IDEOLOGY IN ADVERTISING DISCOURSE: A MULTIMODAL ANALYSIS APPROACH

The multimodal analysis tries to analyze the practice of semiotic discursive or non-discursive discourse such as language, visual images, materials, and architecture. The tool for analyzing semiotic objects is one of the analytical tools in systemic functional linguistics (SFL). The formulation of the problem in this study is the form of representation of ideas in advertising discourse based on the meaning and function of grammatical semantics. Specifically, the research question is the ideology in advertising discourse in ideational, interpersonal, and textual aspects. This study tries to analyze the multimodal element to explain the choice of linguistics and the object of discourse. This research is descriptive qualitative where takes the inductive paradigm. This research approach is critical multimodal discourse analysis with systemic functional linguistic analysis. The research data is in the form of beauty product advertisements in 2017. The results show that the meaning of beauty product advertisements in terms of physical characteristics is white skin colour, sharp nose, slender body, long hair, and white teeth. The concept of ethnically beautiful identity from the two advertisements is different. The local product advertisements emphasize ethnic captivating identity. Foreign beauty product advertisements representations emphasize fair Caucasian beauty.


INTRODUCTION
The mass media communication development is currently multiplying. Mass media has become a strategic tool to achieve various goals. Economic, political, cultural interests, even spreading ideology can be achieved through mass media. It is based on the media's multiple functions, such as information, education, entertainment, and influence on the audience.
One of the products that are actively produced by the mass media is advertising. Generally, advertisements consist of images or visuals, both static and dynamic, accompanied by a dissertation by language, both spoken and written, in the form of slogans, orders, or invitations. Advertising is a way to sell products (Vestergaard & Schrøder, 1986). However, when viewed from critical discourse, advertising can convey messages, ideas, or ideologies.
The approach used in this research is the post-structuralist approach. The notion of post-structuralists is specific, historically, and hermeneutic. Some works are discourse More clearly and specifically, the interpretation of objects and the concept of beauty, according to (O'Toole 2004), explains the understanding of language functions such as interpersonal, ideational, and textual. In the example of research on the Sydney Opera House building, interpersonal meaning is explained through the concept of building height and orientation, visitors, the view as someone approaches the entrance, architecture as theatre.
Like clauses in language, a building has the concept of combining the types of processes and their participants. Its specific function is modified in terms of material, size, colour, and texture, and its component elements are taxonomically organized like lexical items in our language vocabulary. O'Toole explains the importance of considering experiential functions in architecture. The interpersonal function in architecture has architectural relationships with other architectures both around and to further building references. The ideational function in architecture is related to the architectural position in the orientation of the building and the activities of building users. Textual function in architecture has the concept of combined components to make the whole component build a coherent architecture. That is, the textual expression seen from the conjunctions in rooms and floors and buildings, their references to each other and their surroundings -this is what makes them coherent and beneficial. The functional systemic approach focuses on three functions that create meaning in a building object. Three meaning functions as interpersonal and textual experiential functions and all of these functions are valid in interpreting a meaningful and social building object. Albar (2010) revealed that advertising is an exciting communication model; its uniqueness can be distinguished in written discourse or communication another nonwrite. Messages in advertisements have two levels of meaning, namely explicit meaning, and implicit meaning. Wardhana & Imron (2015) discuss mass media advertising interpreting sexual roles between men and women as actors driving household technology products. On the other hand, the discourse on advertising for household technology products tends to shape society's social construction as an audience related to gender relations in the family context. This paper aims to find out the representation of household technology products in a patriarchal perspective and the construction of mass media in the use of symbols formed on patriarchal-based gender ideology. The method used is qualitative with Sara Mills' critical discourse analysis approach. Sara Mills' critical discourse analysis model, unit of analysis, focuses on discourse from a feminist perspective. The discourse shows biased in presenting women. The actor is positioned as the subject or the object and as a writer-reader. The results of this study indicate that contrary to the basic assumption that domestic technology can reduce women's workload in the domestic sector. It has increasingly ensnared women in traditional roles. DRTV household technology product advertisements carry the family ideology in a patriarchal perspective.  explain the ideology behind the creation of an Advertising company. The data is two Gudang Garam advertisements aired on television every Ramadan. The research method used is the analysis of French critical discourse and analytical methods from Sara Mill. This study uses a substantive theoretical framework such as hegemony, patriarchal ideology, Marxist feminism, and discourse theory analysis of Michael Foucault and Roland Barthes' semiotic theory. The results indicate that the doctrine of the advertiser is very patriarchal. Sulaksono (2019) discusses advertisement grammatical and lexical aspects. Advertising is information that aims to introduce a product and then sell it. Advertisement kecik is an advertisement in the Solo Post daily which generally contains: offer to buy and sell an item Musaffak (2015) describes the structure and function of food and beverage advertisements on television. This study uses a discourse analysis approach. This type of research is qualitative. The method used in this research is descriptive analysis. The data source of this research is in the form of food and beverage advertisements on television in which there is a structure and function of advertising language. This research data are in words, phrases, clauses, and sentences in food and beverage advertisements on television. The results of the study describe (1) the structure of food and beverage advertisements on television consisting of (a) main points, (b) explanatory points, and (c) closing items. (2) the language functions contained in food and beverage product advertisements on television include (a) information function, (b) persuasive function, and (c) image-building function to form a positive image of the product to potential consumers.

Previous Studies
Septiani (2013) discusses commercials for soft drinks primarily apply the principle of word economy to have low transparency of meaning. The researchers explain the attention to the preparation and selection of diction. It explains punctuation accuracy that marks the style or peculiarity of an advertisement. It is designed to be more relevant to the receiver. As for the theoretical concepts that the author uses as the basis of research, include (1) Variety of languages and (2) Economy of words.
Vahid & Esmae'li (2012) analyzed six different advertisements (product/nonproduct ads) to investigate the intentions and techniques of consumer product companies to reach more consumers and sell more products. Methods of Critical Discourse Analysis (CDA) appear as a helpful approach. They offer excellent methods for analyzing texts and images adequately and putting them in analyzable relations to socio-cultural processes and changes. Norman Fairclough" s 3-D model and Kress and van Leeuwen "s grammar of visual design were used to analyze the data. Thus, the present study results showed that when a private producer intends to persuade the viewer to buy a unique product, s/he gives the power to the viewer. While the producer of the ad is the government, she tries to show her strength. However, it could be understood from the results that the producers generally tend to use their power and ideology to change people's behaviour and thought

METHOD
This research method is descriptive qualitative research where this research takes the inductive paradigm (Creswell, 2007) with Critical Discourse Analysis (CDA) approach. Data collection in this study uses the documentation method. Documentation is done by copying the magazine used as the primary data. This research approach is critical multimodal discourse analysis with systemic functional linguistic analysis (Halliday 2004). The descriptive function (ideational function), namely organizing the user experience of the material, the function of the concept of beauty, and its orientation. Social function in interpersonal function is used to build, maintain and signal the relationship between material and the material around it, or material references that are not around the material. Textual function, making material construction with other material and between components of the material into a unity (coherence).

Respondents
The research data is in the form of beauty product advertisements in 2017. The advertising products consist of beauty products from Indonesia, namely Wardah (standard colours lipstick version), and beauty product advertisements from the United States, namely Maybelline (clear smooth all in one version).

Instruments
The research instrument is the analytical modelling is presented in table 1 below.

Procedures
The research procedure is based on qualitative research (Cresswell, 2007), namely data collection and documentation, analysis, and meaning.

Data Analysis
Advertising discourse is essentially a form of discourse that has a function and structure. From the communicative aspect, we can interpret its structure and function as a social practice. To analyze the concept of beauty as a discourse, elements such as ideational, interpersonal, and textual provide a role in interpreting discourse.

The Ideational Meaning
Ideational meaning explains participants' ideas and experiences. The sequence in the ideational analysis of advertising discourse can be seen from the explanation below:  Figure 1 to 3, it can be seen who the participants in the discourse are. In local beauty products, there are three participants with different identities. The first participant is a Middle Eastern ethnic woman with white skin, a sharp nose, a slender body, long hair, and white teeth. The second participant was an Asian ethnic woman with almost similar physical characteristics to the first participant. At the same time, the last participant was a Malay ethnic woman who also had similar physical characteristics but covered her hair with a hijab.
In foreign beauty products, there are three participants in the Advertisement. The identities of the four participants came from the same ethnicity, namely Caucasian ethnicity. The characteristics of the three participants are almost the same: long hair, white skin, with a slim and tall posture.  The analysis of the ideational aspects of action is reflected in the actions and experiences of the participants. The three participants in the Advertisement are seen to be involved in an activity. In the Advertisement for local beauty products, the three participants make faces or do makeup activities. Another activity was that the first participant was seen painting, the second participant arranged flowers, and the third participant made a cake. At the end of the activity in the Advertisement, the three participants met and gathered together. In an advertisement for external beauty products, one participant is involved in applying makeup or dressing up. Another activity is that advertising participants are involved in playing together in the game area.

Interpersonal Meaning
Interpersonal analysis plays at the function of social relations between participants in the discourse and outside the discourse. The meaning in the interpersonal analysis of advertising discourse can be seen from the explanation below: Participants' relationships in local and foreign beauty advertisements with other participants can be said to be friends. Have a good relationship, even with different hobby orientations. Outside of the relationship in the advertising context, these participants were fellow professional models.

Textual Meaning
Advertisements constructed coherence conjunctions between ideational and interpersonal and the external context in their meaning. The textual meaning in local and foreign advertisements contains coherence between ideational and interpersonal. The coherence is namely the context of being beautiful, lifestyle, action, identity (ideational), and friendship (interpersonal).

Realization of Ideology in Advertising
This result is the effects of media advertisement on individuals create certain feelings and attitudes towards self-view. In our culture, women with fair skin and an active lifestyle are essential for some women, where beauty is only limited to physical attractiveness. Society's view of beautiful women (with thin, fair skin, and active lifestyle) is developing as a widely circulated myth or belief concerning something that is not necessarily true. Confidence in a beautiful woman concept is more the result of a social construction created the society.
The ideology behind the discourse of advertising beauty products is reflected in ethnic identity in the concept of beauty which implies the ideology of the characteristics of white women. This manifestation is an attitude that wants to dominate other races or ethnicities (Pulido, 2015), (Kantrowitz, 2015), (Yeung, 2015), and (Fortier, 2015). Ideology, especially in advertising external beauty products, is implied to impose the concept of beauty with white skin on eastern society. The concept of beauty in advertising has marginalized parties, namely, dark skin, brown, fat, short hair, and others. In advertisements, ideologically beautiful are fair white skins. The concept is a concept of the Caucasian race that dominates the eastern concept or view of the beautiful concept.
The meaning of beautiful social relations in advertising is the concept of social relations between participants' identities with friendship and professional relationships. While the textual meaning is beauty (makeup, look beautiful) is part of the contextual meaning, namely, beauty, fashion, lifestyle, identity, and action (ideational), and friendship (interpersonal).

FINDINGS AND DISCUSSION
Based on the multimodal function of the advertising discourse on beauty product advertisements, there are three parts, namely (1) the ideation function, (2) the interpersonal function, and (3) the textual function. The multimodal approach of Advertisement displays genre and ideology. Ideology itself in the concept of beauty is a set of ideas, doctrines, and beliefs that form the basis of politics.
In terms of ideational meaning, ads for foreign and domestic beauty products are marked by hobbies and activities concerning visual presentation and verbal rhetoric. A friendship between the character signifies interpersonal meaning. The idea of being beautiful, lifestyle, action, identity (ideational), and friendship (interpersonal) represent textual meaning.
There is a hidden ideology of the beautiful view in beauty product advertisements. The ideology is owned by the owner of the Advertisement or news. It becomes a reinforcing element in the delivery of the advertising. The ideology behind the beautiful concept in the ad implies the beautiful idea of fair Caucasian ethnic women. This ideology is an attitude that wants to dominate other ethnic groups, resulting in the imposition of the beautiful concept of the western world on the eastern world.
The multimodal approach in advertisement point of view that ad realizes that people can sort media and interpret meaning becomes a kind of shield limiting exposure to information from various media. The fair skin concept is a beautiful idea in the Advertisement. The ad's look-like or half Caucasian model is the remainder that fair skin beauty dominated the discourse. Fair skin signifies Cultural Identity. In foreign beauty advertisements in Indonesia, domestic beauty ads indicate ethnic, cultural, and national identity.

CONCLUSION
In the multimodal function, there are three parts, namely (1) the ideation function, (2) the interpersonal function, and (3) the textual meaning. The Ideational meaning explains participants' ideas and experiences realized in participants, aspects of action are reflected in the actions and experiences. Interpersonal meaning plays at the function of social relations between participants in the discourse and outside the discourse. The textual