data analysis into
theory.
d. Abstracting the data, the data had been analyzed using Halliday,
Cheong, Kress and Van Leeuwen a theory. The analysis theories were
analysis of visual elements, ideational functions and generic structure of
potential (GSP) of L‘Oreal Paris Advertisements.
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e. Transforming the data, the data have been transformed into separated of
pictures and texts. They are analyzed by using the theory.
3. Data Display is an organized, compressed assembly of information that
allows conclusion drawing and action (Miles and et al, 2014:31). Here,
this research shows ten images of L‘Oreal Paris.
4. Conclusion drawing and verification is data collection, the qualitative
analyst interprets what things mean by noting patterns, explanations,
causal flows, and propositions (Miles and et al, 2014:32). In here, the
research uses the theory of Halliday (2004) to identify the ideational
functions, Kress and Van Leeuwen (2006) to identify the visual elements
and Cheong (2004) to identify generic structure of potential (GSP) of
L‘Oreal Paris advertisements.
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CHAPTER VI
DATA ANALYSISAND FINDINGS
4.1 The Data Analysis
The data of visual elements (images) were analyzed by using Cheong
Theory (in O‘Halloran : 2004) namely generic structure potential of
advertisement.Whereas linguistic components were analyzedby using the
transitivity system (ideational function) by Halliday (2004).
4.1.1 The generic structure potential of visual image and Ideational Functions
of cosmetic advertisements
Emblem (visual)
Data 1 : Glam Shine 6
PrimaryAnnouncement
Second Announcement
Lead
Enhancer
Tag
Call and Visit Information
Linguistic Emblem
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1. Linguistic elements
There are five elements that found in this advertisement, they are in the
primary announcement ―New Glam Shine Up to 6 Hours of Shine‖, secondary
announcement ―the 1st gloss that shine up to 6 hours‖, enhancer ―Technology
shine fixtm ultra resistant 6 years of research and patents‖, emble ―L‘oreal Paris‖,
tag ―AishwaryRai is wearing shade 105 hold on rose‖, call and visit information
―Store locator and advice 1800223000 www.l‘orealparis.com‖.
a. Primary Announcement
New glam
Shine up
To 6 hours of shine
Actor
Material process
Circumstance : extent: duration
Secondary Announcement
The 1st gloss
Actor
That shine up
Material process
To 6 hours
Circumstance :
Extent:duration
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b. Enhancer
Technology
Shine
Actor
Material process
Fixtmultra
resistant
Goal
6 years of research
and patents
Circumstance :
extent: time
c. Emblem
Because
You
Carrier
Are
Relational: Attributive:
Intensive process
Worth it
Attribute
c. Tag
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AishwaryaRai
Is wearing
Shade 105 Hold on rose
Actor
Material
Goal
process
d. Call and visit information
Store Locator and advice
1800223000 www.l‘orealparis.com
Circumstance: locative: spatial
2. Visual elements
There are two elements that found in this advertisement, they are in the
lead ―Glam Shine 6‖ ad is the most salient imageand display ―Congruent and
explicit‖.
a. Lead
Locus Attention
The lead ―Glam Shine 6‖ ad is the most salient image because it is or
should be the main focus of attention that that attracts the viewers or the one that
viewers give to the advertisement. It is constructed by smaller elements
categorized as the Locus of attention (LoA), which is the most salient item or
items in the lead: the complementary Locus of Attention (Comp. LoA), that is, the
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background or other visuals which are less salient than the LoA but
complementing LoA. It could be seen from the visual picture‘s modal face named
:AishwaryaRai, showing locus in order to take the attention of the customer in
focusing to the beautiful charm light red lip, it is the effect of use the Glam shine
6.
Figure4.1. Lead
Locus of Attention
b. Display : Congruent and Explicit
In this ad, the Display shows the characteristics of the lead. Here, the Lead
is congruent because of the product doesn‘t use symbolism. Moreover, the Lead in
this product is Explicit because the picture shows about the tangible object or real
product of Glam Shine 6
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Figure4.2. Lipstick advertisement
3. The Structure of Multimodal Ideational of “Glam Shine 6” advertisement
The structure of Multimodal ideational of visual Text of ―Glam Shine 6‖
advertisement consists of Setting, Accompaniment, Conversion and call and visit
information. The structure of multimodal ideational seen in data 1
a. Setting
Setting explains about the colour. The setting of this picture explains the
background that shows the colour of the advertisement, as the combination of
colour shows pink and white. The basic is pink. The setting of the picture
explains the background that shows the linguistic text is pink. It based in the one
colour of the products. The colour pink tends to be elegant.
b. Accompaniment
Accompaniment explains about the colour of the product Glam Shine 6.
The colour is a wide collection of shimmering shades with colours ranging from
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natural nudes and soft pinks to glamorous reds and beautiful browns. It Offers a
perfect balance between shine and staying power, just one sweep is enough to
achieve plump, glossy looking lips.
c. Conversion
The process is Conversion. It can be seen from the linguistic as
announcement ― ―the 1st gloss that shines up to 6 hours. The the participant is a
beautiful actress whose lip is glossy. It shows 8 colour of the Glam Shine 6. It
shows about quality of the product. Goal is the woman‘s lip. It has been seen so
glossy.
d. Call and Visit information
Call and visit information is about the public contact of this product :
1. website :www.l‘orealparis.com
2. call number 1800223000
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Data 2 : New Magic smooth Souffle
Primary Annuncement
Secoundary Announcement
Lead
Enhancer
Taq
Display
Taq
Call and Visit Information
Linguistic Emblem
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1. Linguistic elements
There are five elements that found in this advertisement, they are in the
announcement ―Discover instant smooth perfect‖, , enhancer ―This revolutionary
souffle makeup magically blues pores and lines, skin is transformed to velvety
soft protection like never before‖, emble ―L‘oreal Paris‖, tag ―Instant perfecting
result‖, call and visit information ―Discover backstage beauty secret made easy at
L‘Orealparis.com/studio secret‖.
a. Announcement
Discover
Instant Smooth protection
Material process
Goal
b. Enhancer
This revolutionary souffle
makeup
Actor
Magically
Blues
Circumstance :
manner : quality
Material
process
Pores
and lines
Goal
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Skin
Is transformed
Goal
Material
process
To velvety
soft
protection,
Actor
like never before
Circumstance:manner:comparison
c. Emblem
Because
You
Carrier
Are
Relational: Attributive: Intensive
process
Worth it
Attribute
d. Tag
Instant Perfecting Result
Goal
e. Call and visit information
Discover
Material process
backstage beauty secret
made easy
Goal
at Lorealparis.com /studio
secret
Circumstance: locative:
spatial
2. Visual elements
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There are two elements that found in this advertisement, they are in the
lead ―New Magicsmooth souffle makeup‖ ad is the most salient image and display
―Congruent and explicit‖.
1. Lead
Locus Attention
The lead ―New Magicsmoothsouffle makeup‖ ad is the most salient
image as the main focus of attention that that attracts the viewers or the one that
viewers give to the advertisement. The structure is the Locus of attention (LoA),
as the salient item in the lead: the complementary Locus of Attention (Comp.
LoA), that is, the background or other visuals which are less salient than the LoA
but complementing LoA. It could be seen from the visual picture‘s modal face
named : Diana Kruger.
Figure4.3. Lead
Locus of Attention
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b. Display: Congruent and Explicit
In this ad, the Display shows the characteristics of the lead. Here, the Lead
is incongruent because of the product use symbolism. The pictures show the face
of before and after use the product Moreover, the Lead in this product is Explicit
because the picture shows about the tangible object or show the product of new
magicsmoothsoufflé makeup.
Figure 4.4. Foundation advertisement
3. The Structure of Multimodal Ideational of “New Magic smooth Souffle
Makeup” advertisement
The structure of Multimodal ideational of visual Text of ―New Magic
smooth Souffle Makeup‖ advertisement consists of Setting, Accompaniment,
Conversion and call and visit information.
a. Setting
Setting explains about the colour. The setting of this picture explains the
background that shows the colour of the advertisement, as the colour of the
background is white d brown. The basic is white. The linguistic as the enhancer is
written by using white and black. It based on the colour of the clothes of the
model as the actor.
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b. Accompaniment
Accompaniment explains about the colour of the product New Magic
smooth Souffle Makeup.. The colour is brown. The cover of the product is pink. It
availables into12 shades.This revolutionary soufflé makeup magically Blues pores
and lines.
c. Conversion
The process is Conversion.
The participant is Actor and Goal. The
participant shows the comparison two of before and after face use the product. It
means that how the effect or benefit of product. It shows the result after using the
product is as goal.
d. Call and Visit information
Call and visit information is about the public contact of this product ―New
Magic smooth Souffle Makeup‖ advertisement. Discover backstage beauty secret
made easy at lorealparis.com//studiosecret.
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Data 3 : White Perfect Pearl
Secondary Announcement
Primary Announcement
Emblem (visual)
Enhancer
Lead
Taq
Display
Call and Visit Information
Linguistic Emblem
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1. Linguistic elements
There are five elements that found in this advertisement, they are in the
announcement ―White perfect re-lighting whitening day cream SPF 15‖, enhancer
―Technology shine fixtm ultra resistant 6 years of research and patents‖, emble
―L‘oreal Paris‖, tag ―AishwaryRai is wearing shade 105 hold on rose‖, call and
visit information ―Store locator and advice 1800223000 www.L‘Orealparis.com‖.
a.Announcement
White perfect
Actor
Re-lighting
Material Process
Whitening day cream SPF15
Goal
b. Enhancer
Lost
Material process
Milanin
Actor
reflection macro pearl
Goal
Block
Material Process
Ave UV pearl
Goal
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c. Emblem
Because
You
Carrier
Are
Relational: Attributive:
Intensive process
Worth it
Attribute
The linguistic emblem in this advertisement shows the brand name slogan
of the product which may accompany the visual emblem of emblem of company‘s
logo, the logo as in the following extract. The brand name slogan of the product is
L‘Oreal-Demo-Expertise.
d. Tag
On and off screen, my
Looks
Perfect
Mental : perfection
phenomenon
skin
Senser
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e. Call and visit information
Store Locator and advice
1800223000 www.l‘orealparis.com
Material process
Circumstance: locative: spatial
2. Visual elements
There are three elements that found in this advertisement, they are in the
lead ―White perfect Pearl‖ ad is the most salient image and display ―Congruent
and explicit‖ and emblem ―Visual emblem image component of the ―White
Perfect Pearl‖ advertisement show a sun as the company‘s logo‖
a. Lead
Locus Attention
The lead ―White Perfect Pearl‖ ad is the most salient image because
it is or should be the main focus of attention that that attracts the viewers or the
one that viewers give to the advertisement. It is constructed by smaller elements
categoriesed as the Locus of attention (LoA), which is the most salient item or
items in the lead: the complementary Locus of Attention (Comp. LoA), that is,
the background or other visuals which are less salient than the LoA but
complementing LoA. It could be seen from the visual picture‘s modal face named
:SonamKapoor , showing locus in flawless and spotless skin likes pearl order to
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take the attention of the customer in focusing to use cream , it is the effect of
White Perfect Pearl.
Figure4.5. Lead
Locus of Attention
b. Display : Congruent and Explicit
In this ad, the Display shows the characteristics of the lead. Here, the Lead
is incongruent because of the product use symbolism. The product shows the pearl
as a symbol. Moreover, the Lead in this product is implicit because the picture
shows about pearl of White Perfect Pearl.
Figure 4.6. Cream Day advertisement
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c. Emblem
Visual emblem image component of the ―White Perfect Pearl‖
advertisement show a sun as the company‘s logo. It is to accompany the brand
name as the linguistic emblem. It could be seen at the centre right side.
3. The Structure of Multimodal Ideational of “White Perfect Pearl”
advertisement
The structure of Multimodal ideational of visual Text of ―White Perfect
Pearl‖ advertisement consists of Setting, Accompaniment and Conversion,
Reactor and call and visit information. The structure of multimodal ideational
seen in data 3
a Setting
Setting explains about the colour. The setting of this picture explains the
background that shows the colour of the advertisement, as the combination of
colour shows blue, grey and white. The basic is blue. The setting of the picture
explains the background that shows the linguistic text is blue and black. It based
in the one colour of the products.
b. Accompaniment
Accompaniment explains about the colour of the product White Perfect
Pearl. The day cream is pure white in colour and the texture is thick. It spreads
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easily on skin despite being very thick. Reveal your rosy fairness with this light
and non greasy day cream. Enriched with Melanin-VanishTM that helps to reduce
spots and visibly brighten skin tone and Tourmaline Gemstone that helps to
stimulate skin microcirculation to reveal your natural healthy glow.
c. Conversion
The process is Conversion. It can be seen from the linguistic as
announcement ―flawless, spotless, pearl perfect fairness―. There is no any spot
and pimple. The participant is a beautiful actress whose face is so clean and
charming. It shows about quality of the product. Goal is the woman‘s face. It has
been seen so clean. By using this product, the product could have a clean skin
face.
d. Call and Visit information
Call and visit information is about the public contact of this product :
a. website :www.l‘orealparis.com
b. call number 1800223000
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Data 4 :Elvive Total Repair
Announcement
Lead
Display
Emblem (visual)
Taq
Enhancer
Taq
Linguistic Emblem
Call and Visit Information
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1. Linguistic elements
There are five elements that found in this advertisement, they are in the
announcement ―5 problems, 1 solution more than repaired hair is totally
transformed‖, enhancer ―Exclusive formula ceramide deeply restoring shampoo
enriched with Pro-Keratin smooth the sign surface‖, ―total repair the fragile is
restructured cell by cell all the way to the tip‖, ―instant result helps vitality,
resistant and shine are totally renewed‖, emble ―L‘oreal Advanced haircare‖, tag
―demaged hair?‖, call and visit information ―www.L‘Orealparis.com‖.
a. Announcement
5 problems, 1 solution more
than repaired hair
Goal
Is totally transformed
Material process
b. Enhancer
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Exclusive formula Ceramide
deeply Restoring Shampoo
Enriched
Actor
Material
process
Total repair the
fragile
Actor
Is restructured
Instant result
helps
Senser
Mental process
Shine
Goal
Material process
Are
Material
with ProKeratinsmoothes the sign
surface.
Goal
cell by cell all the way to
the tip
Circumstance : manner:
means
Vitality, resistant and
shine are totally renewed
Phenomenon
Totally
renewed
Circ:manner:quality Process
c. Emblem
L‘Oreal
Actor
Advanced
Material
process
Haircare
Goal
The linguistic emblem in this advertisement shows the brandname slogan
of the product which may accompany the visual emblem of emblem of company‘s
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logo, the logo as in the following extract. The brandname slogan of the product is
Elvive Total Repair.
d. Tag
Damaged
Material process
hair?
Goal
e. Call and visit information
www.l‘orealparis.com
Circumstance: locative: spatial
2. Visual elements
There are three elements that found in this advertisement, they are in the
lead ―Elvive Total Repair‖ ad is the most salient image‖ and display ―Congruent
and explicit‖ and emblem ―Visual emblem image component of the ―Elvive Total
Repair‖ advertisement show a ribbon as the company‘s logo‖ .
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a. Lead
Locus Attention
The lead ―Elvive Total Repair‖ ad is the most salient image because it
is or should be the main focus of attention that that attracts the viewers or the one
that viewers give to the advertisement. It is constructed by smaller elements
categories as the Locus of attention (LoA), which is the most salient item or items
in the lead: the complementary Locus of Attention (Comp. LoA), that is, the
background or other visuals which are less salient than the LoA but
complementing LoA. It could be seen from the visual picture‘s modal face named:
Eva Longoria, showing locus in order to take the attention of the customer in
focusing to the beautiful and long hair, it is the effect of use Elvive Total Repair.
Figure4.7. Lead
Locus of Attention
b. Display : Congruent and Explicit
In this ad, the Display shows the characteristics of the lead. Here, the Lead
is congruent because of the product doesn‘t use symbolism. Moreover, the Lead in
this product is Explicit because the picture shows about the tangible object or
product itself.
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Figure4.8. shampoo advertisement
c. Emblem
Visual emblem image component of the ―Elvive Total Repair‖
advertisement show a ribbon as the company‘s logo. It is to accompaany the
brandname as the linguistic emblem. It could be seen at the central top side.
3. The Structure of Multimodal Ideational of “Elvive Total Repair”
advertisement
The structure of Multimodal ideational of visual Text of ―Elvive Total
Repair‖ advertisement consists of Setting, Accompaniment and Phenomenon, and
call and visit information. The structure of multimodal ideational seen in data 4
a. Setting
Setting explains about the colour. The setting of this picture explains the
background that shows the colour of the advertisement, as the combination of
colour shows red, black and white. The basic is red. The setting of the picture
explains the background that shows the linguistic text is white. It bases on the
colour of the product.
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b. Accompaniment
Accompaniment explains about the colour of the product Elvive Total
Repair. The colour of the bottle of Shampoo is white with the red of cover
c. Phenomenon
Phenomenon shows about the product ―Brand‖ hair care. Total Repair 5
Repairing Shampoo helps fight against the five visible signs of damaged hair Hair fall, dryness, roughness, dullness and split ends without weighing it down.
Day after day, your hair is: 1.Strong 2. Supple 3.Smooth 4.Shiny 5.Protected Tips.
d. Call and Visit information
Call and visit information is about the public contact of this product in the
website:www.l‘orealparis.com
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Data 5: Recital Preference
Secondary Announcement
PrimaryAnnouncement
Lead
Enhancer
Emblem (visual)
Call and Visit Information
Display
Taq
Linguistic Emblem
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1. Linguistic elements
There are five elements that found in this advertisement, they are in the
primary announcement ―New recital preference, fade resistant high shine hair
colour‖, secondary announcement ―high shine colour for keeps, fight the fade
with‖, enhancer ―high resistance colorants look into the hair for longer‖, ―with our
new high conditioner, your colour and shine won‘t fade for up to six weeks‖, ―28
exceptional colour to choose from created by L‘Oreal Laboratories selected by
Christophe Robin Creative Colourist Director‖, ―Because you are worth it‖,
lingusticemble ―Worldwide n*1 for hair colour‖, tag ―because you‘re worth it‖,
―Charlize theron, Oscar winning actress is wearing L‘Oreal Paris Preffence Oslo
9‖,
call
and
visit
information
―for
advice
on
application
go
to
www.lorealparis.com‖.
a. Enhancer
High resistance colorants Look
Into the hair for longer
Senser
phenomenon
Mental : perceptive
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With our new high
conditioner ,
Circumstance:
Accompaniment:
comitative
your colour
and shine
Actor
28 exceptional colours to
choose from created by
L‘oreal Laboratories
Goal
Because
won‘t fade
for up to six weeks
material
Circ:extent:duration
Selected
by Christophe Robin
Creative Colourist
Director
Actor
Material process
You
Carrier
are
Relational: Attributive:
Intensive process
Worth it
Attribute
b. Emblem
Visual
emblem
image
component
of
the
―Recital
Preference‖
advertisement show a sun as the company‘s logo. It is to accompany the brand
name as the linguistic emblem. It could be seen at the top left side.
c. Tag
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Because
You
Carrier
Charlizetheron, Oscar
Are
Relational: Attributive: Intensive
process
L‘oreal Paris Preffence
Is wearing
winning actress
Actor
Worth it
Attribute
Oslo 9
material
Goal
d. Call and visit information
For advice on application
to www.lorealparis.com
Go
Circumstance:cause:purpose Material process
Goal
2. Visual elements
There are three elements that found in this advertisement, they are in
the lead ―New Recital Preference‖ ad is the most salient image and display
―Congruent and explicit‖ and emblem ―Visual emblem image component of the
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―New Recital Preference‖ advertisement show three small cicle as the company‘s
logo.‖ .
a. Lead
Locus Attention
The lead ―New Recital Preference‖ ad is the most salient image
because it is or should be the main focus of attention that that attracts the viewers
or the one that viewers give to the advertisement. It is constructed by smaller
elements categories as the Locus of attention (LoA), which is the most salient
item or items in the lead: the complementary Locus of Attention (Comp. LoA),
that is, the background or other visuals which are less salient than the LoA but
complementing LoA. It could be seen from the visual picture‘s modal face named
:Charlize Theron, showing locus in order to take the attention of the customer in
focusing to the beautiful and long hair, it is the effect of use the New Recital
Preference. So, she is to be Oscar winning actress is wearing L‘Oreal Paris
Preference Oslo 9.
Figure4.9. Lead
Locus of Attention
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b. Display: Congruent and Explicit
In this ad, the Display shows the characteristics of the lead. Here, the Lead
is congruent because of the product doesn‘t use symbolism. Moreover, the Lead in
this product is Explicit because the picture shows about the tangible object or the
real picture of product..
Figure 4.10. Hair ColourAdverisement
c. Emblem
Visual emblem image component of the ―New Recital Preference‖
advertisement show three small cicle as the company‘s logo. It is to accompaany
the brandname as the linguistic emblem. It could be seen at the button left side.
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3. The Structure of Multimodal Ideational of “New Recital Preference”
advertisement
The structure of Multimodal ideational of visual Text of ―New Recital
Preference‖ advertisement consists of Setting, Accompaniment and Phenomenon,
Call and Visit information. The structure of multimodal ideational seen in Data 5
a. Setting
Setting explains about the colour. The setting of this picture explains the
background that shows the colour of the advertisement, as the combination of
colour shows black and white. The basic is black. The setting of the picture
explains the background that shows the linguistic text is white.
b. Accompaniment
Accompaniment explains about the colour of the product New Recital
Preference. It availables 28 exceptional colours to created by L‘oreal selected by
Christophe choose from Laboratories Robin Creative Colourist Director
c. Phenomenon
Phenomenen shows about the product ―New Recital Preference‖ hair
colour. Recital Preference's patented anti-fade system locks colour into the hair, to
ensure a luminous and long lasting colour which perfectly covers your grey
hair.The multi-application high shine colour enhancing conditioner helps prolong
your colour's high shine and keeps your hair feeling soft and silky.
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d. Call and Visit information
For advice on application go to website: www.l‘orealparis.com
Data 6 : New Voluminous Million Lashes
Emblem (visual)
Secondary Announcement
Lead
Primary Announcement
Enhancer
Display
Taq
Taq
Tag
Linguistic Emblem
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1. Linguistic elements
There are four elements that found in this advertisement, they are in the
primary announcement ―New Voluminious Million
Lashes‖, secondary
announcement ―Millionize, your lashes! Lashes look so multiplied, so clean, like
never before!‖, enhancer ―millionizer brush a remover of bristles for a multitude
of lashes‖, emble ―L‘Oreal Paris‖, tag ―lashe boosting serum‖.
a. Announcement
―Millionize‖
your lashes
Senser
Look
Mental :
perception
So multiplied, so
clean,
Phenomenon
like never before!
Circ:manner:comparison
b. Enhancer
Millionizer
Brush
Actor
Material process
A remover of
bristles
Goal
For a multitude of
lashes
circumstance :
cause: purpose
c. Emblem
Because
You
Carrier
Are
Relational: Attributive: Intensive process
Worth it
Attribute
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d. Taq
Lashes
Actor
Boosting
Material process
Serum
Goal
2. Visual elements
There are three elements that found in this advertisement, they are in
the lead ―NewVoluminous Million Lashes‖ ad is the most salient image, display
―Congruent and explicit‖ and emblem ―Visual emblem is image component of the
―NewVoluminous Million Lashes‖ advertisement show a thick brush as the
company‘s logo‖.
1. Lead
Locus Attention
The lead ―New Voluminous Million Lashes‖ ad is the most salient
image because it is or should be the main focus of attention that that attracts the
viewers or the one that viewers give to the advertisement. It is constructed by
smaller elements categories as the Locus of attention (LoA), which is the most
salient item or items in the lead: the complementary Locus of Attention (Comp.
LoA), that is, the background or other visuals which are less salient than the LoA
but complementing LoA. It could be seen from the visual picture‘s modal face
named : Eva Longaria, showing locus in order to take the attention of the
customer in focusing to the beautiful eye with thick and curving of eye lash, it is
the effect of use NewVoluminous Million Lashes.
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Figure4.11. Lead
Locus of Attention
b. Display : Congruent and Explicit
In this ad, the Display shows the characteristics of the lead. Here, the Lead
is congruent because of the product doesn‘t use symbolism. Moreover, the Lead in
this product is Explisit because the picture shows about the tangible object or real
product.
Figure 4.12. Mascara Advertisement
c. Emblem
Visual emblem image component of the ―New Voluminous Million
Lashes‖ advertisement show a thick brush as the company‘s logo. It is to
accompany the brand name as the linguistic emblem. It could be seen at the centre
right side.
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3. The Structure of Multimodal Ideational of “NewVoluminous Million
Lashes” advertisement
The structure of Multimodal ideational of visual Text of ―NewVoluminous
Million Lashes‖ advertisement consists of Setting, Accompaniment and
Phenomenon. The structure of multimodal ideational seen in Data 6
a. Setting
Setting explains about the colour. The setting of this picture explains the
background that shows the colour of the advertisement, as the combination of
colour shows black and yellow. The basic is black. The setting of the picture
explains the background that shows the linguistic text is white and yellow. It
based in the one colour of the products.
b. Accompaniment
Accompaniment explains about the colour of the product NewVoluminous
Million Lashes. The colour is black. The Millionizer Brush has a multitude of
bristles which separate lashes for a fanned-out effect.
c. Phenomenon
Phenomenon shows about the product ―NewVoluminous Million Lashes‖
make up . The elastomer applicator is ultra flexible with both long and short
bristles to coat lashes. The Excess Wiper removes excess mascara: no overload,
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no clumps. It leaves the brush coated with just the right amount of formula to
achieve a volumized appearance with no overload and no clumps.
zData 7 : True match
SecondaryAnnouncement
Primary Announcement
Lead
Enhancer
Display
Taq
Linguistic Emblem
Call and visit information
Call and Visit Information
Linguistic Emblem
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1. Linguistic elements
There are five elements that found in this advertisement, they are in the
primary announcement ―The Perfect Complexion is born in Complete Harmony
with Tone & Texture ‖, secondary announcement ―True Match two-way powder
foundation ‖, enhancer ―Onlymy true match stays true to my comlexion‖, ―No
matter what the day is like‖, emble ―L‘Oreal Paris‖, tag ―Aishwarya Rai‘s true is
not nude magic‖, call and visit information ―www.l‘orealparis.com‖.
a. Announcement
The perfect complexion Is born
Goal
In complete
harmony
Circ: Loc:
Spatial
Material
process
with tone and
texture
Circ:
Accompaniment:
comitative
b. Enhancer
Only my true match
Actor
No matter what the day
Carrier
Stays
Material Process
Is
Relational:
True to my complexion
Goal
Like
circumstantial: identifying
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c. Emblem
Because
You
Carrier
Are
Relational: Attributive: Intensive process
Worth it
Attribute
d. Tag
AishwaryaRai‘s true
match
Carrier
Is not
nude
magic
Relational: Attributive: Intensive process Attribute
e. Call and visit information
www.l‘orealparis.com
Circumstance : location
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2. Visual elements
There are two elements that found in this advertisement, they are in
the lead ―True Match‖ ad is the most salient image and display ―Congruent and
explicit‖
a. Lead
Locus Attention
The lead ―True Match‖ ad is the most salient image because it is or
should be the main focus of attention that that attracts the viewers or the one that
viewers give to the advertisement. It is constructed by smaller elements
categoriesed as the Locus of attention (LoA), which is the most salient item or
items in the lead: the complementary Locus of Attention (Comp. LoA), that is,
the background or other visuals which are less salient than the LoA but
complementing LoA. It could be seen from the visual picture‘s modal face named:
Aishwarya Rai, showing locus in order to take the attention of the customer in
focusing to the smooth and bright face, it is the effect of use the true match.
Figure4.13. Lead
Locus of Attention
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b. Display: Congruent and Explicit
In this ad, the Display shows the characteristics of the lead. Here, the Lead
is congruent because of the product doesn‘t use symbolism. Moreover, the Lead in
this product is Explicitbecause the picture shows about the tangible object or real
product.
Figure 4.14. Powder Advertisement
3. The Structure of Multimodal Ideational of “True Match” advertisement
The structure of Multimodal ideational of visual Text of ―True Match‖
advertisement consists of Setting, Accompaniment, Phenomenon, Call and Visit
Information. The structure of multimodal ideational seen in Data 7
a. Setting
Setting explains about the colour. The setting of this picture explains the
background that shows the colour of the advertisement, as the colour shows white.
The setting of the picture explains the background that shows the linguistic text is
white and the letter is black. It based in the one colour of the products.
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b. Accompaniment
The new formula contains 3 new shade enhancers for shade matching
precision. Skin perfecting pigments and the ultra gliding creamy texture give a
homogeneous finish. Even better colour matching, and more luminous and radiant
skin than before. Even longer wear and better comfort. all you see is your skin at
it is best.
c. Phenomenon
Phenomenon shows about the product ―‖ powder. True Match Cream
Powder is a compact powder which allows you to achieve a flawless-looking
complexion without caking. The micro- fine pigments means you can apply a
single translucent layer to even your complexion or you can build up more
coverage to cover imperfections
d. Call and Visit information
Call and visit information is about the public contact of this product:
website: www.l‘orealparis.com
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Data 8 : Liquid Foundation Revolutionzed
Taq
Taq
Lead
Primary Announcement
Secondary Announcement
Enhancer
Display
Tag
Linguistic Emblem
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1. Linguistic Elements
There are four elements that found in this advertisement, they are in the
primary
announcement
―Liquid
Foundation
Revolutionized‖,
secondary
announcement ―Build luminous coverage in a tap ‖, enhancer ―tap on a little for a
fresh natural glow‖, ―tap on a little for a new level of luminous‖, ―coverage build
your very own look‖, ―Build luminous coverage in a tap, emble ―L‘Oreal Paris‖,
tag ―New liquid infused cushion‖.
a.Primary Announcement
Liquid foundation
Actor
Revolutionized
Material process
Secondary Announcement
Build
Material process
Luminous coverage
Goal
In a tap
Circumstance : Manner:
means
b. Enhancer
Tap
on a little
for a fresh natural glow
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Material process
Tap
Material process
Goal
Circumstance: cause : purpose
on a little
Goal
for a new level of luminous
Circumstance: cause : purpose
Coverage
Actor
Build
Material Process
Your very own look
Goal
Build
Material process
Luminous coverage
Goal
In a tap
Circumstance : Manner:
means
Infused
Material process
Cushion
Goal
c. Tag
New liquid
Actor
2. Visual elements
There are three elements that found in this advertisement, they are in
the lead ―Liquid Foundation Revolutionzed‖ ad is the most salient image, display
―Congruent and explicit‖ and Visual emblem image component of the ―Liquid
Foundation revolutionized‖ advertisement show a flower as the company‘s logo.
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a. Lead
Locus Attention
The lead ―Liquid Foundation Revolutionzed‖ ad is the most salient
image because it is or should be the main focus of attention that that attracts the
viewers or the one that viewers give to the advertisement. It is constructed by
smaller elements categories as the Locus of attention (LoA), which is the most
salient item or items in the lead: the complementary Locus of Attention (Comp.
LoA), that is, the background or other visuals which are less salient than the LoA
but complementing LoA. It could be seen from the visual picture‘s model,
showing locus in order to take the attention of the customer in focusing to match
your skin‘s tone and undertone so make your skin to be Fresh, Natural &
Luminous.
Figure4.15. Lead
Locus of Attention
b. Display : Congruent and Explicit
In this ad, the Display shows the characteristics of the lead. Here, the Lead
is congruent because of the product doesn‘t use symbolism. Moreover, the Lead in
this product is Explisit because the picture shows about the tangible object or real
product.
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Figure 4.16. Foundation Advertisement
c. Emblem
Visual
emblem
image
component
of
the
―Liquid
Foundation
revolutionized‖ advertisement show a flower as the company‘s logo. Cushion is
the brand name of the product. It could be seen at the top right side.
Figure 4.17.Foundation Colour.
3. The Structure of Multimodal Ideational of “Liquid Foundation
revolutionized” advertisement
The structure of Multimodal ideational of visual Text of ―Liquid
Foundation revolutionized‖ advertisement consists of Setting, Accompaniment
and Phenomenon. The structure of multimodal ideational seen in data 8
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a. Setting
Setting explains about the colour. The setting of this picture explains the
background that shows the colour of the advertisement, as the combination of
colour shows white and brown. The basic is white. The setting of the picture
explains the background that shows the linguistic text is black.
b. Accompaniment
Accompaniment explains about the shades of the product Liquid
Foundation revolutionized. It availables in 8 true-to-skin shades. It is Formulated
with Precise Match™ Technology to match your skin‘s tone and undertone. It
consists of three steps. First step: gently press applicator into foundation cushion.
Second step: tap onto skin to deliver the perfect dose of foundation. Third step:
build to desired coverage level.
c. Phenomenon
Liquid Foundation revolutionized build luminous coverage in a tap.
Introducing new True Match™ Lumi Cushion, a liquid foundation infused in an
innovative sponge that delivers the perfect amount of makeup. The luminous
refreshing formula creates sheer to medium coverage. Tap a little for a fresh
natural glow, tap on more to build a new level of luminous coverage. Liquid
foundation + tap on applicator puff gives you convenient on-the-go coverage.
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Data 9 :ColourInfalliable
Emblem (visual)
SecondaryAnnouncement
Lead
Display
Enhancer
Primary Announcement
Taq
Linguistic Emblem
Taq
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1. Linguistic elements
There are three elements that found in this advertisement, they are in the
primary announcement ―I am not infalliable but my eye shadow is‖, ―But my eye
shadow is‖ secondary announcement ―Make a lasting impression without batting
an eye‖, emble ―L‘Oreal Paris‖, tag ―For the 1st time L‘Oreal Paris introduces an
ultra intense colour that lasts from day till dawn‖, that lasts from day till dawn‖,
―Frelda Printo wears shade 009 : Permanent Khaki‖.
a. Primary Announcement
I am not infallible
But my eye shadow is
Actor
Material process
But
my eye shadow
Is
Carrier
Relational: Attributive: Identifying process
Secondary Announcement
Make
Material process
a lasting
impression
Goal
Without batting an eye
Circ: Accompaniment: Comitative
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c. Emblem
Because
You
Carrier
Are
Relational: Attributive: Intensive process
Worth it
Attribute
d. Taq
For the 1st time L‘oreal
Paris
Introduces
Actor
Material process
That
Lasts
Relational: attributive: circumstantial
process
FreldaPrinto
Wears
Actor
Material process
An ultra intensecolour
that lasts from day till
dawn
Goal
From day till dawn
attribute
Shade 009 : Permanent
Khaki
Goal
2. Visual elements
There are two elements that found in this advertisement, they are in
the lead ―Colour Infalliable‖ ad is the most salient image, and display ―Congruent
and explicit‖.
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a. Lead
Locus Attention
The lead ―Colour Infalliable‖ ad is the most salient image because it is
or should be the main focus of attention that that attracts the viewers or the one
that viewers give to the advertisement. It is constructed by smaller elements
categories as the Locus of attention (LoA), which is the most salient item or items
in the lead: the complementary Locus of Attention (Comp. LoA), that is, the
background or other visuals which are less salient than the LoA but
complementing LoA. It could be seen from the visual picture‘s model face named
:FreldaPrinto, showing locus in order to take the attention of the customer in
focusing to the beautiful eyes, it is the effect of use the Colour Infalliable.
Figure4.18. Lead
Locus of Attention
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b. Display : Congruent and Explicit
In this ad, the Display shows the characteristics of the lead. Here, the Lead
is congruent because of the product doesn‘t use symbolism. Moreover, the Lead in
this product is Explisit because the picture shows about the tangible object or real
product.
Figure 4.19.eye shadows advertisementt
3. The Structure of Multimodal Ideational of “Colour Infalliable”
advertisement
The structure of Multimodal ideational of visual Text of ―Colour
Infalliable‖ advertisement consists of Setting, Accompaniment and Phenomenon..
The structure of multimodal ideational seen in data 9
a. Setting
Setting explains about the colour. The setting of this picture explains the
background that shows the colour of the advertisement, as the combination of
colour shows white and green. The basic is white. The setting of the picture
explains the background that shows the linguistic text is white and green. It based
in the one colour of the Liquid Foundation revolutionized product.
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b. Accompaniment
Accompaniment explains about the shades of the product Colour
Infalliable. it consists of a symphony of 10 shades specifically chosen by our
makeup designers. Create an infinite number of looks— from, minimalist to the
most sophisticated and shouldering look.
c. Phenomenon
Colour Infalliable creates colorful eye make-up looks with the range of
eye shadows from bright to natural shades. It can play with monos or mix two,
three or more shades and invent a multitude of combinations.
Secondary Announcement
Data 10 : Nail Colour Riche
Primary Announcement
Taq
Lead
Enhancer
Display
Call and Visit Information
Linguistic Emblem
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1. Linguistic elements
There are five elements that found in this advertisement, they are in the
primary announcement ―New colour nail colour‖, secondary announcement ―Our
1st gel inside nail polish irreplaceable richness and shine ‖, enhancer ―It is my
colour rishe no. 570, emble ―L‘Oreal Paris‖, tag ―27 fashion shades‖, and call and
visit information ―www.l‘orealparis.ca 02012 L‘Oreal Canad‖
a. Enhancer
It
Is
My colourrishe no. 570
Token
Relational process
Identifying
b. Emblem
Because
You
Carrier
Are
Relational: Attributive: Intensive process
Worth it
Attribute
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c. Tag
27 fashion shades
Attribute
D. Call and visit information
www.l‘orealparis.ca 02012 L‘Oreal Canada
Circumstance : locative : spatial
2. Visual elements
There are two elements that found in this advertisement, they are in
the lead meaning potential, that is many is termed as it is interpersonally most
salient, and display ―Congruent and explicit‖.
a. Lead
Locus Attention
The lead meaning potential, that is many is termed as it is
interpersonally most salient (Kress an Van Leeuwen, 1996) thought choices in
size, position and colour. On its own, the lead has a wide spectrum in terms of
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meaning potential, that is many possible meaning come from the lead. Interpreted
independently of the Announcement, enhancer, display and emblem
RESEARCH METHODOLOGY
3.1. Research Design
This study was conducted by employing a descriptive research with
qualitative method.. According to Miles and Huberman (2014 : 1), Qualitative
data are a source of well-grounded, rich descriptions and explanations of human
processes. With qualitative data, one can preserve chronological flow, see which
events led to which consequences, and derive fruitful explanations. Qualitative
research is conducted through intense and/or prolonged contact with participants
in a naturalistic setting to investigate the everyday and/or exceptional lives of
individuals, groups, societies, and organizations (Miles and Huberman, 2014 : 5).
This research is descriptive research. Descriptive research studies are
designed to obtain information concerning the current status of phenomena. The
aim is to describe ―what exist‖ with respect to variables or conditions in situations
(Ary, 1979:295).The qualitative research involves analysis of data such as words,
pictures, or objects. Its aim is to provide a complete and detailed description of the
results, offering many ideas and concepts.
This study is conducted by employing a descriptive research with
qualitative method because it describes the meanings realized in the L‘Oreal Paris
advertisement text can interprets the meaning realized in the visual elements and
ideational functions in multimodal.
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3.2 Source of Data and Data
The source of Data and data are ten L‘Oreal Paris advertisements from
website. This research chooses L‘Oreal Paris as the data. According to cosmetics
analyst Emilie Milton-Stevens, L‘Oreal Paris is performing well in three key
respects: it is investing in trends and technology; it is innovating digitally; and it
continues to inspire trust,". It also scored a 91.5 out of 100 on the firm's Brand
Strength Index, based on indicators like familiarity, investment, social
responsibility, consideration, loyalty and preference (www.fashionista.com).
3.2.1 Source of Data
The data sources that are used in this research are ten L‘Oreal Paris
advertisements.
They
are
taken
from
the
official
website
http://www.lorealparisusa.com/ (November 10th, 2016).
3.2.2 The Data
The data of this study were taken from the official website. They are ten
images, text and colours of L‘Oreal Paris Advertisements. The data focus on the
cosmetic advertisements.
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Data one : Glam Shine 6 is about lipstick.
Figure 3.1 Lipstick Advertisement
Data two: New Magic smooth Souffle is about foundation
Figure 3.2 Make Up Advertisement
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Data three: White Perfect Pearl is about cream
Figure 3.3 Skin Care Advertisement
Data four: Elvive Total Repair is aboutshampoo
Figure 3.4 Shampoo Advertisement
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Data five: Recital Preference is about hair care
Figure 3.5 Hair ColourAdvertisement
Data six: New Voluminous Million Lashes is about mascara
Figure 3.6 Mascara Advertisement
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Data seven: True Match is about Powder Foundation
Figure 3.7 Powder Advertisement
Data eight: Liquid Foundation Revolutionzed is about Foundation
Figure 3.8 Foundation Advertisement
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Data nine: Colour Infalible is about eye shadow
Figure 3.9Eyeshadow Advertisement
Data ten: Colour Riche is about nail colour
Figure 3.10 Nail ColourAdvertisement
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3.3. Method and Technique for Collecting Data
The method of data collection is study of documents. Qualitative data are a
source of well-grounded, rich descriptions and explanation of human process.
(Miles and et al, 2014:1).In this research, there are several steps to collect the
data:
1. Downloading the advertisements to be analyzed.
2. Reading and examining carefully the texts and the images contained on
advertisements.
3. Identifying and analyzing the data to find the visual elements and
ideational functions.
3.4. Technique of Data Analysis
In analyzing the data was used a descriptive analysis technique to get the
result and the conclusion. The technique of analyzing is focused on four
characteristics, according to Miles, Huberman, an Saldana (2014), viz :
Data
Collection
Data Display
Data
Condensation
Conclusion:
Drawing/verifyin
g
Figure 3.1 four Characteristics in technique of data analysis
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1. Data Collection means this research begins with the steps of collecting
data as mentioned on technique then analyze the problem. In this research
uses the cosmetic advertisements as a source of the data.
2. Data Condensation refers to the process of selecting, focusing,
simplifying, abstracting, and/or transforming the data that appear in the
full corpus (body) of written-up field notes, interview transcripts,
documents, and other empirical materials(Miles and et al, 2014:31) In this
research, the data was done by the process selecting through downloading
the advertisement of L‘Oreal Paris.
a. Selecting the data came from cosmetic advertisement. It has been
analyzed into analysis of visual elements (images) by Kress and Van
Leeuwen (2006), ideational function (linguistic) by Halliday (2004) and
generic structure of potential (GSP) by Cheong (2004).
b. Focusing the data, the data was focused on ten products of L‘Oreal Paris
from official website: http//www.lorealparisusa.com/.
c. Simplifying the data, the data had been selected some of pictures and
texts in the L‘Oreal Paris of Advertisements, then it had been noted kind
of linguistic and visual elements that include from the data analysis into
theory.
d. Abstracting the data, the data had been analyzed using Halliday,
Cheong, Kress and Van Leeuwen a theory. The analysis theories were
analysis of visual elements, ideational functions and generic structure of
potential (GSP) of L‘Oreal Paris Advertisements.
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e. Transforming the data, the data have been transformed into separated of
pictures and texts. They are analyzed by using the theory.
3. Data Display is an organized, compressed assembly of information that
allows conclusion drawing and action (Miles and et al, 2014:31). Here,
this research shows ten images of L‘Oreal Paris.
4. Conclusion drawing and verification is data collection, the qualitative
analyst interprets what things mean by noting patterns, explanations,
causal flows, and propositions (Miles and et al, 2014:32). In here, the
research uses the theory of Halliday (2004) to identify the ideational
functions, Kress and Van Leeuwen (2006) to identify the visual elements
and Cheong (2004) to identify generic structure of potential (GSP) of
L‘Oreal Paris advertisements.
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CHAPTER VI
DATA ANALYSISAND FINDINGS
4.1 The Data Analysis
The data of visual elements (images) were analyzed by using Cheong
Theory (in O‘Halloran : 2004) namely generic structure potential of
advertisement.Whereas linguistic components were analyzedby using the
transitivity system (ideational function) by Halliday (2004).
4.1.1 The generic structure potential of visual image and Ideational Functions
of cosmetic advertisements
Emblem (visual)
Data 1 : Glam Shine 6
PrimaryAnnouncement
Second Announcement
Lead
Enhancer
Tag
Call and Visit Information
Linguistic Emblem
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1. Linguistic elements
There are five elements that found in this advertisement, they are in the
primary announcement ―New Glam Shine Up to 6 Hours of Shine‖, secondary
announcement ―the 1st gloss that shine up to 6 hours‖, enhancer ―Technology
shine fixtm ultra resistant 6 years of research and patents‖, emble ―L‘oreal Paris‖,
tag ―AishwaryRai is wearing shade 105 hold on rose‖, call and visit information
―Store locator and advice 1800223000 www.l‘orealparis.com‖.
a. Primary Announcement
New glam
Shine up
To 6 hours of shine
Actor
Material process
Circumstance : extent: duration
Secondary Announcement
The 1st gloss
Actor
That shine up
Material process
To 6 hours
Circumstance :
Extent:duration
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b. Enhancer
Technology
Shine
Actor
Material process
Fixtmultra
resistant
Goal
6 years of research
and patents
Circumstance :
extent: time
c. Emblem
Because
You
Carrier
Are
Relational: Attributive:
Intensive process
Worth it
Attribute
c. Tag
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AishwaryaRai
Is wearing
Shade 105 Hold on rose
Actor
Material
Goal
process
d. Call and visit information
Store Locator and advice
1800223000 www.l‘orealparis.com
Circumstance: locative: spatial
2. Visual elements
There are two elements that found in this advertisement, they are in the
lead ―Glam Shine 6‖ ad is the most salient imageand display ―Congruent and
explicit‖.
a. Lead
Locus Attention
The lead ―Glam Shine 6‖ ad is the most salient image because it is or
should be the main focus of attention that that attracts the viewers or the one that
viewers give to the advertisement. It is constructed by smaller elements
categorized as the Locus of attention (LoA), which is the most salient item or
items in the lead: the complementary Locus of Attention (Comp. LoA), that is, the
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background or other visuals which are less salient than the LoA but
complementing LoA. It could be seen from the visual picture‘s modal face named
:AishwaryaRai, showing locus in order to take the attention of the customer in
focusing to the beautiful charm light red lip, it is the effect of use the Glam shine
6.
Figure4.1. Lead
Locus of Attention
b. Display : Congruent and Explicit
In this ad, the Display shows the characteristics of the lead. Here, the Lead
is congruent because of the product doesn‘t use symbolism. Moreover, the Lead in
this product is Explicit because the picture shows about the tangible object or real
product of Glam Shine 6
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Figure4.2. Lipstick advertisement
3. The Structure of Multimodal Ideational of “Glam Shine 6” advertisement
The structure of Multimodal ideational of visual Text of ―Glam Shine 6‖
advertisement consists of Setting, Accompaniment, Conversion and call and visit
information. The structure of multimodal ideational seen in data 1
a. Setting
Setting explains about the colour. The setting of this picture explains the
background that shows the colour of the advertisement, as the combination of
colour shows pink and white. The basic is pink. The setting of the picture
explains the background that shows the linguistic text is pink. It based in the one
colour of the products. The colour pink tends to be elegant.
b. Accompaniment
Accompaniment explains about the colour of the product Glam Shine 6.
The colour is a wide collection of shimmering shades with colours ranging from
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natural nudes and soft pinks to glamorous reds and beautiful browns. It Offers a
perfect balance between shine and staying power, just one sweep is enough to
achieve plump, glossy looking lips.
c. Conversion
The process is Conversion. It can be seen from the linguistic as
announcement ― ―the 1st gloss that shines up to 6 hours. The the participant is a
beautiful actress whose lip is glossy. It shows 8 colour of the Glam Shine 6. It
shows about quality of the product. Goal is the woman‘s lip. It has been seen so
glossy.
d. Call and Visit information
Call and visit information is about the public contact of this product :
1. website :www.l‘orealparis.com
2. call number 1800223000
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Data 2 : New Magic smooth Souffle
Primary Annuncement
Secoundary Announcement
Lead
Enhancer
Taq
Display
Taq
Call and Visit Information
Linguistic Emblem
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1. Linguistic elements
There are five elements that found in this advertisement, they are in the
announcement ―Discover instant smooth perfect‖, , enhancer ―This revolutionary
souffle makeup magically blues pores and lines, skin is transformed to velvety
soft protection like never before‖, emble ―L‘oreal Paris‖, tag ―Instant perfecting
result‖, call and visit information ―Discover backstage beauty secret made easy at
L‘Orealparis.com/studio secret‖.
a. Announcement
Discover
Instant Smooth protection
Material process
Goal
b. Enhancer
This revolutionary souffle
makeup
Actor
Magically
Blues
Circumstance :
manner : quality
Material
process
Pores
and lines
Goal
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Skin
Is transformed
Goal
Material
process
To velvety
soft
protection,
Actor
like never before
Circumstance:manner:comparison
c. Emblem
Because
You
Carrier
Are
Relational: Attributive: Intensive
process
Worth it
Attribute
d. Tag
Instant Perfecting Result
Goal
e. Call and visit information
Discover
Material process
backstage beauty secret
made easy
Goal
at Lorealparis.com /studio
secret
Circumstance: locative:
spatial
2. Visual elements
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There are two elements that found in this advertisement, they are in the
lead ―New Magicsmooth souffle makeup‖ ad is the most salient image and display
―Congruent and explicit‖.
1. Lead
Locus Attention
The lead ―New Magicsmoothsouffle makeup‖ ad is the most salient
image as the main focus of attention that that attracts the viewers or the one that
viewers give to the advertisement. The structure is the Locus of attention (LoA),
as the salient item in the lead: the complementary Locus of Attention (Comp.
LoA), that is, the background or other visuals which are less salient than the LoA
but complementing LoA. It could be seen from the visual picture‘s modal face
named : Diana Kruger.
Figure4.3. Lead
Locus of Attention
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b. Display: Congruent and Explicit
In this ad, the Display shows the characteristics of the lead. Here, the Lead
is incongruent because of the product use symbolism. The pictures show the face
of before and after use the product Moreover, the Lead in this product is Explicit
because the picture shows about the tangible object or show the product of new
magicsmoothsoufflé makeup.
Figure 4.4. Foundation advertisement
3. The Structure of Multimodal Ideational of “New Magic smooth Souffle
Makeup” advertisement
The structure of Multimodal ideational of visual Text of ―New Magic
smooth Souffle Makeup‖ advertisement consists of Setting, Accompaniment,
Conversion and call and visit information.
a. Setting
Setting explains about the colour. The setting of this picture explains the
background that shows the colour of the advertisement, as the colour of the
background is white d brown. The basic is white. The linguistic as the enhancer is
written by using white and black. It based on the colour of the clothes of the
model as the actor.
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b. Accompaniment
Accompaniment explains about the colour of the product New Magic
smooth Souffle Makeup.. The colour is brown. The cover of the product is pink. It
availables into12 shades.This revolutionary soufflé makeup magically Blues pores
and lines.
c. Conversion
The process is Conversion.
The participant is Actor and Goal. The
participant shows the comparison two of before and after face use the product. It
means that how the effect or benefit of product. It shows the result after using the
product is as goal.
d. Call and Visit information
Call and visit information is about the public contact of this product ―New
Magic smooth Souffle Makeup‖ advertisement. Discover backstage beauty secret
made easy at lorealparis.com//studiosecret.
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Data 3 : White Perfect Pearl
Secondary Announcement
Primary Announcement
Emblem (visual)
Enhancer
Lead
Taq
Display
Call and Visit Information
Linguistic Emblem
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1. Linguistic elements
There are five elements that found in this advertisement, they are in the
announcement ―White perfect re-lighting whitening day cream SPF 15‖, enhancer
―Technology shine fixtm ultra resistant 6 years of research and patents‖, emble
―L‘oreal Paris‖, tag ―AishwaryRai is wearing shade 105 hold on rose‖, call and
visit information ―Store locator and advice 1800223000 www.L‘Orealparis.com‖.
a.Announcement
White perfect
Actor
Re-lighting
Material Process
Whitening day cream SPF15
Goal
b. Enhancer
Lost
Material process
Milanin
Actor
reflection macro pearl
Goal
Block
Material Process
Ave UV pearl
Goal
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c. Emblem
Because
You
Carrier
Are
Relational: Attributive:
Intensive process
Worth it
Attribute
The linguistic emblem in this advertisement shows the brand name slogan
of the product which may accompany the visual emblem of emblem of company‘s
logo, the logo as in the following extract. The brand name slogan of the product is
L‘Oreal-Demo-Expertise.
d. Tag
On and off screen, my
Looks
Perfect
Mental : perfection
phenomenon
skin
Senser
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e. Call and visit information
Store Locator and advice
1800223000 www.l‘orealparis.com
Material process
Circumstance: locative: spatial
2. Visual elements
There are three elements that found in this advertisement, they are in the
lead ―White perfect Pearl‖ ad is the most salient image and display ―Congruent
and explicit‖ and emblem ―Visual emblem image component of the ―White
Perfect Pearl‖ advertisement show a sun as the company‘s logo‖
a. Lead
Locus Attention
The lead ―White Perfect Pearl‖ ad is the most salient image because
it is or should be the main focus of attention that that attracts the viewers or the
one that viewers give to the advertisement. It is constructed by smaller elements
categoriesed as the Locus of attention (LoA), which is the most salient item or
items in the lead: the complementary Locus of Attention (Comp. LoA), that is,
the background or other visuals which are less salient than the LoA but
complementing LoA. It could be seen from the visual picture‘s modal face named
:SonamKapoor , showing locus in flawless and spotless skin likes pearl order to
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take the attention of the customer in focusing to use cream , it is the effect of
White Perfect Pearl.
Figure4.5. Lead
Locus of Attention
b. Display : Congruent and Explicit
In this ad, the Display shows the characteristics of the lead. Here, the Lead
is incongruent because of the product use symbolism. The product shows the pearl
as a symbol. Moreover, the Lead in this product is implicit because the picture
shows about pearl of White Perfect Pearl.
Figure 4.6. Cream Day advertisement
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c. Emblem
Visual emblem image component of the ―White Perfect Pearl‖
advertisement show a sun as the company‘s logo. It is to accompany the brand
name as the linguistic emblem. It could be seen at the centre right side.
3. The Structure of Multimodal Ideational of “White Perfect Pearl”
advertisement
The structure of Multimodal ideational of visual Text of ―White Perfect
Pearl‖ advertisement consists of Setting, Accompaniment and Conversion,
Reactor and call and visit information. The structure of multimodal ideational
seen in data 3
a Setting
Setting explains about the colour. The setting of this picture explains the
background that shows the colour of the advertisement, as the combination of
colour shows blue, grey and white. The basic is blue. The setting of the picture
explains the background that shows the linguistic text is blue and black. It based
in the one colour of the products.
b. Accompaniment
Accompaniment explains about the colour of the product White Perfect
Pearl. The day cream is pure white in colour and the texture is thick. It spreads
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easily on skin despite being very thick. Reveal your rosy fairness with this light
and non greasy day cream. Enriched with Melanin-VanishTM that helps to reduce
spots and visibly brighten skin tone and Tourmaline Gemstone that helps to
stimulate skin microcirculation to reveal your natural healthy glow.
c. Conversion
The process is Conversion. It can be seen from the linguistic as
announcement ―flawless, spotless, pearl perfect fairness―. There is no any spot
and pimple. The participant is a beautiful actress whose face is so clean and
charming. It shows about quality of the product. Goal is the woman‘s face. It has
been seen so clean. By using this product, the product could have a clean skin
face.
d. Call and Visit information
Call and visit information is about the public contact of this product :
a. website :www.l‘orealparis.com
b. call number 1800223000
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Data 4 :Elvive Total Repair
Announcement
Lead
Display
Emblem (visual)
Taq
Enhancer
Taq
Linguistic Emblem
Call and Visit Information
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1. Linguistic elements
There are five elements that found in this advertisement, they are in the
announcement ―5 problems, 1 solution more than repaired hair is totally
transformed‖, enhancer ―Exclusive formula ceramide deeply restoring shampoo
enriched with Pro-Keratin smooth the sign surface‖, ―total repair the fragile is
restructured cell by cell all the way to the tip‖, ―instant result helps vitality,
resistant and shine are totally renewed‖, emble ―L‘oreal Advanced haircare‖, tag
―demaged hair?‖, call and visit information ―www.L‘Orealparis.com‖.
a. Announcement
5 problems, 1 solution more
than repaired hair
Goal
Is totally transformed
Material process
b. Enhancer
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Exclusive formula Ceramide
deeply Restoring Shampoo
Enriched
Actor
Material
process
Total repair the
fragile
Actor
Is restructured
Instant result
helps
Senser
Mental process
Shine
Goal
Material process
Are
Material
with ProKeratinsmoothes the sign
surface.
Goal
cell by cell all the way to
the tip
Circumstance : manner:
means
Vitality, resistant and
shine are totally renewed
Phenomenon
Totally
renewed
Circ:manner:quality Process
c. Emblem
L‘Oreal
Actor
Advanced
Material
process
Haircare
Goal
The linguistic emblem in this advertisement shows the brandname slogan
of the product which may accompany the visual emblem of emblem of company‘s
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logo, the logo as in the following extract. The brandname slogan of the product is
Elvive Total Repair.
d. Tag
Damaged
Material process
hair?
Goal
e. Call and visit information
www.l‘orealparis.com
Circumstance: locative: spatial
2. Visual elements
There are three elements that found in this advertisement, they are in the
lead ―Elvive Total Repair‖ ad is the most salient image‖ and display ―Congruent
and explicit‖ and emblem ―Visual emblem image component of the ―Elvive Total
Repair‖ advertisement show a ribbon as the company‘s logo‖ .
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a. Lead
Locus Attention
The lead ―Elvive Total Repair‖ ad is the most salient image because it
is or should be the main focus of attention that that attracts the viewers or the one
that viewers give to the advertisement. It is constructed by smaller elements
categories as the Locus of attention (LoA), which is the most salient item or items
in the lead: the complementary Locus of Attention (Comp. LoA), that is, the
background or other visuals which are less salient than the LoA but
complementing LoA. It could be seen from the visual picture‘s modal face named:
Eva Longoria, showing locus in order to take the attention of the customer in
focusing to the beautiful and long hair, it is the effect of use Elvive Total Repair.
Figure4.7. Lead
Locus of Attention
b. Display : Congruent and Explicit
In this ad, the Display shows the characteristics of the lead. Here, the Lead
is congruent because of the product doesn‘t use symbolism. Moreover, the Lead in
this product is Explicit because the picture shows about the tangible object or
product itself.
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Figure4.8. shampoo advertisement
c. Emblem
Visual emblem image component of the ―Elvive Total Repair‖
advertisement show a ribbon as the company‘s logo. It is to accompaany the
brandname as the linguistic emblem. It could be seen at the central top side.
3. The Structure of Multimodal Ideational of “Elvive Total Repair”
advertisement
The structure of Multimodal ideational of visual Text of ―Elvive Total
Repair‖ advertisement consists of Setting, Accompaniment and Phenomenon, and
call and visit information. The structure of multimodal ideational seen in data 4
a. Setting
Setting explains about the colour. The setting of this picture explains the
background that shows the colour of the advertisement, as the combination of
colour shows red, black and white. The basic is red. The setting of the picture
explains the background that shows the linguistic text is white. It bases on the
colour of the product.
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b. Accompaniment
Accompaniment explains about the colour of the product Elvive Total
Repair. The colour of the bottle of Shampoo is white with the red of cover
c. Phenomenon
Phenomenon shows about the product ―Brand‖ hair care. Total Repair 5
Repairing Shampoo helps fight against the five visible signs of damaged hair Hair fall, dryness, roughness, dullness and split ends without weighing it down.
Day after day, your hair is: 1.Strong 2. Supple 3.Smooth 4.Shiny 5.Protected Tips.
d. Call and Visit information
Call and visit information is about the public contact of this product in the
website:www.l‘orealparis.com
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Data 5: Recital Preference
Secondary Announcement
PrimaryAnnouncement
Lead
Enhancer
Emblem (visual)
Call and Visit Information
Display
Taq
Linguistic Emblem
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1. Linguistic elements
There are five elements that found in this advertisement, they are in the
primary announcement ―New recital preference, fade resistant high shine hair
colour‖, secondary announcement ―high shine colour for keeps, fight the fade
with‖, enhancer ―high resistance colorants look into the hair for longer‖, ―with our
new high conditioner, your colour and shine won‘t fade for up to six weeks‖, ―28
exceptional colour to choose from created by L‘Oreal Laboratories selected by
Christophe Robin Creative Colourist Director‖, ―Because you are worth it‖,
lingusticemble ―Worldwide n*1 for hair colour‖, tag ―because you‘re worth it‖,
―Charlize theron, Oscar winning actress is wearing L‘Oreal Paris Preffence Oslo
9‖,
call
and
visit
information
―for
advice
on
application
go
to
www.lorealparis.com‖.
a. Enhancer
High resistance colorants Look
Into the hair for longer
Senser
phenomenon
Mental : perceptive
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With our new high
conditioner ,
Circumstance:
Accompaniment:
comitative
your colour
and shine
Actor
28 exceptional colours to
choose from created by
L‘oreal Laboratories
Goal
Because
won‘t fade
for up to six weeks
material
Circ:extent:duration
Selected
by Christophe Robin
Creative Colourist
Director
Actor
Material process
You
Carrier
are
Relational: Attributive:
Intensive process
Worth it
Attribute
b. Emblem
Visual
emblem
image
component
of
the
―Recital
Preference‖
advertisement show a sun as the company‘s logo. It is to accompany the brand
name as the linguistic emblem. It could be seen at the top left side.
c. Tag
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Because
You
Carrier
Charlizetheron, Oscar
Are
Relational: Attributive: Intensive
process
L‘oreal Paris Preffence
Is wearing
winning actress
Actor
Worth it
Attribute
Oslo 9
material
Goal
d. Call and visit information
For advice on application
to www.lorealparis.com
Go
Circumstance:cause:purpose Material process
Goal
2. Visual elements
There are three elements that found in this advertisement, they are in
the lead ―New Recital Preference‖ ad is the most salient image and display
―Congruent and explicit‖ and emblem ―Visual emblem image component of the
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―New Recital Preference‖ advertisement show three small cicle as the company‘s
logo.‖ .
a. Lead
Locus Attention
The lead ―New Recital Preference‖ ad is the most salient image
because it is or should be the main focus of attention that that attracts the viewers
or the one that viewers give to the advertisement. It is constructed by smaller
elements categories as the Locus of attention (LoA), which is the most salient
item or items in the lead: the complementary Locus of Attention (Comp. LoA),
that is, the background or other visuals which are less salient than the LoA but
complementing LoA. It could be seen from the visual picture‘s modal face named
:Charlize Theron, showing locus in order to take the attention of the customer in
focusing to the beautiful and long hair, it is the effect of use the New Recital
Preference. So, she is to be Oscar winning actress is wearing L‘Oreal Paris
Preference Oslo 9.
Figure4.9. Lead
Locus of Attention
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b. Display: Congruent and Explicit
In this ad, the Display shows the characteristics of the lead. Here, the Lead
is congruent because of the product doesn‘t use symbolism. Moreover, the Lead in
this product is Explicit because the picture shows about the tangible object or the
real picture of product..
Figure 4.10. Hair ColourAdverisement
c. Emblem
Visual emblem image component of the ―New Recital Preference‖
advertisement show three small cicle as the company‘s logo. It is to accompaany
the brandname as the linguistic emblem. It could be seen at the button left side.
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3. The Structure of Multimodal Ideational of “New Recital Preference”
advertisement
The structure of Multimodal ideational of visual Text of ―New Recital
Preference‖ advertisement consists of Setting, Accompaniment and Phenomenon,
Call and Visit information. The structure of multimodal ideational seen in Data 5
a. Setting
Setting explains about the colour. The setting of this picture explains the
background that shows the colour of the advertisement, as the combination of
colour shows black and white. The basic is black. The setting of the picture
explains the background that shows the linguistic text is white.
b. Accompaniment
Accompaniment explains about the colour of the product New Recital
Preference. It availables 28 exceptional colours to created by L‘oreal selected by
Christophe choose from Laboratories Robin Creative Colourist Director
c. Phenomenon
Phenomenen shows about the product ―New Recital Preference‖ hair
colour. Recital Preference's patented anti-fade system locks colour into the hair, to
ensure a luminous and long lasting colour which perfectly covers your grey
hair.The multi-application high shine colour enhancing conditioner helps prolong
your colour's high shine and keeps your hair feeling soft and silky.
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d. Call and Visit information
For advice on application go to website: www.l‘orealparis.com
Data 6 : New Voluminous Million Lashes
Emblem (visual)
Secondary Announcement
Lead
Primary Announcement
Enhancer
Display
Taq
Taq
Tag
Linguistic Emblem
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1. Linguistic elements
There are four elements that found in this advertisement, they are in the
primary announcement ―New Voluminious Million
Lashes‖, secondary
announcement ―Millionize, your lashes! Lashes look so multiplied, so clean, like
never before!‖, enhancer ―millionizer brush a remover of bristles for a multitude
of lashes‖, emble ―L‘Oreal Paris‖, tag ―lashe boosting serum‖.
a. Announcement
―Millionize‖
your lashes
Senser
Look
Mental :
perception
So multiplied, so
clean,
Phenomenon
like never before!
Circ:manner:comparison
b. Enhancer
Millionizer
Brush
Actor
Material process
A remover of
bristles
Goal
For a multitude of
lashes
circumstance :
cause: purpose
c. Emblem
Because
You
Carrier
Are
Relational: Attributive: Intensive process
Worth it
Attribute
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d. Taq
Lashes
Actor
Boosting
Material process
Serum
Goal
2. Visual elements
There are three elements that found in this advertisement, they are in
the lead ―NewVoluminous Million Lashes‖ ad is the most salient image, display
―Congruent and explicit‖ and emblem ―Visual emblem is image component of the
―NewVoluminous Million Lashes‖ advertisement show a thick brush as the
company‘s logo‖.
1. Lead
Locus Attention
The lead ―New Voluminous Million Lashes‖ ad is the most salient
image because it is or should be the main focus of attention that that attracts the
viewers or the one that viewers give to the advertisement. It is constructed by
smaller elements categories as the Locus of attention (LoA), which is the most
salient item or items in the lead: the complementary Locus of Attention (Comp.
LoA), that is, the background or other visuals which are less salient than the LoA
but complementing LoA. It could be seen from the visual picture‘s modal face
named : Eva Longaria, showing locus in order to take the attention of the
customer in focusing to the beautiful eye with thick and curving of eye lash, it is
the effect of use NewVoluminous Million Lashes.
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Figure4.11. Lead
Locus of Attention
b. Display : Congruent and Explicit
In this ad, the Display shows the characteristics of the lead. Here, the Lead
is congruent because of the product doesn‘t use symbolism. Moreover, the Lead in
this product is Explisit because the picture shows about the tangible object or real
product.
Figure 4.12. Mascara Advertisement
c. Emblem
Visual emblem image component of the ―New Voluminous Million
Lashes‖ advertisement show a thick brush as the company‘s logo. It is to
accompany the brand name as the linguistic emblem. It could be seen at the centre
right side.
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3. The Structure of Multimodal Ideational of “NewVoluminous Million
Lashes” advertisement
The structure of Multimodal ideational of visual Text of ―NewVoluminous
Million Lashes‖ advertisement consists of Setting, Accompaniment and
Phenomenon. The structure of multimodal ideational seen in Data 6
a. Setting
Setting explains about the colour. The setting of this picture explains the
background that shows the colour of the advertisement, as the combination of
colour shows black and yellow. The basic is black. The setting of the picture
explains the background that shows the linguistic text is white and yellow. It
based in the one colour of the products.
b. Accompaniment
Accompaniment explains about the colour of the product NewVoluminous
Million Lashes. The colour is black. The Millionizer Brush has a multitude of
bristles which separate lashes for a fanned-out effect.
c. Phenomenon
Phenomenon shows about the product ―NewVoluminous Million Lashes‖
make up . The elastomer applicator is ultra flexible with both long and short
bristles to coat lashes. The Excess Wiper removes excess mascara: no overload,
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no clumps. It leaves the brush coated with just the right amount of formula to
achieve a volumized appearance with no overload and no clumps.
zData 7 : True match
SecondaryAnnouncement
Primary Announcement
Lead
Enhancer
Display
Taq
Linguistic Emblem
Call and visit information
Call and Visit Information
Linguistic Emblem
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1. Linguistic elements
There are five elements that found in this advertisement, they are in the
primary announcement ―The Perfect Complexion is born in Complete Harmony
with Tone & Texture ‖, secondary announcement ―True Match two-way powder
foundation ‖, enhancer ―Onlymy true match stays true to my comlexion‖, ―No
matter what the day is like‖, emble ―L‘Oreal Paris‖, tag ―Aishwarya Rai‘s true is
not nude magic‖, call and visit information ―www.l‘orealparis.com‖.
a. Announcement
The perfect complexion Is born
Goal
In complete
harmony
Circ: Loc:
Spatial
Material
process
with tone and
texture
Circ:
Accompaniment:
comitative
b. Enhancer
Only my true match
Actor
No matter what the day
Carrier
Stays
Material Process
Is
Relational:
True to my complexion
Goal
Like
circumstantial: identifying
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c. Emblem
Because
You
Carrier
Are
Relational: Attributive: Intensive process
Worth it
Attribute
d. Tag
AishwaryaRai‘s true
match
Carrier
Is not
nude
magic
Relational: Attributive: Intensive process Attribute
e. Call and visit information
www.l‘orealparis.com
Circumstance : location
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2. Visual elements
There are two elements that found in this advertisement, they are in
the lead ―True Match‖ ad is the most salient image and display ―Congruent and
explicit‖
a. Lead
Locus Attention
The lead ―True Match‖ ad is the most salient image because it is or
should be the main focus of attention that that attracts the viewers or the one that
viewers give to the advertisement. It is constructed by smaller elements
categoriesed as the Locus of attention (LoA), which is the most salient item or
items in the lead: the complementary Locus of Attention (Comp. LoA), that is,
the background or other visuals which are less salient than the LoA but
complementing LoA. It could be seen from the visual picture‘s modal face named:
Aishwarya Rai, showing locus in order to take the attention of the customer in
focusing to the smooth and bright face, it is the effect of use the true match.
Figure4.13. Lead
Locus of Attention
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b. Display: Congruent and Explicit
In this ad, the Display shows the characteristics of the lead. Here, the Lead
is congruent because of the product doesn‘t use symbolism. Moreover, the Lead in
this product is Explicitbecause the picture shows about the tangible object or real
product.
Figure 4.14. Powder Advertisement
3. The Structure of Multimodal Ideational of “True Match” advertisement
The structure of Multimodal ideational of visual Text of ―True Match‖
advertisement consists of Setting, Accompaniment, Phenomenon, Call and Visit
Information. The structure of multimodal ideational seen in Data 7
a. Setting
Setting explains about the colour. The setting of this picture explains the
background that shows the colour of the advertisement, as the colour shows white.
The setting of the picture explains the background that shows the linguistic text is
white and the letter is black. It based in the one colour of the products.
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b. Accompaniment
The new formula contains 3 new shade enhancers for shade matching
precision. Skin perfecting pigments and the ultra gliding creamy texture give a
homogeneous finish. Even better colour matching, and more luminous and radiant
skin than before. Even longer wear and better comfort. all you see is your skin at
it is best.
c. Phenomenon
Phenomenon shows about the product ―‖ powder. True Match Cream
Powder is a compact powder which allows you to achieve a flawless-looking
complexion without caking. The micro- fine pigments means you can apply a
single translucent layer to even your complexion or you can build up more
coverage to cover imperfections
d. Call and Visit information
Call and visit information is about the public contact of this product:
website: www.l‘orealparis.com
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Data 8 : Liquid Foundation Revolutionzed
Taq
Taq
Lead
Primary Announcement
Secondary Announcement
Enhancer
Display
Tag
Linguistic Emblem
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1. Linguistic Elements
There are four elements that found in this advertisement, they are in the
primary
announcement
―Liquid
Foundation
Revolutionized‖,
secondary
announcement ―Build luminous coverage in a tap ‖, enhancer ―tap on a little for a
fresh natural glow‖, ―tap on a little for a new level of luminous‖, ―coverage build
your very own look‖, ―Build luminous coverage in a tap, emble ―L‘Oreal Paris‖,
tag ―New liquid infused cushion‖.
a.Primary Announcement
Liquid foundation
Actor
Revolutionized
Material process
Secondary Announcement
Build
Material process
Luminous coverage
Goal
In a tap
Circumstance : Manner:
means
b. Enhancer
Tap
on a little
for a fresh natural glow
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Material process
Tap
Material process
Goal
Circumstance: cause : purpose
on a little
Goal
for a new level of luminous
Circumstance: cause : purpose
Coverage
Actor
Build
Material Process
Your very own look
Goal
Build
Material process
Luminous coverage
Goal
In a tap
Circumstance : Manner:
means
Infused
Material process
Cushion
Goal
c. Tag
New liquid
Actor
2. Visual elements
There are three elements that found in this advertisement, they are in
the lead ―Liquid Foundation Revolutionzed‖ ad is the most salient image, display
―Congruent and explicit‖ and Visual emblem image component of the ―Liquid
Foundation revolutionized‖ advertisement show a flower as the company‘s logo.
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a. Lead
Locus Attention
The lead ―Liquid Foundation Revolutionzed‖ ad is the most salient
image because it is or should be the main focus of attention that that attracts the
viewers or the one that viewers give to the advertisement. It is constructed by
smaller elements categories as the Locus of attention (LoA), which is the most
salient item or items in the lead: the complementary Locus of Attention (Comp.
LoA), that is, the background or other visuals which are less salient than the LoA
but complementing LoA. It could be seen from the visual picture‘s model,
showing locus in order to take the attention of the customer in focusing to match
your skin‘s tone and undertone so make your skin to be Fresh, Natural &
Luminous.
Figure4.15. Lead
Locus of Attention
b. Display : Congruent and Explicit
In this ad, the Display shows the characteristics of the lead. Here, the Lead
is congruent because of the product doesn‘t use symbolism. Moreover, the Lead in
this product is Explisit because the picture shows about the tangible object or real
product.
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Figure 4.16. Foundation Advertisement
c. Emblem
Visual
emblem
image
component
of
the
―Liquid
Foundation
revolutionized‖ advertisement show a flower as the company‘s logo. Cushion is
the brand name of the product. It could be seen at the top right side.
Figure 4.17.Foundation Colour.
3. The Structure of Multimodal Ideational of “Liquid Foundation
revolutionized” advertisement
The structure of Multimodal ideational of visual Text of ―Liquid
Foundation revolutionized‖ advertisement consists of Setting, Accompaniment
and Phenomenon. The structure of multimodal ideational seen in data 8
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a. Setting
Setting explains about the colour. The setting of this picture explains the
background that shows the colour of the advertisement, as the combination of
colour shows white and brown. The basic is white. The setting of the picture
explains the background that shows the linguistic text is black.
b. Accompaniment
Accompaniment explains about the shades of the product Liquid
Foundation revolutionized. It availables in 8 true-to-skin shades. It is Formulated
with Precise Match™ Technology to match your skin‘s tone and undertone. It
consists of three steps. First step: gently press applicator into foundation cushion.
Second step: tap onto skin to deliver the perfect dose of foundation. Third step:
build to desired coverage level.
c. Phenomenon
Liquid Foundation revolutionized build luminous coverage in a tap.
Introducing new True Match™ Lumi Cushion, a liquid foundation infused in an
innovative sponge that delivers the perfect amount of makeup. The luminous
refreshing formula creates sheer to medium coverage. Tap a little for a fresh
natural glow, tap on more to build a new level of luminous coverage. Liquid
foundation + tap on applicator puff gives you convenient on-the-go coverage.
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Data 9 :ColourInfalliable
Emblem (visual)
SecondaryAnnouncement
Lead
Display
Enhancer
Primary Announcement
Taq
Linguistic Emblem
Taq
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1. Linguistic elements
There are three elements that found in this advertisement, they are in the
primary announcement ―I am not infalliable but my eye shadow is‖, ―But my eye
shadow is‖ secondary announcement ―Make a lasting impression without batting
an eye‖, emble ―L‘Oreal Paris‖, tag ―For the 1st time L‘Oreal Paris introduces an
ultra intense colour that lasts from day till dawn‖, that lasts from day till dawn‖,
―Frelda Printo wears shade 009 : Permanent Khaki‖.
a. Primary Announcement
I am not infallible
But my eye shadow is
Actor
Material process
But
my eye shadow
Is
Carrier
Relational: Attributive: Identifying process
Secondary Announcement
Make
Material process
a lasting
impression
Goal
Without batting an eye
Circ: Accompaniment: Comitative
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c. Emblem
Because
You
Carrier
Are
Relational: Attributive: Intensive process
Worth it
Attribute
d. Taq
For the 1st time L‘oreal
Paris
Introduces
Actor
Material process
That
Lasts
Relational: attributive: circumstantial
process
FreldaPrinto
Wears
Actor
Material process
An ultra intensecolour
that lasts from day till
dawn
Goal
From day till dawn
attribute
Shade 009 : Permanent
Khaki
Goal
2. Visual elements
There are two elements that found in this advertisement, they are in
the lead ―Colour Infalliable‖ ad is the most salient image, and display ―Congruent
and explicit‖.
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a. Lead
Locus Attention
The lead ―Colour Infalliable‖ ad is the most salient image because it is
or should be the main focus of attention that that attracts the viewers or the one
that viewers give to the advertisement. It is constructed by smaller elements
categories as the Locus of attention (LoA), which is the most salient item or items
in the lead: the complementary Locus of Attention (Comp. LoA), that is, the
background or other visuals which are less salient than the LoA but
complementing LoA. It could be seen from the visual picture‘s model face named
:FreldaPrinto, showing locus in order to take the attention of the customer in
focusing to the beautiful eyes, it is the effect of use the Colour Infalliable.
Figure4.18. Lead
Locus of Attention
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b. Display : Congruent and Explicit
In this ad, the Display shows the characteristics of the lead. Here, the Lead
is congruent because of the product doesn‘t use symbolism. Moreover, the Lead in
this product is Explisit because the picture shows about the tangible object or real
product.
Figure 4.19.eye shadows advertisementt
3. The Structure of Multimodal Ideational of “Colour Infalliable”
advertisement
The structure of Multimodal ideational of visual Text of ―Colour
Infalliable‖ advertisement consists of Setting, Accompaniment and Phenomenon..
The structure of multimodal ideational seen in data 9
a. Setting
Setting explains about the colour. The setting of this picture explains the
background that shows the colour of the advertisement, as the combination of
colour shows white and green. The basic is white. The setting of the picture
explains the background that shows the linguistic text is white and green. It based
in the one colour of the Liquid Foundation revolutionized product.
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b. Accompaniment
Accompaniment explains about the shades of the product Colour
Infalliable. it consists of a symphony of 10 shades specifically chosen by our
makeup designers. Create an infinite number of looks— from, minimalist to the
most sophisticated and shouldering look.
c. Phenomenon
Colour Infalliable creates colorful eye make-up looks with the range of
eye shadows from bright to natural shades. It can play with monos or mix two,
three or more shades and invent a multitude of combinations.
Secondary Announcement
Data 10 : Nail Colour Riche
Primary Announcement
Taq
Lead
Enhancer
Display
Call and Visit Information
Linguistic Emblem
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1. Linguistic elements
There are five elements that found in this advertisement, they are in the
primary announcement ―New colour nail colour‖, secondary announcement ―Our
1st gel inside nail polish irreplaceable richness and shine ‖, enhancer ―It is my
colour rishe no. 570, emble ―L‘Oreal Paris‖, tag ―27 fashion shades‖, and call and
visit information ―www.l‘orealparis.ca 02012 L‘Oreal Canad‖
a. Enhancer
It
Is
My colourrishe no. 570
Token
Relational process
Identifying
b. Emblem
Because
You
Carrier
Are
Relational: Attributive: Intensive process
Worth it
Attribute
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c. Tag
27 fashion shades
Attribute
D. Call and visit information
www.l‘orealparis.ca 02012 L‘Oreal Canada
Circumstance : locative : spatial
2. Visual elements
There are two elements that found in this advertisement, they are in
the lead meaning potential, that is many is termed as it is interpersonally most
salient, and display ―Congruent and explicit‖.
a. Lead
Locus Attention
The lead meaning potential, that is many is termed as it is
interpersonally most salient (Kress an Van Leeuwen, 1996) thought choices in
size, position and colour. On its own, the lead has a wide spectrum in terms of
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meaning potential, that is many possible meaning come from the lead. Interpreted
independently of the Announcement, enhancer, display and emblem