clauses are linked together grammatically, they are turn into a clause complex Halliday, 2004. Hence, the data consist of a clause and a clause complex. When the
clauses in a clause complex are mapped into one type of process in transitivity system, they are treated as one category of data. When they construct different type
of processes, they are divided into different clauses. This system allows the grammatical role realization of different social actors to be investigated in different
processes of meaning. After the English clauses were collected, they were categorized under the
analyzed printed display advertisements. In other words, they were grouped based on the advertisement they were found. For instance, the English clauses utilized in the
Samsung advertisement were put and analyzed as a form of unity. This categorization was implemented to acquire better understanding on the social representations
exploited in an advertisement.
3.4 Data Presentation Technique
The collected clauses were coded by representing the number of the advertisement and the number of the clause, e.g. Ad2C2 refers to the second clause in
the second advertisement in the data. Afterwards, the percentage result of the processes and representations were displayed and summarized in charts.
Furthermore, the social actors in the clauses were labelled into four
characters: narratee, brand, product, and endorser. The first social actor is
originated from the term coined by Goddard 1998 which refers to the target market, denoting the people who are expected to buy the advertised products or use the
advertised services. The brand, which is the second label, refers to the type of
products and services which are being promoted. The merchandised items or merit are put under the product label. As for the final actor, it covers the celebrity or well-
known figure in the society who endorses the brand andor the product. An example of the labelling is ―the smartest phone designed for you Ad2C3‖ in which the
smartest phone is put under the label of product whereas you is regarded as the narratee.
In ―OCBC Bank | world‘s strongest bank Ad6C20‖, the brand is indicated by OCBC Bank. As for the example of the last label, Dian is categorized as the
Endorser in ―Dian is back Ad17C57‖.
3.5 Data Analysis of the Study
The initial step was determining the processes type of the clauses. Systemic Functional Grammar was used as the tool which is proposed by Halliday 2004,
specifically the transitivity structure. The focus of applying this structure is on determining the typical types of clauses found in the data among the six grammatical
processes in the transitivity system consisted of the material, mental, relational, verbal
, behavioural, and existential processes.
It was followed by the categorization on the participants, the circumstances, and the further classification of clauses in the respective system employed in the
analysis. The third element is different from the concept of the six major processes for it is defined by the principal types of each process. For instance, there are two
categorizations of clauses in the material process Halliday, 2004. The first one concerns with the impact of the process which is divided into two classes, the
transitive doing and intransitive happening clauses. The latter focuses more on the
type of doing which is distinguished into two classes, creative forming and transformation changing.
After the contours of the clauses had been detected, the analysis moved forward to examine the implication of the linguistic features. The functions of each
correlated elements implied in a clause is investigated in accordance with the contexts of the printed display advertisement in Indonesia. This step is crucial to
figure out the motives behind the grammatical and lexical choices to relay the idea of identity transforming and strengthening stimulated and attached with the products
and brands by the producers. The second major step in the analysis was conducted to find out the
significance of the English linguistic choices from the perspective of the social actor representations. The results of the initial analysis were investigated further based on
the framework of social actor representations developed by van Leeuwen 2008. With this method, the possible sociological roles assigned to the narratee, brand,
product, and endorser in the identity-building activities manifested in the text can be detected and interpreted.
The four social actors were categorized and analyzed under three categorizations
of social actor representations analysis. Those categories include inclusion and exclusion
, activation and passivation, and personalization and impersonalization
van Leeuwen, 2008, see 2.6 for further discussion. The first categorization is employed to find out the characteristic of the text in term of social actors‘
manifestations in particular settings whether they are being included or excluded. Then, further categorization explores the grammatical functions or role of these
actors are given to play in representations. Finally, the analysis in investigating the concept in relation with the manner the four social actors are manifested in the social
processes was conducted. As a result, the study can comprehend and recognize the verbal choice technique, particularly the representation configuration, in the English
used print advertising strategy in a discernible way.
3.6 Substantion
