Interpersonal metafunction analysis of spoken and written texts in Indonesian local cosmetic brand advertisements

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Andriyani, Kiki (2021) Interpersonal metafunction analysis of spoken and written texts in Indonesian local cosmetic brand advertisements. Undergraduate thesis, UIN Sunan Ampel Surabaya.

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Abstract

This thesis aims to analyze the interpersonal metafunction on "Make Over" advertisements in three different media: YouTube, website, and print. There are two research problems in this research: (i) How do interpersonal metafunctions occur in three advertisements (YouTube, website, and print) of "Make Over"? and (ii) What are the differences of interpersonal metafunction in "Make Over" advertisements on YouTube, website, and print? In this thesis, the researcher used a descriptive qualitative method to examine how Systemic Functional Linguistics (SFL) exists in "Make Over" spoken and written advertisements—applying Halliday's SFL about three metafunctions. This study also uses Kress and Leeuwen’s (2006) multimodal theory and Cheong's (2004) generic structures to determine interpersonal metafunction through visual analysis. This study also uses a person system to determine the interpersonal metafunction in "Make Over" advertisements on YouTube, websites and print. The data of this research were collected from nine "Make Over" advertisements in three different media; YouTube, website and print. The researcher identified the Mood system, speech function, and Modality to reveal the "Make Over" advertisement's interpersonal metafunction. Then the researcher analyzed the person system and the visual of "Make Over" advertisements to reveal the interpersonal metafunction. These results of the study reveal the interpersonal metafunction in “Make Over” advertisements. There are two types of mood systems used in nine Make Over advertisements, namely declarative and imperative. Declarative moods are frequently used on YouTube and on websites, whereas imperative moods are used more frequently in print. Likewise, the speech function of commands and statements, which is a statement used more frequently on YouTube and website while the command is used more frequently in print. Besides, researchers also found nine "Make Over" advertisements are formed by generic structure, but on YouTube, the Visual element is more dominant than the linguistic element. Meanwhile, on the website and print media, both visual and linguistic components are equally dominant.