MULTIMODAL ANALYSIS OF CIGARETTE ADVERTISEMENT TEXTS
A Thesis
Submitted to the English Applied Linguistics Department, State University of Medan, in partial Fulfillment of the Requirements for The
Master Degree
NARDUS LILIANA L. TOBING Registration Number: 8116111015
ENGLISH APPLIED LINGUISTICS STUDY PROGRAM
POSTGRADUATE SCHOOL STATE UNIVERSITY OF MEDAN
iii ABSTRACT
Lumbantobing, Nardus. Registeration Number: 8116111015. Multimodal Analysis of Cigarette Advertisement Texts. A Thesis. English Applied Linguistics Study Program. Postgraduate School, State university of Medan 2014
iv ABSTRAK
Lumbantobing, Nardus. NIM : 8116111015. Analisis Multimodal Pada Teks Iklan Rokok. Tesis. Linguistik Terapan Bahasa Inggris. Program Studi Pascasarjana Unimed. 2014.
i
ACKNOWLEDGEMENTS
With the blessing of God, first and foremost, the writer would like to express
her greatest gratitude to Jesus Christ, the Almighty that has given her the ability,
health, and safety to finalize this thesis completely.
In particular, the writer would like to express her deepest appreciation to her
consultant, Prof. Amrin Saragih, M.A, Ph.D. as the first advisor and to Dr. Siti
Aisyah Ginting, M.Pd. as the second advisor, who in their own distinct way keeps
assisting and supporting her to finish her study. Their unflagging encouragement,
advice, bright ideas, and friendly approach have had a great influence in the
completion of this thesis.
The writer would like to record his gratefully acknowledge to Prof. Dr. Busmin
Gurning, M.Pd as the Head of English Applied Linguistics, Dr. Sri Minda Murni,
M.S. as the Secretary of English Applied Linguistics in UNIMED. The writer also
would like to express her gratitude expression to the reviewers and examiners in
examinations; Prof. Dr. Busmin Gurning, M.Pd, Prof, Dr. Zainuddin, M. Hum, Dr.
Edi Setia, M. Ed., TESP. right from Proposal Seminar up to Green Table
Examination. God bless them.
The writer also would like to thank to all lecturers of the English Applied
Linguistics postgraduate school in UNIMED for their valuable knowledge and
guidance given during her academic years.
Her deepest love and gratitude will forever and ever be deep inside her heart
ii
who have given the love, care, prayers, advice, and strong support in finishing her
education, and her beloved only brother, Johan Christian Lumbantobing S.S, for the
endless spirit.
Her special thanks are extended to Hulman Marbun, SPd. for the help, spirit,
and advice. It also goes to Priska Sandi Sinurat, Mariana Saragih, and Loridel
Simamora. Thank you for the best friendship and wish all the best in the career. It
goes as well to all of my classmates in LTBI regular class A intake XX, specially to
k’Febri, k’Cory, k’Saurma, Devi, Niswa, and Vidya. Wish we are on the top of our
major.
She also would like to express her gratitude, especially to all IOM
(International Organization for Migration) staffs and teachers (k’Ira, k’Amel, k’Dina
b’Andry, and b’Henry) for the understanding in terms of the schedule. My thank goes
as well to all my migrant students in IOM (Mehbobe, Fatima, Payman, Nawid, Musa,
Shahchaman, Assadullah and etc.) for the understanding of my being absence due to
this thesis completion. Damayanti, Pak Anwar, Pak Mul, and B’Rudi in Analisa,
thanks for the cooperation.
May God Bless Us in all walks of life.
Medan, 4 April 2014
The Writer
Nardus Liliana Lumbantobing
v
TABLE OF CONTENTS
Page
ACKNOWLEDGEMENT ...
i
ABSTRACT ...
iii
ABSTRAK ...
iv
TABLE OF CONTENTS ...
v
LIST OF TABLE ...
vii
LIST OF FIGURE ... viii
LIST OF A APPENDIX ...
ix
CHAPTER I INTRODUCTION
1.1 The Background of the Study ...
1
1.2 The Problem of the Study ...
5
1.3 The Objectives of the Study ...
5
1.4. The Scope of the Study ...
5
1.5. The Significance of the Study ...
6
CHAPTER II REVIEW OF LITERATURE
2.1 Systemic Functional Grammar ...
7
2.2 Metafunctions ...
8
2.2.1 Ideational Metafunction...
9
2.2.1.1 Material Process ...
11
vi
2.2.1.3 Relational Process ...
12
2.2.1.4 Verbal Process...
13
2.2.1.5 Behavioral Process ...
13
2.2.1.6 Existential process ...
14
2.2.2 Interpersonal metafunction ...
14
2.2.2.1 Types of Mood ...
16
2.2.2.2 Declarative ...
16
2.2.2.3 Polar Interrogative ...
17
2.2.2.4 Tagged Declarative ...
17
2.2.2.5 WH-interrogative ...
18
2.2.2.6 Exclamative ...
19
2.2.2.7 Imperative ...
20
2.2.3 Textual metafunction ...
21
2.2.3.1 Theme and Rheme ...
21
2.3 Multimodal ...
22
2.3.1Generic structure potential of a print advertisement ...
23
2.3.1.1Lead ...
24
2.3.1.2 Display ...
25
2.3.1.3 The Emblem, the Announcement and the Enhancer ...
26
2.3.1.4 The Tag and Call-and- Visit Information ...
27
2.3.2 Strategies for Meaning Making in a multi-semiotic text ...
30
2.4 Non verbal communication ...
30
vii
2.5.1 Advertisement in Magazines ...
34
2.5.2 Cigarette Advertisement ...
35
2.6 Relevant studies ...
36
CHAPTER III RESEARCH METHOD
3.1. Research Design ...
38
3.2 The Data and the Source of Data ...
39
3.3. Technique of Data Collection ...
39
3.4. Technique of data Analysis ...
40
3.5. Trustworthiness of the study ...
40
CHAPTER IV DATA ANALYSIS
4.1. The Data ...
42
4.2. The Data Analysis ...
42
4.3 Findings ...
73
4.4 Discussion ...
74
CHAPTER V CONCLUSION AND SUGGESTION
5.1. Conclusion ...
77
5.2. Suggestion ...
78
REFERENCES ...
80
vii
LIST OF TABLE
Page
Table 2.1 Metafunctions and their reflexes in the grammar ...
9
Table 2.2 Proposed generic structure of print advertisements ...
11
viii
LIST OF FIGURE
Page
Figure 2.1 Material Process. ...
11
...
Figure 2.2 Mental process ...
12
Figure 2.3 Relational Process ...
13
Figure 2.4 Verbal Process ...
13
Figure 2.5Behavioral Process ...
13
Figure 2.6 Existential Process ...
14
Figure 2.7 Types of Mood. ...
16
Figure 2.8 Subjects and Finite ...
17
Figure 2.9 Polar Interrogative...
17
Figure 2.10 Tagged Declarative ...
18
Figure 2.11 WH-interrogative ...
19
Figure 2.12 Exclamative ...
20
Figure 2.13 Theme and Rheme ...
22
Figure 2.14 The Display in a print advertisement ...
25
ix
LIST OF APPENDICES
APPENDICES
Page
Appendix A ...
83
Appendix B...
84
Appendix C...
85
Appendix D ...
86
Appendix E ...
87
Appendix F ...
89
Appendix G ...
90
1
CHAPTER I INTRODUCTION
1.1 The Background of the Study
Advertisements are found easily in our daily life nowadays. The advertising industry has evolved tremendously since ancient times and is still constantly changing as technology advances. Technology is a primary factor of many of the innovative advertising techniques and advancements in today's world. The use of technology has allowed advertising to enter every aspect of the consumers’ lives and to allow the capability to target the key audiences quickly and efficiently. There has also been much advancement with traditional forms of advertising which include television, radio, print, outdoor media, and other special advertising techniques. For most companies today, advertising plays a key role in the success of their company or campaign.
2
million per month interpreted that the advertisement made the audiences trust the benefit of the product Kuku Bima energy drink.
The differences of those interpretations are caused since the message of the advertisement is not shown explicitly, it is shown implicitly. The meaning or the message from some advertisement can be seen directly such as the advertisement of Dove shampoo. In its advertisement, either the picture or the statement expresses explicitly Dove’s function is to maintain and care healthy hair. In other hand, there are some advertisements which do not express their meaning and message directly, especially, cigarette advertisements in Indonesia. This is due to the Indonesian republic government regulation number 109 in 2012 on the security of materials containing addictive substances such as tobacco products for health. In verse26it is said that the government controls advertising of Tobacco products.
3
show children, adolescents, and/or pregnant women in the form of image sand/or text.
Properly, cigarette advertisers in addition to supporting and obeying the laws and legal regulation pertaining to cigarette advertising, undertake to extend and broaden the application of high ethical standard specifically in making cigarette advertisement will not knowingly create advertisement that contains false or misleading statement or exaggerations either visual or verbal. It can be seen from many cigarette advertisements nowadays which do not express persuasion to the consumer visually or verbally. For example, DJI SAM SOE advertisement describes a spirited young man who is playing drum with verbal text ‘KEBANGGAAN ATAS KARYA SEMPURNA’. DUNHILL MILD describes a ruler, cutter, and some pieces of cut paper with verbal text ‘FINE CUT FOR FINE TASTE’. Other example is A MILD advertisement describes two men who are skateboarding with verbal text ‘go ahead’.
Many viewers of the advertisement do not understand the meaning and message of the cigarette advertisement text. Istanto (1999) observed that A-Mild advertisement made people ask and guess about the meaning and message of that advertisement themselves. The picture of a Hockey keeper dressing completely with the attribute in creepy style followed by the written text “Kata Pacar Saya, Lebih Baik Main Bulutangkis” generates thousands of questions and thousand of
4
5
has to serve several representational and communicational requirements. The theoretical notion of ‘metafunction’ from the work of Michael Halliday is adopted for the semiotic landscape purpose. The three metafunctions are the ideational, the interpersonal and the textual.
From the explanation above, it can be understood that this research is necessary and interested because through the multimodal analysis the construction of verbal and non verbal in advertisement can be known due to its chosen colors, the position of a picture and the text in a picture.
1.1 The Problem of the Study
In relation to the background, the problems of this study are formulated as the following.
1. What meanings are realized in the cigarette advertisement texts? 2. How are the meanings coded verbally and non-verbally?
1.2 The Objectives of the Study
In line with the stated problems, the objectives of the study are 1. to analyze the meanings realized in the cigarette advertisement texts, and 2. to elaborate how the meanings are coded verbally and non-verbally.
1.4. The Scope of the Study
6
interpersonal function, and textual function and the generic structure potential of a print advertisement. However, this study will limit its scope in ideational function, interpersonal function, and the generic structure potential of a print advertisement in mild cigarette advertisement.
1.5. The Significance of the Study
Findings of the study are expected to be theoretically and practically relevant in some respects.
1. Theoretically, the findings are expected to extend and enrich the horizons of theories in multimodal studies. In addition, the findings can be relevant references for further studies of multimodal texts.
77
CHAPTER V
CONCLUSION AND SUGGESTION
5.1. Conclusion
After analyzing the data, conclusions are drawn as the following. 1. Cigarette advertisements don’t express explicitly their intention to suggest
people to smoke the cigarette either verbally or non-verbally due to government policy. However, the sole purpose of cigarette advertisements is to market their products. The meaning of cigarette advertisements either verbally or non-verbally persuade people that cigarette gives them pleasure, joy, and courage to be more creative. For example Marlboro Lights state “make your dream party come true”, A Mild state “reform attitude”, and Dji Sam Soe state “kebanggaan atas karya sempurna”.
2. The meanings of cigarette advertisements are coded verbally by using brief persuasive words which picture the sense of pleasure, togetherness, creativity, and great taste of life. Those linguistic items found in cigarette advertisements do not stink to smoking suggestion due to government policy and it is supported by its visual which picture people with their happiness, creativity, and enjoyment.
78
Announcement gives rise to some possible meanings. Then, from the juxtapositions the type of process of the advertisement is concluded. Those juxtapositions revealed that the meanings coded verbally support their visual.
4. Not all the advertisements have the generic structure of an advertisement as Yuen (in O’Halloran: 24) stated. Especially for Emblem, Enhancer, Tag, and Call and Visit Information, only some of the advertisements owe them.
Yet, Announcement or Lead and Displayed is showed in all the advertisement.
5. Verbal text and non verbal text are connected to construct the advertisers’ intention.
5.2. Suggestion
With reference to the conclusions, suggestions are staged as follow. 1. This study can be as the part of the study concerning to print advertisement. It
is suggested that further study interpret more widely and vary. It is expected to be able to uncover the message in a text through the analysis of culture context which cover the text.
2. Multimodal is a new study in linguistics. It is suggested to the experts or linguists to explore the study of Multimodal to widen the scope of understanding of the field.
79
80
REFERENCES
Afdjani, H. & Soemirat, S. 2000. Makna Iklan Televisi terhadap Iklan Televisi
Minuman “Versi Kolam Susu”. Jurnal Ilmu dan KomunikasiI, 8(1):96-110.
Altstiel, T. & Grow, J. 2006. Advertising Strategy. Singapore: sage.
Ary, D., Jacobs, L.C. & Razavieh, A. 1979. Introduction to Research in Education.
New York: Holt, Rinehart and Winston.
Barthel, D. 2000. Putting on Appearances : Gender and Advertising. California:
Sage.
Bogdan, R.C. & Bikley, S.K. 1992. Qualitative Research for Education: An
Introduction to Theory and Methods. Boston: Allyn and Bacon.
Creswell, J.W. 1998. Qualitative Inquiry and Research Design. California: Sage.
. 1994. Research Design: Qualitative, Quantitative, and Mixed Methods
Approaches. California: Sage.
Denzim, K. & Lincoln, Y.S. 2005. Qualitative Research (3
rded). California: Sage.
Fowler, R. 1986. Linguistic Criticism. Oxford: Oxford University.
Gerot, L. & Wignell, P. 1994. Making Sense of Functional Grammar. Sydney: Gerd
Stabler.
Goddard, A. 1998. The Language of Advertisement: written text. New York:
Routledge.
Gustafson, S. M. 2000. Eloquence is Power oratory and Performance in Early
America. California: The university of North Carolina.
Kress. G. & Leuween, T.V. 2006. Reading Images: The Grammar of Visual Design.
New York: Routledge.
Lemon, G. 2001. Fresh Horses. London: Oxford University.
81
Lopez, R. & Delgado, C. 2005. Spoken, Multilingual, Dialogue System. London:
U.K.
Halliday, M.A.K. 1978. Language as social semiotic: The social interpretation of
Language and Meaning. London: Edward Arnold.
. 1981. Advanced Language Learning. London: Edward Arnold.
. 1981. Linguistic Function and Literary Style: an inquiry into the
Language of William Golding’s the inheritors. In Freema (ed).
.1985. Spoken and Written Language. Geelong: Deakin University.
. 1994. An Introduction to Functional Grammar (2
nded). London:
Edward Arnold.
Halliday, M.A.K. & Hasan, R. 1985. Language, Context, and Text. London: Oxford
University.
Haig E. 2010. The influence of ideology on aspects of interpersonal meaning in a
radio news bulletin about youth crime : Studies in Media and Society. London:
Routledge
Harris, L. & Sheldon, E. 1962. English in Advertising. London: Routledge.
Miles, M.B. & Huberman, A.M. 1984. Qualitative Data Analysis: A sourcebook of
new Methods. California: Sage.
Halloran, O. 2004. Multimodal Discourse Analysis. London: Continuum.
O’Toole, F. 1994. The Language of Displayed Art. London: New Island Books.
Sheehan, K.B. 2004. Controversies in Contemporary Advertising. New Delhi: Sage.
Thompson, N. 2003. Communication and Langauge. New York: Palgrave Macmillan.
Wee. 1999. A Wee workship book: fourth incarnation. Glasgow: Wild Goose.
Wright, R. 2000. Advertising. London: Prentice Hall.
82
Peraturan pemerintah Republik Indonesia Nomor 109 Tahun 2012 tentang
Pengamanan Bahan yang Mengandung Produk Tembakau Bagi Kesehatan. 2012.
Jakarta.
http://en. Wikipedia.org/wiki/Tobacco advertising. Accessed on 15 April 2013.
Majalah Esquire, Edisi 66-Agustus 2012
Majalah Esquire, Edisi 70-Desember 2012
Majalah Esquire, Edisi 68-Oktober 2012
Majalah Esquire, Edisi 73-Maret 2013
Majalah Marketing, Edisi 02/XIII/Februari 2013
