MICROSTRUCTURAL AND MACROSTRUCTURAL VARIATION IN PRINTED ADVERTISEMENTS FOR TWO DIFFERENT PRODUCTS

Abstract

With the premise that the genre of commercial consumer advertising is not a homogeneous genre, this study identifies two types of advertisements, namely advertisements for luxury items and those for non-luxury items. It attempts to locate linguistic markers for variation in communicative purpose or persuasive intent. In Chapter Two, Halliday's systemic-functional grammar provides the basic framework for microstructural analysis. In Chapter Three, van Dijk's notion of macrostructure is used as a basis for the study of macrostructural analysis. This study concludes by attributing linguistic variation to the roles of the participants of advertising discourse and the relationship between them, as well as to the nature of the products advertised. In the concluding chapter, some implications of this study for further research in advertising discourse are identified.