THE MULTIMODAL ANALYSIS OF ADVERTISING TAGLINE "TOLAK ANGIN SIDOMUNCUL” THROUGH SYSTEMIC FUNCTIONAL LINGUISTICS APPROACH

Tagline is one way to attract the customer attention to remember the products with the catch-up phrase. An ad tagline can create a new image of its brand and also provide a persuasive effect that affects the audience behavior. The effectiveness of an advertisement is very important to analyze. This research uses qualitative methods to analyze the use of multimodal linguistics in looking at the effectiveness of Tolak Angin Sidomuncul ad. Mutlitodal elements are analyzed in Tolak Angin Sidomuncul ad applying systemic functional linguistics (SFL) in analyzing the multimodal elements such as linguistic, visual, audio, gestural, and spastial elements. The results of this research showed that the use of multimodal elements in Tolak Angin Sidomuncul Ads are interconnected each other to convey the meaning and message which aims to attract the attention of audience to buy Tolak Angin Sidomuncul products.


INTRODUCTION
Ads are presented as a means to deliver a message to the audiences. Ads are usually designed to look like similar trends or phenomena in society. To provide a higher persuasive effect, some ads use catchphrases spoken by advertising stars to create consumers more easily recognize, memorize, and increase buying interest in marketed products. "A good and effective ad contains an ideal message that can attract attention, create further curiosity, arouse desire, and stimulate a real action (Kotler & Keller, 2009).
A good ad should also have a structure consisting of verbal, visual text, and a combination of both like announcement, enhancer, call and visit information, lead, display, emblem, tags, conversion, additive, demand, salience, social equity and reactor.
Ad in print and electronic media is one of the text forms with a complexity of meaning.
The complexity of meaning is a complex meaning used in an ad to be conveyed to the audiences in the form of a message about the culture of the archipelago wrapped with the benefits of a product and also packaged in a slick form and attract the attention of the audience. The complexity of this ad is not only used in language elements but also in nonverbal and other visual language elements. Therefore, to comprehend the complexity of meaning needs to be done the multimodal analysis in the ad. The multimodal analysis discussed in this study used functional systemic linguistic theory (LSF). Multimodal analysis models include analysis of any kind of communication that has interaction text and integration of two or more semiotic sources or means of communication to achieve the communicative functions of the text. One of the ads can be analyzed by multimodal method is Tolak Angin Sidomuncul product where the product of Tolak Angin Sidomuncul has a multimodal semiotics system that includes linguistic, visual, audio, gestural, and spatial elements. All of these ads have their own differences in the marketing prospects of their products. In this case the study investigated the ad of Tolak Angin Sidomuncul which is also the first product offered by the company of herbs and pharmaceuticals Sidomuncul.
This ad is an advertisement with the terms of meaning. The advertisement of a Sidomuncul was also offered on youtube in 2008 with an ad that had characteristics meaning of local wisdom.

Figure 2. Tifa Dance From Papua
From the ad, Agnes Monica introduced tifa dance from Papua, saman dance from Aceh, wax dance from West Sumatra and Pekalongan batik. There is also a word criticism from Bangkok about fruit, so it caused the alignment of word such as Papaya from Bogor, guava from Jakarta, salak from Bali and soon The linguistics multimodal analysis of the Tolak Angin sidomuncul ad was very important to analyse in order to know the way of language used in verbal and non verbal used in the ad which impact to the success of ad to atrract the audience of the product. This study uses Linguistics systemic functional (LSF) to analyse the linguistic multimodal used in the ad. Thus, the problem of the study is the multimodal analysis of Tolak Angin Sidomuncul ad which impact to attract the audience of the product. The purpose of this study was to contribute to the framework of the development of the ad product which controbute to the company in order to refine the concept and implementation of the ad tagline as an effort to increase the persuasive effect of the audience to the product become higher.

System Functional Linguistics (SFL)
Halliday stated that systemic functional linguistics is a language analysis based on a comprehension that language studies include the study of expressions and interpretations of language in realizing the meaning contained in an advertisement. This SFL study is very different from other linguistic studies. There are two basic concepts that distinguish, namely: Language is a social phenomenon that is manifested in the form of social semiotics and Language is a text that is constructive and related to the social context. From this explanation can be stated that the study of language is inseparable from the social context or the way to use the language in the situation. Secondly, systemic semantics focuses on what is usually called pragmatics. Semantics is divided into three components such as ideational semantics (the propositional content); interpersonal semantics (the speech-function, exchange structure, expression of attitude, etc.); and textual semantics (how the text is structured as a message, e.g., theme-structure, given/new, rhetorical structure etc). Thirdly, lexico-grammar focuses on the syntactic organization of words into utterances. And the last, phonology-graphology focuses on the way to pronounce the word and sound, sentence stress, intonation patterns and the rhythm.
here, a functional approach is taken, involving analysis of the utterance in terms of roles such as actor, agent/medium, theme, mood, etc

Linguistics Multimodal Elements
Multimodal text is as a text which combines two or more semiotic systems (Anstey   The process in the announcement as the main message of the ad that was a smart person drinking Tolak Angin product. Secondly, the message of the ad was as the young generation must be a pioneer, proud and use their own products. In this case, from the ad is a message process and the invitation has an imperative mode with commodity goods. This mode is the realization of an invitation to consume herbal products, namely Tolak Angin Sidomuncul.

Visual Analysis
The visual analysis from ad of Tolak Angin Sidomuncul was realized in the following three visual stages: a. Visual from an ad stars Arie Lasso Both visual displays lasted for 00:12 seconds that partisipants was explaining the goods offered. The next process was the meaning of the goods offered by participants through spoken language that explains about the advantages of the offered product.
The retrieval of the visual element in the text was to inform the audience that the product is aproduct that can be owned and used easily. Both of these elements are realized and can be found on the display and Emblem. This situation was very different in print ads where social and equality is realized in call and visit information.

Audio Analysis
The music that accompanied the activity in this ad was just an intrumental music with genre ritmix. The type of ritmix music used in this ad to show or to give the impression that the Tolak Angin Sidomuncul product can generate a strong and fast spirit in making a decision to choose their own product. It is increasingly strong or an affirmation of the excellence of the product is by the verbal use of smart and confident people believe with the ability of the

Spatial Analysis
From the Overall of distance between one image to another image has already showed the integration of the meaning of this ad. Each image had its own meaning and each meaning of the image is mutually support the meaning of other images. The portrayal of spirit from participant activity, the product excellence, and the ease to comprehend the product shown by the distance of the active participant's image and the process of making the Tolak Angin Sidomuncul product and the potrayal of Lead at the end of the ad image.
This lead serves to give a deep impression and meaning to the user. Lead in this ad was Locus of Attention (LoA) which was realized in the following figure:

Gesture Analysis
The gestures that followed the rhythm and facial expression are the gestures of theparticipants. Gestures in this ad were realized from the participants' activities in dealing with analyzing that Indonesian products are not less great with the outer and safer and hygienic products in the making. This case was illustrated by the process of stars following a series of lab tests on the way to create an Tolak Angin Sidomuncul ad. The benefit to get as well as active and passive participants, in which there is a request process from participants about the direct impact that can be gained from consuming the products it Lead offered. The active and passive participant in this ad were shown through spoken language that stated smart man drink Tolak Angin Sidomuncul followed by the written language of theproduct.emblem Spoken Language