An Analysis of Multimodal in Beauty Product Advertisement

Mulitimodal is a study that analyzes the meaning of text that contains two or more semiotic systems; linguistic, visual, audio, gesture and place. Analyzing multimodal through semiotic approach have been used in the analysis of cover magazine (Gill, 2015), mascara advertisement (Baykal, 2016), cartoon movie (Wulan, 2017), and music video (Brady, 2015). Meanwhile, in this research the writer analyzed multimodal in beauty product advertisement especially lipstick product. This research aims to, 1) see how do verbal and visual element conveyed meanings in both Wardah Lip Cream Matte Lipsticks and Purbasari Hi Matte Lip Cream advertisements. 2) find the comparison between verbal and visual elements used in Wardah Exclusive Matte Lip Cream and Purbasari Hi Matte Lip Cream advertisements.This research used descriptive qualitative method. Based on the data of analysis, it reveals that the visual and the verbal processes of these advertisements are in harmony and they complement each other to give a complete message to the audience. The analysis also reveals the similarities of these two advertisements in the tree level of metafunctions. In ideational metafunction the most dominant processes used are material and attributive process, for interpersonal metafunction the most dominant mood used is mood declarative and for textual metafunction the most dominant used is unmarked topical theme.