advertisement to persuade the readerships to buy the product or use the service presented in the newspaper advertisements in relation to the identity-building
strategy.
1.2 Problem Formulation
Based on the explanation above, the problems were formulated as follows. 1.
What transitivity processes are typically exploited in the English clauses to construct the identity-building strategy in the English printed advertisements?
2. What are the representations of social actors in constructing the identity-building
strategy in the English printed advertisements?
1.3 Research Objectives
As it has been mentioned earlier, the producers of advertisement attempt to hypnotize the market to consume the product or service by applying identity-building
strategy in the discourse. Therefore, the objectives of this study are to find the traces of this identity-building pattern employed in the grammatical and lexical features of
English contained in the print advertising and to reveal the social actor representations in the aforementioned social practice. For that purpose, this study
utilizes transitivity processes and social actor analysis as the main tools which are integrated in the context of the advertisements.
The aim of the first objective is to find the correlation of the actual reality with the fabricated one depicted in the printed advertisements. In order to obtain the
objective, the representations of the world, such as belief, opinion, and ideology are regarded as crucial matters to be investigated. With the help of the transitivity
processes, these reality representations can be attended through the application of the
general transitivity processes in motivating inherent image or personality fabrication integrated in the commercial discourse in Indonesia.
Afterwards, it is deemed necessary to find how the cluster of people is represented in realizing this identity transformation activity. Thus, the second
objective of this study is to uncover the social actor representational choices in the referred social practice. It is congruent with the purpose of social actor
representational analysis for it assesses the categorization of people ingrained in the discourse in terms of their roles and social strata in the society Machin and van
Leeuwen, 2007. Through the incorporation between these two methods, there is an expectation that the results of the analysis can reflect the manner in which an
aspirational identity is constructed through the spectacles of corporate institutions, so that it can intensify the appeals of the brand toward the target market.
1.4 Research Benefits
