MODALITY USED IN SHAMPOO ADVERTISEMENT
A Thesis
Submitted to the English Applied Linguistics Study Program in Partial Fulfillment of the Requirement for the Degree of
Magister Humaniora
By:
RABIATUL ADHAWIYAH Registration Number: 809112036
ENGLISH APPLIED LINGUISTICS STUDY PROGRAM
POSTGRADUATE SCHOOL
i
ABSTRACT
Adhawiyah, Rabi’atul. Modality Used in Shampoo Advertisement. English Applied Linguistics Study Program, Postgraduate School, State University of Medan. 2016
ii ABSTRAK
Adhawiyah, Rabi’atul. Modality Used in Shampoo Advertisement. English Applied Linguistics Study Program, Postgraduate School, State University of Medan. 2016
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CHAPTER I INTRODUCTION
1.1 The Background of the Study
Modality is the significant part in the interpersonal function with the former
expressing the speaker’s purpose to be achieved with his speech. Xu (2009) states
that in the coordination of interpersonal relationships with language, because of
the diversity of social activities and the complexity of interpersonal relationships,
people sometimes offer or ask for information straightforwardly while sometimes
blur their attitudes and opinions in an indirect and polite way. All these are
involved in modality. Modality involved in the language used by the human.
Along with the coming into existence of human beings, language has been
developed into an important tool for us to describe our recognition of the objective
world and to coordinate interpersonal relationships with the development of
human society.
Moreover, since modality is referred to speaker’s judgement of probabilities,
or the obligation in volved in what is saying (Halliday, 1994). It is seen that
modality has to do with commitment which covers the speaker’s judgement and
attitude in presenting his ideas and message in text.
Nowadays, advertisement is all around us and we receive many advertising
messages daily. Language is as important in TV advertisements as visual images
or catch music. Many advertising messages are posted through many channels of
media such as Television, radio, magazines, or other printed media. It is also
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related to the rapid advancement of technology and the quick spread of worldwide
communication and marketing which triggers people to be critical toward the
information of the proliferation in promotional genres, advertising among them.
Advertising is known as a powerful communication strategy and vital marketing
tool helping to promote goods, services, images, and ideas through channels of
information and persuasion. It is a highly visible force in the society. In line with
Jurgita (2006) who states that the self-evident goal of advertisements itself
persuade consumers to act or think in a textually determined way in order to boost
sales of particular commodities and services.
In addition, today we can say advertising is a communication, marketing,
public-relation, information and persuasion process. Advertising reaches us
through a channel of communication referred to as a medium. It is usually aimed
at a particular segment of the population - the target audience (Consumer and
business). Now it is essential to the success of any type of business and industry.
Furthermore, it is one of the segment strategies of the marketing and
communication process.
Moreover, advertising is a component of promotional mix, which is used to
create the public awareness of the products and services available. Advertisers use
these types of tool for communication purposes. According to Rai (2013), the
advertisements change the way of products is consumed and alter the attitude with
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used since ages for a wide range of brands. In addition, advertisements have very
great influence in purchasing decision of customers for particular brands. It is a
ubiquitously accepted fact that advertisements can bestow special attributes upon a
product or service that it may have lacked otherwise.
Related to the fact about advertisement, it is realized that there is a great
influence of language devices in advertising. In order to capture the public
attention, convey the message and persuade the consumer, advertising texts use a
range of manipulative language devices. Advertisers use visual and linguistic
means to persuade their audience. Modality is also evident in the advertisements.
Halliday in Zheng (2010) states that modality refers to the speaker’s judgment of
the probabilities, or the obligation, involved in his statement. In this sense,
modality is closely related to interpersonal meta-function, where communication
parties recognize and construct social relationships.
At present, the common media which is seen by most people specifically
woman today is Television (TV). From the perspective of the consumer
specifically female, they can see what the models used in the advertisement and
they want to be as beautiful as their idol or the model they have seen on TV. On
the other side, every TV program promotes their advertisements and the woman as
a target of the advertisement should be critical toward what they have seen and
they heard. The advertisement which will be seen is shampoo advertisement from
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society. The modality used in the shampoo advertisement will be analyzed in order
to discover the way they influence the people specifically women to be interested
to their products.
As observed modalization was used in shampoo advertisment. The examples
are as the following. The Sunsilk advertisement, starring by a famous singer who
is singing in the stage with females fans. These are the words themselves.
<Narrator> Pakar rambut sunsilk memberikan tantangan 7 hari. Ini cerita Raisa <Raisa> Dulu rambutku kasar dan kering jadi sulit diatur. Rambut menjadi
kering dan rusak karena kurang kelembaban. Tapi sekarang rambutku benar-benar lembut dan mudah diatur
<Narrator> Karena sunslik melembabkan setiap helai rambutmu. <Raisa> Hanya dalam 7 hari rambutku lebih lembut disentuh.
<Narrator> Sunsilk benar-benar efektif. Raisya telah membuktikan tantangan 7 hari sunsilk. Sekarang giliran kamu.
On this example, it can be seen the utterance “Sunsilk benar-benar efektif” is
categorized as probability because it provides thought with what is known or
believed. The utterance emphasizes that by using Sunsilk shampoo the girl can
believed it is true that Sunsilk shampoo is trully effective make her hair smooth.
As observed modulation was used in shampoo advertisment. The examples
are as the following. The Sunsilk advertisement, starring by a famous singer who
is singing in the stage with females fans. These are the words themselves.
<Narrator> Pakar rambut sunsilk memberikan tantangan 7 hari. Ini cerita Raisa <Raisa> Dulu rambutku kasar dan kering jadi sulit diatur. Rambut menjadi
kering dan rusak karena kurang kelembaban. Tapi sekarang rambutku benar-benar lembut dan mudah diatur
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<Narrator> Sunsilk benar-benar efektif. Raisya telah membuktikan tantangan 7 hari sunsilk. Sekarang giliran kamu.
The utterance that use obligation is “Karena sunslik melembabkan setiap
helai rambutmu” That utterance is categorized as obligation because it provides
the causality meaning that the Sunsilk shampoo is able to make the girls’ hair
becomes smooth so she can style her hair easily as she wants.
Modality in this thesis deals with the modalization and the modulation.
Modalization is dealing with the information as a commodity being exchanged
while the modulation has goods and services as the commodity being exchange.
1.2The Problem of the Study
In relation to the background, the problems are formulated as the following:
1. What types of modality are used in the shampoo advertisements?
2. How is the modality used in the shampoo advertisements?
3. In what context is the dominant modality used in the way it is?
1.3The Objectives of the Study
In line with the problems, the objectives of the study are:
1. To identify the types of modality used in the shampoo advertisements.
2. To elaborate the modality used in the shampoo advertisements.
3. To contextualize the use of the dominant types of modality used in
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1.4The Scope of the Study
Advertisements in many ways can influence people to react positively or
negatively on the products and services being offered to the public. There are
many advertisements on Television such as make up, lipstick and shampoo
advertisements, in this research, the source of the data will be limited on three
labels of shampoo advertisement; they will be Clear, Dove , Lifebuoy, Pantene and
Sunsilk. These five labels of shampoo are chosen because they are the top brand
award in 2014 in 21 February 2014 based on Top Brand Survey on Top Brand
Award.
1.5 The Significance of the Study
The findings of the study are expected to be useful for theoretical and
practical aspects. Theoretically, it will be useful for the application of the theory in
the advertisement. It will give broader insight into the relationship between
modality and language advertisements, convincing evidence that modality may
influence the way of producing the shampoos advertisements in Indonesia.
Practically, it will provide valuable information that can be used both in teaching
on sociolinguistics, language and communication. It will give broader insight for
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CHAPTER V
CONCLUSIONS AND SUGGESTIONS
5.1 Conclusion
After analyzing the use of modality of the transcription of shampoo
advertisement chosen, conclusions are drawn as the followings:
1. In this research, the reserarcher found that the advertisement used two types
of modality that usually used int these advertisement, namely: modalization
and modulation. The advertisement use probability, usuality, obligation, and
inclination in giving the information. Obligation is the most dominant use in
these advertisement with 39,2%. Then followed by inclination with 28,1%.
But usuality and probability was only found in the shampoo advertisement
only 1 utterances with 0.34% of each modality.
2. In realizing the use of modality in the shampoo advertisement the advertiser
used modulation-obligation. Having the obligation in medium value in this
research indicates that the advertiser try to obligate or advice or persuade the
consumber in giving the information. The use of certain information in the
advertisement information is strengthened by the using of subjective
implicit orientation of modality as the most dominant orientation of
modality used in the advertisement that shows the promise point of view of
the advertiser. Although it seems it is lots of the certainty in the opinion, the
advertiser provides the opinion with objectivity. It means that the opinion
sometimes construed as an unquestionable fact they said. By having
modality objective explicit as the second orientation that dominantly used in
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the advertisement, the advertiser still have a chance to convince the
consumer the fact they said. The used of this orientation might persuade
people that the advertiser’s idea is correct and thus consumer might agree
with their idea or point of view more quickly.
3. Having probability as the dominant indicates the advertiser of shampoo
advertisement has certainty in giving information through the advertisement.
The use of modality is related to the context of situation and context of
culture. In term of value. The closeness between medium and high indicate
the expression both closer to the positive and negative polar. The findings
shows that the use of modality is increased when the advertiser conveyed
the information to the consumer when they are trying to indicate to the
consumer to what extent they align themselves with the evidence they are
informing in their opinion since one of the purpose of the advertisement is
to persuade the consumer.
5.2 Suggestion
In relation to the conclusions above, the suggestion are stated as the
following.
1) It is advisable that teacher or lecturers should develop the whole categories
or types of modality to their students and introduce the advantage of
comprehending the modality in different phenomena to find out the
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2) It is advisable that the students and readers should learn English for specific
purpose so they know some language varieties and find specific term. It is
advisable that the students or readers who are interested in English should
learn and analyze the use of modality in shampoo advertisement.
3) It is suggested to the students or others researcher to do further research of
modality theory in other advertisement because different advertisers
conveying advertisement or being different context of advertisement will
have different used of modality and also to enable us to see the contrast or
comparison or the similarities of the using modality among the spoken
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