MULTIMODAL ANALYSIS OF CIGARETTE ADVERTISEMENT TEXTS

The objectives of this descriptive qualitative research were to: (1) to analyze the meanings realized in the cigarette advertisement texts and (2) to elaborate how the meanings are coded verbally and non-verbally. The data were obtained from eight cigarette advertisements in magazines. They are Dunhill Mild, Marlboro Lights, A Mild, Dunhill Mild, Surya, A Mild, Dji Sam Soe Gold, and Dji Sam Soe. The result of the analysis show that (1) Cigarette advertisements do not express explicitly their intention to suggest people to smoke the cigarette either verbally or non-verbally due to government policy, (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 non-verbally, it is coded by visual which picture people with their happiness, creativity, and enjoyment, (3) In this study, there are some advertisements which their verbal text does not enter the same type of process with non-verbal text. It is indicated by the different type of process of their announcement with the lead. For instance, the Primary Announcement serves materials process while the lead serves mental process. The juxtaposition of the Lead and the Primary Announcement gives rise to some possible meanings. Then, from the juxtapositions the type of process of the advertisement is concluded, (4) the advertisements have their unique structure (Yuen: 2004), Not all the advertisements have the generic structure of an advertisement as Yuen (in OHalloran: 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 advertisements, and (5) Verbal text and non verbal text are connected to construct the advertisers intention.