OF THE

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THE IDEOLOGY AND THE IDEATIONAL MEANING PROCESSES BEHIND THE ADVERTISEMENTS OF COSMOPOLITAN

MAGAZINE'

Cicilia San Sau

²^,

Heny Hartono, and Angclika Riyandari3

Abstral'l: This sllIdy Iried to r('\'eal the ideology and the process of ideational lIIeaning hehilld the alhertisemellts foulld in a female maga:i,,(', Cosmopolitan. rhe ClIICl~l'sis of ideology \l'as hased on four basic assulllptions. rhey are beall(v, prestige, health and others.

/n ana~ld"g the processes of the ideational meaning, the \l'riterllsed Hallida.!· theolJ' that discllsses ahollt six types of proce.ues. They are material (doing/e"ellt) process. mental (thinking/ sensing/ feeli"g) process. relt1tiOllal (attriblltirel idelltifying) process, behavioral process. I·erhal process and existelllial process. rhe resllits show that the adl't'rtisements are dOllli"ated hy beauty ideology (45.5%) and relational process (41.4%). Based Oil the reslllt, it is clear that as a ./i.'male lIIaga:ine. C oSlIIopolitan presents ac/l'ertiselllL'lIts Ihal olfer beawrprodllcts/ sen·ices. A!orem'el; relational pron'.u (icl(,lI/~ryillg)

is IIsee/lllore "ecelllse the proe/llcer Cllld Ihe cull'erlis('/' cwe Clware Ihat they cCll/nol cOlllpel Ihe COIISllll1erS to I,,~I' the prodliCISI sen'ices offeree/. The /lse of'he process is aimed In sho\\' Ihe prodllcts/services thai will raise Ihe cllriositl· o( II/e COII.\'IIlIIerS und IV per.mac/e Ihe COIlSlmlers 10 huy the proc/llct.\·/~('I"iCL'S.

Key word.~: Ae/"erti.H'lIIt'nt:\· tl'xls. ideology. processes o/icleCltiollal 1II('lIlIing. trcl1lSilil'i~I' SYSI(,11I,

This article is ^;1development of the thesis defended at the Faculty of L.etters.

Soegijapranata Catholic Vni vcrsity. Scmarang.

C('cilia San San, S.S. <ceciliasansan(ayahoo.com> is an alumnae of thc Faculty of Letters. Socgijapnmata Semarang and currently an education stall';lt the Centre for Language Training Soegij;lpranata Catholic University.

SeJ1larang

Angl'lika Riyandari, S.S, M.A.' gllen2ike(c/ yahoo.com· ;md lI('n~·II;1rt()n().

S.S, M.Pd . ..::henyhartono(Cl,yahoo.conp arc lecturers of the Faculty of Letters.

Soegijapranata Catholic University. Semamng

Perpustakaan Unika

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C Sansan, H. Hartono and A. Riyandari, Ideology and Ideational Meaning 187

they can increase people's prestige. Products/ services that are offered through the magazine and can raise people's prestige are jewelry, car, and mobile phone.

BmLIOGRAPHY

Butt, David. el.al. "Using Functional Grammar". Sydney: Macquarie University, 2000.

Chaney, David. "Lifestyles". In Lifestyles: Sebuah Pengantar KomprehansiJ.

Edited by Idy Subandy Ibrahim. Yogyakarta: Jalasutra, 1996.

Eggins, Suzane. "An Introduction to Systemic Functional Linguistics". London:

Pinter Publisher, 1994.

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Fairclough, Norman. "Language and Power". London & New York: Longman, 1989.

_ _ . "Critical discourse analysis:the critical study of language".

London:Longman, 1995.

Halliday, M.A.K. "An Introduction to Functional Grammar". London: Edward Arnold, 1994.

Ibrahim, I.S. and Hanif Suranto .eds. "Wanita dan Media: Konstruksi Ideologi Gender dalam Ruang Publik Orde Baru". Bandung: Rosda, 1998.

Jefkins, F. "Advertising Third Edition". London: ME Handbook, 1994.

Leiliyanti, E. "Konstruksi Identitas Perempuan dalam Majalah Cosmopolitan Indonesia". In Jurnal Perempuan untuk Pencerahan dan Keselarasan.

2003: 28,69-83.

Martin, J.R. and David Rose. "Working with Discourse". Sydney and Hong Kong:

The State University ofSemarang, 200 I.

Nur R., T.H. "Stereotipe dan Komoditas Perempuan dalam Iklan". In Jurnai Perempuan untukPencerahan dan Keselarasan. 2003: 28, 119-128.

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Volume 7, Number 2, December 2007: 175 - 188

APPENDIX

Transitivity System

Pr: material; +Actor; (+Goal) (+Range) (+Beneficiary)

Pr: mental; +Senser; +Phenomenon

Pr: verbal; +Sayer; (+Receiver) (+Verbiage)

Pr: behavioural; +Behaver; (+Behaviour) (+Phenomenon)

Pr: existential; +Existent

Pr: identifYing; +Token; +Value

Pr: attributive; +Carrier; +Attribute

+Circumstance

"--+ ... I_n_o_t --'