Abstract:
This thesis deals with multimodal discourse analysis which concerns on the
analysis of printed advertisements of electronic devices in Jawa Pos newspaper. The
purpose of this study is to investigate the ideational meaning of some printed
advertisements. It is conducted to reveal the Generic Structure Potential of a print
advertisement (GSP). The investigation is based on Halliday’s (1994) Systemic
Functional Linguistics and Cheong’s (2004) Generic Structure Potential of a print
advertisement (GSP). These theories are as the main tools in analyzing the data to
construe the messages of printed advertisements. Halliday’s (1994) transitivity is
used to analyze the texts in the linguistic elements, whereas Cheong’s (2004) concept
is used to reveal the GSP of the advertisements analyzed.
The basis of this research is descriptive and interpretative. These methods of
analysis are applied on qualitative data through documentary (bibliographical)
technique as the method of collecting data. Next, the data of this research are the
printed advertisements taken from Jawa Pos newspaper. In analyzing the data, they
are classified into two parts: visual and linguistic elements.
The finding of this thesis firstly proves that visual elements used in the printed
advertisements are Lead, Emblem and Display. Secondly, it proves that linguistic
elements always used are Announcement and Emblem (Brand name). Next, this study
also uncovers that between visual and linguistic elements of printed advertisement are
interconnected in order to construe the intended meaning of the advertiser.
