CONSTRUING THE CONCEPT OF BEAUTY IN TEN SELECTED BEAUTY PRODUCT ADVERTISING CAMPAIGNS IN MARIE CLAIRE MAGAZINE MARCH 2015 EDITION: A SYSTEMIC FUNCTIONAL MULTIMODAL DISCOURSE ANALYSIS

Abstract

This thesis deals with systemic functional multimodal discourse analysis which concerns on the analysis of ten beauty product advertising campaigns in Marie Claire the USA March 2015 edition. It is aimed at finding out the concept of ideal beauty on the selected advertising campaigns from different well-known brands. The investigation is based on Halliday‘s (1994) Systemic Functional Linguistics to analyze the linguistic elements, O‘Halloran (2008) Systemic Functional Multimodal Discourse Analysis, enhanced by Generic Structure Potential of print advertisement by Cheong (2004) that rooted from Hasan‘s (1996) theory of Generic Structure Potential of print advertisement to reveal the GSP of the advertising campaign, and O‘Halloran‘s (2008) Intersemiotic Texture to analyze the relation between the visual and linguistic elements of the advertising campaign analyzed. This thesis is conducted by using descriptive qualitative method. The methodology of the analysis is applied on qualitative data through documentary technique with focus on internet-based data collection. The data of this research are ten beauty product advertising campaigns read and taken online from http://www.magastack.com/issue/5725-marie-claire-usa-march-2015. To analyze the data, they are firstly classified into two elements: visual and linguistic elements. The analysis is then completed by elaborating the overall analysis by using the theories mentioned earlier with the concept of beauty according to a survey conducted by McCann Truth Central. The finding of this thesis proves that the GSP of the advertising campaigns are matched with the GSP of print advertisement proposed by Cheong (2004). They are consisted of Lead, Display, Emblem, Announcement, Enhancer, Tag and Call-and-Visit Information. However, in this research the elements that Cheong mentioned as optional elements, such as Announcement, Enhancer, Tag and Call-and-Visit Information are the elements that mostly occur in the ten beauty product advertising campaigns. The use of complete elements in the advertising campaigns shows the completeness of the elements of the advertising campaigns and makes the advertising campaigns become clearer for the readers to understand the content of the advertised products. All elements work in the advertising campaigns evoke desires and help constructing the concept of beauty as brought in the ten beauty product advertising campaigns, especially by the employment of linguistic element on the Primary Announcement. It puts a great emphasize that being flawless, having moisturized yet younger-looking skin with immunity, having poreless and glowing skin are what and how truly beauty is. The use of linguistic elements grabs the attention of the readers since they are printed on big size, designated in a certain colour, and placed on certain strategic location. The Enhancer supports the Primary Announcement. It gives the detail explanation about what it would look like if the readers are using the products and why many women are using the product. The employment of female models is supporting the ideation of beauty that the advertising campaigns are trying to introduce.