From the analysis presented above, it can be noticed that there are some patterns utilized by the producers concerning the relational clause implementations.
Firstly, the direct exclusive identification is the prominent feature identified by the largest number of intensive identifying clause. It also highlights the symbolized
implication regarding the consumed entities that denotes enthralling identity sought by many potential consumers. Secondly, epithet characterization is the other plausible
strategy in the identity-building attachment. The acclaimed qualities of the brands andor the products are emphasized greatly by the producers in a very creative
manner. As for the customers, they are typically ordered to possess these alluring qualities by the producers directly through the employment of imperative clauses
found in the data. Intriguingly, the demand is implied to be realized with the use of the products promoted in the discourse. Hence, it can motivate the act of consuming
by the persuaded customers in order to achieve the desirable images portrayed by goods and service instantly.
4.1.2 The Material Process Analysis
Not far behind, the frequency of material clauses also indicates a salient feature in the promotional devices. Chart 4.1 shows the close result of relational and
material numbers in the selected data. It implies that the advertisers tend to suggest concrete action from themselves to be acknowledged and from the readerships to be
realized in reality, aiding the classification and identification advertising strategy in the discourse. This assumption is based on the function of the material clause itself in
that it construes concrete changes in the flow of events through some input of energy Halliday, 2004. By inserting a concrete action by specific social actors in the
persuasive method, the producers aim to obtain positive communication outcomes from the narratees for their products.
Chart 4.3 shows the distribution of the concrete happenings and doings in the world. From the data, the producers seem to favour the transformative type of doing
greatly rather than the creative one for they are realized in 20 clauses 83.33 in the intransitive constructions and 39 clauses 70.37 in the transitive constructions. On
the other hand, the creative type of doing occurs in 4 clauses 16.67 in intransitive processes and 16 clauses 29.63 in transitive processes. The result of the type of
impact also shows distinct distribution between the intransitive and transitive processes. The transitive type of impact is more noticeable than its counterpart as it is
manifested in 55 clauses 69.62. Meanwhile, the intransitive configuration is found in a lesser degree which is 25 clauses 30.38 in the data.
5 10
15 20
25 30
35 40
Creative Transformative
Intransitive 4
20 Transitive
16 39
T o
k en
Chart 4.3 The material processes in the data
Chart 4.3 shows the major occurrence of transformative type of doing in the transitive and intransitive clauses. Despite the similarity, the dominant type of impact
is the transitive clause. The major process of transitive clause in this type of doing implies that the effect of the process is extended to the other participant. In fact, this
transformation behaviour stresses a notion that an entity influences the other entity for the outcome of the process is the change of the extended participant. It is signified
by the concept of transitivity process mentioning the impact of the process is directed more to the Goal rather than the Actor Halliday, 2004. Thus, it can be probed with
what did x do to y? Eggins, 2004. This interrogative clue points out that the Actor functions as the one who does the activity and the Goal is the one who undergoes the
action. When the customers are depicted as the active force in the activity, they are
mostly configured in the imperative construction which is analogous to the relational process. It points out an expressive commanding proposal directed to the customer to
do something. This ‗something‘ usually refers an act of buying or using the advertised products of the brands. Hence, the expected outcome which happened in
the products is that they are consumed. 20
share [Goal] the fun [Circ: location] at J.Co Ad54C170 21
get [Goal] spectacular holiday [Circ: accompaniment] with fantastic offer Ad56C181
The examples above show similar grammatical constructions in which all of them are
construed in the form of imperative clauses. Halliday 2004 states that the imperative possesses a distinct system of person from the indicative. The unmarked
configuration does not explicitly include the presence of the Actor because the typical Subject is represented as second person singular you. The nature of the construction
might suggest that the prominent elements in this configuration are the process and the Goal.
Hence, it can be assumed that the salient proposal given by the headline in 20 is the process sharing and the Goal the fun. The nominal group the fun
symbolizes pleasant and friendly atmosphere. However, in this beverage advertisement, this appealing element may signify the products of the brand which
are depicted in the visual element see Fig. 54. It leads to the other benefit offered by the brand that there is an additional product free of charge when buying one drink
only. However, this advantage is restricted for it can be gotten at a particular place which is signalled by the circumstance of place at J.Co. Consequently, the company
demands the prospective buyers aptly to consume the product at their store immediately to feel the pleasant and friendly atmosphere with their friends. In
addition, it may suggest a proposal that the brand manifests an attractive representation which can be extended to the people who consume its product. It is an
attractive selling point for the young social community. Similar grammatical construction occurs in 21. The difference is on the
lexical choice of this tourism advertisement. The emphasized process get is utilized to affect the Goal spectacular holiday and its accompaniment with fantastic offer. The
customers who are designed to achieve the product are persuaded strongly but delicately to do some influencing action toward the Goal which is consuming it. The
designed buyers are indicated by the asterisk that denotes the clients who have the
credit cards issued by Mega bank. This persuasion is set in the right context for it was a holiday season at that time. Hence, for those who can afford it, the travel agencies
and their partners try to convince them to spend their money for an exciting vacation. In turn, this exciting epithet might be conflated with the personality of those who join
the promoted tour packages. Contrary to the commanding tone for the narratees, there is a significant
propensity to configure a directive tone in building the rhetorical claim for the advertised merchandise. Contrasted with the narratees, the clauses are configured in
the directive constructions signifies the exchange of information Halliday, 2004. In this informative clause, the brands andor the products are typically represented as the
Actor who does something for or to the customers. This representation may suggest that the company provides durable ability for the customer. Additionally, it can
emphasize its power to improve the condition of the customers. 22
[Actor] a Santika Hotel waiting for [Goal] you [Circ: Extent] no matter where [Actor] you choose to roam Ad53C166
23 [Actor] every Santika Hotel offers [Goal] the same winning combination
of traditional designs and service that comes from the heart Ad53C167 24
[Actor] we will guide [Goal] you [Circ: cause] to pursue your true passion Ad20C66
In 22, the description of the hotel is presented including the participant who is
affected by the process and the prominent feature of this establishment. As the Goal you, the customers are given the role as the one for whom the activity is conducted. It
is quite similar to the sense of the Beneficiary. However, it cannot be assigned the
label of Beneficiary in the material clause for there are only two participants in the process. Eggins 2004 states that the Beneficiary is included when there are three
participants in the clause. Thus, the pronoun you is regarded as the Goal in this material process, but it possesses the same indication on the Beneficiary in which the
action enacted by the brand is solely intended for the sake of the customers. Meanwhile, this hotel stresses its continuous service for the customers indicated by
the verbal group waiting. For that matter, the feeling of exclusivity directed toward the intended consumers is emphasized in a great extent.
The attention is shifted toward the feature possessed by the brand in 23. Through the process offers, it attempts to propose the excellent characteristics
provided by the hotel. As the Actor, every hotel chain has the ability to realize the Goal which is the best service the customers can get. With this proposition, they
foreground the appeal of the feature which also acts as the flagship of this fine establishment. Simultaneously, this claim may define their prospective customers as
the high-end society for they are typically the ones who seek for the excellent service quality and willingly pay appropriate price for it.
The claim made in 24 is slightly different for it denotes the ability of the educational institution to improve the competence of the potential students. In this
subheadline, the university, represented by the Actor we, makes a proposal that they can help the students, represented by the Goal you. The circumstance of cause to
pursue your true passion specifies what kind of assistance that this institution offers. Hence, this university tries to attract the narratees through the proposal that they are
able to help the aspirant students to find their choice of life and to enhance their capability to accomplish successful career of their dreams.
The second largest number of transformative clause occurs in the intransitive process. The implication suggested by the intransitive clause is different with the
concept presented above. The contrastive assumption relies heavily on the nature of this type of impact. The effect of the process cannot be extended toward secondary
participant because it only has one inherent participant. In turns, the outcome is confined to the Actor, so that it expresses the process of happening rather than doing
Halliday, 2004. As a result, the influential outcome can only happen in the life of the Actor.
Analogous to the transitive clause, the imperative construction is frequently detected in the data as the major tone in this clause. However, the consumers are the
major social participant who enacts the role of the Actor in this happening practice. It highlights the intention of the producers to assert the positive impact of the
purchasing activity toward the customers. 25
come [Scope] home [Circ: location] to the best of the bay Ad14C51 26
drive [Circ: manner] smarter with ecodrive Ad8C27 The imperative clause in 25 conveys the message that the narratees are persuaded
strongly to consume the product. In the application, the producers supply the noun group home as the Scope. The noun is regarded as the Scope for it serves as the
domain of the ongoing process Halliday, 2004. Hence, by construing home as the specification of the process come, the prospective customers are led to conceptualize
the feeling of pleasant ambience which is the outcome of the process. Afterwards, the circumstance of location orients the spatial abstraction representing the product in
which the enjoyable feeling can be realized. In 26, the idea of improvement attitude is presented as the advantage of the
product. The automotive company declares a delicate demand to the customers to be perceptive. The verbal group drive marks the activity which is needed to be
improved. In term of the improvement orientation, the circumstance of manner smarter signals the intended attitude which is expected to be conducted by the car
drivers. Further indication is spotted in the second circumstance of manner with ecodrive that expresses the main driving system implemented in the vehicle. It can be
assumed that the customers are expected to be more intelligent and compassionate concerning the environmental issue by buying and using the car.
In the creative clause, the type of outcome is distinct with the transformation construction. In this type of doing, as its name suggested, the outcome is the
existence of the participant Halliday, 2004; Thompson, 2004. In other words, the salient concern is on the production of the Actor or the Goal. However, the minor
frequency of this type remarks the emergence of an entirely new behaviour is less exploited in the rhetorical proposition compared with its counterpart.
Chart 4.3 displays the largest number of creative clause is shown in the transitive configuration. The reason for this result may be caused by the dominant
representation of the Goal in this clause. The dominant representation of the Goal detected in the data is the product or the prominent feature possessed by the product.
It leads to an assumption that the producers like to advertise their latest creation toward the customers.
27 [Actor] each property combines [Goal] a unique ambience with a touch
of luxury in products and services Ad22C75 28
capture [Goal] up to 99 shots [Circ: manner] continuously Ad3C6 In 27, the Actor each property is realized as the product of the brand, whereas the
Goal a unique ambience with a touch of luxury in products and services is the quality offered by the product. The quality is represented as especial attribute for it is created
from two separated epithets – a distinguished pleasant environment and glamorous
design – signalled by its process combines. Thus, this copy describes the product as a
distinguished hotel chain that offers creative value permanently. In contrast, the outcome of the process is conducted by the narratees in 27.
In this imperative clause, the Goal up to 99 shots continuously is actually one of the selling points of the product. By demanding the customers to produce the enormous
shots simultaneously, the advertisers introduce the flagship of the product which signifies the modern technology owned by the mobile phone.
The least number displayed in Chart 4.3 represents the limited occurrence of creative clause in the intransitive configuration. As it has been inferred before, the
effect of the intransitive clause is constrained to the Actor Halliday, 2004; Thompson, 2004. Thus, when it is configured in the creative sense, the coming into
existence is the one who does the producing activity. The small number of this configuration may be foregrounded by an assumption that an emergence of
completely new product or attitude without stressing a direct influence from the
promoted merchandises toward the customers and vice versa is highly limited in the rhetorical purpose of this discourse.
29 [Actor] a team of five enterprising students [Circ: location] from
Prasetiya Mulya Regular MM Program collaborated [Circ: location] in a business plan Ad30C93
30 [Actor] your future starts [Circ: manner] with us Ad49C155
In 29, it can be seen that there is only a participant involved in the process. The
Actor a team of five enterprising students is manifested as a new created group construed by the process collaborated. The contexts of the production process are
embodied in the two markers of spatial elements, from Prasetiya Mulya Regular MM Program and in a business plan. Therefore, through this copy, the university provides
an introduction of important information that there is a group of students who study in this institution that work together in a promising project. By construing the
university identity with the prepositional phrase, the notion of initiative attitude possessed by the students to form this group independently is presented in a creative
manner. Hence, the attitudes of professionalism and creativity of the youth become the salient feature in this enrolling proposition.
The enrolling rhetorical statement is also remarked in 30. However, the producers exploit more direct approach in this clause. With the Actor your future, the
advertiser denotes the future plans of the prospective students. The buoyant future plans can begin with the accommodation from the educational institution marked by
the circumstance of manner with us. Therefore, instead of describing the quality of its
students, the university gives a strong claim that the promising destiny of the high school fresh graduates lies at the palm of its hand.
The highest degree of the transformative clause shown in the chart indicates that improvement and continuous attitudes are salient in the identity strategy. They
are foregrounded by the concept of transformative clause stated by Halliday 2004. He remarks that transformative clause is the proposition to signal the change of some
elements caused by the process. Furthermore, it can be an expression to denote maintenance of the initial phase conditions of the process. It is important to notice
that this implication only happened in an already existing participant before the process is unfolded Halliday, 2004; Thompson, 2004.
4.2 The Social Actor Representation Analysis
