Deciphering Components Composed in Automobile Advertisement: A Systemic Functional Multimodal Discourse Analysis

Abstract

This study deals with Systemic Functional Multimodal Discourse Analysis that concerns on the analysis of eight automobile advertisements in Evo Australia Magazine September 2016 Edition. This study is conducted to explore the intended meaning of visual and linguistic components which show the quality of the product. The investigation is based on SF-MDA theory proposed by O’Halloran (2008), enhanced by Generic Structure Potential of print advertisement by Cheong (2004) that is rooted from Halliday and Hasan (1989) to classify visual and linguistic components on the advertisement. Then, Systemic Functional Linguistic especially transitivity analysis proposed by Halliday (1994) is employed to analyze the linguistic components. Furthermore, The Meaning of Composition and Colour Function theories proposed by Kress and van Leeuwen (2006) are employed to analyze the visual components. Later, Intersemiotic Ideation proposed by O’Halloran (2008) is employed to analyze the relation between the visual and linguistic components on eight automobile advertisements. This study applies qualitative research because the data consist of texts and visual images on print advertisement. Later, the data are taken from the internet. The data are eight automobile advertisements. The data were taken from online magazine belonging to Evo Australia Magazine September Edition on 2016. To analyze the data, they are classified into visual and linguistic components through Generic Structure Potential (GSP) theory proposed by Cheong. Then, the linguistic components are analyzed by using the Systemic Functional Linguistic (SFL) theory proposed by Halliday especially transitivity analysis. The analysis is then completed by elaborating overall theories. The finding of this study proves that the eight advertisements have visual and linguistic components of GSP of print advertisement proposed by Cheong, namely Lead, Display, Emblem, Announcement, and Enhancer. Then, Tag and Call-and-Visit Information are presented in several advertisements. This finding means that these two linguistic components are optional element as mentioned by Cheong. The presence of Lead, Display, Emblem, Announcement, and Enhancer in all advertisements shows the interaction between visual and linguistic components in order to the readers easily understand the intended message of the advertisement. Moreover, most clauses on linguistic components refer to material, relational identifying, and relational attributive processes. This finding means that the all advertisements tend to attract customers’ attention and describe what the product has. Both visual and linguistic components in all advertisements work to show the quality of the product. First, the Lead mostly presents its functionality and performance. Second, the Display which is presented explicitly refers to its construction and function principle. Third, Emblem (Logo/Brandname) presents expertise of manufacturer. Fourth, the Announcement which declares through undiluted performance, born on the track, built for the road, goosebumps never lie, less raw, more roar, bespoke, fast, distinctive, faster, more affordable, red light, 1103kW mostly show the functionality and performance. Fifth, the Enhancer which is in a paragraph form tends to describe the functionality and performance of the product advertised. Sixth, the Tag which declares through AMG DRIVEN BY INNER FORCE, Innovation that excites, DRIVEN AT HEART, THE ORIGINAL AND STILL THE BEST tends to show the functionality and performance of product advertised. The last, the Call-and-Visit Information tends to show the service of the company to get more information related to the product advertised.