EXPERIENTIAL FUNCTION IN VERBAL AND NON-VERBAL MODES OF WWF ADVERTISEMENTS.

EXPERIENTIAL FUNCTION IN VERBAL & NON-VERBAL

MODES OF WWF ADVERTISEMENTS

A Thesis

Submitted to English Applied Linguistics Study Program

in Partial Fulfillment of the Requirements for the Degree of

Master of Humaniora

By:

HERMANSYAH

REG.NO.: 8106112009

ENGLISH APPLIED LINGUISTICS DEPARTMENT

POSTGRADUATE SCHOOL

STATE UNIVERSITY OF MEDAN

2014

iii

ABSTRACT

Hermansyah, Registration number: 8106112009, Experiential Function in Verbal and Non – Verbal Modes of WWF Advertisements. A thesis. English Applied Linguistics Study Program. Postgraduate School. State University of Medan. January 2014.

This study presents a research conducted on Experiential Function in Verbal and Non – Verbal Mode of WWF Advertisements. A qualitative research was applied to get the data. The sources of the data were from internet and Kover magazine. The objectives were to investigate the use of experiential functions, to ascertain the dominant type processes and circumstance and to contextualize the use of the dominant type. The data were obtained from the texts and picture of WWF advertisements in internet, and were analyzed by using some steps normally applied in descriptive qualitative method. First the data were analyzed by identifying kinds of processes and circumstances in verbal and non-verbal modes of the advertisements. Then the proportion of each process and circumstance whether it was verbal or non-verbal mode was converted into percentages. As the result, material process was 56%, and location circumstance was 9%. They were found as the dominant element of experiential function in verbal mode of the WWF advertisements. Meanwhile, relational process was 50%, and location circumstance is 50%. They were found as dominant element of experiential function in non-verbal mode of WWF. In the way the dominant type was derived, it was found that the material process in verbal mode was to attract public’s intention, make them do an action. Meanwhile the location circumstance in non-verbal mode was to portray the existence and condition of the wildlife and environment. The combination of the two modes, verbal and non-verbal modes in WWF advertisement, made the advertisement as a creative and attractive form of communication to persuade the audience to take action.

ABSTRAK

Hermansyah, NIM: 8106112009, Experiential Function in Verbal and Non – Verbal Modes of WWF Advertisements. Sebuah tesis. Program Studi Lingustik Terapan Bahasa Inggris. Pasca Sarjana. Universitas Negeri Medan. Januari 2014.

Tesis ini membahas sebuah penelitian tentang Experiential Function pada Mode verbal dan Non verbal yang terdapat pada iklan WWF. Penelitian kualitatif digunakan untuk mendapatkan data dan sumber data penelitian diambil dari internet. Sedangkan objektif dari penelitian ini adalah untuk menginvestigasi penggunaan experiential function dengan mencari process dan participant dari setiap klausa yang ada. Data penelitian didapat dari teks dan gambar yang terdapat pada iklan WWF, dan kemudian dianalisa dengan menggunakan beberapa tahapan yang biasa digunakan pada metode qualitatif deskritif. Pertama data dianalisa dengan mengidentifikasi jenis process dan circumstance yang terdapat pada mode verbal dan non verbal yang terdapat pada iklan WWF. Kemudian masing-masingnya akan diubah dalam bentuk persentase. Dan sebagai hasilnya, pada verbal mode di iklan WWF terdapat 56% untuk material process dan 9% location circumstance. Sementara itu, 50% relational process dan 50% location circumstance terdapat pada non verbal mode di iklan WWF. Dari hasil tersebut dapat disimpulkan bahwa material process pada verbal mode bertujuan untuk menarik perhatian publik agar mereka melakukan aksi seperti yang diinginkan pihak pengiklan. Sedangkan location circumstance pada non verbal mode bertujuan untuk menggambarkan keberadaan ataupun kondisi lingkungan satwa liar. Kombinasi dari kedua mode tersebut, yaitu verbal dan non verbal mode pada ikaln WWF, membuat iklan-iklan tersebut sebagai bentuk komunikasi yang kreatif dan atraktif untuk mempersuasi audien untuk melakukan aksi dalam upaya pelestarian satwa liar dan lingkungan.

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ACKNOWLEDGEMENTS

My thanks go first of all to everyone who, by making such an effort in contributing ideas and knowledge, made this project possible. You remain anonymous and anonymized but you know who you are!

My thanks also to my beloved wife, Mia, for our runs together and for keeping me sane: as Hakunna Matata (Aji and Assifa) say, running certainly teaches you a lot about how to write!

Above all, my thanks go to Prof. Dr. Busmin Gurning, M.Pd, Head of English Applied Linguistics Study Program and also my advisor, whose advise, encouragement, reviews, comments, suggestions and patience have been a feature of the writing process from the very beginning of this thesis. His unerring ability to spot his problems and mistakes saved me from many mishaps and inspired me to go further than he might otherwise have done. The writer is also grateful to Prof. Amrin Saragih, M.A., PhD, the co-advisor, for his robust criticisms, reviews and assistance were extremely helpful.

TABLE OF CONTENTS

Page

ACKNOWLEDGEMENTS……….. ii

ABSTRACT……….………. iii

ABSTRAK……… iv

TABLE OF CONTENTS……….. v

CHAPTER I : INTRODUCTION……….. 1

1.1 Background of Study………. 1

1.2 Problems of the Study……… 4

1.3 Objectives of the Study………... 4

1.4 Scope and Limitation of the Study……… 5

1.5 Significance of the Study……… ……….. 5

CHAPTER II : REVIEW OF RELATED LITERATURE………. 6

2.1 Experiential Function………. 6

2.1.1 Process……….. 10

2.1.2 Participant………. 16

2.1.3 Circumstance……… 18

2.2 Grammar of Visual Design………. 19

2.3 Advertisement ……….. 28

2.3.1 Language of Advertising……….. 30

2.3.2 Advertising As Kind of Communication………. 32

2.4 Verbal and Non-Verbal Communication in Advertising………….. 35

2.4.1 Verbal Mode……… 36

2.4.2 Non-Verbal Mode……… 38

2.5 Multimodality ……… 40

2.6 Conceptual Framework………. 42

CHAPTER III : METHODOLOGY……… 45

3.1 Research Method……….. 45

3.2 Sources of Data……… 45

3.3 Instrument of Data……… 45

3.4 Data Analysis……… 46

CHAPTER IV : DATA ANALYSIS, FINDINGS, AND DISCUSSION 48 4.1. Data Analysis……… 48

4.1.1. Types of Processes and Circumstances Used in Verbal Mode of WWF Advertisements ……….. 49

4.1.2. Types of Processes and Circumstances Used in Non-Verbal Mode of WWF Advertisements………. 51

4.2. Research Findings………. 54

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CHAPTER V : CONCLUSIONS AND SUGGESTIONS………. 60

5.1. Conclusions……….. 60

5.2. Suggestions………... 61

REFERENCE………... 62

CHAPTER I

INTRODUCTION

1.1 Background of the Study

Advertisement is a form of communication to persuade the audience to take action. It is becoming a part of people’s daily life. This type of discourse exists everywhere, in newspapers and magazines, on television, billboards, radio, the internet and even the mobile phones.

In general, advertisement can be classified into commercial advertisements and public service advertisements. Companies use commercial advertisements to promote their products. The major purpose of this type of advertisement is to sell products and to make profits. Thus, the language of commercial advertisements should be persuasive. And public service advertisement uses the same techniques as commercial advertisements do. However, its purpose is to inform, educate and motivate the public about non-commercial issues, such as climate change, health, education, energy conservation, wildlife, environment, and so on. One of organizations that always concerns about it is World Wild Fund (WWF).

WWF is a non-profit organization, which has made great achievement for public service with the help of its public service advertising. Its public service advertisements can be seen at many places around the world and have influenced people’s behaviors a lot.

Unlike most advertisements, WWF advertisements are advertised without having any body copies. Meanwhile Ning Yu (2008) states that most audience are more difficult to get the cognitive concept in the advertisements that consist of the

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headline, slogan or the picture only than the advertisements that consist of body copy.

Body copy is a type of text in an advertisement which is to expand the basic concept with and informative and persuasive prose that sells the product. It is always much longer than other types of text in advertisement. For example in advertisement: Stop Illegal Logging, it has body copy as follows: Illegal logging dapat menyebabkan kerusakan lingkungan dan satwa liar, Ayo hentikan Illegal logging sekarang juga. In this advertisement, the meaning of the message has been obtained only from the body copy. And it has delivered the danger of doing the action directly to the audience. So it does not create different interpretation to the audience because its body copy says so. Moreover, the advertisement is supported by its picture, it shows a picture of a man cutting a tree with a seesaw. But if it is compared with the following WWF advertisement which has no body copy, the text says “Fashion claims more victims than you think.” The picture shows a leopard and a cub walk along through the savanna. Seen from the picture and the text, they are not related. It is less difficult to get the cognitive concept from the advertisement than the advertisement with a body copy, moreover for those who have no knowledge and experience on it.

To understand the cognitive concept of the advertisement, scholars have been aware of the fact that when one is explaining something to another person, whether in verbal or non-verbal modes, s/he instinctively tries to organize what s/he says in a way that will make it easier for the hearer or the reader to understand. Therefore, it needs experiential function to express some meanings. It

concerns with clause that have guised as the way representing patterns of experience.

In line with the statement above, Halliday (1985:45) states that “to be able to read, listen effectively and with understanding a certain text, we have to be able to interpret it in terms of systemic functional grammar. In addition, Bell (2001: 121) states that experiential function expresses cognitive meaning and draws the systems and networks of transitivity to create propositions, which convey the

user’s experience of the external world of the senses and inner world of the mind.

It has a constituent structure that can be described functionally in terms of process, participant, and circumstance, with process being the essential ingredient. It can be said that experiential function concerns with the clauses that have guises as the way of representing patterns of experience through the process of doing, process of being, process of existing, process of physiological and psychological, indicating perception, relational, activities of saying, commanding, asking, and etc. all of these elements can make the readers understand the verbal mode of the advertisement.

According to Gunther Kress and Theo van Leeuwen (1996:13),Alike verbal mode, Non-verbal has grammatical structure; different interpretations of experience can be encoded using not only verbal mode but also non-verbal mode. Non-verbal mode is any visual mode is designed to affect the audience in some purposeful way in order to express the cognitive meaning.

Following the public service advertisement above, one can see advertising as a special kind of discourse. It can be strongly inferred that advertising is a type of communication where cognitive meaning abound. This study departs with this

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concept in mind and aims to explore the experiential function realization in verbal and non-verbal modes of WWF advertisements.

1.2 Problems of the Study

With respect to the background of the study, the problems of the study are formulated as the following:

(1) What is the type of process dominantly used in verbal and non-verbal modes of WWF advertisements?

(2) What is the type of circumstance dominantly used in verbal and non-verbal modes of WWF advertisements?

(3) Why is the pattern of experiential function used in the way it is in verbal and non-verbal modes of WWF advertisements?

1.3 Objectives of the Study

In relation to the questions of the research problems, the objectives of the study are:

(1) to describe the type of process used in verbal and non-verbalmodes in WWF advertisements,

(2) to describe the type of circumstance used in verbal and non-verbalmodes in WWF advertisements, and

(3) to explain the reasons for the pattern of experiential function in verbal and non-verbal modes in WWF advertisements.

1.4 Scope and Limitation of the Study

This study is limited on looking at experiential function especially in verbal and non-verbal modes in public service advertisements. The study is restricted to the print public service advertisements advertised by World Wide Fund (WWF) in 2012. The data source was taken from magazines, newspapers, and internet.

1.5 Significance of the Study

Findings of this study are expected to be useful theoretically and practically.

1. Theoretically, the readers can enlarge their knowledge on and help to understand experiential function realization especially for verbal and non verbal modesof WWF advertisement.

2. Practically, the findings of this study will also be useful for the next researchers to investigate the other phenomena related to experiential function realization in advertisement as well as the contribution for advertising companies to create a creative and persuasive advertisement as a form of communication.

60

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CHAPTER V

CONCLUSIONS AND SUGGESTIONS

5.1 Conclusions

Having analyzed the data, it is concluded that

a. Material process is the dominant type used in verbal mode of WWF advertisements.It expresses the notion that some entities ‘do’ something which may be done ‘to’ some other entities. Theoretically the intention of the verbal mode of the WWF advertisements was to attract public’s intention, make them do an action wildlife and environment reservation. Meanwhile, in non-verbal mode of WWF advertisements, relational process is the dominant one and followed by existential process.It expresses the notion whether they are being used to identify something or assign a quality to something. On the other words, the intention of the verbal mode of the WWF advertisements was to portray and identify the quality of the existence of wildlife and environment.

b. Location circumstance is dominantly used both in verbal and non-verbal mode of the advertisements.Location circumstance indicates time and place in which the process occurs. On the other word, the non-verbal mode of WWF advertisements was to portray the existence of the wildlife and environment.

c. The use of process and circumstance in such a way both in verbal and non-mode of WWF advertisement because the advertisements can work effectively and attractively if the two modes combined. And they will create a new logical thinking. Moreover the WWF advertisements can

61

work wonders and successful if they delivered with the appropriate and effective words, simple clause, easy to be understood and attractive as well as creative picture. As the result audience can take action for a better world.

5.2 Suggestions

With reference to the conclusions, suggestions are staged as the followings

a. It is suggested that the advertisers should clearly use exact verbal and non-verbal modes to describe how their advertisements are beneficial to the consumers by applying material process in verbal mode and location and existential circumstance in non-verbal mode. In this way, they offer satisfaction to the potential consumers and their products gain more purchases.

b. The advertisers are also suggested to specify in what circumstance their products satisfy the consumers. In this way they are expected to use appropriate circumstances of location and existential. This is potential to gain more attention for customers.

c. It is suggested that the potential consumers should consider the products they want to purchases by which they gain satisfactorily – purchased goods or services.

62

REFERENCE

AlHamdany, Hayder. 2013. The Usefulness of Systemic Functional Grammar and

Its Impact on Students’ Communicative Skills in ESL Context. European

Scientific Journal, 8(11): 116-131.

Anderson, Sara. 2004. Provocative Advertising. Swedish: Lulhea University of Technology.

Ansary, Hasan. 2012. The Generic Integrity of Newspaper Editorial: A Systemic Functional Perpective. Asian EFL Journal, 5(3): 28-37.

Baraceros, Esther. 2013. Systemic Functional Grammar Fostering Critical Thinking in Teaching and Learning Language. Asian EFL Journal, 6(2): 9-19.

Barthes, Ronald. 1985. Rhetoric of the Image.. Bloomington: Indiana University Press.

Bell, M. 2001. Functional Grammar. New York: Longman

Bogdan, R.C & Biklen S.K. 1992.Qualitative Research for Education: An Introduction Theory and Methods. Needham Heights, M.A: Allyn and Bacon.

Christie, Frances. 2012. Systemic Functional Linguistics and A Theory of Language in Education. International Journal of Applied Linguistics, 3(2): 13-23.

Cook, G. 1992. Discourse of Advertisement. London: Routledge.

Czerpa, Dorota. 2005. Language and Image. Swedish: Lulea University of Technology.

Dahl, Gary. 2007. Advertising For Dummies. Canada: Wiley Publishing, Inc. Eggins, Suzanne. 2004. An Introduction to Systemic Functional Linguistics. New

York: Continum.

Fauconnier, Gilles, and Mark Turner. 2002. The Way We Think: Conceptual

Blending and the Mind’s Hidden Complexities. New York: Basic Books.

Forceville, Charles. 2009. Applications of Cognitive Linguistics: Multimodal Metaphor. New York: Routledge.

Frances. 2002. Systemic Functional Grammar. Heidelberg

Gerot, Linda and Peter Wignell. 1994. Making Sense of Functional Grammar. Australia: Antipodean Educational Enterprises.

Gilson, C. & Berkmen, W.H. 1980.Advertising: Concepts and Strategies. Toronto: New York Random House.

Goddard, Angela. 2005. The Language of Advertising. Written Texts. London: Routledge

Jennings, Stephen. 2013. Systemic Functional Grammar and Authentic Language Input. International Journal of Applied Linguistic, 4(5): 97-111.

Kress, G. and van Leeuwen T. 1996.Reading Images: The Grammar of Visual Design. London: Routledge.

Kress, G., & van Leeuwen, T. 2001. Multimodal Discourse: The Modes and Media of Contemporary Communication. London: Arnold.

Leborg, Christian. 2010. Visual Grammar. London: Cambridge Press.

Leech, Geoffrey, N.1988. English in Advertising: A Linguistic Study of Advertising in Great Britain (English Language Series). London: Longman

Mandasari. 2001. An Analysis of Six Types of Transivity Process in Kanguru Radio English Scripts. USU

Martinich, A.P. 1996. The Philosophy of Language. New York: Oxford University Press.

Namora, Taruli. 2005. Experiential Function in Yahoo’s Entertainment News Headlines. Medan: UNIMED

Ningsih, Yuliana. 2010. Interpersonal Function in TV program of Mario Teguh’s Golden Way. Medan: UNIMED

Nur, Rismayani. 2011. Speech Function in Male and Female’s Language in Television Advertisement.

O’Halloran, Kay. 2004. Multimodal Discourse Analysis: Systemic Functional

Perspective. New York: Continum.

Racine, Ned. 2002. Visual Communication. New York: Learning Express

Saragih, Amrin. 2008. Discourse Analysis: A Systemic Functional Approach the Analysis of Text. Unpublished.

Sembiring, Donna .2011. The Interpretation on Advertisement Language of Vocational High School on Billboard. Medan: USU

Sembiring, Susana Silvia. 2009. Experiential Function in the Daily Jakarta Post. Medan: UNIMED

Sibarani, Berlin. 2004. Qualitative Research in Linguistics and Language Teaching. Unpublished.

Simsek, Meliha. 2013. A Systemic Functional Analysis of Two Short Stories. International Journal of Applied Linguistics, 4(4): 74-96.

Stoner, Michael.2003. Language and Communication. New York: Longman Taverniers, Miriam. 2011. The Syntax-Semantics Interface in Systemic Functional

Grammar. Journal of Pragmatics, 43(4): 1100-1126.

Taylor, Charles. 2013. Putting Brand Into Play. International Journal of Advertising, 32(1): 17-44.

Ulfa, Rini Adilla. 2006. Experiential Function In Analisa Newspaper. Medan: UNIMED.

Xu, Jian. 2009. Interpreting Metaphor of Modality in Advertising English. Journal of Jiangsu University of English Language Teaching, 2(4): 117-121. Yu, Ning. 2008. Conceptual Metaphor in Print Advertisement. University of

concept in mind and aims to explore the experiential function realization in verbal and non-verbal modes of WWF advertisements.

1.2 Problems of the Study

With respect to the background of the study, the problems of the study are formulated as the following:

(1) What is the type of process dominantly used in verbal and non-verbal modes of WWF advertisements?

(2) What is the type of circumstance dominantly used in verbal and non-verbal modes of WWF advertisements?

(3) Why is the pattern of experiential function used in the way it is in verbal and non-verbal modes of WWF advertisements?

1.3 Objectives of the Study

In relation to the questions of the research problems, the objectives of the study are:

(1) to describe the type of process used in verbal and non-verbalmodes in WWF advertisements,

(2) to describe the type of circumstance used in verbal and non-verbalmodes in WWF advertisements, and

(3) to explain the reasons for the pattern of experiential function in verbal and non-verbal modes in WWF advertisements.

1.4 Scope and Limitation of the Study

This study is limited on looking at experiential function especially in verbal and non-verbal modes in public service advertisements. The study is restricted to the print public service advertisements advertised by World Wide Fund (WWF) in 2012. The data source was taken from magazines, newspapers, and internet.

1.5 Significance of the Study

Findings of this study are expected to be useful theoretically and practically.

1. Theoretically, the readers can enlarge their knowledge on and help to understand experiential function realization especially for verbal and non verbal modesof WWF advertisement.

2. Practically, the findings of this study will also be useful for the next researchers to investigate the other phenomena related to experiential function realization in advertisement as well as the contribution for advertising companies to create a creative and persuasive advertisement as a form of communication.

CHAPTER V

CONCLUSIONS AND SUGGESTIONS

5.1 Conclusions

Having analyzed the data, it is concluded that

a. Material process is the dominant type used in verbal mode of WWF advertisements.It expresses the notion that some entities ‘do’ something which may be done ‘to’ some other entities. Theoretically the intention of the verbal mode of the WWF advertisements was to attract public’s intention, make them do an action wildlife and environment reservation. Meanwhile, in non-verbal mode of WWF advertisements, relational process is the dominant one and followed by existential process.It expresses the notion whether they are being used to identify something or assign a quality to something. On the other words, the intention of the verbal mode of the WWF advertisements was to portray and identify the quality of the existence of wildlife and environment.

b. Location circumstance is dominantly used both in verbal and non-verbal mode of the advertisements.Location circumstance indicates time and place in which the process occurs. On the other word, the non-verbal mode of WWF advertisements was to portray the existence of the wildlife and environment.

c. The use of process and circumstance in such a way both in verbal and non-mode of WWF advertisement because the advertisements can work

61

work wonders and successful if they delivered with the appropriate and effective words, simple clause, easy to be understood and attractive as well as creative picture. As the result audience can take action for a better world.

5.2 Suggestions

With reference to the conclusions, suggestions are staged as the followings

a. It is suggested that the advertisers should clearly use exact verbal and non-verbal modes to describe how their advertisements are beneficial to the consumers by applying material process in verbal mode and location and existential circumstance in non-verbal mode. In this way, they offer satisfaction to the potential consumers and their products gain more purchases.

b. The advertisers are also suggested to specify in what circumstance their products satisfy the consumers. In this way they are expected to use appropriate circumstances of location and existential. This is potential to gain more attention for customers.

c. It is suggested that the potential consumers should consider the products they want to purchases by which they gain satisfactorily – purchased goods or services.

AlHamdany, Hayder. 2013. The Usefulness of Systemic Functional Grammar and

Its Impact on Students’ Communicative Skills in ESL Context. European

Scientific Journal, 8(11): 116-131.

Anderson, Sara. 2004. Provocative Advertising. Swedish: Lulhea University of Technology.

Ansary, Hasan. 2012. The Generic Integrity of Newspaper Editorial: A Systemic Functional Perpective. Asian EFL Journal, 5(3): 28-37.

Baraceros, Esther. 2013. Systemic Functional Grammar Fostering Critical Thinking in Teaching and Learning Language. Asian EFL Journal, 6(2): 9-19.

Barthes, Ronald. 1985. Rhetoric of the Image.. Bloomington: Indiana University Press.

Bell, M. 2001. Functional Grammar. New York: Longman

Bogdan, R.C & Biklen S.K. 1992.Qualitative Research for Education: An Introduction Theory and Methods. Needham Heights, M.A: Allyn and Bacon.

Christie, Frances. 2012. Systemic Functional Linguistics and A Theory of Language in Education. International Journal of Applied Linguistics, 3(2): 13-23.

Cook, G. 1992. Discourse of Advertisement. London: Routledge.

Czerpa, Dorota. 2005. Language and Image. Swedish: Lulea University of Technology.

Dahl, Gary. 2007. Advertising For Dummies. Canada: Wiley Publishing, Inc. Eggins, Suzanne. 2004. An Introduction to Systemic Functional Linguistics. New

York: Continum.

Fauconnier, Gilles, and Mark Turner. 2002. The Way We Think: Conceptual

Blending and the Mind’s Hidden Complexities. New York: Basic Books.

Forceville, Charles. 2009. Applications of Cognitive Linguistics: Multimodal Metaphor. New York: Routledge.

Frances. 2002. Systemic Functional Grammar. Heidelberg

Gerot, Linda and Peter Wignell. 1994. Making Sense of Functional Grammar. Australia: Antipodean Educational Enterprises.

Gilson, C. & Berkmen, W.H. 1980.Advertising: Concepts and Strategies. Toronto: New York Random House.

Goddard, Angela. 2005. The Language of Advertising. Written Texts. London: Routledge

Jennings, Stephen. 2013. Systemic Functional Grammar and Authentic Language Input. International Journal of Applied Linguistic, 4(5): 97-111.

Kress, G. and van Leeuwen T. 1996.Reading Images: The Grammar of Visual Design. London: Routledge.

Mandasari. 2001. An Analysis of Six Types of Transivity Process in Kanguru Radio English Scripts. USU

Martinich, A.P. 1996. The Philosophy of Language. New York: Oxford University Press.

Namora, Taruli. 2005. Experiential Function in Yahoo’s Entertainment News Headlines. Medan: UNIMED

Ningsih, Yuliana. 2010. Interpersonal Function in TV program of Mario Teguh’s Golden Way. Medan: UNIMED

Nur, Rismayani. 2011. Speech Function in Male and Female’s Language in Television Advertisement.

O’Halloran, Kay. 2004. Multimodal Discourse Analysis: Systemic Functional

Perspective. New York: Continum.

Racine, Ned. 2002. Visual Communication. New York: Learning Express

Saragih, Amrin. 2008. Discourse Analysis: A Systemic Functional Approach the Analysis of Text. Unpublished.

Sembiring, Donna .2011. The Interpretation on Advertisement Language of Vocational High School on Billboard. Medan: USU

Sembiring, Susana Silvia. 2009. Experiential Function in the Daily Jakarta Post. Medan: UNIMED

Sibarani, Berlin. 2004. Qualitative Research in Linguistics and Language Teaching. Unpublished.

Simsek, Meliha. 2013. A Systemic Functional Analysis of Two Short Stories. International Journal of Applied Linguistics, 4(4): 74-96.

Stoner, Michael.2003. Language and Communication. New York: Longman Taverniers, Miriam. 2011. The Syntax-Semantics Interface in Systemic Functional

Grammar. Journal of Pragmatics, 43(4): 1100-1126.

Taylor, Charles. 2013. Putting Brand Into Play. International Journal of Advertising, 32(1): 17-44.

Ulfa, Rini Adilla. 2006. Experiential Function In Analisa Newspaper. Medan: UNIMED.

Xu, Jian. 2009. Interpreting Metaphor of Modality in Advertising English. Journal of Jiangsu University of English Language Teaching, 2(4): 117-121. Yu, Ning. 2008. Conceptual Metaphor in Print Advertisement. University of