Language Metafunction in Cosmetic Advertisement

Abstract

This research deals with the meaning of beauty through language metafunctions in cosmetic advertisements. The theory used in this research was the theory of language metafunction by Halliday dan Matthiessen (2004) in their book entitled An Introduction to Functional Grammar. The method applied in this research was a descriptive qualitative method. The data collection methods and techniques used are the listen and note method. First, the researcher listened repeatedly to the utterances conveyed by the advertisement figures and advertisement voice actors. The utterances that have been listened to are then recorded in the data collection sheet on the laptop. The data that has been collected is then presented in the table provided. The table contains data and types of language metafunctions contained in cosmetic advertisements. The data is presented in a table and then analyzed using the theoretical basis of language metafunction by Halliday and Matthiessen (2004). Based on analysis, it was found that the meanings of beauty conveyed through language metafunctions in cosmetic advertisements include smooth and soft skin, thick and beautiful hair, very thick and long hair.