DOI: 10.5176/2251-3566_L315.32
Authors: Laily Maulida Septiana Harti
Abstract:
Media comes up with various advertisements of beauty products that lead the readers into a certain obsession. For Indonesian people who are naturally born in fair skin, Western people, especially the White, are considered as the most perfect in human race. Many whitening products that available in the market make it easier for those who want to get a fairer skin. Tons of researches about whitening products have been conducted. On the contrary, this research analyses the print advertisement of tanning product. Tanning products are popular for both men and women in four season countries. Three advertisements were chosen from three tanning product brands: Coppertone, Jergens and L’Oreal. This research is based on systemic functional linguistics (SFL) proposed by Halliday (1994). A multimodal discourse analysis is then applied to analyse the generic structure potential of tanning product advertisement, using Cheong’s framework (2004). Further, this paper also analyses the intersemiotic of the linguistic and the visual resources using Liu and O’Halloran’s (2009) framework.
Keywords: Multimodal Discourse Analysis, generic structure potential, intersemiotic, tanning product advertisement, skin color, Orientalism
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