Process Analysis on Business Advertisement Text Data: A Systemic Functional Analysis Approach

Abstract

This research is motivated by the significance of advertisements in influencing consumer behavior through the use of persuasive and strategic language. Advertisements not only serve to inform but also to shape consumer perceptions and preferences through emotional and visually appealing messages. This study identifies a significant knowledge gap regarding how various advertising techniques interact with the psychological and social factors of consumers. The research methodology employed a Systemic Functional Linguistics (SFL) approach to analyze business advertisement texts published in print and digital media. The main findings indicate that business advertisement texts tend to be dominated by material processes focused on physical actions such as "buy," "use," and "get," which are effective in driving consumer behavior. Mental and relational processes also play significant roles in influencing thoughts and forming relationships between products and consumers. Additionally, the presence of verbal, existential, and behavioral processes enriches advertisement messages with direct communication, emphasis on the existence of products, and specific behavioral actions. This research highlights the importance of a multidisciplinary approach in analyzing advertisements to understand the complex interactions between advertisements and consumers' socio-psychological factors. The implications of this study provide practical guidance for marketing practitioners in designing more effective and impactful advertisements.