THE IDEOLOGY AND THE IDEATIONAL MEANING PROCESSES BEHIND THE ADVERTISEMENTS OF COSMOPOLITAN MAGAZINE' Cicilia San Sau 2, Heny Hartono, and Angclika Riyandari3 Abstral'l: This sllidy Iried to r('\'eal the ideology and the process of ideational liieaning hehilld the alhertisemellts foulld in a female maga:i,,(', Cosmopolitan. rhe ClIICl~l'sis of ideology \l'as hased on four basic assulllptions. rhey are beall(v, prestige, health and others. /n ana~ld"g the processes of the ideational meaning, the \l'riterllsed Hallida.! theolj' that discllsses ahollt six types of proce.ues. They are material (doing/e"ellt) process. mental (thinking/ sensing/ feeli"g) process. relt1tiollal (attriblltirel idelltifying) process, behavioral process. I erhal process and existelllial process. rhe resllits show that the adl't'rtisements are dollli"ated hy beauty ideology (45.5%) and relational process (41.4%). Based Oil the reslllt, it is clear that as a./i.'male liiaga:ine. C osliiopolitan presents ac/l'ertisellll'lits Ihal olfer beawrprodllcts/ sen ices. A!orem'el; relational pron'.u (icl(,li/~ryillg) is IIsee/lllore "ecelllse the proe/llcer Cllld Ihe cull'erlis('/' cwe Clware Ihat they ccll/nol colllpel Ihe COIISllll1erS to I,,~I' the prodlicisi sen'ices offeree/. The /lse of'he process is aimed In sho\\' Ihe prodllcts/services thai will raise Ihe cllriositl o( II/e COII.\'IIlIIerS und IV per.mac/e Ihe COIlSlmlers 10 huy the proc/llct.\ /~('I"iCL'S. Key word.~: Ae/"erti.H'lIIt'nt:\ tl'xls. ideology. processes o/iclecltiollal 1II('lIlIing. trcl1lsilil'i~i' SYSI(,11I, This article is ;1 development of the thesis defended at the Faculty of L.etters. Soegijapranata Catholic Vni vcrsity. Scmarang. C('cilia San San, S.S. <ceciliasansan(ayahoo.com> is an alumnae of thc Faculty of Letters. Socgijapnmata Semarang and currently an education stall';lt the Centre for Language Training Soegij;lpranata Catholic University. SeJ1larang Angl'lika Riyandari, S.S, M.A.' gllen2ike(c/ yahoo.com ;md li('n~ II;1rt()n(). S.S, M.Pd...::henyhartono(Cl,yahoo.conp arc lecturers of the Faculty of Letters. Soegijapranata Catholic University. Semamng
C Sansan, H. Hartono and A. Riyandari, Ideology and Ideational Meaning 187 they can increase people's prestige. Products/ services that are offered through the magazine and can raise people's prestige are jewelry, car, and mobile phone. BmLIOGRAPHY Butt, David. el.al. "Using Functional Grammar". Sydney: Macquarie University, 2000. Chaney, David. "Lifestyles". In Lifestyles: Sebuah Pengantar KomprehansiJ. Edited by Idy Subandy Ibrahim. Yogyakarta: Jalasutra, 1996. Eggins, Suzane. "An Introduction to Systemic Functional Linguistics". London: Pinter Publisher, 1994. Eriyanto. "Anal isis Wacana:Pengantar Analisis Teks Media". Yogyakarta: LkiS Yogyakarta, 2001. Fairclough, Norman. "Language and Power". London & New York: Longman, 1989.. "Critical discourse analysis:the critical study of language". London:Longman, 1995. Halliday, M.A.K. "An Introduction to Functional Grammar". London: Edward Arnold, 1994. Ibrahim, I.S. and Hanif Suranto.eds. "Wanita dan Media: Konstruksi Ideologi Gender dalam Ruang Publik Orde Baru". Bandung: Rosda, 1998. Jefkins, F. "Advertising Third Edition". London: ME Handbook, 1994. Leiliyanti, E. "Konstruksi Identitas Perempuan dalam Majalah Cosmopolitan Indonesia". In Jurnal Perempuan untuk Pencerahan dan Keselarasan. 2003: 28,69-83. Martin, J.R. and David Rose. "Working with Discourse". Sydney and Hong Kong: The State University ofsemarang, 200 I. Nur R., T.H. "Stereotipe dan Komoditas Perempuan dalam Iklan". In Jurnai Perempuan untukpencerahan dan Keselarasan. 2003: 28, 119-128.
188 Celt, Volume 7, Number 2, December 2007: 175-188 APPENDIX Transitivity System Pr: material; +Actor; (+Goal) (+Range) (+Beneficiary) Pr: mental; +Senser; +Phenomenon Pr: verbal; +Sayer; (+Receiver) (+Verbiage) Pr: behavioural; +Behaver; (+Behaviour) (+Phenomenon) Pr: existential; +Existent Pr: identifying; +Token; +Value Pr: attributive; +Carrier; +Attribute +Circumstance "--+... I_n_o_t --'