A Multimodal Analysis Of Cosmetic Advertisements Chapter III V

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CHAPTER III

RESEARCH METHODOLOGY

3.1. Research Design

This study was conducted by employing a descriptive research with qualitative method.. According to Miles and Huberman (2014 : 1), Qualitative data are a source of well-grounded, rich descriptions and explanations of human processes. With qualitative data, one can preserve chronological flow, see which events led to which consequences, and derive fruitful explanations. Qualitative research is conducted through intense and/or prolonged contact with participants in a naturalistic setting to investigate the everyday and/or exceptional lives of individuals, groups, societies, and organizations (Miles and Huberman, 2014 : 5).

This research is descriptive research. Descriptive research studies are designed to obtain information concerning the current status of phenomena. The

aim is to describe ―what exist‖ with respect to variables or conditions in situations

(Ary, 1979:295).The qualitative research involves analysis of data such as words, pictures, or objects. Its aim is to provide a complete and detailed description of the results, offering many ideas and concepts.

This study is conducted by employing a descriptive research with

qualitative method because it describes the meanings realized in the L‘Oreal Paris

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3.2 Source of Data and Data

The source of Data and data are ten L‘Oreal Paris advertisements from website. This research chooses L‘Oreal Paris as the data. According to cosmetics analyst Emilie Milton-Stevens, L‘Oreal Paris is performing well in three key respects: it is investing in trends and technology; it is innovating digitally; and it continues to inspire trust,". It also scored a 91.5 out of 100 on the firm's Brand Strength Index, based on indicators like familiarity, investment, social responsibility, consideration, loyalty and preference (www.fashionista.com).

3.2.1 Source of Data

The data sources that are used in this research are ten L‘Oreal Paris advertisements. They are taken from the official website http://www.lorealparisusa.com/ (November 10th, 2016).

3.2.2 The Data

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Data one : Glam Shine 6 is about lipstick.

Figure 3.1 Lipstick Advertisement

Data two: New Magic smooth Souffle is about foundation

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Data three: White Perfect Pearl is about cream

Figure 3.3 Skin Care Advertisement

Data four: Elvive Total Repair is aboutshampoo

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Data five: Recital Preference is about hair care

Figure 3.5 Hair ColourAdvertisement

Data six: New Voluminous Million Lashes is about mascara

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Data seven: True Match is about Powder Foundation

Figure 3.7 Powder Advertisement

Data eight: Liquid Foundation Revolutionzed is about Foundation

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Data nine: Colour Infalible is about eye shadow

Figure 3.9Eyeshadow Advertisement

Data ten: Colour Riche is about nail colour

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3.3. Method and Technique for Collecting Data

The method of data collection is study of documents. Qualitative data are a source of well-grounded, rich descriptions and explanation of human process. (Miles and et al, 2014:1).In this research, there are several steps to collect the data:

1. Downloading the advertisements to be analyzed.

2. Reading and examining carefully the texts and the images contained on advertisements.

3. Identifying and analyzing the data to find the visual elements and ideational functions.

3.4. Technique of Data Analysis

In analyzing the data was used a descriptive analysis technique to get the result and the conclusion. The technique of analyzing is focused on four characteristics, according to Miles, Huberman, an Saldana (2014), viz :

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1. Data Collection means this research begins with the steps of collecting data as mentioned on technique then analyze the problem. In this research uses the cosmetic advertisements as a source of the data.

2. Data Condensation refers to the process of selecting, focusing, simplifying, abstracting, and/or transforming the data that appear in the full corpus (body) of written-up field notes, interview transcripts, documents, and other empirical materials(Miles and et al, 2014:31) In this research, the data was done by the process selecting through downloading

the advertisement of L‘Oreal Paris.

a. Selecting the data came from cosmetic advertisement. It has been analyzed into analysis of visual elements (images) by Kress and Van Leeuwen (2006), ideational function (linguistic) by Halliday (2004) and generic structure of potential (GSP) by Cheong (2004).

b. Focusing the data, the data was focused on ten products of L‘Oreal Paris from official website: http//www.lorealparisusa.com/.

c. Simplifying the data, the data had been selected some of pictures and texts in the L‘Oreal Paris of Advertisements, then it had been noted kind of linguistic and visual elements that include from the data analysis into theory.

d. Abstracting the data, the data had been analyzed using Halliday, Cheong, Kress and Van Leeuwen a theory. The analysis theories were analysis of visual elements, ideational functions and generic structure of

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e. Transforming the data, the data have been transformed into separated of pictures and texts. They are analyzed by using the theory.

3. Data Display is an organized, compressed assembly of information that allows conclusion drawing and action (Miles and et al, 2014:31). Here, this research shows ten images of L‘Oreal Paris.

4. Conclusion drawing and verification is data collection, the qualitative analyst interprets what things mean by noting patterns, explanations, causal flows, and propositions (Miles and et al, 2014:32). In here, the research uses the theory of Halliday (2004) to identify the ideational functions, Kress and Van Leeuwen (2006) to identify the visual elements and Cheong (2004) to identify generic structure of potential (GSP) of

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CHAPTER VI

DATA ANALYSISAND FINDINGS

4.1 The Data Analysis

The data of visual elements (images) were analyzed by using Cheong

Theory (in O‘Halloran : 2004) namely generic structure potential of

advertisement.Whereas linguistic components were analyzedby using the transitivity system (ideational function) by Halliday (2004).

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1. Linguistic elements

There are five elements that found in this advertisement, they are in the primary announcement ―New Glam Shine Up to 6 Hours of Shine‖, secondary

announcement ―the 1st _{gloss that shine up to 6 hours‖, enhancer ―}

Technology shine fixtm ultra resistant 6 years of research and patents‖, emble ―L‘oreal Paris‖,

tag ―AishwaryRai is wearing shade 105 hold on rose‖, call and visit information

―Store locator and advice 1800223000 www.l‘orealparis.com‖.

a. Primary Announcement

New glam Shine up To 6 hours of shine

Actor Material process Circumstance : extent: duration

Secondary Announcement

The 1st gloss That shine up To 6 hours

Actor Material process Circumstance :

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b. Enhancer

Technology Shine Fixtmultra resistant

6 years of research and patents

Actor Material process Goal Circumstance : extent: time

c. Emblem

Because You Are Worth it

Carrier Relational: Attributive: Intensive process

Attribute

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AishwaryaRai Is wearing Shade 105 Hold on rose

Actor Material

process

Goal

d. Call and visit information

Store Locator and advice 1800223000 www.l‘orealparis.com Circumstance: locative: spatial

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background or other visuals which are less salient than the LoA but

complementing LoA. It could be seen from the visual picture‘s modal face named

:AishwaryaRai, showing locus in order to take the attention of the customer in focusing to the beautiful charm light red lip, it is the effect of use the Glam shine 6.

Figure4.1. Lead Locus of Attention

b. 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

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Figure4.2. Lipstick advertisement

3. The Structure of Multimodal Ideational of “Glam Shine 6” advertisement

The structure of Multimodal ideational of visual Text of ―Glam Shine 6‖

advertisement consists of Setting, Accompaniment, Conversion and call and visit information. The structure of multimodal ideational seen in data 1

a. Setting

Setting explains about the colour. The setting of this picture explains the background that shows the colour of the advertisement, as the combination of colour shows pink and white. The basic is pink. The setting of the picture explains the background that shows the linguistic text is pink. It based in the one colour of the products. The colour pink tends to be elegant.

b. Accompaniment

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natural nudes and soft pinks to glamorous reds and beautiful browns. It Offers a perfect balance between shine and staying power, just one sweep is enough to achieve plump, glossy looking lips.

c. Conversion

The process is Conversion. It can be seen from the linguistic as

announcement ― ―the 1st gloss that shines up to 6 hours. The the participant is a

beautiful actress whose lip is glossy. It shows 8 colour of the Glam Shine 6. It

shows about quality of the product. Goal is the woman‘s lip. It has been seen so

glossy.

d. Call and Visit information

Call and visit information is about the public contact of this product :

1. website :www.l‘orealparis.com

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Data 2 : New Magic smooth Souffle

Lead

Primary Annuncement

Linguistic Emblem Call and Visit Information

Taq

Secoundary Announcement

Taq

Enhancer

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There are five elements that found in this advertisement, they are in the

announcement ―Discover instant smooth perfect‖, , enhancer ―This revolutionary

souffle makeup magically blues pores and lines, skin is transformed to velvety

soft protection like never before‖, emble ―L‘oreal Paris‖, tag ―Instant perfecting

result‖, call and visit information ―Discover backstage beauty secret made easy at

L‘Orealparis.com/studio secret‖.

a. Announcement

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Skin Is transformed To velvety

Attribute

d. Tag

Instant Perfecting Result Goal

e. Call and visit information

Discover backstage beauty secret made easy

at Lorealparis.com /studio secret

Material process Goal Circumstance: locative:

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There are two elements that found in this advertisement, they are in the

lead ―New Magicsmooth souffle makeup‖ ad is the most salient image and display

―Congruent and explicit‖.

1. Lead Locus Attention

The lead ―New Magicsmoothsouffle makeup‖ ad is the most salient

image as the main focus of attention that that attracts the viewers or the one that viewers give to the advertisement. The structure is the Locus of attention (LoA), as the salient item in the lead: 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 modal face

named : Diana Kruger.

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b. Display: Congruent and Explicit

In this ad, the Display shows the characteristics of the lead. Here, the Lead is incongruent because of the product use symbolism. The pictures show the face of before and after use the product Moreover, the Lead in this product is Explicit because the picture shows about the tangible object or show the product of new smooth Souffle Makeup‖ advertisement consists of Setting, Accompaniment, Conversion and call and visit information.

a. Setting

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Accompaniment explains about the colour of the product New Magic smooth Souffle Makeup.. The colour is brown. The cover of the product is pink. It availables into12 shades.This revolutionary soufflé makeup magically Blues pores and lines.

c. Conversion

The process is Conversion. The participant is Actor and Goal. The participant shows the comparison two of before and after face use the product. It means that how the effect or benefit of product. It shows the result after using the product is as goal.

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Data 3 : White Perfect Pearl

Lead

Emblem (visual)

Taq

Primary Announcement

Enhancer

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There are five elements that found in this advertisement, they are in the announcement ―White perfect re-lighting whitening day cream SPF 15‖, enhancer

―Technology shine fixtm

ultra resistant 6 years of research and patents‖, emble

―L‘oreal Paris‖, tag ―AishwaryRai is wearing shade 105 hold on rose‖, call and

visit information ―Store locator and advice 1800223000 www.L‘Orealparis.com‖.

a.Announcement

White perfect Re-lighting Whitening day cream SPF15

Actor Material Process Goal

b. Enhancer

Lost reflection macro pearl

Material process Goal

Milanin Block Ave UV pearl

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c. Emblem

Attribute

The linguistic emblem in this advertisement shows the brand name slogan

of the product which may accompany the visual emblem of emblem of company‘s

logo, the logo as in the following extract. The brand name slogan of the product is

L‘Oreal-Demo-Expertise.

d. Tag

On and off screen, my skin

Looks Perfect

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Store Locator and advice 1800223000 www.l‘orealparis.com Material process Circumstance: locative: spatial

2. Visual elements

There are three elements that found in this advertisement, they are in the

lead ―White perfect Pearl‖ ad is the most salient image and display ―Congruent

and explicit‖ and emblem ―Visual emblem image component of the ―White

Perfect Pearl‖ advertisement show a sun asthe company‘s logo‖

a. Lead Locus Attention

The lead ―White Perfect Pearl‖ ad is the most salient image because

it is or should be the main focus of attention that that attracts the viewers or the one that viewers give to the advertisement. It is constructed by smaller elements categoriesed as the Locus of attention (LoA), which is the most salient item or items in the lead: 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 modal face named

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take the attention of the customer in focusing to use cream , it is the effect of White Perfect Pearl.

In this ad, the Display shows the characteristics of the lead. Here, the Lead is incongruent because of the product use symbolism. The product shows the pearl as a symbol. Moreover, the Lead in this product is implicit because the picture shows about pearl of White Perfect Pearl.

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c. Emblem

Visual emblem image component of the ―White Perfect Pearl‖

advertisement show a sun as the company‘s logo. It is to accompany the brand

name as the linguistic emblem. It could be seen at the centre right side.

3. The Structure of Multimodal Ideational of “White Perfect Pearl” advertisement

The structure of Multimodal ideational of visual Text of ―White Perfect

Pearl‖ advertisement consists of Setting, Accompaniment and Conversion,

Reactor and call and visit information. The structure of multimodal ideational seen in data 3

a Setting

Setting explains about the colour. The setting of this picture explains the background that shows the colour of the advertisement, as the combination of colour shows blue, grey and white. The basic is blue. The setting of the picture explains the background that shows the linguistic text is blue and black. It based in the one colour of the products.

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easily on skin despite being very thick. Reveal your rosy fairness with this light and non greasy day cream. Enriched with Melanin-VanishTM that helps to reduce spots and visibly brighten skin tone and Tourmaline Gemstone that helps to stimulate skin microcirculation to reveal your natural healthy glow.

c. Conversion

The process is Conversion. It can be seen from the linguistic as

announcement ―flawless, spotless, pearl perfect fairness―. There is no any spot

and pimple. The participant is a beautiful actress whose face is so clean and

charming. It shows about quality of the product. Goal is the woman‘s face. It has

been seen so clean. By using this product, the product could have a clean skin face.

a. website :www.l‘orealparis.com

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Data 4 :Elvive Total Repair

Lead

Emblem (visual)

Taq Announcement

Taq

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announcement ―5 problems, 1 solution more than repaired hair is totally

transformed‖, enhancer ―Exclusive formula ceramide deeply restoring shampoo

enriched with Pro-Keratin smooth the sign surface‖, ―total repair the fragile is

restructured cell by cell all the way to the tip‖, ―instant result helps vitality,

resistant and shine are totally renewed‖, emble ―L‘oreal Advanced haircare‖, tag

―demaged hair?‖, call and visit information ―www.L‘Orealparis.com‖.

a. Announcement

5 problems, 1 solution more than repaired hair

Is totally transformed

Goal Material process

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Total repair the fragile

Is restructured cell by cell all the way to the tip

Actor Material process Circumstance : manner: means

c. Emblem

L‘Oreal Advanced Haircare

Actor Material

process

Goal

The linguistic emblem in this advertisement shows the brandname slogan

of the product which may accompany the visual emblem of emblem of company‘s

Exclusive formula Ceramide

Instant result helps Vitality, resistant and shine are totally renewed

Senser Mental process Phenomenon

Shine Are Totally renewed

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logo, the logo as in the following extract. The brandname slogan of the product is Elvive Total Repair.

d. Tag

Damaged hair?

Material process Goal

www.l‘orealparis.com

Circumstance: locative: spatial

There are three elements that found in this advertisement, they are in the lead ―Elvive Total Repair‖ ad is the most salient image‖ and display ―Congruent

and explicit‖ and emblem ―Visual emblem image component of the ―Elvive Total

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The lead ―Elvive Total Repair‖ ad is the most salient image because it

is or should be the main focus of attention that that attracts the viewers or the one that viewers give to the advertisement. It is constructed by smaller elements categories as the Locus of attention (LoA), which is the most salient item or items in the lead: 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 modal face named: Eva Longoria, showing locus in order to take the attention of the customer in focusing to the beautiful and long hair, it is the effect of use Elvive Total Repair.

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Figure4.8. shampoo advertisement

c. Emblem

Visual emblem image component of the ―Elvive Total Repair‖

advertisement show a ribbon as the company‘s logo. It is to accompaany the

brandname as the linguistic emblem. It could be seen at the central top side.

3. The Structure of Multimodal Ideational of “Elvive Total Repair” advertisement

The structure of Multimodal ideational of visual Text of ―Elvive Total Repair‖ advertisement consists of Setting, Accompaniment and Phenomenon, and call and visit information. The structure of multimodal ideational seen in data 4

a. Setting

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Accompaniment explains about the colour of the product Elvive Total Repair. The colour of the bottle of Shampoo is white with the red of cover

c. Phenomenon

Phenomenon shows about the product ―Brand‖ hair care. Total Repair 5 Repairing Shampoo helps fight against the five visible signs of damaged hair - Hair fall, dryness, roughness, dullness and split ends without weighing it down. Day after day, your hair is: 1.Strong 2. Supple 3.Smooth 4.Shiny 5.Protected Tips.

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Data 5: Recital Preference

Lead

Emblem (visual)

PrimaryAnnouncement

Taq

Enhancer

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primary announcement ―New recital preference, fade resistant high shine hair

colour‖, secondary announcement ―high shine colour for keeps, fight the fade

with‖,enhancer ―high resistance colorants look into the hair for longer‖, ―with our

new high conditioner, your colour and shine won‘t fade for up to six weeks‖, ―28

exceptional colour to choose from created by L‘Oreal Laboratories selected by Christophe Robin Creative Colourist Director‖, ―Because you are worth it‖, lingusticemble ―Worldwide n*1 for hair colour‖, tag ―because you‘re worth it‖,

―Charlize theron, Oscar winning actress is wearing L‘Oreal Paris Preffence Oslo

9‖, call and visit information ―for advice on application go to

www.lorealparis.com‖.

a. Enhancer

High resistance colorants Look Into the hair for longer

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28 exceptional colours to choose from created by

L‘oreal Laboratories

Selected by Christophe Robin Creative Colourist Director

Goal Material process Actor

Because You are Worth it

Attribute b. Emblem

Visual emblem image component of the ―Recital Preference‖

advertisement show a sun as the company‘s logo. It is to accompany the brand

name as the linguistic emblem. It could be seen at the top left side. c. Tag

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Because You Are Worth it Carrier Relational: Attributive: Intensive

process

Attribute

Charlizetheron, Oscar winning actress

Is wearing L‘oreal Paris Preffence Oslo 9

Actor material Goal

d. Call and visit information

For advice on application Go to www.lorealparis.com Circumstance:cause:purpose Material process Goal

There are three elements that found in this advertisement, they are in the lead ―New Recital Preference‖ ad is the most salient image and display

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―New Recital Preference‖ advertisement show three small cicle as the company‘s

logo.‖ .

The lead ―New Recital Preference‖ ad is the most salient image

because it is or should be the main focus of attention that that attracts the viewers or the one that viewers give to the advertisement. It is constructed by smaller elements categories as the Locus of attention (LoA), which is the most salient item or items in the lead: 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 modal face named :Charlize Theron, showing locus in order to take the attention of the customer in focusing to the beautiful and long hair, it is the effect of use the New Recital Preference. So, she is to be Oscar winning actress is wearing L‘Oreal Paris Preference Oslo 9.

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this product is Explicit because the picture shows about the tangible object or the real picture of product..

Figure 4.10. Hair ColourAdverisement

c. Emblem

Visual emblem image component of the ―New Recital Preference‖

advertisement show three small cicle as the company‘s logo. It is to accompaany

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3. The Structure of Multimodal Ideational of “New Recital Preference” advertisement

The structure of Multimodal ideational of visual Text of ―New Recital

Preference‖ advertisement consists of Setting, Accompaniment and Phenomenon,

Call and Visit information. The structure of multimodal ideational seen in Data 5

a. Setting

Setting explains about the colour. The setting of this picture explains the background that shows the colour of the advertisement, as the combination of colour shows black and white. The basic is black. The setting of the picture explains the background that shows the linguistic text is white.

Accompaniment explains about the colour of the product New Recital Preference. It availables 28 exceptional colours to created by L‘oreal selected by Christophe choose from Laboratories Robin Creative Colourist Director

c. Phenomenon

Phenomenen shows about the product ―New Recital Preference‖ hair

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For advice on application go to website: www.l‘orealparis.com

Data 6 : New Voluminous Million Lashes

Lead

Emblem (visual)

Linguistic Emblem Tag

Taq

Enhancer

Display

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There are four elements that found in this advertisement, they are in the

primary announcement ―New Voluminious Million Lashes‖, secondary

announcement ―Millionize, your lashes! Lashes look so multiplied, so clean, like

never before!‖, enhancer ―millionizer brush a remover of bristles for a multitude of lashes‖, emble ―L‘Oreal Paris‖, tag ―lashe boosting serum‖.

a. Announcement

―Millionize‖

your lashes

Look So multiplied, so clean,

Millionizer Brush A remover of

bristles

For a multitude of lashes

Actor Material process Goal circumstance :

cause: purpose

c. Emblem

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d. Taq

Lashes Boosting Serum

Actor Material process Goal

There are three elements that found in this advertisement, they are in the lead ―NewVoluminous Million Lashes‖ ad is the most salient image, display

―Congruent and explicit‖ and emblem ―Visual emblem is image component of the

―NewVoluminous Million Lashes‖ advertisement show a thick brush as the

company‘s logo‖.

1. Lead Locus Attention

The lead ―New Voluminous Million Lashes‖ ad is the most salient

image because it is or should be the main focus of attention that that attracts the viewers or the one that viewers give to the advertisement. It is constructed by smaller elements categories as the Locus of attention (LoA), which is the most salient item or items in the lead: 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 modal face

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this product is Explisit because the picture shows about the tangible object or real product.

Figure 4.12. Mascara Advertisement c. Emblem

Visual emblem image component of the ―New Voluminous Million

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3. The Structure of Multimodal Ideational of “NewVoluminous Million

Lashes” advertisement

The structure of Multimodal ideational of visual Text of ―NewVoluminous

Million Lashes‖ advertisement consists of Setting, Accompaniment and Phenomenon. The structure of multimodal ideational seen in Data 6

a. Setting

Setting explains about the colour. The setting of this picture explains the background that shows the colour of the advertisement, as the combination of colour shows black and yellow. The basic is black. The setting of the picture explains the background that shows the linguistic text is white and yellow. It based in the one colour of the products.

Accompaniment explains about the colour of the product NewVoluminous Million Lashes. The colour is black. The Millionizer Brush has a multitude of bristles which separate lashes for a fanned-out effect.

c. Phenomenon

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no clumps. It leaves the brush coated with just the right amount of formula to achieve a volumized appearance with no overload and no clumps.

zData 7 : True match

Lead

SecondaryAnnouncement

Taq Enhancer

Display

Call and visit information

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primary announcement ―The Perfect Complexion is born in Complete Harmony

with Tone & Texture ‖, secondary announcement ―True Match two-way powder foundation ‖, enhancer ―Onlymy true match stays true to my comlexion‖, ―No

matter what the day is like‖, emble ―L‘Oreal Paris‖, tag ―Aishwarya Rai‘s true is

not nude magic‖, call and visit information ―www.l‘orealparis.com‖.

a. Announcement

The perfect complexion Is born In complete harmony

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c. Emblem

Carrier Relational: Attributive: Intensive process Attribute

d. Tag

AishwaryaRai‘s true

match

Is not nude

magic Carrier Relational: Attributive: Intensive process Attribute

www.l‘orealparis.com

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There are two elements that found in this advertisement, they are in the lead ―True Match‖ ad is the most salient image and display ―Congruent and

explicit‖

The lead ―True Match‖ ad is the most salient image because it is or

should be the main focus of attention that that attracts the viewers or the one that viewers give to the advertisement. It is constructed by smaller elements categoriesed as the Locus of attention (LoA), which is the most salient item or items in the lead: 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 modal face named: Aishwarya Rai, showing locus in order to take the attention of the customer in focusing to the smooth and bright face, it is the effect of use the true match.

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this product is Explicitbecause the picture shows about the tangible object or real product.

Figure 4.14. Powder Advertisement

3. The Structure of Multimodal Ideational of “True Match” advertisement

The structure of Multimodal ideational of visual Text of ―True Match‖

advertisement consists of Setting, Accompaniment, Phenomenon, Call and Visit Information. The structure of multimodal ideational seen in Data 7

a. Setting

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The new formula contains 3 new shade enhancers for shade matching precision. Skin perfecting pigments and the ultra gliding creamy texture give a homogeneous finish. Even better colour matching, and more luminous and radiant skin than before. Even longer wear and better comfort. all you see is your skin at it is best.

c. Phenomenon

Phenomenon shows about the product ―‖ powder. True Match Cream Powder is a compact powder which allows you to achieve a flawless-looking complexion without caking. The micro- fine pigments means you can apply a single translucent layer to even your complexion or you can build up more coverage to cover imperfections

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Data 8 : Liquid Foundation Revolutionzed

Lead

Linguistic Emblem

Tag Taq

Primary Announcement Taq

Enhancer

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1. Linguistic Elements

There are four elements that found in this advertisement, they are in the

primary announcement ―Liquid Foundation Revolutionized‖, secondary

announcement ―Build luminous coverage in a tap ‖,enhancer ―tap on a little for a

fresh natural glow‖, ―tap on a little for a newlevel of luminous‖, ―coverage build

your very own look‖, ―Build luminous coverage in a tap, emble ―L‘Oreal Paris‖,

tag ―New liquid infused cushion‖.

a.Primary Announcement

Liquid foundation Revolutionized

Actor Material process

Build Luminous coverage In a tap

Material process Goal Circumstance : Manner:

means b. Enhancer

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Material process Goal Circumstance: cause : purpose

Tap on a little for a new level of luminous Material process Goal Circumstance: cause : purpose

Coverage Build Your very own look

Actor Material Process Goal

Build Luminous coverage In a tap

Material process Goal Circumstance : Manner:

means

c. Tag

New liquid Infused Cushion

There are three elements that found in this advertisement, they are in the lead ―Liquid Foundation Revolutionzed‖ ad is the most salient image, display

―Congruent and explicit‖ and Visual emblem image component of the ―Liquid

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The lead ―Liquid Foundation Revolutionzed‖ ad is the most salient

image because it is or should be the main focus of attention that that attracts the viewers or the one that viewers give to the advertisement. It is constructed by smaller elements categories as the Locus of attention (LoA), which is the most salient item or items in the lead: 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, showing locus in order to take the attention of the customer in focusing to match

your skin‘s tone and undertone so make your skin to be Fresh, Natural &

Luminous.

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Figure 4.16. Foundation Advertisement c. Emblem

Visual emblem image component of the ―Liquid Foundation

revolutionized‖ advertisement show a flower as the company‘s logo. Cushion is

the brand name of the product. It could be seen at the top right side.

Figure 4.17.Foundation Colour.

3. The Structure of Multimodal Ideational of “Liquid Foundation

revolutionized” advertisement

The structure of Multimodal ideational of visual Text of ―Liquid

Foundation revolutionized‖ advertisement consists of Setting, Accompaniment

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a. Setting

Setting explains about the colour. The setting of this picture explains the background that shows the colour of the advertisement, as the combination of colour shows white and brown. The basic is white. The setting of the picture explains the background that shows the linguistic text is black.

Accompaniment explains about the shades of the product Liquid Foundation revolutionized. It availables in 8 true-to-skin shades. It is Formulated

with Precise Match™ Technology to match your skin‘s tone and undertone. It

consists of three steps. First step: gently press applicator into foundation cushion. Second step: tap onto skin to deliver the perfect dose of foundation. Third step: build to desired coverage level.

c. Phenomenon

Liquid Foundation revolutionized build luminous coverage in a tap.

Introducing new True Match™ Lumi Cushion, a liquid foundation infused in an

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Data 9 :ColourInfalliable

Lead

Emblem (visual)

Linguistic Emblem Primary Announcement

Taq

SecondaryAnnouncement

Taq

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There are three elements that found in this advertisement, they are in the

primary announcement ―I am not infalliable but my eye shadow is‖, ―But my eye

shadow is‖ secondary announcement ―Make a lasting impression without batting

an eye‖, emble ―L‘Oreal Paris‖, tag ―For the 1st time L‘Oreal Paris introduces an

ultra intense colour that lasts from day till dawn‖, that lasts from day till dawn‖,

―Frelda Printo wears shade 009 : Permanent Khaki‖.

a. Primary Announcement

I am not infallible But my eye shadow is

Actor Material process

But my eye shadow Is

Carrier Relational: Attributive: Identifying process

Make a lasting

impression

Without batting an eye

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c. Emblem

Carrier Relational: Attributive: Intensive process Attribute

d. Taq

For the 1st time L‘oreal

Paris

Introduces An ultra intensecolour that lasts from day till dawn

That Lasts From day till dawn

Relational: attributive: circumstantial process

attribute

FreldaPrinto Wears Shade 009 : Permanent

Khaki

There are two elements that found in this advertisement, they are in the lead ―ColourInfalliable‖ ad is the most salient image, and display ―Congruent

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a. Lead Locus Attention

The lead ―Colour Infalliable‖ ad is the most salient image because it is

or should be the main focus of attention that that attracts the viewers or the one that viewers give to the advertisement. It is constructed by smaller elements categories as the Locus of attention (LoA), which is the most salient item or items in the lead: 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 :FreldaPrinto, showing locus in order to take the attention of the customer in focusing to the beautiful eyes, it is the effect of use the Colour Infalliable.

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this product is Explisit because the picture shows about the tangible object or real product.

Figure 4.19.eye shadows advertisementt

3. The Structure of Multimodal Ideational of “Colour Infalliable”

advertisement

The structure of Multimodal ideational of visual Text of ―Colour

Infalliable‖ advertisement consists of Setting, Accompaniment and Phenomenon..

The structure of multimodal ideational seen in data 9

a. Setting

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Accompaniment explains about the shades of the product Colour Infalliable. it consists of a symphony of 10 shades specifically chosen by our makeup designers. Create an infinite number of looks— from, minimalist to the most sophisticated and shouldering look.

c. Phenomenon

Colour Infalliable creates colorful eye make-up looks with the range of eye shadows from bright to natural shades. It can play with monos or mix two, three or more shades and invent a multitude of combinations.

Data 10 : Nail Colour Riche

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primary announcement ―New colour nail colour‖, secondary announcement ―Our

1st gel inside nail polish irreplaceable richness and shine ‖, enhancer ―It is my colour rishe no. 570, emble ―L‘Oreal Paris‖, tag ―27 fashion shades‖, and call and visit information ―www.l‘orealparis.ca02012 L‘Oreal Canad‖

a. Enhancer

It Is My colourrishe no. 570

Token Relational process Identifying

b. Emblem

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c. Tag

27 fashion shades Attribute

D. Call and visit information

www.l‘orealparis.ca02012 L‘Oreal Canada

Circumstance : locative : spatial

There are two elements that found in this advertisement, they are in the lead meaning potential, that is many is termed as it is interpersonally most salient, and display ―Congruent and explicit‖.

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meaning potential, that is many possible meaning come from the lead. Interpreted independently of the Announcement, enhancer, display and emblem, the lead is figuratively an efflorescence of meaning.

this product is Explicit because the picture shows about the tangible object.

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3. The Structure of Multimodal Ideational of “Nail Colour Riche”

advertisement

The structure of Multimodal ideational of visual Text of ―Nail Colour

Riche‖ advertisement consists of Setting, Accompaniment, Phenomenon and call

and visit information. The structure of multimodal ideational seen in data10.

a. Setting Riche. The colour is Intense Colour Ultra-finely dispersed pigments provide unparalleled coverage and hi-fidelity colour intensity. Luxurious Shine Innovative formula with crystal acrylics add intense clarity to magnify shine. 10-DAY WEAR Durable film-forming polymers create glass-like clarity with 10-day resiliency.

c. Phenomenon

Nail Colour Riche is a unique formula that delivers rich colour and shine with up to 10-day wear. Available in a luxurious spectrum of must-have shades

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patented brush for smooth and even application. When used with Colour Riche is One Stop Base coat and Top of the Line top coat.

a. website :Lorealparis.com

b. call number 02012L‘Oreal Canada

4.1.2 How visual elements and the ideational functions represented in the messages of advertisement.

Visual is represented by images.The visual images consist of three elements. They are lead, display and visual emblem which are found in cosmetic advertisements. First, Lead is displayed in the size, position and/ or colour which should have the potential to create an impression and meaning for the user.Cosmetic advertisements show colourful images to interest customers. Second, display is visualization of product or service in the advertisement. Some of advertisements show the real products or 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. Third, visual emblem is visually realized through the advertised product logos of the product.

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CHAPTER V

CONCLUSIONS AND SUGGESTIONS

This chapter has a conclusion and a suggestion. The conclusion contains main findings as an answer of the research problem which is proposed on background chapter. The suggestion correlates with the research findings in the next research about the interpersonal and textual metafunctions analysis of multimodal.

5.1 Conclusions

1. Visual is represented by images.The visual images consist of three elements. They are lead 10 (38,46%), display 10 (38,46%) and visual emblem 6 (23,08%) which are found in cosmetic advertisements.Lead and display are dominant in visual elements. They take 38,46% from total visual elements. Linguistic is represented by text. The linguistic elements consist of five elements. They are announcement 11 (17,74%), enhancer 22 (35,48), linguistic emblem 10 (16,13%), tag 13 (20,97%), call and visit information 6 (9,68%) which are found in cosmetic advertisements.. The dominant linguistic is enhancer. It takes 35,48% from total linguistic elements.

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potential message that it is said by advertiser. it can be shown through dominant processes were carried by them, such the following : the dominant ideational function in L‘Oreal Paris advertisement were material. It takes 67,24 % from total linguistic of ideational function.

5.2 Suggestions

1. This research about the analysis advertisement of generic structure of potential and the research uses the multimodal components (verbal and non verbal). It is suggested for the further researcher to use the other theory about multimodal in order to make the next research could give larger and kind of interpretation of the advertisement. The next research is also could give a written meaning of the advertisement.

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Table 4.1. The Classification of Ideational Metafunction

No Products Ideational Metafunction

Material Mental Relational Verbal Behavioural Existential

1. Glam Shine 6 √ √

2. New

MagicsmoothSo uffle

√ √

3. White Perfect

Pearl √ √ √

4. Elvive Total

Repair √ √

5. Recital

Preference √ √ √

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Voluminous Million Lashes

√ √ √

7. True Match √ √

8. Liquid

Foundation Revolutionized

√

9. ColourInfalliabl e

√ √

10. Nail Colour Riche

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Table 4.2 Multimodal Analysis of the Linguistic and

Visual Elements of Generic Structure of Potential (GSP)

No Products Linguistic Visual

Announcement Enhancer Emblem Tag Call and visit information

Lead Display Emblem

1. Glam Shine 6 √ √ √ √ √ √ √ -

2. New

MagicsmoothSouffle √ √ √ √ √ √ √ -

3. White Perfect Pearl

√ √ √ √ √ √ √ √

4. Elvive Total Repair

√ √ √ √ √ √ √ √

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6. New Voluminous

Million Lashes √ √ √ √ - √ √ √

7. True Match √ √ √ √ √ √ √ -

8. Liquid Foundation

Revolutionized √ √ √ √ √ √ √ √

9. ColourInfalliable √ √ √ √ - √ √ √

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Table 4.3. The Classification of Ideational Metafunction

No Products Ideational Metafunction

Material Mental Relational Verbal Behavioural Existential

1. Glam Shine 6 6 - - - - -

2. New

MagicsmoothSo uffle

5 1 2 - - -

3. White Perfect

Pearl 4 1 1 - - -

4. Elvive Total

Repair 6 1 - - - -

5. Recital

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Table 4.4. Multimodal Analysis of the Linguistic and Visual Elements of Generic Structure of Potential (GSP)

No Products Linguistic Visual

Announcement Enhancer Emblem Tag Call and visit information

Lead Display Emblem

1. Glam Shine 6 2 1 1 1 1 1 1 -

2. New

MagicsmoothSouffle 1 2 2 3 1 1 1 -

3. White Perfect Pearl 2 2 2 1 1 1 1 1

4. Elvive Total Repair 1 4 2 1 1 1 1 1

5. Recital Preference 2 4 2 2 1 1 1

6. New Voluminous

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7. True Match 2 2 1 1 1 1 1 -- 8. Liquid Foundation

Revolutionized 2 4 1 1 3 1 1 1

9. ColourInfalliable 2 1 2 3 - 1 1 1

10. Nail Colour Riche 1 2 2 1 1 1 1 1

Total 11 22 10 13 6 10 10 6

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4. 2 Findings

After analyzing the data deliberately, there are some findings found. The findings of the research are as follow:

1. In the finding the research finds the elements of visual and linguistic elements. It represents the process of generic structure of potential (GSP). In the visual elements consist of 10 Lead (38,46%), 10 Display (38,46%) and 6 Emblem (23,08%). The totals of visual elements are 26. There are four advertisements have no emblem, there are Glam shine 6, New Magic smooth Souffle, Recital Preference and True Match. It means that are no logos of advertisements.