This research focuses on the multimodal discourse analysis and transitivity system. This research aims to find out the ideational meaning, the representational meaning, and how moslem women represented in Safi videos advertisement. In analyzing this research, the researcher applied the framework of transitivity system based on SFL theory proposed by Halliday & Matthissen (2004) and Visual Grammar theory by Kress and van Leeuwen (2006). The primary data of this research is selected scenes in 5 videos of Safi advertisement in its official YouTube channel. This research used qualitative method with the purpose to provide deep analysis of the data.
The findings revealed the participant dominated by the senser. It is marked by words “I” and “skin”. Meanwhile, the process is dominated by the mental process. It deals with something that can be seen, feel, and perceive such as draws “believe”, “thinks”, “stress”, and more. The advertiser seems to want to get the viewers involved with what the model feels in the frames. Circumtances dominated by circumtances of manner and time. The representational meaning through visual features displayed both conceptual and narrative. The conceptual representation showed in the videos is categorized into symbolic process. Those videos conceptually describe the information about the product as well as show the identity of Safi whichh is a halal product. While narrative process mainly belong to action and reactional process. The action process are represented by the moslem women model who play as the actors, while their activities such as walking, working, reading, and more. Moslem women are represented in three ways: 1. Looks (appearance) such as beautiful, attractive, and glowing. 2. Occupation that are various such as pilot, beauty content creator, office worker. 3. Behaviours and characteristics; hardworking, open-minded, and humble.