The Structure Of Selected Print Advertisement: A Multimodal Analysis

(1)

161

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

(2)

162

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 Corporation. 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.

LITERATURE REVIEW

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 sources 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 Systems

Ideational : narative and analytic 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:

(3)

163 Multimodal Analysis

According to Baldry and Thibault (2006: 21), Multimodality refers to the diverse ways in which a number of distinct semiotic resource 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 so on – 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.

(4)

164

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).

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 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).

(5)

165

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).

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 – Functional Analysis. Sinar (2003). The Generic Structure of Print Advertisement of Elizabeth Arden’s INTERVENE: A Multimodal Discourse Analysis. Nugroho (2009).

RESEARCH METHODOLOGY

(7)

167

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 taken 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)

(8)

168

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,

tag, call-and-visit information

Lead, display, emblem

↓

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.

(9)

169 (1) Formula Krim Pencerah

pertama

yang beradaptasi dengan kulitmu

Actor (Material Process) Circumstance: Manner

Subject Predicator

Adjunct

Mood Residue

Top. Theme Rheme

Data Tag

(2) Formula Gen Activ™ yang revolusioner 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

(10)

170 Enhancer

(5)

Selama lebih dari 10 tahun Pond’s Institute

telah meneliti 20.000 gen

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 Process)

Attribute

Subject Complement

Mood Residue

Top. Theme Rheme

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

Existent Existential Process

Circumstance: Role

Subject Predicator Adjunct

Mood Residue

Top. Theme Rheme

(11)

171 Linguistic Emblem

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.

Call and Visit Information

Call and Visit Information in the data below shows the public contact where one could get the information about Pond’s through direct toll number Pond’s Careline 0800 – 1 – 580000 and an email address Pond’s Institute.unilever.com. In this ad, the verbal text shows that there are two clauses existing in the Call and Visit Information such as the following analysis.

(9) Dapatkan Free sample Pond’s Flawless White

Sekarang

Material Process Goal Circumstance: Location

Predicator Complement Adjunct

Residue

Top. Theme Rheme

(10) Hubungi Pond’s Careline 0800 – 1 – 580000

atau email kePond’s Institute.unilever.com

Material process Goal Goal

Predicator Complement Complement Residue

Top. Theme Rheme

The multimodal metafunctions component of verbal and visual text

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

Table 5. The Classification of Metafunction Analysis Analysis Text Verbal of New

Pond‟s ad Ideational/Experiential:

Material 5

(12)

172

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 Component

New Pond’s

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

(13)

173 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.

(14)

174 (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 Active™” 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

(15)

175

Centred/Salience Circular

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

Pond’s Flawless White” Advertisement

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. It‟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

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

(16)

176

gen yang dapat mempengaruhi warna kulit”. Process in visual text above is Material Process that is advertisement the product beauty product ( New Pond‟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 description 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 the 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.

MULTIMODAL EXPRESSIONS

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).

(17)

177 REFERENCE

Baldry, Anthony, Thibault, Paul J. (2006). Multimodal Transcription and Text Analysis. London: Equinox. In O'Halloran, K. L. 2009. Multimodal Analysis and Digital Technology. A. Baldry and E. Montagna (eds.) Interdisciplinary Perspectives on Multimodality: Theory and Practice. Proceedings of the Third International Conference on Multimodality. Campobasso:Palladino.

Darma, Yoce Aliah. (2009). Analisis Wacana Kritis. Bandung: Yrama Widya.

De Gregorio-Godeo, Eduardo. (2009). British Men’s Magazines’ Scent Advertising and The Multimodal Discursive Construction of Masculinity: a Preliminary Study.

Goddard, Angela. (1998). The Language of Advertising. London and New York: Routledge.

Hasan, R. (1996). What’s going on: a dynamic view of content in language. In Yuen, Cheong Yin. 2004. Open Linguistics Series: The Construal of Ideational

Meaning in Print Advertisements (Edited by Kay L. O‟Halloran). London and New York: Continuum.

Kress, Gunther and Theo Van Leeuwen. (1996). Reading Images. London and NewYork: Routledge.

Lee, Monle and Carla Johnson. (2007). Prinsip-Prinsip Pokok Periklanan Dalam Perspektif Global. Jakarta: Penerbit Kencana Prenada Media Group.

Liu, Y and K. L. O‟Halloran. (2009). Inter – Semiotic Texture: Analysing Cohesive Devices between Language and Images. Social Semiotics. Campobasso: Palladino.

Sinar, Tengku Silvana. (2003). Phasal and Experiential Realizations of Lecture Discourse: A Systemic – Functional Analysis. Medan: Pustaka Bangsa Press.

Sinar, Tengku Silvana. (2011). Multimodal Analysis of Language and Power Through The Print Advertisements. Makalah Universitas Sumatera Utara.

Sinar, Tengku Silvana. (2012). Teori dan Analisis Wacana Pendekatan Sistemik Fungsional. Medan: Penerbit Mitra.

Yuen, Cheong Yin. (2004). Open Linguistics Series: The Construal of Ideational Meaning in Print Advertisements (Edited by Kay L. O‟Halloran). London and New York: Continuum.