VISUAL METAFUNCTION IN MAKE OVER BEAUTY PRODUCT ADVERTISEMENT

Tarisa, Adelina Siregar (2024) VISUAL METAFUNCTION IN MAKE OVER BEAUTY PRODUCT ADVERTISEMENT. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRACT Advertisement is one of the communication tools used by advertisers to promote or inform a product or a service. This research used “Make Over” advertisement because “Make Over” is one of the leading cosmetic brands in Indonesia. As a local brand, Make Over has been a local commodity but has successfully captured the attention of international customers. They advertised “Make Over” products through digital media, such as YouTube, website, instagram, twitter, Facebook, television, and non-digital media, such as posters, catalogues, and newspapers. This research will be used qualitative research design for analysis of the subject, because this research found the visual elements and interpersonal function of multimodal discourse analysis. The researcher will use descriptive methods to visual elements and interpersonal functions of multimodal discourse analysis because this research will describe a phenomenon and the types of visual elements and interpersonal functions of multimodal discourse analysis based on Kress and Van Leeuwen theory. Based on the second research question, this research shows that declarative Mood appears more frequently in “Make Over” advertisements on YouTube and media Websites because this advertisement aims to inform the public about “Make Over” beauty products. Meanwhile, in print media, the imperative mood appears more often because this aims to invite readers to feel the benefits of “Make Over” products by buying the advertised product. It can be seen through the use of imperative mood that aims to demand something or want the hearer to do something, in this case, buying “Make Over” products. Interpersonal metafunction analysis through Mood system, person system and modality can be concluded “Make Over” advertisement aims to convey information and guide reader to use the “Make Over” product. Second question this research found the difference of “Make Over” in each media can be seen from the frequency of the mood system, modality visual analysis, and person system. Then the researcher concluded that “Make Over” gives different functions to each medium to advertise “Make Over” products. Keywords: Advertisement, Visual Metafunction, Make Over

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