THE METAFUNCTION OF VISUAL TEXTS OF INDONESIAN TRADITIONAL COSMETIC ADVERTISEMENTS

摘要

This study aims to explain the importance of visual texts in conveying meaning in advertisements in addition to verbal texts. Just as verbal/linguistic expressions that can be adapted in terms of different word classes and sentence structures, visual structures can also be communicated through different choices and uses of colors, participant interactions and other composition structures that will ultimately affect the meaning in the text. The method used in analyzing data is qualitative descriptive by using multimodal analysis. The results show that the metafunction of visual markers in Indonesian cosmetic dvertisements becomes infrasrtuktur that can bridge the success or acceptance of these ads by viewers.