CONSTRUING IDEATIONAL MEANING IN TEN ELECTRONIC DEVICES ADVERTISEMENTS IN JAWA POS: A SYSTEMIC FUNCTIONAL LINGUISTIC MULTIMODAL DISCOURSE ANALYSIS

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.