Systemic-Functional Grammar

Advertisement has long been used as a tool for informing and attracting audiences in different ways. This study aims at investigating the linguistic tools of advertisement in Persian on the basis of Halliday’s systemic-functional grammar theory. The data of this study were gathered from written and verbal commercial advertisements which were recorded and rewritten in order to investigate verbal groups in the sentences in terms of process and function types and subsequently compare the two bodies. The results showed that material and relational processes had highest frequency in Persian language in terms of ideational metafunction. From the interpersonal metafunction perspective, information function was frequent in most cases. Regarding these factors, there was no significant difference between verbal and written bodies.

The fallacy persists in discourse analysis research to explore lexicogrammatical phenomena detached from any adjacent plane of the meaning potential. In an attempt to dispel this and toss out some preconceived notions about what a modern SFG vantage point should involve, this study homes in on one aspect of SFG within prose fiction in particular, which is very revealing in terms of how separate system networks are actually in synergistic simultaneity, and how SFG allows one , phenomenally well, to bring such synergies out, getting to the heart of the fact that language pervasively operates on multiple planes of textuality simultaneously. Thus, building upon Halliday’s 2004 work, the quest is if it is interpersonally significant when the Residue is split into two parts; more importantly, if it is also laced with some lexicogrammatical quality on the textual plane, in light of the fairly well-entrenched assumption that there is always Theme at work when the Residue is split. Halliday is the only scholar to touch upon the topic of Discontinuous Residue and its relationship to Marked Theme in the culmination of his groundbreaking career, i.e. his 2004 work. Having driven home the proposal to make into a watchword the ubiquity of interlocking macro-semantic system networks, some pedagogical and research implications and suggestions flowing from this are brought up.