Modality Used in Beauty Product Advertisements on Instagram Caption

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.