The Generic Structure of Print Advertisement of Elizabeth Arden’s INTERVENE: A Multimodal Discourse Analysis Aylanda Dwi Nugroho English Department, Faculty of Letters, Petra Christian University, Siwalankerto 121-131, Surabaya 60236, East Java, Indonesia e-mail: g0700751@nus.edu.sg; aylanda@peter.petra.ac.id Abstract : The Elizabeth Arden campaign with Catherine Zeta-Jones as the brand ambassador has deployed the semiotic resources of language and visual images. The analysis of this paper is based on the systemic functional linguistics (SFL) proposed by Halliday (1985, 1994) and Halliday and Matthiessen (2004), which says that a text is understood to simultaneously function three metafunctions: Ideational, Interpersonal and Textual. O’Toole’s (1994) framework of analysing visual images, which follows the main concept of SFL, is also used in the analysis. A multimodal discourse analysis is then applied to analyse one of the series, Intervene, using Cheong’s framework (2004), which combined both frameworks to find the generic structure of this advertisement. Further, this paper also analyses the intersemiosis of the linguistic and the visual resources using Wee’s (2009) intersemiotic mechanisms. It concludes that the interplay of the language and the visual image has proved to be very effective in the meaning-making process of this print advertisement. Key words: Multimodal Discourse Analysis, semiotic resources, linguistic resource, visual resource, print advertisement Today’s texts have developed very rapidly in using a great variety of modes, channels and media from print to electronic and web-based media. The modern technology has also equipped media in creating, transferring and editing pictures which can consist of minimally two semiotic resources . These new media consist of not only language or linguistic text but also visual images such as pictures, photos, cartoons, maps and many others. They have a range of still images in print, electronic and web-based media to even moving images in web-based media. This makes an analysis of the linguistic text only while ignoring the visual images and the interplay of the two insufficient. 70