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All Journal Celt: A Journal of Culture, English Language Teaching & Literature
Henny Hartono
lecturer of the Faculty of Letters. Soegijapranata Catholic University. Semarang
Arts Humanities Languange, Linguistic, Communication & Media

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THE IDEOLOGY AND THE IDEATIONAL MEANING PROCESSES BEHIND THE ADVERTISEMENTS OF COSMOPOLITAN MAGAZINE Cicilia San San; Henny Hartono; Angelika Ryandari
Celt: A Journal of Culture, English Language Teaching & Literature Vol 7, No 2: December 2007, Nationally Accredited
Publisher : Soegijapranata Catholic University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (478.458 KB) | DOI: 10.24167/celt.v7i2.162

Abstract

This study tried to reveal the ideology and the process of ideational meaning behind the advertisements found in a female magazine, Cosmopolitan. The analysis of ideology was based on four basic assumptions. They are beauty, prestige, health and others. In analyzing the processes of the ideational meaning, the writer used Halliday theory that discusses about six types of processes. They are material (doing/event) process , mental (thinking/sensing/feeling) process,relational (attributive/identifying) process, behavioral process, verbal process and existential process. The results show that the advertisements are dominated by beauty ideology (45,5%) and relational process (41,4%). Based on the result, it is clear that as a female magazine, Cosmopolitan presents advertisements that offer beauty products/services. Moreover, relational process (identifying) is used more because the producer and the advertiser are aware that they cannot compel the consumers to buy the products/ services offered. The use of the process is aimed to show the products/ services that will raise the curiosity of the consumers and to persuade the consumers to buy the products/services.
Co-Authors Angelika Ryandari Cicilia San San