Modality Used in Beauty Product Advertisements on Instagram Caption

Sari, Indri Eka (2019) Modality Used in Beauty Product Advertisements on Instagram Caption. Masters thesis, UNIMED.

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Abstract

This research deals with Modality in Beauty Product Advertisements on Instagram caption. The objectives of this research were: 1) to find out the types of modality used in beauty product advertisements on Instagram caption, 2) to describe the process of modality, and 3) to explain the reasons of modality occurred in the way they are. This research was conducted in descriptive qualitative research. The data were obtained from Instagram, there were 30 clauses consisting of modality in the caption of beauty product advertisements below product posts in Instagram official account of three local brands of beauty product, namely Emina, Pixy and Make Over and the source of data were taken from online advertisements on Instagram. The instrument of data was used documentary sheet. The data were analyzed through interactive model by Miles, Huberman, and Saldana. The finding showed that 1) four types of modality used in beauty product advertisements included of 37% for Epistemic, 33% for Dynamic, 27% for Deontic, and 3% for Boulomaic, Epistemic modality was mostly used in this study to show the possibility of the writer’s degree of force or certainty concerning his opinion of the product, 2) process of modality in beauty product advertisements realized 74% of modal auxiliary verbs, 6% of adverbs, and included 20% of modality combination as the new finding. Modal auxiliary verbs frequently used in Instagram caption of beauty product advertisements, 3) the reasons of modality realized in beauty product advertisements divided in modalization and modulation meaning, it was found 73% of modalization and 27% of modulation. Modalization commonly expressed to show the probability and usuality of the writer’s confidence about the accuracy of statement in advertisement with the product applied by the customer.

Item Type: Thesis (Masters)
Contributors:
ContributionNameNIDN/NIDK
Thesis advisorPulungan, Anni Holilanidn0022057001
Thesis advisorHusein, Rahmadnidn0029066204
Call Number: 808.803.556 Sar m
Keywords: modality; beauty product advertisement; Instagram caption
Subjects: P Language and Literature > P Philology. Linguistics > P87 Communication. Mass media
P Language and Literature > PN Literature (General) > PN0080 Criticism
P Language and Literature > PN Literature (General) > PN1993 Motion Pictures
P Language and Literature > PN Literature (General) > PN4699 Journalism. The periodical press, etc.
Divisions: Program Pasca Sarjana > Linguistik Terapan Bahasa Inggris
Depositing User: Mrs Catur Dedek Khadijah
Date Deposited: 26 Mar 2020 02:03
URI: http://digilib.unimed.ac.id/id/eprint/39046

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