Masculinity Portrayed in Various Cigarette Advertisements: Multimodal Discourse Analysis

Abstract

The study deals with Systemic Functional Analysis Discourse Analysis focusing on visual and linguistic elements of eight selected cigarette advertisements. The study aims to find the portrayals of masculinity in the advertisements. The analysis is conducted based on Systemic Functional Multimodal Analysis (henceforth SF-MDA) by O‟Halloran (2008) with Generic Structure Potential (henceforth GSP) of Print Advertisement by Cheong (2004) to find the structure of the advertisement and Systemic Functional Linguistics (henceforth SFL) by Halliday (1994) to analyze linguistic mode focusing on transitivity and interpersonal metafunction analysis and Reading Images from Gunther Kress (2006) to examine the visual mode. The bachelor‟s thesis uses qualitative method. The analysis is applied with documentary method which obtain the data through photograps. The data used are eight selected cigarette advertisements. The advertisements are taken mainly from public places, road junction. To start the analysis of the data, the data are classified into visual and linguistic elements. The analysis then is conducted by using the mentioned theories earlier. The study finds that the visual and linguistic elements of the advertisements are matched with the GSP of Printed Advertisement by Cheong (2004) which is rooted from Hasan‟s GSP. The GSP of printed advertisement consists of Lead, Display, Emblem, Announcement, Enhancer, Tag, Call-and-Visit Information. The elements appearing in the advertisements construct the portrayals of masculinity in the selected cigarette advertisements. The linguistic element enhance the visual elements in the masculinity portrayals. Based on the transitivity analysis, there are Material, Mental, and Relational found. Mood analysis only finds declarative and imperative moods in the advertisements. The analyses help to understand the type of masculinity portrayals within the selected advertisements.