MODALITY USED IN SHAMPOO ADVERTISEMENT

This study is about the used of modality in advertisement especially in shampoo advertisement. The objectives of this study are to analyze the types of modality in shampoo advertisement, how it is used or realized, and to investigate why it is used and the way it is. This study is designed in descriptive-qualitative research. The data of this study is the utterance in terms of modality and the source data is transcription of shampoo advertisement. The data were collected by downloading some videos of the advertisement from you tube and then transcription the video. There were 15 advertisements from 5 different brands of shampoo taken as the source of the data. The analysis of this study is done with Miles, Huberman, and Saldana (2014) which encompasses data condensation, data display, and verification drawing conclusion. The types of modality analyzed based on the types of modality proposed by M.A.K Halliday (1994). The finding in this study indicates that there were found only three types of modality used in shampoo advertisement from four types that already in the M.A.K Halliday theory, namely probability, usuality, and obligation. No inclination is found in the utterances of shampoo advertisement. In using the modality in the shampoo advertisement, the advertiser mostly use obligation as the most(52,30%). In conclusion, the advertiser used the modality as one of their strategy in marketing the product to be used by the consumer.