Publikasi KK Ilmu Kemanusiaan : Metadiscourse Markers in Indonesian Halal Cosmetics Advertising: A Multimodal Analysis

Advanced Science Letters, Volume 23, Number 5

Metadiscourse Markers in Indonesian Halal Cosmetics Advertising: A Multimodal Analysis

Authors: Nurhayati, I. K1Suganda, D2Bajari, A3Kurniasih, N4

Approaching the free trade era, the marketing of the national cosmetic products has made breakthroughs and innovation in order to compete with foreign products. The intense competition in attracting customers has forced advertisers to use a strategy of advertising techniques such as focusing on a problem that only their products can solve, including Wardah, a cosmetic that labels itself as halal cosmetic product. This study has tried to analyze visual and linguistic signs in halal cosmetic advertising, particularly in the use of metadiscourse markers to find out how advertising text makers expresses their attitude towards their readers and the advertisement text they have made, hence able to guide the readers in understanding the text that suits the wishes of the manufacturer of the product advertised. This study has adopted the framework of Cheong to analyze print advertisement by studying both the visual and linguistic elements working together to form meanings. Moreover, to analyze the linguistic signs in the form of metadiscourse markers, Hyland’s theory was used. This is a qualitative study with discourse analysis method through the use of multimodal. The results showed that the use of interpersonal meta discourse markers are dominant in two Indonesian halal cosmetics advertisement. The use of metadiscourse markers were coupled with visual signs of the advertisement, generating the ideology promoted by the halal cosmetics advertisement.

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