A Multimodal Analysis Of Cosmetic Advertisements

A MULTIMODAL ANALYSIS OF COSMETIC
ADVERTISEMENTS

A THESIS

By
SYARAH AISHA
147052013/MBE

FACULTY OF CULTURAL SCIENCES
UNIVERSITY OF SUMATERA UTARA
MEDAN
2017

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A MULTIMODAL ANALYSIS OF COSMETIC
ADVERTISEMENTS

A THESIS

Submitted as the Partial Fulfillment of Requirement for the Degree of
Master of Arts (M.A.) in English Postgraduate Study Program, Faculty of
Cultural Sciences, University of Sumatera Utara

By
SYARAH AISHA
147052013/MBE

FACULTY OF CULTURAL SCIENCES
UNIVERSITY OF SUMATERA UTARA
MEDAN
2017

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Universitas Sumatera Utara

Title of Thesis
Name

: A MULTIMODAL ANALYSIS OF COSMETIC
ADVERTISEMENTS
: Syarah Aisha

Reg. Number

: 147052013

Study Program

:English Postgraduate

Approved by
Adviser Commission

(Prof. T. Silvana Sinar, M.A, Ph.D)
Adviser I

(Dr. Muhizar Muchtar, M.S.)
Adviser II

Head of
English Postgraduate Program

Dean of
Faculty of Cultural Sciences

(Dr. Ridwan Hanafiah, S.H., M.A.)

(Dr. Budi Agustono, M.S.)

Passing Date

: 21st June 2017

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Has been examined on
Date : 21st June 2017

Board of Examiners :
Chief

: Prof. T. Silvana Sinar, M.A, Ph.D

(…………………….)

Members

: Dr. Muhizar Muchtar, M.S.

(…………………….)

Dr. Ridwan Hanafiah, S.H., M.A.

(…………………….)

Dr. Drs. Umar Mono, M.Hum.

(…………………….)

Dr. Nurlela, M.Hum.

(…………………….)

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DECLARATION
A MULTIMODAL ANALYSIS OF COSMETIC
ADVERTISEMENTS

I certify that the thesis I wrote as one of the requirements to obtain the
degree of Master of Arts from English Postgraduate Study Program, Faculty of
Cultural Sciences, University of Sumatera Utara, is exactly my own work.
I certify that I clearly mentioned the reference of the citations I used in
some specific parts of this thesis based on norm, rule, and etiquette of the
technique of a scientific writing.
I certify, in the future, that I am willing to accept the sanction of the

renovation of my academic degree which I receive and other sanction in
accordance with the prevailing laws and regulations, provided some parts or all
parts of this thesis are invented not to be my own work or to commit plagiarism.

Medan, June 2017
The Writer

Syarah Aisha

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A MULTIMODAL ANALYSIS OF COSMETIC ADVERTISEMENTS

Abstract

This research analyzes multimodal texts of cosmetic advertisements. It aims 1) To
find out the visual elements and ideational functions of cosmetic advertisements
in multimodal, 2) To analyze the linguistic and visual elements that represent in
the messages. Ten cosmetic advertisements as the data. The source of data were

collected from L‘Oreal Paris Cosmetic (online). This research used the descriptive
qualitative method by Miles, Huberman and Saldana (2014) and applies the
Systemic Functional Language theory of Halliday (2004). The result shows that
the visual images consist of three elements got lead (38,46%), display (38,46%)
and visual emblem (23,08%). Lead and display are dominant in visual as 38,46%
from total visual elements. The linguistic analysis found five elements. They are
announcement (17,74%), enhancer (35,48), linguistic emblem (16,13%), tag
(20,97%), call and visit information (9,68%) which are found in cosmetic
advertisements. Dominantly, the linguisctic of enhancer takes 35,48%. Finally, it
is found that there is interconnectedness between the visual and linguistic
elements in the cosmetic advertisements.
Keywords: Ideational
Advertisements

function,

Multimodal

Discourse,

Cosmetic

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SEBUAH ANALISIS MULTIMODAL PADA IKLAN KOSMETIK

Abstrak

Penelitian ini menganalisis teks multimodal iklan kosmetik. Tujuannya 1) Untuk
menemukan bagian-bagian visual dan ideational functions iklan kosmetik pada
multimodal, 2) Untuk menganalisa linguistik dan bagian visual yang
menyampaikan pesan. Sepuluh iklan kosmetik sebaagai data. Sumber data
diperoleh dari kosmetik L’Oreal Paris yang diperoleh dari sumber online
Penelitian ini menggunakan metode deskriptif kualitatif oleh Miles, Huberman
dan Saldana (2014) dan menerapkam teori Systemic Functional Language oleh
Halliday (2004). Hasil menunjukkan bahwa Gambar visual yang terdiri atas tiga
bagian memperoleh Lead (38,46%), display (38,46) dan visual emblem (23,08).
Lead dan display mendominasi bagian gambar sebanyak 38,46% dari jumlah
bagian gambar. Analisa linguistik menenukan lima bagian, yaitu announcement

(17,74), enhancer (35,48), linguistic emblem (16,13%), tag (20,97), call and visit
information (9,68) yang ditemukan dalam iklan kosmetik. Secara dominan
linguistik didominasi oleh enhancer yaitu 35,48%. Akhirnya, dalam penelitian ini
ditemukan bahwa ada keterkaitan antara bagian-bagian gambar dan linguistik
dalam iklan kosmetik.
Kata Kunci : Ideational Function, Wacana Multimodal, Iklan Kosmetik.

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ACKNOWLEDGEMENT
First of all, I would like to thank to the One and Only, her Almighty God,
Allah SWT for giving me everything health, strength, ability to finish this thesis,
for every bless and for every answered prayer.
In this occasion, I would like to thank the Rector of University of
Sumatera Utara Prof. Dr. Runtung Sitepu, S.H, M.Hum., and the Dean of Faculty
of Cultural Sciences Dr. Budi Agustono, M.S., the Head of English Postgraduate
Program Dr. Ridwan Hanafiah, S.H, M.A., and the Secretary of English
Postgraduate Program Dr. Drs. Umar Mono, Dipl. Trans, M.Hum, and my great
supervisor Prof. T. Silvana Sinar, M.A., Ph.D for the opportunity, support, time,

patience, encouragement and remarkable supervision in guiding me . I am also
very thankful to my co – supervisor Dr. Muhizar Muchtar, M.S., for her helps,
guidance, understanding, contribution and all your advice and motivations you
have given to me are so precious and useful for my improvement. I would like to
thank to all lecturers who have shared the knowledge while studying, for giving
knowledge and advices. I would like to give high gratitude to Mam Adri as the
staff of English Department for her contribution in accomplishing the
administration.
Especially, I would like thank so much to my beloved husband, daughter,
parents and family.

My husband, Asrul Azwar Siagian, SH, My daughter,

Khalisha Humaira Siagian, My father, H. Ibrahim, and mother Hj. Nazmah
Nasution, S.Pd, My sisters and brothers Mufida Khairani, S.T, M.Kom., Nazliza

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Ramadhani, S.S, M.A. Helmi Munawar. S.Pd, and Aswar Aghi, S.T, for the

unconditional love, support, motivation, pray, either moral or material.
I also would like to thank to my friends tari, yati, enda, hanim, arif and All
my friends in YP. Nur Azizi Tanjung Morawa for their help in completing this
thesis and for all who have helped me in finishing this thesis that I can not
mention one by one.
Finally, I realize there are still many weaknesses in this thesis. However I
hope this thesis can give some contributions to the others.

Medan,

June 2017

Syarah Aisha.

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CURRICULUM VITAE
Personal Data
Name

: Syarah Aisha

Place, Date of Birth

: Tanjung Morawa, 10thSeptember 1988

Sex

: Female

Religion

: Islam

Nationality

: Indonesia

Address

: Jalan Bandar Labuhan Komplek Rorinata
Residence Blok I no 3 Tanjung Morawa

Phone Number

: 0812 60033007

Email

: aisha_syarah88@yahoo.com

Academic Background
1. 1994 – 2000

: SD Negeri 1 Kiri Hulu 101896

2. 2000 – 2003

: SMP Swasta Nur Azizi

3. 2003 – 2006

: SMA Swasta Nur Azizi

4. 2006 – 2011

: English Education (S.Pd) of State University of
Medan

5. 2015 – 2017

: Master of Arts in English (M.A.) Faculty of
Cultural Sciences University of Sumatera Utara

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TABLE OF CONTENTS
ABSTRACT .................................................................................................... i
ABSTRAK ...................................................................................................... ii
ACKNOWLEDGMENT................................................................................ iii
CURRICULUM VITAE ................................................................................ v
TABEL OF CONTENTS .............................................................................. vi
LIST OF TABLE............................................................................................ viii
LIST OF FIGURE.......................................................................................... ix
LIST OF APPENDICES................................................................................ x
LIST OF ABBREVIATIONS ....................................................................... xi
CHAPTER I INTRODUCTION .................................................................. 1
1.1 The Background of the Study .................................................................... 1
1.2 The Problem of the Study .......................................................................... 6
1.3 The Objective of the Study ........................................................................ 6
1.4 The Scope of the Study .............................................................................. 6
1.5 The Significance of the Study .................................................................... 7
CHAPTER II REVIEW OF LITERATURE ............................................. 8
2.1 Previous Relevant Study ........................................................................... 8
2.2 Advertisement ............................................................................................ 13
2.3 Multimodal ................................................................................................. 16
2.4 Multimodal in Advertisement .................................................................... 18
2.5 Generic Structure of Potential .................................................................... 20
2.5.1 Visual Elements .......................................................................... 21
2.5.1.1 Lead ................................................................................ 21
2.5.1.2 Display ........................................................................... 21
2.5.1.3 Emblem .......................................................................... 22
2.5.2 Linguistic Elements..................................................................... 22
2.5.2.1 Emblem .......................................................................... 23
2.5.2.2 Announcement ............................................................... 23
2.5.2.3 Enchancer ....................................................................... 23
2.5.2.4 Taq.................................................................................. 24
2.5.2.5 Call and Visit Information ............................................. 24
2.6 Linguistic Analysis..................................................................................... 24
2.6.1 Transitivity System ..................................................................... 26
2.6.1.1 Material Processes.......................................................... 27
2.6.1.2 Mental Processes ............................................................ 27
2.6.1.3 Relational Processes ....................................................... 28
2.6.1.4 Verbal Processes ............................................................ 29
2.6.1.5 Existential Processes ...................................................... 29
2.6.1.6 Behavioral Processes ...................................................... 29
2.7 Visual Analysis .......................................................................................... 30
2.7.1 Narrative Processes ..................................................................... 31
2.7.2 Conceptual Processes .................................................................. 32

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2.8 L‘Oreal Paris .............................................................................................. 33
CHAPTER III RESEARCH METHODOLOGY ....................................... 35
3.1 Research Design ......................................................................................... 35
3.2 Source of Data and Data ............................................................................ 36
3.2.1 Source of Data ................................................................................... 36
3.2.2 Data ................................................................................................... 36
3.3 Method and Technique for Collecting Data ............................................... 42
3.4 Data Analysis Technique ........................................................................... 42
CHAPTER IV DATA ANALYSIS ............................................................... 45
4.1 The Data Analysis ...................................................................................... 45
4.2 Findings ..................................................................................................... 116
CHAPTER V CONCLUSIONS AND SUGGESTIONS ............................. 117
5.1 Conclusions ................................................................................................ 117
5.2 Suggestions ................................................................................................ 118

REFERENCES ............................................................................................... 119

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LIST OF TABLES

No

Title

Page

Table 2.1 Generic Structure of Potential (GSP) .......................................... 20
Table 2.2 Process, types, their meanings and participants .......................... 26
Table 2.3 Material Process .......................................................................... 27
Table 2.4 Mental Process ............................................................................ 27
Table 2.5 Relational Process ....................................................................... 28
Table 2.6 Verbal Process............................................................................. 29
Table 2.7 Existential Process ...................................................................... 29
Table 2.8 Behavioral Process ...................................................................... 29

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LIST OF FIGURES

No

Title

Page

Figure 3.1 Lipstick Advertisement............................................................ 37
Figure 3.2 Make Up Advertisement .......................................................... 37
Figure 3.3 Skin Care Advertisement ......................................................... 38
Figure 3.4 Shampoo Advertisement.......................................................... 38
Figure 3.5 Hair Colour Advertisement...................................................... 39
Figure 3.6 Mascara Advertisement ........................................................... 39
Figure 3.7 Powder Advertisement............................................................. 40
Figure 3.8 Foundation Advertisement....................................................... 40
Figure 3.9 Eye shadow Advertisement ..................................................... 41
Figure 3.10 Nail Colour Advertisement ...................................................... 41

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LIST OF APPENDICES

No.

Title

Page

Appendix 1 Glam Shine 6 is about lipstick .............................................. 122
Appendix 2 New Magic smooth Souffle is about foundationon ............... 123
Appendix 3 White Perfect Pearl is about cream ....................................... 124
Appendix 4 Elvive Total Repair is about shampoo .................................. 125
Appendix 5 Recital Preference is about hair care ..................................... 126
Appendix 6 New Voluminous Million Lashes is about mascara ............. 127
Appendix 7 True Match is about Powder Foundation .............................. 128
Appendix 8 Liquid Foundation Revolutionzed is about Foundation ........ 129
Appendix 9 Colour Infalible is about eye shadow .................................... 130
Appendix 10 Colour Riche is about nail colour ......................................... 131

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LIST OF ABBREVIATIONS

Ad

= Advertisement

Circ

= Circumstance

GSP

= Generic Structure of Potential

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