Textual Artifact of Advertising: A Thrust of Halliday’s Mood System Resources

• Autor(a) principal: Dalamu, Taofeek Olaiwola
• Data de Publicação: 2020
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Revista Brasileira de Lingüística Aplicada (Online)
• Texto Completo: http://www.periodicos.letras.ufmg.br/index.php/rbla/article/view/12854
• topic: Advertising Communication, Artifact, Mood System, Specimen, Text

This paper argued that advertising contains variegated texts which theoretical terminologies are capable of exemplifying. Thus, ten advertisements of beverages and others were chosen for analysis. Halliday’s mood exchange resources decomposed the texts into meaningful components further computed with tables and graphs. The calibration indicated that Complement (official milk, Uncle Thomas), Adjunct (with *826#, of Akwa Ibom), and Predicator (Dial, Drink) were dominant grammatical semiosis sometimes without Subject and Finite. Also, the examination revealed exchanges initiated in the ‘interacts’ as operating in the spheres of half-constitutive and half-ancillary organs  significantly associated with socio-cultural norms. Prominent in the text were features of products, personal benefits and textual exaltations. Theoretical wherewithal, as the study suggested, would uncover communication details to influence the authorities on advertising regulations.