The thesis discusses multimodality analysis on print media advertisements, especially in the "Joker" movie poster. The researcher researches with Cheong's (2004) theory to investigate the generic structure potential and Wee's (2009) framework to describe the poster's ideational meaning. The study describes the Joker movie poster commercials' generic structure potential and the ideational meaning concepts. two problems can be solved in this research, namely: (1) what are the generic structures in the Joker movie poster; (2) what is the ideational meaning-making in the poster of the Joker movie poster as the best motion picture at the Academy Awards 2019. The researcher used the descriptive-qualitative method. this study significantly gives an understanding of how multimodality can be used to reveal the ideational meaning-making concept. Related to the function, the researcher used a multi-semiotic mechanism to correlate with generic structure potential by Cheong. The data of this research was taken from the "Joker" movie poster advertisement on Internet Movie Database. As a result, the researcher found seven elements of the structure. They are the Lead, Display, Announcement, Emblem, Enhancer, Tag, and Call and Visit Information. The researcher also found three components of the generic structure contained in the ideational meaning-making. There are four stages in ideational meaning-making; Bidirectional Investment, Contextualization Potential, Interpretative Space, and Semantic effervescence. The finding shows that generic structure potential has an essential relationship in ideational meaning-making. The movie poster creator can reparation the poster with a clear meaning of the poster. However, it depends on the social-cultural in their environment and experience by the viewer. This poster has low CP, and a minimum of linguistic items accompanies the visual images, and clear definable relationships are forming between the visual and verbal modes. The linguistic and visual modes are regarded as a persuasive strategy to convince the viewers to purchase the product
