SYSTEMIC FUNCTIONAL APPROACH IN THEMATIC STRUCTURE OF ONLINE ADVERTISEMENT TEXTS

Abstract

Research on advertisement text has been conducted by many researchers. However, analysing unit of information in the advertisement text is still rare. This study is still interesting because it analyses the language used in online advertisement text using textual meaning of systemic functional approach. This research is qualitative descriptive research where the researcher’s main purpose is describing the phenomena without any manipulation of data. The data of this research are taken from online
advertisement text taken from Sheraton hotels published on internet. This is to find out the level of grammatical structure of information unit in online advertisement and the thematic structure of the unit of information on online advertisement. It is found out that the information unit of the online advertisement is mostly realized in the independent clause. Word and dependent clause are the least frequently used. Clause theme system which is appropriate for this stage is topical unmarked themes. They are used to focus the audiences’ attention to the part of the services which are necessary to be presented to the audiences. Another form of theme which fulfils the appropriate system is topical marked themes which refer to the advertised products or services. The result of the theme system analysis shows that all the unit of information in the advertisement text contains some topical marked theme and unmarked theme. Finally, this study is useful for the advertisers to help them constructing language of advertisement.