and behavioural – are exploited in 7 clauses 3.72, in 5 clauses 2.66, and in 2
clauses 1.06 respectively. Though the data displays the small frequencies of those four functional
processes, it does not indicate the insignificant contribution of these processes in the discourse. They have their own functions in the construction of ingrained identity-
building by the companies. However, for their limited occurrences in the data, further analysis of these processes is not presented in the following discussions. This
consideration is taken because their frequencies are deemed to be insufficient compared with the two major processes, namely the relational and material processes.
Thus, the analysis of the following discussions is directed mainly on the relational and material processes.
4.1.2 The Relational Process Analysis
The summary presented in Chart 4.1 suggests that the characterization and identification processes are the salient method in inflicting the social values of the
brand toward the consumers in the promoting devices for they are the major process found in the data. It is certainly reasonable because the relational processes are very
essential in the verbal elements to craft the image fabricated by the powerful economic groups over the society.
In the relational clause, experiences are construed as ‗being’ rather than ‗doing’. It construes a relationship between two parts which come from the same
domain of being Halliday, 2004. In realizing this abstract relationship in the English system, there are three main types of relation encompassed in two modes of being.
The types of relation consist of intensive, possessive, and circumstantial, whereas the
modes of being include attributive and identifying grammatical constructions. These principal types of relational clause found in the data are summarized in Chart 4.2
below.
The above chart displays a distinct result of the two modes of being in the data. The attributive configuration is mostly utilized in the verbal elements rather
than its counterpart. They can be identified in 48 clauses 57.14 in which 25 52.08 of them are intensive, 20 41.67 of them are circumstantial, and 3
6.25 of them are possessive. It is slightly different with the identifying one for it can be found in 36 clauses 42.86 which are comprised of 30 83.34 intensive
clauses, 3 8.33 circumstantial clauses, and 3 8.33 possessive clauses. Despite the contrasted results, both of the modes show similar findings
regarding the intensive clauses. As it has been mentioned in the previous chapter,
5 10
15 20
25 30
Intensive Circumstantial
Possessive Attributive
25 20
3 Identifying
30 3
3
T o
k en
Chart 4.2 The relational processes in the data
intensive category deals with class-membership and identity assigning. Halliday 2004 describes it as ‗
x
is
a
’ configuration. When it is implemented in the attributive mode, it suggests that a certain
attribute is ascribed to a participant. In most cases, the ascribing is realized to signify particular qualities of the products andor brands. Through the act of attaching the
specialized epithets to the merchandised, they try to draw an acknowledgement and recognition from the narratees concerning the ‗permanent’ qualities possessed by the
selling item. Furthermore, it can also symbolize the evaluative assessment they ascribe to the narratees through the description of the brand and product images.
This quality description can be manifested in the form of entity or quality attribution. Structurally, the participant is labelled as the Carrier and the attribution is
the Attribute. It should be noted that this type of clause serves to characterize entities through the assignment of attribution which also functions as the evaluative
assessment of the entities Halliday, 2004. Examples of this clause are given below. 3
[Carrier]
life
is [Attribute]
good
Ad15C52 4
[Circ: location]
by day
[Carrier]
it
’s [Attribute]
a grocery getting school bus
Ad55C175 5
[Circ: location]
by night
[Carrier]
it
turns into [Attribute]
a first class tarmac eating sedan that carries our heritage
Ad55C176 Although the examples display different membership categorizations, those clauses
show similar characteristic in terms of irreversibility. One of the principal features of attributive clause is that it is not typically realized as interchangeable in use
Thompson, 2004; Eggins, 2004; Halliday, 2004. In other words, it usually does not
have a receptive clause. Therefore, the grammatical construction of 5
a first class tarmac eating sedan that carries our heritage is turned into it
is considered as unusual. Hence, this type of clause only contains one independent nominal participant
which is the Carrier, while the Attribute encodes the ascription assigned to the Carrier Eggins, 2004.
Another alternative tool to examine the clause is through the realization of the Attribute. When it employs an adjectival group, it means that it is an attributive
clause. The example of this assessment is shown in 3 in which the Attribute applies the epithet of
good
as the Head. However, when it employs a nominal group as the Attribute, it is generally realized with indefinite articles, for instance,
a grocery getting school
bus
in 4. In 3, the Carrier is ascribed to the quality specification. The adjective
good
refers to the quality of the noun
life
. Hence, the producers attempt to attach the characterization of the advertised product with the pleasant quality of life.
Consecutively, they suggest that enjoyable lifestyle can be gained through the utilization of the advertised products.
As for 4 and 5, the entity specification signifies the qualification of the Carrier by referring to the entity that constitutes the class. It is realized with the
application of the nominal group
a grocery getting school bus
in the Attribute functions as the categorization of the Carrier
it
. This classification is intended to lead the customers view it as a common vehicle to drive kids to school or to do household
chores. The Attribute can also be used to characterize the narratees of the products. Because of the description shown by the characterization of the car, it can be assumed
that the target market of the advertisements is the parents who have children in the school age. The adjective
grocery
makes further categorization of the customers which refers to mothers for it signals household chores that are usually supervised by
the female dominance in the family. The following clause configures similar meaning with its predecessor. It adds
another abstract concept of the vehicle. However, the Carrier carries contrasted attribution to the product. The shift is initially realized by the application of the
circumstances of location
by night
in the beginning part of the clauses. The circumstances denote different temporal significance which signals the
transformation of the sedan. In 5, the car is depicted to undergo fascinated transformation from a common car classification to an exquisite sedan which is
claimed to embody the prestige of the brand. The embodiment is accentuated through the embedded clause positioned after the Attribute that intensifies the reshaping
classification of the Carrier. Simultaneously, these clauses symbolize the transformation of an ordinary housewife into a respected and prestigious woman in
the high end society who resonates with the highly acclaimed reputation of the brand. However, in some advertisements, the producers ascribe certain epithets
toward the narratees explicitly. The qualitative membership classifications are often embodied in different configuration in which they are usually realized in imperative
clauses. An instance of this pattern is displayed in 6 and 7. 6
be [Attribute]
stylish
Ad8C31
7 be [Attribute]
groovy
Ad58C186
In 6 and 7, the narratees are persuaded to be willingly ascribed to the characteristics of attractive appearance. It is analogous to the salient function of the
imperative clause which is the exchanging goods-and-services Halliday, 2004. With the typical exclusion of the second person imperative, the advertisers attempt to
command the consumers to have the aforementioned qualities. In spite of the same grammatical configuration, 6 and 7 exploit different
vocabulary choices as the Attributes. The quality given in 6 is
stylish
that refers to formidable appearance shown by the contour of the sleek silver car see Fig. 8. Due
to the elegant image of the compact car, the target market for this vehicle can be identified as the high-end consumers who wanted to be perceived as a classy
personality. The absence of the usual exclamation mark also implies the eminence of the profile that may signifies a lower degree of obligation. Thereby, subtlety is
woven in this demanding tone. In 7, the vocabulary item signals different social domain. Here, the Attribute
groovy
is a slang word to describe fashionable and fun characteristics. For it implements a slang word to capture the evaluative assessment, it denotes a social
group specified by its age which is the youth community. As a result, the attributive intensive clause promotes stylish, but fun epithets aspired by many youngsters in
Indonesia. Another creative advertising cue is integrated in the grammatical and lexical
choices in realizing the relational clauses found in the discourse. Occasionally, the process ―be‖ is absent in the verbal configuration. Halliday 2004 argues that the
process of relational clause has a very weak presence in grammatical nature so that,
in certain ‗non-finite’ ‗relational’ clauses in English, the process is absence. Regardless, it is still considered as the relational process for it realizes a configuration
of ‗Be-er1’ + ‗Be-er2’ that is one of the salient characteristics of this clause Halliday, 2004. This marked pattern can be detected in many cases of the discourse.
Some of them are presented below. 8
[Carrier]
Peugeot 408
: [Attribute]
seductive and sensible
Ad55C173 9
[Carrier]
Nissan Evalia
| [Attribute]
fun family MPV
Ad40C125 In 8, the presence of ‗be’ is absent in the representation. Instead, the unmarked
process is substituted for the punctuation :. Still, the clause is considered as a possible configuration of relational clause as it relates the Carrier
Peugeot 408
with the features of
seductive and sensible
embodied in the Attribute. It is similar with 9 because the presence of ‗be’ is deleted in the clause.
However, it provides another variant for the Attribute manifestation. As it has been mentioned previously, the articles applied in the clauses determine the mode of being.
If it is employed to evaluate the construction of the mode, then, the Attribute in the clause can be regarded as ambiguous. There is no article, either indefinite or definite,
in the construction. Hence, further typical feature is needed to determine the mode. For it utilizes epithet as the premodifier, the concern for nature of the epithet should
be investigated thoroughly. Halliday 2004: 318 states that ―This may be an objective property of t
he thing itself; or it may be an expression of the speaker’s subjective attitude towards it ...‖ It indicates that the epithet possesses two distinct
functions in the clause, whether it is potentially defining or potentially expressing
subjective evaluation toward the nominal group. The latter is typically realized as adjectives of size, quality or age. Therefore, the Attribute
fun family MPV
can be assumed as the attitudinal epithet in which
fun
denotes the adjective of subjective quality. Consequently, it tends to act as the attributive relational mode though the
article is not present. Hence, the implication of the clause can suggest that the vehicle emphasizes the amiable characteristic for the family intimate interaction.
The second highest frequency in the data summarized in Chart 4.2 above is the circumstantial type of relation. It is quite identical with the contour of the
intensive one, but it involves different concept of attribution and identifying where it involves abstract relationship of circumstance, such as location, time, etc.
Thompson, 2004. Even though it utilizes circumstantial category, the interpretations of membership classification and definition are analogous to the intensive clause
Halliday, 2004: 318. Take a look at the examples below. 10
[Carrier] the exclusive P’9981 smartphone | [Attribute]
for all who make decisions
with style
Ad35C106 11
[Carrier] designer’s week is [Circ: location]
now
[Attribute]
on
Ad11C39 The Carrier in 10 is manifested in the nominal group, while the Attribute is
manifested in the prepositional phrase
for all who make decisions with style
embodying the circumstance of cause. In fact, most of the attributive clauses utilize the circumstance of cause as the Attribute. They appear in 7 out of 19 attributive
circumstantial clauses in the data. It can be probed with the interrogative
who for?
as it expresses ―the entity, typically a person, on whose behalf or for whose sake the
action is under taken‖ Halliday, 2004: 270. Therefore, in 10, it remarks that the
producers incline to assert the concept of beneficiary as the salient point to signals the characteristic of the product. Hence, it portrays an exclusive value of the phone as it
is intended to a special social class marked in the circumstantial Attribute. In 11, the manifestation of the Attribute is realized by an adverbial group
on
. This Attributive remarks the starting point of the event contained in the Carrier
designer’s week. As a result, the advertiser scheduled the offered service with
temporal circumstances
week
and
now
. It indicates that this headline tries to capture the attention of the prospective consumers with mechanical synchronization. Van
Leeuwen 2008 describes it as a practice of calculating time and devising instrument to synchronize the human activities with artificial events. Here, the event of
commercial activity is scheduled by the furniture purveyor. In other words, the advertiser persuades the potential buyers to conduct the consuming act in one-week
time through the right to determine the duration of the event. The least number summarized in Chart 4.2 above implies the limited
occurrences of possessive relational clause in the data. It encodes the possession as a process of owning Halliday, 2004; Thompson, 2004. The clauses below exemplify
the implementation of this relation in the data.
12 [Carrier]
the Royal Collection is
a unique brand of villa living,
featuring [Attribute]
three world-class properties: The Kayana, The Samaya Seminyak and The Samaya Ubud
Ad22C73 13
[Carrier]
books
had [Attribute]
instant replay
[Circ: extent]
long before televised sports
Ad59C188
In 12, the verbal group
featuring
marks the owning relation of attributive possessive clause Halliday, 2004. The brand
the Royal Collection
acts as the Carrier which possesses the Attribute
The Kayana, The Samaya Seminyak and the Samaya Ubud
. Here, the brand is ascribed a quality of a prestigious possessor marked in the
attribution of the three products it owns. In 13, the possessive attribution, marked by the verbal group
had
Halliday, 2004, construes a value of the product through an ability which is the timing
authoritative force claimed to have been acknowledged since a long time ago. In this projected verbal clause, the active role is given to the Carrier
books
regarding the ability of time regulation compared with the electronic devises. Here, the subjective
experience of time ―instant replay‖ is employed to denote the Carrier’s ability in transcending time. The Attribute ―instant replay‖ contrasts the subjective experience
of time with the ‗objective’ reality of time instrument van Leeuwen, 2008. Through the speed of time to conduct a social process contained in the Attribute, the producers
emphasize the Carrier’s ability to satisfy the need of the consumers in realizing the timing social activity. This proposition is enhanced by exploiting another timing
activity of deregulated inexact timing. It forms the realization of the social activity in flexible timing, where timing is represented in indefinite duration van Leeuwen,
2008. Therefore, without specifying the exact time duration of the social process, the temporal element cannot be evaluated resulting in ambiguous but uncontested claim.
In turns, the Endorser’s assertion that the ability of the Carrier is an acknowledged tradition is more likely to be accepted without providing any plausible arguments
against it. Additionally, the significance of popular modern technology devices
televised sports
are undermined by the adverb of time
before
. The second mode of being is quite different with the previous one. Instead of
forming a restrictive grammatical construction, the identifying mode is reversible in voice. It is due to the characteristic of the participants involved in the clause. In this
mode, an entity serves to define the identity of the other Halliday, 2004. Therefore, they are deemed to be equal in the representation.
Chart 4.2 shows that the most extensive relational type is the intensive clause in this mode. In fact, the number is larger than in the attributive mode. It implies that
the direct exclusive representation is more favoured by the advertisers than the general one. The concept of uniqueness is the salient selling point. It usually defines a
participant by symbolizing it as a distinguished entity. 14
[Token]
we
are [Value]
your health
Ad21C69 15
[Token]
Frank Co.
| [Value]
the residence of F colour and VVS clarity diamond jewellery
Ad10C38 In 14, the subset of Token
we
represents the general category of Value
your health
. It can be evaluated through paraphrasing indicated by ‗represent’ Thompson, 2004:
we represent your health
or
your health is represented by us
. In this grammatical construction,
we
refers to the specific holder of higher category
your health
. In addition, Eggins 2004 provides grammatical feature of this construction stating that
the Token is the Subject in the operative clause whereas the Value is the Subject in the receptive one. Thus, it can be confirmed that
we
is the Token and
your health
is the Value.
The general categorization usually provides a guideline towards the broader concerns and values of the writers to specify the Token Thompson, 2004.
Therefore, this identification signals the claim made by the advertisers that the brand values the health of the consumers greatly. For that matter, they assign themselves an
identity as the reflection of the desirable bodily condition aspired by the consumers. This identity assigning also establishes the unique characteristic of the Token realized
by the usage of the genitive
your
Halliday, 2004. Therefore, the fitness is not just anyone’s healthy condition, but it is the potential customers’ conditions. This
suggestion remarks the exclusivity value which is regarded as the inherent strategy in this advertisement.
A similar proposition is offered in 15. The brand
Frank Co
as the Carrier symbolizes the distinguished reference of the Value
the residence of F colour and VVS clarity diamond jewellery
. This jewellery industry identifies itself as the genuine maker indicated by the noun group
the residence
. It is further specified by the qualifier
of F colour and VVS clarity diamond jewellery
denoting the exquisite craftsmanshift in making the diamond jewellery. From this symbolization, it can be
inferred that the brand represents itself as the distinguished industry in the diamond jewellery domain.
Contrasted with the attributive mode, the indentifying clause employs limited construction of circumstantial clause. They are construed in 3 clauses out of 23
circumstantial clauses. It denotes the advertisers’ reluctance to define the brand andor the products with the environment in which they exist.
When they are exploited in the verbal cues, they generally construe the spatial element in which the products are located. The general interrogative for this
circumstance is
where?
for it represent the location of the realized process in space and time Halliday, 2004. It signifies that, though it is considered as minor
configuration in the discourse, a spatial element contributes additional value toward the merchandised item. The examples of this configuration are displayed below.
16 [Value]
it
is [Circ: manner]
strategically
located [Token]
at the main entrance of Bintaro Jaya CBD, next to Bintaro-Pondok Indah toll road
Ad44C140 17
[Value]
Hotel Salak the Heritage
| [Token]
where historical values and modern technology meets
Ad51C160 In 16, the identifying circumstance is expressed by the process
located
. In this copy, the Value is the pronoun
it
denoting the brand
Bintaro Jaya Xchange
for it is regarded as the name of the circumstance, whereas the Token is the prepositional
phrase
at the main entrance of Bintaro Jaya CBD, next to Bintaro-Pondok Indah toll road
. It is underlined by Halliday’s remark 2004 that the Token can be construed as a nominal group, an adverbial group, a prepositional phrase, or an embedded clause,
while the Value is usually construed as a nominal group in this type of relational clause configured in the identifying mode. Moreover, it can be evaluated by the
presence of
be
in the clause which remarks the form of receptive clause. Consequently, it points out
it
as the Value for it is the Subject in receptive clause Eggins, 2004. Hence, the Value and the Token are included in the identifying mode
as the participants in this circumstantial relation for they express identical element of circumstance Halliday, 2004 which is the circumstance of location.
When the producers include the description of the property location in 16, they keep repeating the brand of the property, namely
Bintaro
, in the clause. Meanwhile, the identifying circumstance is expressed by the process
located
. Through the application of circumstance of manner
strategically
, they try to suggest that the location of this property is arranged based on significant consideration. As a
result, they tend to define the value of the property based on its prominent location within the prestigious area.
It is analogous with 17 as the location symbolizes the worth of the brand. However, the Value
Hotel Salak the Heritage
and the Token
where historical values and modern technology meets
are construed as the circumstantial features. Thus, these headline and subheadline stress the relational clause from the perspective of
direct symbolization of spatial significance. The brand is represented as a distinguished establishment which combines the traditional and contemporary values
in a perfect harmony. The least number summarized in Chart 4.2 above also implies the limited
occurrences of possessive type in this mode. Therefore, it can be concluded that, similar to the circumstantial clause, the owning relation is less favoured by the
producers in the English identity-building strategy. The collected printed advertisements show that these relations are usually placed in the copy of
advertisement to describe the specifications of the brands andor the products. Hence, they are generally constructed in Indonesian to be in accordance with the regulation
that states to include clear descriptions to ground the strong claims typically utilized in the headlines of the discourse Indonesian Advertising Council, 2007. It provides
discernible reason for the limited occurrence of these types in the identity-building strategy.
18 [Token]
Bintaro Jaya Xchange
is [Value]
a 25 ha new lifestyle mixed use complex, which consist of
[Value]
Shopping Centers, Condominiums, Office Towers and Hotels, integrated with
[Attribute]
more than 6 Ha interactive green park area
Ad44C139 19
[Token]
we
provide [Beneficiary]
you
[Value]
the best facilities
[Circ: location]
in ICT and multimedia
Ad20C68 In 18, the possessive clause is put under the identifying mode signalled by the
process
consist of
Halliday, 2004; Thompson, 2004. Therefore, it encodes the possession as a process of owning which emphasizes on the implication that the
products belong to the brand. For it is categorized under the identifying mode, the possessed things imply the specific members of the brand. In other word, each of the
belonging property construes the identification of the brand. The alluring proposal is identical with 19. The difference is on the type of
the ownership. In spite of emphasizing in the aspect of containment, this copy suggests the benefaction of the containment. Through the verbal group
provide
, the advertiser try to attract the consumers by describing for whose benefit this fine
facilities are yielded. Hence, exclusivity appealing is quite prominent in this rhetorical statement.
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