THE STRUCTURE OF SELECTED PRINT ADVERTISEMENT: A MULTIMODAL ANALYSIS Duma Sari Lubis STIKOM Medan T. Silvana Sinar FIB Universitas Sumatera Utara Abstract - The Structure Of Selected Print Advertisement: A Multimodal Analysis

  Kajian Linguistik, Februari 2014, 161-177 Tahun ke-11, No 1 Copyright ©2014, Program Studi Linguistik FIB USU, ISSN 1693-4660

  

THE STRUCTURE OF SELECTED PRINT ADVERTISEMENT: A

MULTIMODAL ANALYSIS

Duma Sari Lubis

  

STIKOM Medan

T. Silvana Sinar

  

FIB Universitas Sumatera Utara

Abstract

  

This thesis titled the structure of selected print Advestiment: A Multimodal

Analysis aims to analyze print advertisement text based on the analysis of

language metafunction and the analysis of multimodal in order to search for

the relationship between the construction of verbal text and visual text in

construction the genre of print advertisement. The analysis which is applied

is the analysis of language metafunction, (the function of ideational, the

function of interpersonal, and the function of textual bases on the theory of

Halliday (1985, 1994, 2004) is combined with the analysis of multimodal

which is sponsored by Kress and Van Leeuwen (2006) and cheog (2004).

For analyzing the verbal text, is used the language metafunction Halliday,

while for the visual analysis, is used by the visual metafunction Kress and

Leeuwen. The data sources from the print text adverstimen “New Pond’s

Nourishing System”, New Dove Flawless White” From the magazine

Harper’s Bazaar Indonesia Magazine), “Brand’s dan Nutrishake” (From the magazine Men’s Health Indonesia Magazine)

  

The data in this research is about the selected print advertisement text which

uses the document study through by visual data. As a part of the content of

the media, this research uses Critical Discourse Moment which is created by

Dirks (2006: 117) to identify and classify the data. Data analysis uses the

component of multimodal analysis includes all the semiotic source which is

in the text, is used means of language metafunction Halliday, while in visual

analysis, is used the component of visual language metafunction Kress and

Leeuwen. In this thesis, is found that every component of the metafunction

has the same potential in expressing about genre. Visual and verbal text in

this case has a relationship of additive, consequential. Genre which is

expressed by the advertisement text is based on two ideology includes in the

text, they are: seixis ideology and the ideology that assumes the similarity of

man and woman.

  Keyword: Metafunction, Multimodal, Print Advertisement, Structure

  INTRODUCTION

  Language is a system of systems in itself and also at the same time a system of systems embedded in higher level systems, that is its context. As sinar (2011) said the act of language as actual is essentially an act of meaning both at the textual and contextual levels. As a matter of fact, however, the act of meaning in human semiosis is not necessarily always expressed by and in a fully lingual semiotic text. Quite often than not, especially in recent years in which mass media make use of (ICT) in their acts of meaning

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  in texts particularly in their advertisement texts, the text would be verbal and visual semiotic texts.

  The combination analysis of language metafunctions and the analysis of multimodal took the source from 4 selected advertisements written by two creators of the Harper‟s Bazaar and Men‟s Health Indonesia Magazine. The Harper‟s Bazaar Indonesia Magazine are monthly magazines. The Harper‟s Bazaar was founded in 1867 in USA by Hearst Corporat ion. The Harper‟s Bazaar is a fashion, beauty, and life style magazine which are published in Indonesia since 2000 by PT. Media Insani Abadi. In November 2008, Harper‟s Bazaar Indonesia Magazine published edition – 100.

  This analysis basically aims at revealing language in the social practice of human life through selected printed advertisements in relation to it, the objectives of this study are as follows: (1) To describe the metafunctions found in the selected print advertisements in The Harper‟s Bazaar Indonesia (2) To describe the structure of multimodals texts found in the selected print advertisements. (3) To describe multimodal expressions in the selected print advertisement mean as what they are.

  There are some concepts that need to be clarified in this chapter, they are discourse, text, context, multimodal, metafunction, and sexist. In order to be clear in the use of discourse, text, context, metafunction, multimodal, and sexist, there are some quotations taken from several sou rces on the following terms: „discourse‟, „text‟, „context‟,

  „discourse‟, „text‟, „context‟, „metafunction‟, „multimodal‟, and „sexist‟. This research method of analysis which is developed of Halliday about language metafunctions: ideational, interpersonal, and textual functions. Multimodal analysis of Kress and Van Leeuwen (2002) and the method of advertisement analysis by Cheong. The data are the verbal text and the visual text of advertisement.

Table 2.1. Theoretical Mode of The Multimodal Analysis MULTIMODAL TEXT

  Ideational : transitivity and taxis Ideational : narative and analytic Systems Structures Interpersonal: modus system Interpersonal: interactive meaning Textual: theme-rheme Textual: composition Language Metafunctions

  Language metafunctions can be found in every use of language in semiotic social contexts. Metafunctions explain two interdependent things: language and the outside world of language.

  Based on theory of Halliday (in Sinar 2003: 56) “Language as a resource for making meaning which is situated in a context of situation and a context culture”.

  According to Halliday (in Sinar 2003: 56), three major functions of language:

  1. The Ideational Function

  2. The Interpersonal Function

  3. The Textual Function

  4. Language Use is Contextual

  Kajian Linguistik, Tahun Ke-11, No 1, Februari 2014 Multimodal Analysis

  According to Baldry and Thibault (2006: 21), Multimodality refers to the diverse ways in which a number of distinct semiotic resou rce systems are both „codeplayed‟ and co-contextualized in making meaning of a text

• – specific meaning. Baldry and Thibault (2006: 20) also say that Multimodal texts combine and integrate the meaning
• – making resources of various semiotic modalities – language, gesture, movement, visual images, sound, and s
• – to produce text – specific meanings. A critical aspect of multimodal text analysis is intertextuality (Lemke, 1985; Thibault, 1986, 1990) says that no text is made or interpreted in isolation from other texts. Instead, texts of all kinds are always related to other texts, at the same time, they incorporate other texts and other textual voices into their own internal organization. Intertextuality is a system of relations that link texts on the basis of shared criteria of meaning and formal patterning and shared principles of organization. According to (Kress, Van Leeuwen, 1996 in Baldry and Thibault in 2006) say that various visual elements in the text are modalised to indicate attitude and evaluative stances, visaul elements can be modalized just as much as
• – linguistics elements. Halliday (1985: 101) says that visual images as a form of non verbal communication that can be studied and understood in simillar ways to language and can be analyzed using grammatical texts. We approach visual literacy through the study of how visual images represent patterns of experience.

  Multimodal Analysis in Advertisement

  Advertising (advertisement has a variety of purposes, among others, for „marketing‟ products in the form of ideas and materials. Goddard (1998: 3) said that in the process of marketing ideas or materials a cumulative effect will be produced in the long term. This effect, used to construct reality, is created by communicating verbal and visual language displayed in pictures, graphics, layouts, colors combined with sounds, words, phrases, clauses, sentences and other effects.

  The linguistic component Enhancer constructs or modifies the meaning derived from the interaction between Lead and Announcement. Enhancers are components of the advertisement which are usually conveyed through paraghraphs. The lingusitic component Call

• – and – Visit Information is the information that can be contacted by the

  user community who wish to obtain the advertised product, and usually Call – and – Visit Information is printed in small fonts in certain parts of the advertisement product.

  The visual component in printed advertisement is Lead. This component plays an important role in print advertisements, displayed in the size, position and/ or color which should have the potential to create an impression and meaning for the user. Cheong (2004: 165) classifies the components of Lead into the Locus of Attention (LoA) and Complement to the Locus of Attention (Comp. LoA). LoA serves as the core of advertising messages, displayed in the size and color with distinctive quality compared with other visual components while Comp.LoA functions as a liaison and to focus public attention on specific parts in LoA. The ideational function that LoA serves in explaining the reality created by the advertiser to attract attention and interest of society to this reality is a trick of manipulation. The interpersonal function is to attract the attention of the audiences and its textual function serves as a springboad for the development of core messages.

  The visual component Display serves to describe the product in a real and explicit way, but the implicit function shown here is the realization of products or services that are not real to become real through another medium. Meanwhile, the visual component

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  display Congruent serves to realize a product without going through symbolization and display Incongruent realizes a product through symbolization.

  The visual component Emblem is visually realized through the advertised product logos in the linguistic form of a brandname or trademark. Emblem provides identity or status for the product lying on any side to adjust the proportion of the advertisement texts.

  Hasan (1996: 41) in Cheong (2004: 164) explains the the general structure of print advertisement is Capture^Focus^Justification. This structure tries to explain the component of advertisement wholefully, verbal and visual. In the next development, because of this structure is valued unclear in seeing the relationship between the component of visual and verbal, so that Cheong (2004: 165

• – 174) gives explanation more clearly about the structure of printed advertisement in figure:

  Table. 2.2. The General Structure Printed Advertisement Verbal Component Visual Component

  Announcement: Primary, Secondary Lead: Locus of Attention (LoA), Complement to the Locus of Attention (Comp. LoA)

  Enhancer Display: Explicit, Implicit, Congruent, Incongruent (metaphorical)

  Emblem Emblem Tag Call

• – and – visit information

  The most important linguistics component in an advertisement text is Announcement. The size, kinds of letter, colour, and different scale with different part of linguistics. Primary Announcement contains three meanings, that is: 1. As the only one advertisement message, 2. Important part interpersonally between the other messages in a text, 3. As a catch

• – phrase. Secondary Announcement has a meaning interpersonally that is not really important in an advertisement text (Cheong, 2004: 173).

  only consist of linguistics component, usually in the form of paragraph.

  Enhancer

Enhancer functions to develop or modificate a meaning which comes from interaction

  between Lead and Announcement. Ideationally, Enhancer functions to show the power of the product so that it‟s deserved to be consumed. Interpersonally, Enhancer functions to influence the public. Because of that, Enhancer contains words emotionally and culturally, the words that contains values in a social system. Logically, Enhancer explains the relationships among clauses (Cheong, 2004: 173).

  Some certain elements which are not in Tag. Tag is usually printed in a little written which is not appeared grammatically and usually realised as non – finite. It‟s not different with Tag, Call

• – and Visit Information also printed in a little written which is

  not appeared. This part is about information contact where the public can buy or gain the product advertised (Cheong, 2004: 174).

  Lead is a part of the main point visually, through size, position, and or colour.

  Lead has the biggest potention of meaning in saving the meaning. In the above diagram, Lead divides Locus of Attention (LoA) and Complement to the Locus of attention (Comp.LoA) (Cheong, 2004: 165). LoA is a part which becoming the advertisement message, which is tidied up in size and colour with a different quality and other visual

  Kajian Linguistik, Tahun Ke-11, No 1, Februari 2014

  component (Cheong, 2004: 165). Ideational function LoA is to explain a reality which is created by the advertiser which the public‟s perception of the reality is a „manipulation‟. Interpersonal function is to attract the public and the textual function is as a developer the main message (Cheong, 2004: 165

• – 166). While, Comp LoA has a function as the relator and for attracting the public of the special parts in LoA (Cheong, 2004: 169).

  Display explicitly functions to display the product in a real way, implicitly,

  function to realise a product or service that is not real into a real one through the other medium. While, display congruent functions to realise a product without through a symbolization and display Incongruent realises the product through a symbolization (Cheong, 2004: 171).

  Emblem visually is realised through the symbol of the product advertised,

  linguistically, it‟s realised through brandname or product merk. Emblem functions to give or status for the product where its position can be everywhere in the advertisement text (Cheong, 2004: 171 – 173).

  Advertisement

  Hasan (1996: 41) in Cheong (2004: 164) explains the the general structure of print advertisement is Capture^Focus^Justification. This structure tries to explain the component of advertisement wholefully, verbal and visual. In the next development, because of this structure is valued unclear in seeing the relationship between the component of visual and verbal, so that Cheong (2004: 165 – 174) gives explanation more clearly about the structure of printed advertisement in figure:

  Table. 2.1 The General Structure Printed Advertisement Verbal Component Visual Component

  Announcement: Primary, Secondary Lead: Locus of Attention (LoA), Complement to the Locus of Attention (Comp. LoA)

  Enhancer Display: Explicit, Implicit, Congruent, Incongruent (metaphorical)

  Emblem Emblem Tag Call – and – visit information

  The most important linguistics component in an advertisement text is Announcement. The size, kinds of letter, colour, and different scale with different part of linguistics. Primary Announcement contains three meanings, that is: 1. As the only one advertisement message, 2. Important part interpersonally between the other messages in a text, 3. As a catch

• – phrase. Secondary Announcement has a meaning interpersonally that is not really important in an advertisement text (Cheong, 2004: 173).

  Enhancer only consist of linguistics component, usually in the form of paragraph.

Enhancer functions to develop or modificate a meaning which comes from interaction

  between Lead and Announcement. Ideationally, Enhancer functions to show the power of the product so that it‟s deserved to be consumed. Interpersonally, Enhancer functions to influence the public. Because of that, Enhancer contains words emotionally and

  Duma Sari Lubis

  culturally, the words that contains values in a social system. Logically, Enhancer explains the relationships among clauses (Cheong, 2004: 173).

  Some certain elements which are not in Tag. Tag is usually printed in a little written which is not appeared grammatically and usually realised as non

• – finite. It‟s not different with Tag, Call
• – and Visit Information also printed in a little written which is

  not appeared. This part is about information contact where the public can buy or gain the product advertised (Cheong, 2004: 174).

  Lead is a part of the main point visually, through size, position, and or colour.

  Lead has the biggest potention of meaning in saving the meaning. In the above diagram, Lead divides Locus of Attention (LoA) and Complement to the Locus of attention (Comp.LoA) (Cheong, 2004: 165). LoA is a part which becoming the advertisement message, which is tidied up in size and colour with a different quality and other visual component (Cheong, 2004: 165). Ideational function LoA is to explain a reality which is created by the adv ertiser which the public‟s perception of the reality is a „manipulation‟.

  Interpersonal function is to attract the public and the textual function is as a developer the main message (Cheong, 2004: 165

• – 166). While, Comp LoA has a function as the relator and for attracting the public of the special parts in LoA (Cheong, 2004: 169).

  Display explicitly functions to display the product in a real way, implicitly,

  function to realise a product or service that is not real into a real one through the other medium. While, display congruent functions to realise a product without through a symbolization and display Incongruent realises the product through a symbolization (Cheong, 2004: 171).

  Emblem visually is realised through the symbol of the product advertised,

  l inguistically, it‟s realised through brandname or product merk. Emblem functions to give or status for the product where its position can be everywhere in the advertisement text (Cheong, 2004: 171 – 173).

  Especially printed mass media can produce the advertisement with any advanced way in colouring. Colour needs which really good is the need of a advertisement product, especially advertisement of food product, travelling, make up, fashion, needs of physics performance (Lee and Jhonson, 2007: 240).

  Review of Related Literature

  Some researchers have done analysis about Multimodal; so this analysis is only a verification of the earlier research findings. Because of that, in conducting this analysis, some thesis and previous research findings supported the review and the analysis.

  Intersemiotic Texture: Analyzing Cohesive Devices between Language and Images

  by Liu Y and O‟Halloran (2009: 3). The Construal of Ideational Meaning in Print Advertisements by Cheong (2004).

  British Men’s Magazines’ Scent Advertising and The

Multimodal Discursive Construction of Masculinity: a Preliminary Study by de Gregorio

• – Godeo (2009). Phasal and Experiential Realizations of Lecture Discourse: A Systemic –

  Sinar (2003). The Generic Structure of Print Advertisement of Functional Analysis.

  Elizabeth Arden’s INTERVENE: A Multimodal Discourse Analysis. Nugroho (2009).

  Descriptive-qualitative analysis method had been used to describe printed advertisement texts featuring verbal language and visual images. In describing the analysis, interpretation was used to qualify the symbolic interaction between the researcher and the experience of human being, the object, the person, the situation, and the event. In this research, the interaction with the advertisement texts, either verbal or

  Kajian Linguistik, Tahun Ke-11, No 1, Februari 2014

  visual texts explained the findings about language and visual images through the analysis of language metafunction components, of the multimodal texts. The data sources were tak en from monthly magazines the Harper‟s Bazaar Indonesia Magazine, January edition was the ad of “New Pond’s Flawless White”.

  In addition to the verbal text, the visual image that had been analyzed was taken, such as follows: Picture 1: Advertisement Text

  “NEW POND’S Flawless White” advertisement of the Harper‟s Bazaar Indonesia Magazine, tahun 2012”.

  The technique that was used for the identification and categorization is the technique of

  Critical Discourse Moment (CDM). Here is the table of collecting data being designing

  for this research: Collecting Data: Document Research

  ↓ Magazine

  ↓ Identification: Critical Discourse Moment

  ↓ Research Data: Four Verbal and

  Four Visual Texts

Figure 3.1 Technique of Collecting Data (Dirks, 2006:117)

  Analysis unit in the data analysis is the advertisement texts holistically, is the verbal and visual texts. Data analysis is using the multimodal analysis which is developed

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  based on the metafunction by Halliday‟s and Kress and Leuween (1996) language. The multimodal analysis is the analysis of the texts holistically of verbal and visual texts. The analysis of verbal used language Halliday‟s method of language metafunction analysis whereas the analysis of visual language used multimodal analysis pioneered by Kress and Leeuwen (2006). Firstly, the verbal data were described holistically and then were classified based on their structures. After that, the verbal data were labelled in terms of their metafunction components whereas the visual data were multimodal components.

  Four Selected Advertisements ↓

  Analysis of Verbal Texts Analysis of Visual Texts Announcement, enhancer, emblem, Lead, display, emblem tag, call-and-visit information

  ↓ Metafunction Analysis Multimodal Analysis

  ↓ Ideational: Transitivity Ideational: Structure of

  Narative and analytic Interpersonal: Modus System Interpersonal: Interactive

  Meaning Textual: Theme-Rheme Textual: Composition

  ↓ Sexist Meaning

Figure 3.2. Technique of Data Analysis The Metafunction Analysis of Verbal Text “New Pond’s Flawless White”

  Announcement Formula Krim Pencerah Pertama yang beradaptasi dengan

  kulitmu , Formula Gen Activ™ yang revolusioner, Wajah tampak cerah, noda hitam

tersamarkan mulai dalam 7 hari Based on the function in the advertisement, that is to

  supply the addition information to Announcement such as: the information shows the power of the product, so that the product is deserved to be consumed.

  Data Primary Announcement

  Kajian Linguistik, Tahun Ke-11, No 1, Februari 2014 (1) Formula Krim Pencerah yang beradaptasi dengan kulitmu pertama

  Actor (Material Process) Circumstance: Manner Subject Predicator

  Adjunct Mood Residue Top. Theme Rheme

  Data Tag (2) yang revolusioner

  Formula Gen Activ™

  Carrier (Relational process) Attribute Subject Complement Mood Residue Top. Theme Rheme

  Data Secondary Announcement (3) Wajah tampak cerah

  Carrier Relational process Attribute Subject Finite+Predicator Complement Mood Residue Top. Theme Rheme

  (4) Noda hitam tersamarkan mulai dalam 7 hari

  Carrier Relational Process Circumstance: Extent Time Subject Finite+Predicator Adjunct Mood Residue Top. Theme Rheme

  The material process occurs in the clause 1 (c1) and the relational process presents in clauses 2, 3 and 4 (c2, c3, c4) above. The participants in the first clause (c1) is the Actor and the circumstance is the Manner, whereas the participants in c2, c3, and c4 are the Carriers and the Attributes. The Mood block in c1 includes Subject and the Residue includes Predicator and Adjunct, whereas the Mood block in c2 is the Subject Finite and the Residue has the Predicator and Complement. The Mood block in c3 includes Subject and the Finite, the Residue includes Predicator and Complement, whereas the Mood block in c4 is the Subject and Finite and the Residue has the Predicator and Adjunct. All Themes in c1, c2, c3 and c4 are Topical themes and the rest are the Rhemes.

  Duma Sari Lubis Enhancer

  Selama lebih dari 10 tahun telah meneliti 20.000 gen

Pond’s

(5) Institute

  Circumstance: Extent, Time Actor Material Process Goal Adjunct Subject Finite + Predicator Complement Residue Mood Residue Top. Theme Top. Theme Rheme

  (6) (Untuk menemukan) jenis gen yang dapat mempengaruhi warna kulit

  Material process Goal Predicator Complement Residue Top. Theme Rheme

  

(7) (Hasilnya) Gen Active hadir sebagai formula revolusioner yang

mampu beradaptasi dengan semua keunikan kulit wajah

  Carrier (Relational Attribute Process) Subject Complement Mood Residue Top. Theme Rheme

  (8) Gen Active hadir sebagai formula revolusioner yang mampu beradaptasi dengan semua keunikan kulit

wajah

  Existent Existential Circumstance: Role Process

  Subject Predicator Adjunct Mood Residue Top. Theme Rheme

  The material processes occur in the clauses 5 and 6 (c5, c6) whereas implicitly the relational process presents in clause 7 (c7) and the existential process exists in c8 above. The participants in c5 and c6 are the Actor and the Goals, whereas the participants in c7 and c8 are the Carrier, the Attribute and the Existent (c8); the Circumstances of Extent and Role appear in c5 and c8. The Mood block in c5 includes Subject and Finite and the Residue includes Predicator and Complement. There is only the Residue which consists of Predicator and Complement that has been found in c7. The Mood block in c7 is only Subject and the Residue has the Complement. The Mood block in c8 includes Subject and the Residue includes Predicator and Adjunct. All Themes in c5, c6, c7 and c8 are Topical themes and the rest are the Rhemes.

• – 1 – 580000 and an email address Pond’s Institute.unilever.com. In this ad, the verbal

  atau email ke Pond’s Institute.unilever.com

  5 Relational

  Material

  Ideational/Experiential:

  Analysis Text Verbal of New Pond‟s ad

  

Table 5. The Classification of Metafunction Analysis

  The multimodal analysis of metafunctions component of verbal and visual text are summarized in this sub

  The multimodal metafunctions component of verbal and visual text

  Residue Top. Theme Rheme

  Material process Goal Goal Predicator Complement Complement

  1

  (10) Hubungi Pond’s Careline 0800 –

  Material Process Goal Circumstance: Location Predicator Complement Adjunct Residue Top. Theme Rheme

  Sekarang

  (9) Dapatkan

Free sample Pond’s Flawless

White

  text shows that there are two clauses existing in the Call and Visit Information such as the following analysis.

  Pond’s through direct toll number Pond’s Careline 0800

  Call and Visit Information in the data below shows the public contact where one could get the information about

  Call and Visit Information

  The linguistic emblem in this advertisement shows the brandname slogan of the product which may accompany the visual Emblem of company‟s logo, the as in the following extract.

  Kajian Linguistik, Tahun Ke-11, No 1, Februari 2014 Linguistic Emblem

• – 580000
• – chapter. For verbal text, the writer uses the analysis of Halliday‟s metafunction language, while for visual text, uses the combination analysis of Kress and Leeuwen‟s and Cheong‟s models.

  4

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• Mental - Verbal - Behavioural Existential

  1 Mood/Residue: Subject

  7 Finite

  3 Predicator

  8 Adjunct

  5 Theme/Rheme: Topical

  11 Interpersonal √

  Textual √

Table 6. Multimodal Analysis of The Verbal Text of Four Selected Print Advertisements Verbal New Pond’s Component

  Announcement

  √

  Enhancer

  √

  Linguistic

  √

  emblem Tag

  ─

  Call and Visit

  √

  Information

  The Structure of Visual Metafunction in Multimodal Advertisements

The Structure of Visual Metafunction in Multimodal Advertisements “New Pond’s

Flawless White

  ” Lead  locus of attention

  The Lead of

  New Pond’s Flawless White ad is the most salient image because it is

  or should be the main focus of attention that attracts the viewers or the one that the viewers give to the advertisement. It is constructed by smaller elements categorised as the Locus of Attention (LoA), which is the most salient item or items in the Lead; and 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: Maria Renata, showing locus in order to take the attention of the customer in focusing to the beautiful charm light yellow skin, it is the typical of the Asian face skin.

  Kajian Linguistik, Tahun Ke-11, No 1, Februari 2014 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.

  Visual Emblem

  Visual emblem image component of New Pond‟s Flawless White advertisement shows a flower as the company‟s logo. It is to accompany the brandname as the linguistic emblem. It could be seen at the top left side.

  

The Structure of Multimodal Ideational of “New Pond’s Flawless White”

Advertisement _{Linguistic Emblem Visual Emblem} Conversion: Actor/Goal _{Call and Visit Information Accompaniment} ^Setting _{Figure 1. Ideational Metafunction Component of Visual Text of}

  “New Pond’s Flawless White” Advertisement

  The Ideational metafunction of “New Pond’s Flawless White” visual image consists of Setting, Accompaniment and Conversion. Size, letter, colour and the scale is different with the other linguistics component.

  (1) Setting

  Setting explains about colour. The combination of colour shows dark pink, pink and white. The basic is dark pink. The verbal text is white, it bases on the colour of the product. The setting of this picture explains the background that shows the colour of the ad, as the combination of colours dark pink, pink and light pink. The basic background is dark pink. The printed verbal text and the picture of the ad are white colour on the colour of the product. The colour pink tends to be elegant.

  Duma Sari Lubis (2) Accompaniment

  Accompaniment explains about the colour of the product New Pond‟s Flawless White. The colour is dark pink. The colour dark pink shows about the package of the product. From the content of the product it could be seen the “Revolutioner Gen Acti ve™” just like a chain. It means that this product contains of “Revolutioner Gen Active™ as the first Lighter Cream Formula that functions to adapt with all type of skin. So all type of skin could be lighter for 7 days.

  (3) Conversion

  The process is Conversion. It can be seen from the verbal text as Announcement “Formula krim pencerah pertama yang beradaptasi dengan kulitmu”. The participant is a beautiful actress whose face is so clean and charming. There is no any spot and pimple. She is smilling broadly showing her shine bright teeth. Her expression describes about happiness. It shows about the quality of the product.

  Goal is the woman‟s face. It has been seen so clean. By using this product, the public could have a clean skin face like the model.

The Structure of Interpersonal Visual Text of “New Pond’s Flawless White” Advertisement

  Offer/Intimate/Involvement/Equality Figure 2. Interpersonal Metafunction Component of Visual Text of

  

“New Pond’s Flawless White” Advertisement

The Interpersonal metafunction consists of Offer/Intimate/Involvement /Equality.

  (1) Offer

  The offer of the product shows the verbal text. The verbal text talks about the power of the product. It is positioned in the left side. The font size of the verbal text is Arial. The font size of verbal text of the announcement is bigger than the verbal text of the enhancer. It is different because Announcement is as the headline or main point of the aim of the product. It tells about the excellent of using the product. Face could be cleaner.

  (2) Intimate

  The picture that has been taken in a close space. It indicates the relationship between the public directly (Intimate), which means that everything has been told in the advertisement is so close to the daily life style to the public, it is about to whom the advertisement is printed. Interpersonally, text has a relationship to the

  Kajian Linguistik, Tahun Ke-11, No 1, Februari 2014

  public, which could be seen through the picture intimate, equal with the public. The intimate shows about the communication of the product through verbal text and visual text. The communication is so close. I t‟s a persuasive way for the public to use this product.

  (3) Involvement

  The verbal and visual text involve the power and the quality of the product. The power can be seen from the picture and the text. The verbal clauses take some excellent words to emphasize power, such as:

  “Wajah tampak cerah , noda hitam tersamarkan selama 7 hari”, “Gen Active hadir sebagai formula revolusioner yang mampu beradaptasi dengan semua keunikan kulit wajah” to interact the

  public. The visual picture shows a beautiful clean humble face with a broad smilling. The name of the model is Maria Renata.

  (4) Equality

  Equality shows in this product is the simillarity of colour. The colour of the product is dark purplish in the left side while in the right side, the colour of the display is light purplish which is combined with the face of the figure. All the colour is ellegant.

The Structure of Textual Visual of “New Pond’s Flawless White” Ad

  Circular Centred/Salience

Figure 3. Textual Metafunction Component of Visual Text of “New

  

Pond’s Flawless White” Advertisement

  The Textual metafunction consists of Circular and Centred/Salience. They are:

  (1) Circular

  Visual text of the product shows that Accompaniment is positioned in the right side below the verbal text.

  (2) Centred/Salience

  The Salience is about font size (Font Arial). The big font size is 12. It is verbal text of Announcement

  “Formula krim pencerah pertama yang beradaptasi dengan kulitmu

  ”. The small font size is 11. It is about the verbal text of Enhancer: Formula Gen Activ™ yang berevolusioner. Wajah tampak cerah, noda hitam tersamarkan dalam 7 hari. Introducing New Pond’s Flawless White. Selama lebih dari 10 tahun, Pond’s Institute telah meneliti 20.000 gen untuk menemukan jenis

  Duma Sari Lubis gen yang dapat mempengaruhi warna kulit”. Process in visual text above is

  Material Process that is advertisement the product beauty product ( New Po nd‟s Flawless White ) for woman‟s face, if woman wears New Pond‟s Flawless White, woman‟s face will be lighter than usual, and this product is compatible with any kind of woman‟s face. Process in visual text above is firstly, left side is about the descrip tion of the product that is “New Pond‟s Flawless White ”. From this description, the product is explained with nice words persuasively as an attractive way to get the reader‟s attention. While, in right side, there is a model/woman‟s face which has wore th e product “New Pond‟s Flawless White”. From that model woman‟s face can be seen that her face is so bright after wearing “New Pond’s

  Flawless White ”, the beauty product. Circular is about visual text of the product shows that Accompaniment is positioned in the right side below the verbal text.

  The Salience is about font size (Font Arial). The big font size is verbal text of Announcement

  “Formula krim pencerah pertama yang beradaptasi dengan kulitmu

  ”. The small font size is about the verbal text of Enhancer: Formula Gen Activ™ yang berevolusioner. Wajah tampak cerah, noda hitam tersamarkan dalam 7 hari. Introducing New Pond’s Flawless White. Selama lebih dari 10 tahun, Pond’s Institute telah meneliti 20.000 gen untuk menemukan jenis gen yang dapat mempengaruhi warna kulit”. The aim of Salience is to give the public about the information about the quality of the product through the verbal and the visual text.

  In accordance with the third research problem mentioned in chapter one, this chapter qualifies two important evaluation on the previous findings of the analysis of metafunction and multimodal structure. Firstly, the analytical expression of sexist is found in the four analyzed ads. The next is to consider how they relate to each other in terms of social interpretation.

Multimodal Expressions “New Pond’s Flawless White’s” Advertisement of the Harper’s Bazaar Indonesia Magazine

  The product is a beauty product. Women who wants to make their face lighter than before could use this product. Verbal and visual text in the advertisement are colourful and exciting to attract the people who would like to wear the product. Verbal text in the advertisement is using declarative modus words that have a strong way to get the public‟s attention. Visual text also has a roleplay in this advertisement where the woman whose face is really beautiful and lightening.

  CONCLUSION 1.

  The selected print advertisement texts construct the metafunction components to have the potential message that it is said by the advertiser. It can be shown through dominant processes were carried by them, such the following: the first dominant metafunction elements in “New Pond’s Flawless White” ad were the Material (5 processes), Relational (4 processes), and Existential (1 process).

  2. The structure of multimodals texts found in the selected print advertisements are: In the visual text of New Pond‟s ad, the ideational process consists of setting, accompaniment, call visit and information, and conversion: actor and goal. The interpersonal process consists of offer, intimate, involvement, and equality. Then for the textual process consists of circular and centred/salience.

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