The Structure of Selected Print Advertisements: A Multimodal Analysis

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 fungtion of ideational, the fungtion of interpersonal, and the fungtion 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 metafungtion Halliday, while for the visual analysis, is used by the visual metafungtion 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 apart 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 metafungtion Halliday, while in visual analysis, is used the component of visual language metafungtion Kress and Leeuwen. In this thesis, is found that every component of the metafungtion 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.