A MULTIMODAL ANALYSIS OF BEAUTY PRODUCT ADVERTISEMENTS IN INDONESIAN WOMEN’S MAGAZINES

As the development of technology, advertisers who use print media utilize image and text to achieve its economic goals. In trying to understand meaning within the advertisement, we should be able to read and interpret all the semiotic resources. This study was aimed at investigating: 1) the verbal and visual elements found in beauty product advertisements in Indonesian women’s magazine; 2) the realization of verbal and visual elements in beauty product advertisements with special focus on their conformability in presenting the advertised product; 3) the reason of the occurrence of verbal and visual elements in the way they are. This study was conducted in a qualitative research. The data were the multimodal clauses of 12 beauty products advertisements taken from three Indonesian women’s magazines, namely Femina, Cosmopolitan Indonesia and her world Indonesia which were published in March 2018 by using snowball sampling technique. In order to identify the verbal and visual elements, Cheong (2004) framework of generic structure advertisement was used as well as Halliday’s transitivity system and Kress and van Leeuwen’s representational function to discover the realization of both elements in confirming each other to represent the advertised product. The findings showed that 1) Display and Enhancer are found as the obligatory elements in beauty product advertisement; 2) the conformability between verbal and visual elements in beauty product advertisements is realized by the correspondence between relational process (54.5%) and classification process (53%) domination in introducing and showing the characteristics as well as qualities of the product; 3) There are 3 reasons which caused the occurrence of the multimodal in beauty product advertisements in the way they are, namely arena, participants’ characteristics and semantic domain.