Genre Analysis on an advertorial

8/12/2019 Genre Analysis on an advertorial

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TXGX 6304:

Language for Specific Purposes

Analysis of an Advertorial in a Local

Nespaper:

A Genre!"ased Analysis

Prepared by:

Ma Fei Fan (TGB120001)

Kenny Ong Kian Meng (TGB120011)

Mohd Izuani bin Mohd Haan (TG!11001"

Lecturer: #r$ %e&i'ia %heong in Mei


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Analysis of an Advertorial in a Local Nespaper: A Genre!"ased Analysis

A#stract

! an eerging hybridied genre* ad+er,oria' i re'a,i+e'y ne- ,o o,her ad+er,iing genre$ In ,hi ,udy*

an ad+er,oria' pub'ihed on a 'o&a' ne-paper i e'e&,ed and ana'yed uing Bha,ia. (1//") e+en,ep

genre ana'yi e,hodo'ogy$ The ad+er,oria' i ana'yed in ,er o i, &ouni&a,i+e purpoe*

para'ingui,i& ea,ure* 'ingui,i& ea,ure and e+a'ua,i+e ape&, o 'anguage$ To &opare -i,h o,her

ad+er,iing genre* ,he reu', o ,he ana'yi are &opared -i,h ,he generi& ,ru&,ure o ad+er,ieen,

propoed by Bha,ia (200)$ Fro ,he ,udy* i, i ound ,ha, ,he ad+er,oria' hare &oon ea,ure -i,h

o,her ad+er,ieen, genre and ,hereore* i, &an be &a,egoried a a ubgenre o ad+er,ieen,$

$ntroduction

In ,he era o inora,ion e3p'oion* reader no-aday ha+e a 'o, o &hoi&e or ,heir reading$ In order ,o

grab reader. a,,en,ion* ad+er,ier ha+e ,o ue pe&ia' ,ra,egie ,ha, are ab'e ,o a,,ra&, ,he reader and ,o

ur,her peruade ,he ,o buy &er,ain produ&,$ One o ,he &hanne' o ad+er,iing produ&, in -ri,,en or

i ,hrough edia u&h a ne-paper and agazine$ Magazine and ne-paper no-aday ha+e

ad+er,ieen, e&,ion ,o proo,e &er,ain er+i&e or produ&,$ ! ,he genre o ad+er,ieen, e+o'+ed

o+er ,ie* a ne- hybridied genre o ad+er,ieen,* 4ad+er,oria'. i eerged in ,he ad+er,iing genre$

!d+er,oria' i a b'ending -ord o 4ad+er,ieen,. and 4edi,oria'.$ Fro ,he -ord i,e'* i, i

ob+iou ,ha, ad+er,oria' i a 5ind o genre -hi&h er+e a an ad+er,ieen, in ,he or o edi,oria'$ #ue

,o i, hybridied na,ure* ,hi ne-'y eerged genre i pro+en ,o be &onuing and i'eading$ For in,an&e*

The New York Times-a on&e ued by a ne- broad&a,er be&aue her in,er+ie- -a ea,ured in an

ad+er,iing upp'een,* ra,her ,han a en,a' hea',h ne- ar,i&'e -hi&h he be'ie+ed i, -a uppoed ,o be

(6hou* 2012)$ O &oure* ,hi i no, ,he on'y &ae o ,he &onuion &aued by ad+er,oria'$

In ,hi ,udy* -e -ou'd 'i5e ,o ana'ye an ad+er,oria' Think before You Drink: Read the Label.

Ensure Its a Fruit Juie Drink. by Marigo'd Pee' Freh$ The ad+er,oria' i pub'ihed on 'o&a'

ne-paper$ The ,udy i ,o &arry ou, ,o in+e,iga,e ,he para'ingui,i& and 'ingui,i& ea,ure o ,he


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ad+er,oria'$ Beide* -e -ou'd 'i5e ,o in+e,iga,e -he,her ,he o+e and ,ep in ,he ad+er,oria'

di&o+ered ,hrough o+e ana'yi ii'ar ,o ,he inding o pre+iou ,udie$

T%eoretical #ac&ground

! a ubarea o i,ua,ed di&oure ana'yi (Bha,ia* 1//"* 2007 8-a'e* 1//0)* genre ,udie e3aine

,hree dieren, ape&, o a di&oure: ,e3,ua'ia,ion o 'e3i&ograar* organia,ion o di&oure and

&on,e3,ua'ia,ion o di&oure (6hou* 2012)$ In genera'* a genre i per&ei+ed a &ouni&a,i+e e+en,

-i,h di,in&, purpoe in a pe&ii& e,,ing$ ! genre i high'y ,ru&,ured and &on+en,iona'ied in ,er o

4o+e.$ In a&&ordan&e ,o #ud'ey9+an and ohn* a 4o+e. i a uni, &ouni&a,i+e purpoe or &on,en,

in a ,e3, -herea a 4,ep. i ,he ubo+e$ Fro a 4,ep.* -e &an 'oo5 a, de,ai'ed perpe&,i+e on ,he

op,ion open ,o ,he au,hor in e,,ing ou, ,he o+e (1//;* a &i,ed in 6hou* 2012)$ Fro ,he ,ru&,ura'

o+e ana'yi origina,ed ro 8-a'e (1//0)* Bha,ia (1//"* 200) propoe a ,ypi&a' &ogni,i+e ,ru&,ure

-hi&h he be'ie+e app'i&ab'e ,o o,her genre o ,e3, ,hrough in,erpre,a,ion o ,he 'ega' &ae$

For ,he purpoe o ana'ying a ne- genre* Bha,ia (1//") de+ie a e+en,ep genre ana'yi

e,hod$ 8in&e ,he in&ep,ion o ,hi e,hod* ,he e,hod ha been -ide'y ued by o,her reear&her$ For

in,an&e* Bre,, (1//)* Ho'e (1//


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Ta#le '( 8e+en,ep e,hod propoed by Bha,ia ( 1//" )$

Steps )escription

'( P'a&ing ,he gi+en genre,e3, in a i,ua,iona' &on,e3,

*( 8ur+eying e3i,ing 'i,era,ure

3( ?eining ,he i,ua,iona'@&on,e3,ua' ana'yi4( 8e'e&,ing &orpu

+( 8,udying ,he in,i,u,iona' &on,e3,

6( Aingui,i& ana'yi

,( 8pe&ia'i, inora,ion in genre ana'yi

Aoo5ing a, ,he een&e o ,he Genre ,heory* genre ued in a &ouni&a,i+e e,,ing ha+e ,heir

o-n ue o ,he 'anguage$ Though ,e3, in a genre ay hare &oon 'ingui,i& ea,ure* a genre i,e' i

dynai& and adap,i+e ,o ,he de+e'open, o ,ie$ Fro Bha,ia (200) ober+a,ion* ,raner and

e3p'oi,a,ion o genre ea,ure 'ead ,o inno+a,ion and hybridia,ion o di&oure$ !d+er,oria' i one o ,he

inno+a,ed and hybridied genre ,ha, i rare'y ana'yed y,ea,i&a''y (6hou* 2012)$ #ue ,o i, po,en,ia'

or u,ure in+e,iga,ion* our group &hooe ad+er,oria' a a genre or ana'yi$ The e+en,ep e,hod

propoed by Bha,ia (1//") er+e a ,he rae-or5 or u ,o ana'ye our &hoen ad+er,oria'$

!par, ro ,ha,* ana'yi o ,he genre &ou'd be done by 'oo5ing a, ,he generi& +a'ue o ,he

re'e+an, ,e3,$ !d+er,oria'* a one o ,he proo,iona' -ri,ing poee 4de&rip,ion. and 4e+a'ua,ion.

generi& +a'ue (Bha,ia* 200)$ Meaureen, o ,he e+a'ua,ion ape&, o ,he ,e3, i a &ha''enge and

,hereore* appraia' ,heory &oe in,o p'ay$ ! a bran&h o y,ei& un&,iona' 'ingui,i&* i, i a

y,ea,i& rae-or5 ,o eaure e+a'ua,i+e ape&, o ,he 'anguage baed on ,hree uby,e: a,,i,ude*

engageen, and gradua,ion$ !,,i,ude i a y,e o e3preing ee'ing -hi&h &an be ub&a,egoried a

ae&,* udgen, and appre&ia,ion$ Beide* engageen, i ,he in,erube&,i+e poi,ioning o ,he au,hor or

pea5er in ,heir prior u,,eran&e* a',erna,i+e +ie-poin, and an,i&ipa,ed repone$ Fur,herore*

gradua,ion i ,he +a'ue ,ha, er+e ,o pro+ide grading or &a'ing$ In ano,her -ay* appraia' ,heory

e3aine ,he ad+er,oria' a, ,he i&ro'ingui,i& 'e+e' (6hou* 2012)$ In ,he preen, ,udy* our group


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in+e,iga,e ,he e+a'ua,i+e ape&, o ,he ad+er,oria' uing appraia' ,heory propoed by Mi&hae' Ha''iday

(1//)$

-et%odology

a. Data olletion

The da,a ,ha, -e ha+e &hoen ,o reear&h on i an ad+er,oria' -hi&h -a ob,ained ro the!un* Ma'ayiaC

ir, na,iona' ree dai'y ne-paper in ,he or o a ,ab'oid$ I, -a prin,ed on a -ho'e page -i,hou, any

pe&ii& or pe&ia' 'abe'$ In our reear&h* -e ha+e ound ,ha, ,hi ne-paper i ,o,a''y an appropria,e da,a

our&e a i, pub'ihe ore ,han "00 000 &opie e+ery day* poi,ioning i, a ,he ,op 9ng'ih dai'y in

Ma'ayia$ In ,er o a+ai'abi'i,y* the!un&oand a -idepread a+ai'abi'i,y in ,he K'ang Da''ey and

,he e,ropo'i,an area o Kua'a Aupur$ For a ree dai'y ne-paper* prin,ing and di,ribu,ion o ore ,han

"00 000 &opie a day ho- i, abi'i,y ,o rea&h a 'arge audien&e$

Fro ,he Eo+eber 1"* 201" iue o the!un* ,hi ad+er,oria' -a &hoen a ,he ap'e$ The

&ri,erion o e'e&,ing ,hi ad+er,oria' -a ,o ge, one ,ha, &o+er a +arie,y o ube&, and an in,ere, o

,arge, reader$

b. "nal#tial methodolo$#

In order ,o ana'ye ,he ad+er,oria'* -e de&ided ,o adap, ,he e+en,ep ana'y,i&a' rae-or5 de+ied by

Bha,ia (1//") er+ing a a guide$ 8in&e ,here are on'y ,hree ,uden, in ,hi group* ,he ne-paper

ad+er,oria' -a pho,o&opied and di,ribu,ed aong ,hree o u o ,ha, -e &ou'd -or5 on our de'ega,ed

par, ore ui&5'y and ei&ien,'y$

In ,he pro&e o ana'ying ,he ad+er,oria'* ,-o 'igh, &hange -ere ade in order ,o er+e ,he

purpoe o ,hi ,udy be,,er* a -e'' a ,o be,,er i, ,he ,ype o ,he ,e3, ,ha, i being ,udied$ Fir,* ,he ,udy

o in,i,u,iona' &on,e3, ugge,ed in ,he rae-or5* in -hi&h ,he genre i ued* i genera''y &on&erned

-i,h da,a ,ha, i &o''e&,ed ro a par,i&u'ar organia,ion* -hi&h o,en ha i, o-n organia,iona'

&on,rain, or genre &on,ru&,ion$ In our ,udy* ho-e+er* ,he &urren, da,a &oe ro popu'ar a


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edia$ Thereore* ,here i no any dire&, re'a,ionhip -i,h any par,i&u'ar organia,ion or in,i,u,ion$

8e&ond* Bha,ia in,rodu&e a ,ep or pe&ia'i, inora,ion in genre ana'yi$ ! ,hi reear&h i,ua,ed in

an e3panding&ir&'e &on,e3, -i,h +ery 'ii,ed reour&e* pe&ia'i, inora,ion -a dii&u', ,o ob,ain$ !

a reu',* -e ued on'y i+e ,ep o Bha,ia. (1//") e+en,ep e,hod$ In our ,udy* ,he ana'yi o ,he

ad+er,oria' -a di+ided in,o ,-o ain area: &ouni&a,i+e purpoe and ,e3,ua' ana'yi$ The o+era''

pro&edure o our reear&h i i''u,ra,ed in ,he Figure 1$ The pro&edure -e ued in our ,udy i adap,ed

ro 6hou (2012)$ The pro&edure ep'oyed by 6hou (2012) i ound ,o be ,he o, re'e+an, ,o ,he ai o

our ,udy* -hi&h i ,o ana'ye ,he &ouni&a,i+e purpoe* para'ingui,i& ea,ure and 'ingui,i&

&hara&,eri,i& o ,he e'e&,ed ad+er,oria'$

.igure '(?eear&h pro&edure adap,ed ro 6hou (2012)$

In ,e3,ua' ana'yi* -e e3ained ,e3, ro ,-o ape&,: para'ingui,i& and 'ingui,i& ea,ure$

!na'yi o para'ingui,i& ea,ure pu, ano,her dienion in Bha,ia. (1//") e,hodo'ogy be&aue -e

be'ie+ed ,ha, in ,he e'e&,ed ad+er,oria'* ,here u, be a 'o, o para'ingui,i& ea,ure borro-ed ro

edi,oria'$ !na'yi o ,he para'ingui,i& ea,ure eeed ,o be re'e+an, and a, ,he ae ,ie* enri&hed ,he

inding in our ,udy$

1. Data Collection

2. Communicative

Purposes

3. Textual Analysis

1. Generic Structure (level 3)

2. Text-patternin (level 2)

1. !valuation aspect o"

lanuae (level 1).

1. #ove

analysis

2. Appraisal T$eory


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!na'yi o ,he 'ingui,i& ea,ure in ,hi ,udy -a di+ided in,o ,hree 'e+e'$ Genre ana'yi -a

&arried ou, ,o e3aine ,he generi& ,ru&,ure o ,he ad+er,oria' ('e+e' ")$ In ,hi &ae* o+e ana'yi -a

,he ana'y,i&a' ,oo' ,ha, -e ued ,o iden,iy ,he o+e ued in ,he ad+er,oria'$ !,er iden,iying ,he o+e

o ,he ad+er,oria'* -e ound ou, ,he ,e3,ua' purpoe o ea&h o+e and ubo+e$ The ,e3,ua' purpoe

ound ro ea&h o+e and ubo+e he'ped u ,o ana'ye ,he ,e3,ua'ia,ion or ,he ,e3,pa,,erning o ,he

ad+er,oria' ('e+e' 2)$ Moreo+er* ana'yi o ,he e+a'ua,i+e ape&, o ,he 'anguage ('e+e' 1) uing

Ha''iday. (1//) appraia' ,heory -a &arried ou, ,o enhan&e our ana'yi$

/esults of Genre Analysis

%ommuniati&e 'ur'oses of the ad&ertorial

Genera''y* ad+er,oria' pub'ihed in prin,ed edia do no, 'abe' ,hee'+e a 4ad+er,oria'. e3p'i&i,'y$

!d+er,ier &hooe ,o ad+er,ie ,heir produ&, or er+i&e in or o ad+er,oria' bu, no, in ordinary

ad+er,ieen, be&aue ,hey -an, ,o earn ,he ,ru, ro ,he reader ,hrough a re'iab'e our&e o edia*

u&h a ne-paper$ Baed on our ana'yi* ,he e'e&,ed ad+er,oria' i ued ,o er+e ,-o &ouni&a,i+e

purpoe$

The ir, &ouni&a,i+e purpoe o ,he ad+er,oria' i ,o pro+ide inora,ion ,o ,he po,en,ia'

&onuer$ To a&hie+e ,he &ouni&a,i+e purpoe* ,he ad+er,ier ha ,o &onider ,he reader. need o

inora,ion and ,he inora,ion ,o be gi+en ,o ,he reader$ Fro ,he ad+er,oria'* ,he ad+er,ier aued

,ha, ,he reader &on&ern abou, ,he hea',hier* reher and ore na,ura' drin5 in ,he ar5e,$ To u'i' ,he

&ouni&a,i+e purpoe* ,he ad+er,ier hared oe inora,ion abou, ho- ,o dieren,ia,e and 'oo5 a, ,he

&on,en, o 4rui, drin5. and 4rui, ui&e drin5.$ In ,he anner o preen,ing ,he ,e3, inora,i+e'y* ,he

reader ,end ,o be'ie+e ,he &redibi'i,y o ,he ,e3,$


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The e&ond and ,he u',ia,e &ouni&a,i+e purpoe -hi&h ,he ad+er,oria' ai ,o er+e i ,o

peruade ,he reader ,o &onue ,he proo,ed produ&,$ To a&hie+e ,hi &ouni&a,i+e purpoe* ,he

ad+er,oria' ha ,o* ir, o a''* a,,ra&, a,,en,ion o ,he reader$ In ,he e'e&,ed ad+er,oria'* ,he di&ued

iue* -hi&h i ho- ,o iden,iy rui, ui&e drin5 -i,h higher rui, &on,en,* i ab'e ,o a,,ra&, reader.

a,,en,ion$ Beide* ,he +iua' e'een, ued in ,he ad+er,oria' are a'o he'pu' in grabbing reader. o&u$

8e&ond* ,he ad+er,oria' ha ,o bui'd poi,i+e iage o ,he produ&, in order ,o peruade ,he reader ,o

&onue ,he produ&,$ Ma5ing a &oparion be,-een rui, ui&e drin5 and rui, drin5 in ,he ad+er,oria'

a5e rui, ui&e drin5* -hi&h i ,he proo,ed produ&,* ,and ou, ro ,he &oparion$ 8oe o ,he

nega,i+e rear5 o rui, ui&e drin5* or in,an&e 4u, be rerigera,ed a'' ,ie. and 4hor,er e3piry

da,e. are &'e+er'y anipu'a,ed by ,he ad+er,ier a indi&a,or o 4rehne. o ,he drin5$ Third* ,he

peruai+e purpoe &an be a&hie+ed by ge,,ing repone ro ,he audien&e$ In order ,o ob,ain audien&e.

repone* ,he ad+er,oria' pro+ide ponor. -ebi,e addre* Fa&eboo5 page and i, ? &ode$

To u up ,hi par,* ,he e'e&,ed ad+er,oria' ai ,o a&hie+e ,-o &ouni&a,i+e purpoe* i$e$ ,o

oer inora,ion and ,o peruade reader or &onuing ,he produ&,$ Ho-e+er* ,o a&hie+e ,he u',ia,e

purpoe o ,he ad+er,oria'* -hi&h i ,o peruade* ,hree &ri,eria ha+e ,o be u'i''ed: 1) ,o a,,ra&, reader* 2)

,o proe&, poi,i+e iage o ,he produ&, and ") ,o ob,ain repone ro ,he audien&e$

Te(tual "nal#sis of the "d&ertorial

8in&e ad+er,oria' i a genre &oni, o ad+er,iing e'een, -hi&h &oni, o graphi& and edi,oria'

e'een, u&h a -ri,,en ,e3,* our ana'yi o ,he ad+er,oria' in+e,iga,e ,he para'ingui,i& and ,he

'ingui,i& ea,ure o ,he ad+er,oria'$ The para'ingui,i& ea,ure o ,he ad+er,oria' &an be bro5en in,o i,

'ayou,* 'e,,er hape and &o'our and a'o o,her +iua' e'een,$ The 'ingui,i& ea,ure o ,he ad+er,oria'

in&'ude ,he a&ro'e+e' and i&ro'e+e' ape&,* -hi&h -ou'd be di&ued 'a,er in ,hi e&,ion$

i Analysis of paralinguistic features$


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Fro ,he ad+er,oria' -e e3aine* i, i* a, ir, g'an&e* 'oo5ed 'i5e a pe&ia' ar,i&'e in ,he ne-paper$ The

ipreion o reading a ne-paper ar,i&'e or edi,oria' i ur,her enhan&ed by ,he deign and ora,

&rea,ed by ,he ad+er,oria' deigner$ Ho-e+er* ,he &hara&,eri,i& o ,he ad+er,oria' &an ,i'' be di&erned

ro o,her +iua' e'een, preen,ed in ,he ad+er,oria'$ In our opinion* ,he ad+er,oria' i a &aou'aged

or o ad+er,ieen, ,ha, preen,ed a an edi,oria''i5e ,e3, ,o &rea,e an ipreion o au,hen,i&*

,ru,ab'e and re'iab'e ,e3,$

'( Layout(

The ad+er,oria' -e e3aine i ui,e hor, &opared ,o o,her ad+er,oria'$ 8oe ad+er,oria' &an

be a 'ong a 10 page (6hou* 2012)$ Aoo5ing a, i, 'ayou,* ,he ad+er,oria' &oni, o a banner (Figure 2$)*

head'ine* ubhead'ine* 'ead* ,-o ub,opi& and &on&'uion$ The ,ru&,ure i arranged in ,hi -ay ,o

de+e'op 'ogi&a' arguen, or ,he proo,ed produ&,$ The ,ru&,ure o ,he ar,i&'e* -hi&h 'oo5 +ery ii'ar

,o a ne-paper ar,i&'e* gi+e ,he reader an ipreion o reading a&, ra,her ,han reading an

ad+er,ieen,$

Beide* ,he ue o by'ine i a a'ien, ea,ure in ,hi ad+er,oria'* -hi&h 'ead ,o reader ,o 5no-

,he ponor o ,he ad+er,oria'$ Ge,,ing ,he reader ,o 5no- ,he ponor en&ourage ,he reader ,o &onue

,he proo,ed produ&,$

.igure *( Banner o ,he ad+er,oria'$

*( Letter s%apes(

!pparen,'y* ,he ad+er,ier &hooe ora' on, hape or ,he ad+er,oria'* epe&ia''y ,he banner o

,he ad+er,oria'$ I, i again an a,,ep, ,o &rea,e a ne-paper'i5e ipreion ,o ,he reader$ The ize o ,he

'e,,er hrin5 gradua''y ro ,he head'ine ,o ,he ubhead'ine and ina''y* ,he body ,e3,$ The uage o


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dieren, 'e,,er ize i ,o a,,ra&, reader. a,,en,ion ,o ,he ,e3,$ In,ere,ing'y* ,he ad+er,oria' -ri,er ue

upper&ae -hene+er ,he nae o ,he produ&, i en,ioned in ,he ,e3,$ I, i an a,,ep, ,o high'igh, ,he

nae o ,he produ&, ,o ,reng,hen reader. a,,en,ion ,o ,he produ&,$

3( 1olour(

! di,in&,i+e ue o &o'our ued in ,he ad+er,oria' i a a rae o ,he ,e3,$ In ,he ad+er,oria'* ,he

&on&'uion o ,he body ,e3, i raed by orange&o'oured ba&5ground$ In our opinion* ,he ue o ,he

&o'our er+e ,-o purpoe$ Fir,* ,he &o'oured ba&5ground a,,ra&, ,he reader ,o read ,he &on&'uion par,*

-hi&h i ,he par, -here preure ,a&,i& &oe in,o p'ay (reer ,o ,he rhe,ori&a' ,ru&,ure)$ 8e&ond* ,he

orange &o'our reeb'e ,he &o'our o ,he proo,ed rui, ui&e drin5* -hi&h a&, a ano,her ,iu'u ,ha,

aroue reader. deire ,o &onue ,he produ&,$

4( Pictures(

O,her ,han ,ha,* ,he ad+er,oria' a'o ue pi&,ure a +iua' e'een,$ For in,an&e* pi&,ure o an

orange* a rerigera,or and a and &'o&5 are ued in ,he body ,e3, ,o ,reng,hen ,he eaning o ,he body

,e3,$ The pi&,ure o an orange po5ed by a ,ra- (Figure "$ ) ho- ,ha, ,he rui, ui&e i na,ura''y ob,ained

ro rui,* proe&,ing an iage ,ha, ,he produ&, &on,ain high ui&e &on,en,$ Beide* ,he pi&,ure o a

rerigera,or -i,h a dayandnigh, ybo' (Figure $) ho- ,ha, ,he produ&, ha ,o be rerigera,ed a, a''

,ie$ Fur,herore* ,he pi&,ure o a and &'o&5 (Figure =$) ybo'ie dura,ion* -hi&h re'a,e ,o ,he

eaning o ,he urrounded ,e3, ,ha, ,he produ&, ha hor,er e3piry da,e$

.igure 3( !n orange po5ed by a ,ra-$


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.igure 4( ! rerigera,or -i,h a dayandnigh, ybo'$

.igure +( ! and &'o&5$

Fur,herore* pi&,ure i ued in ,he ad+er,oria' ,o aroue reader. &urioi,y ,o-ard ,he di&ued

iue$ ! pi&,ure o a rui, drin5 bo,,'e -i,h a ue,ion ar5 ade up o rui, pu'p (Figure >$) 'ead ,he

reader ,o ue,ion ,he &on,en, o a rui, drin5$ Moreo+er* in our opinion* ,he pi&,ure anipu'a,e reader.

,hin5ing ,o be &ep,i& o ,he &on,en, o rui, drin5 &oon'y ound in ,he ar5e,$

.igure 6(! pi&,ure o a rui, drin5 bo,,'e -i,h a ue,ion ar5 ade up o rui, pu'p$

ii Analysis of Linguistic 1%aracteristics

The 'ingui,i& ea,ure o ,he ana'yed ad+er,oria' &an be in+e,iga,ed on a&ro'ingui,i& and i&ro

'ingui,i& 'e+e'$ Ma&ro'e+e' ana'yi 'oo5 on ,he ,ru&,ure and organia,ion o ,he ad+er,oria' -hi',

i&ro'e+e' ana'yi 'oo5 on ,he 'e3i&on and graar ape&, o ,he 'anguage$ The a&ro 'e+e' ana'yi

i done by o+e ana'yi approa&h$ The i&ro 'e+e' ana'yi i done -i,h ,he guidan&e o appraia'

,heory* aiing ,o 'oo5 a, ,he e+a'ua,i+e ape&, o ,he 'anguage$


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Generi& 8,ru&,ure o ,he !d+er,oria'

To ana'ye ,he a&ro'e+e' ,ru&,ure o ,he ,e3,* o+e ana'yi i ,he be, -ay ,o e3aine ,he generi&

,ru&,ure and ,he ,e3, pa,,erning o ,he ,e3,$ Fro ,he ad+er,oria'* ,he di&o+ered o+e and ,ep are

organied a o''o- (ee Tab'e 2)$ e ana'ye ,he generi& ,ru&,ure o ,he ad+er,oria' a&&ording ,o ,he

rhe,ori&a' o+e propoed by Ka,hpa'ia (1//2) and Bha,ia (200)$

Ta#le *(Mo+e ,ru&,ure o ,he ad+er,oria'$

Head'ineMo+e 1:

Targe,ing ,he ar5e,Mo+e 2:

u,iying ,he produ&, by indi&a,ing ,he ipor,an&e o ,he produ&,Mo+e ":

#e,ai'ing ,he Produ&,Mo+e :

8ubo+e 1: Iden,iying ,he produ&,8ubo+e 2: #e&ribing ,he produ&,

8ubo+e ": Indi&a,ing ,he +a'ue o ,he produ&,9,ab'ihing &reden,ia'Mo+e =:

Preure ,a&,i&Mo+e >:

8o'i&i,ing reponeMo+e


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.igure 5(8ubhead'ine

2$ Targeting t%e ar&et ove *(

Thi o+e &an be ound in ,he ir, paragraph o ,he ain ,e3,$ Fro ,he ir, paragraph* -e &an

ee ,ha, ,he ,arge,ed ar5e,@ &u,oer are ,he &onuer o rui, drin5$ Ho-e+er* ,he ,arge,ed ar5e, i

en,ioned &o+er,'y in ,he ir, paragraph$

3( ustifying t%e product #y indicating t%e iportance of t%e product ove 3(

The rhe,ori&a' o+e &an be ound in ,he ir, and e&ond paragraph o ,he ad+er,oria'$ The o+e

i &oon'y ound in ad+er,iing genre -i,h ,he purpoe o in'uen&ing po,en,ia' buyer ,o be'ie+e ,ha,

,he produ&, i pe&ii&a''y or ,he$ In ,hi ad+er,oria'* ,hi in,ruen,a' un&,ion i done by indi&a,ing ,he

ipor,an&e o ,he produ&,$ The ad+er,oria' high'igh, ,he ipor,an&e o ,he produ&, by a5ing a

&oparion be,-een a rui, drin5 and rui, ui&e drin5$ The +a'ue o rui, ui&e drin5 ,and ou, ,hrough

,he &oparion -i,h ,heir &oun,erpar,$ By pro+iding ,he &on,en, o rui, drin5 and rui, ui&e drin5* ,he

ad+er,ier 'ead ,he reader ,o an aup,ion ,ha, rui, ui&e drin5 are reher and ore na,ura' ,han rui,

drin5 ,ha, &an be ound -ide'y in ,he &urren, ar5e,$

4( )etailing t%e product ove 4(In order ,o 'e, po,en,ia' buyer under,and ore abou, ,he produ&,* ,hi o+e p'ay i, ipor,an,

ro'e ,o proo,e ,he produ&,$ Fir, o a''* ,he u'' nae o ,he produ&, i -ri,,en in upper&ae a, ,he end o

,he e&ond paragraph* -hi&h -e iden,iied a identif#in$ the 'rodut (ubo+e 1)$ Beide* ,hi ub

o+e i ound a, ,he bo,,o righ, &orner o ,he ad+er,oria' -here ,he pi&,ure* 'ogan and 'ogo o ,he

produ&, are i''u,ra,ed$ (Figure /$)$ 8e&ond* ,he ad+er,ier proo,e ,he produ&, by ,ea&hing ,he reader

ho- ,o iden,iy a rui, ui&e drin5* -hi&h indire&,'y reer ,o ,he produ&, (Marigo'd Pee' Freh) i,e'$ The

e,hod o iden,iying a pa,euried rui, ui&e drin5* -hi&h are ,ar,ed -i,h bu''e, and -ri,,en in bo'd*

are iden,iied a desribin$ the 'rodut(ubo+e 2)$ Third* ,hroughou, ,he body ,e3,* i, i no,i&eab'e ,ha,

,he produ&, i de&ribed a reh* na,ura'* hea',hy and nu,ri,iou$ By ephaiing ,he dieren&e be,-een


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rui, ui&e drin5 and rui, drin5* ,he +a'ue o ,he rui, ui&e drin5 ha+e be&oe apparen, in &oparion

,o ,heir &oun,erpar,$ Thi e,hod o de,ai'ing ,he produ&, i iden,iied a indiatin$ the &alues of the

'rodut(ubo+e ")$

.igure 7(Aogo* 'ogan and pi&,ure o ,he produ&,$=$ 8sta#lis%ing credential ove +(

To ur,her earning ,he ,ru, o po,en,ia' buyer* ,he ad+er,ier e,ab'ihe ,he &reden,ia' o ,he

produ&, by uo,ing ,a,een, ro Food !&, 1/;" (!&, 2;1)$ The o+e &an be ound ro ,he a,eri5ed

par, o ,he ad+er,oria'* a ho-n in Figure 10$ and Figure 11$ Thi o+e ai ,o gi+e ,he po,en,ia'

&onuer an ipreion ,ha, ,he produ&, i endored by ,he 'a- and ,hereore* &onuer &an ae'y

&onue ,he produ&,$

.igure '0( 8,a,een, uo,ed ro Food !&, 1/;" (!&, 2;1)$

.igure ''( 8our&e o ,he &i,a,ion$

>$ Pressure tactic ove 6(

The un&,ion o uing preure ,a&,i& i ,o aroue ,he deire o ,he reader ,o buy and &onue a

produ&,$ In ,hi ad+er,oria'* ,he o+e i ho-n in ,he 'a, par, o ,he body ,e3,* -hi&h i raed by

dieren, ba&5ground &o'our a ho-n in Figure 12$ Aoo5ing a, ,he 'anguage ,one in ,hi o+e* ,he

'anguage i high'y peruai+e in order ,o aroue reader. deire ,o buy ,he produ&,$


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.igure '*(Preure ,a&,i& (o+e >)$


16/19

For ,he e'een, o engageen,* hi,e (200;) deine i, a ,he reour&e o poi,ioning ,he

au,hor. propoi,ion in ,he ,e3,$ In ,he ad+er,oria'* ,he phrae 4,hey are urged ,o. (in ,he ir, paragraph)*

4ou.re aure o. (,he i,h paragraph)* 4be ure ,o. (in ,he &on&'uion) are ,he e3ap'e o pro&'aa,ion

,ra,egy ued -i,hin ,he y,e o engageen,$ Fro ,he ue o pro&'aa,ion* -e &an ay ,ha, ,he -ri,er

i igna''ing ,heir &er,ain,y abou, ,he ua'i,y o ,he produ&,$

O,her ,han ,ha,* e'een, o gradua,ion are preen,ed in ,he ,e3, a -e''$ In ,he ,e3,* gradua,ion i

ued ,o ap'iy udgeen, abou, in ,er o uan,i,y$ %onpi&uou ue o gradua,ion in ,he ,e3, in&'ude

4a 'i,,'e a. and 4higher.$ The ad+er,ier ue ,hee ,-o gradua,ion -ord ,o ap'iy ,he dieren&e o ,he

ui&e &on,en, be,-een rui, ui&e drin5 and rui, drin5$

)iscussion

Fro ,he reu', o ,hi ,udy* i, i ho-n ,ha, ,he ad+er,oria' i a hybridied genre ,ha, hare oe

&hara&,eri,i& -i,h ad+er,ieen, and edi,oria'$ Thi e&,ion -i'' di&u ho- ad+er,oria' b'end -i,h

ad+er,ieen, and edi,oria' in ,er o i, &ouni&a,i+e purpoe* generi& ,ru&,ure* and i&ro

'ingui,i& ea,ure$

Fro ,he &ouni&a,i+e purpoe perpe&,i+e* ,he ad+er,oria' er+e ,o aor un&,ion: ,o

peruade and ,o pro+ide inora,ion$ Thee ,-o un&,ion are e+iden,'y preen,ed in ,he body ,e3,* -hi&h

,he de&rip,ion o ,he produ&, i ain'y inora,i+e and ,he &on&'uion par, i high'y peruai+e$ The

inora,i+e e'een, o ,he ,e3, i dra-n ro edi,oria' and ,he peruai+e e'een, i o,'y ound in

ad+er,ieen,$ In &on,rary ,o edi,oria'* ,he ad+er,ier -ie'y a+oided any nega,i+e rear5 or &oen,

abou, ,he proo,ed produ&,$ Thereore* ,he 4pro+iding inora,ion. par, o ,he ad+er,oria' i a&,ing a

uppor,ing de,ai' or ,he peruaion high'igh,ed a, ,he end o ,he body ,e3,$ Hen&e* ,he ad+er,oria' i een

a an ad+er,ieen, bu, uppor,ed -i,h ore 'ogi&a' arguen,$


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In regard ,o i, para'ingui,i& ea,ure* ,he ad+er,oria' i ii'ar ,o edi,oria' ro any ape&,$

ing ,he para'ingui,i& ea,ure o edi,oria'* ,he ad+er,oria' ,end ,o proe&, an iage o po-er and

au,hori,y (6hou* 2012)$ 8o* ,he para'ingui,i& ea,ure o ,he ad+er,oria' are deigned ,o earn reader. ,ru,

,o-ard ,he &on,en, o ,he ad+er,oria'$

Aoo5ing a, ,he generi& ,ru&,ure o ,he ad+er,oria'* ,he ad+er,oria' i iden,i&a' ,o ,he ,ru&,ure o

ad+er,iing genre propoed by Ka,hpa'ia (1//2) and Bha,ia (200)$ There are a 'o, o o+e in ,he

ad+er,oria' ,ha, &'ear'y egrega,e ,he ad+er,oria' ro edi,oria'* or in,an&e uing preure ,a&,i&*

u,iying produ&, and o'i&i,ing repone$ Ho-e+er* ro ,he o+e ,ru&,ure propoed by Ka,hpa'ia

(1//2) and Bha,ia (200)* -e di&o+er ,ha, ,he o+e o oering in&en,i+e and &e'ebri,y endoreen,

&anno, be ound in ,he ad+er,oria'$ In our opinion* ,he e'e&,ion o o+e in a proo,ion genre i 'e3ib'e

a&&ording ,o ,he need o ,he ad+er,ier$ In ,hi &ae* ,he ue o ,hee ,-o o+e i perhap unne&eary$

Fro ,he i&ro'ingui,i& perpe&,i+e* ,he ana'yi baed on ,he appraia' ,heory di&o+er ,ha,

,he 'anguage o ,he ad+er,oria' i e+a'ua,i+e$ 9+a'ua,i+e 'anguage i o,'y ound in ad+er,ieen, bu,

no, in edi,oria'* -hi&h edi,oria' are ore obe&,i+e in ,er o i, 'anguage$ !ppre&ia,ion i ,he

e+a'ua,i+e reour&e ued ,o e3pre a,,i,ude in ,he ad+er,oria'$ Our inding in ,hi perpe&,i+e are in 'ine

-i,h ,he inding ro 6hou (2012)$ Ho-e+er* ,he ue o engageen, and gradua,ion &an a'o be ound

in ,he ad+er,oria'* ,hough ,he ue are no, a reuen, a appre&ia,ion$ In ,he nu,he''* ,he ana'yed

ad+er,oria' poee ,he &obina,ion o ,he ea,ure ro ad+er,ieen, and edi,oria'$

1onclusion

The ,udy i an a,,ep, ,o ana'ye ,he ad+er,oria' a a hybridied ,e3, ,ype ro i, &ouni&a,i+e

purpoe* para'ingui,i& ea,ure* generi& ,ru&,ure and ,he e+a'ua,i+e ape&, o ,he 'anguage$ Our ,udy

ho- ,ha, ,he ad+er,oria' poee a &obina,ion o ,he ea,ure ro ad+er,ieen, and edi,oria'$

Ee+er,he'e* i, i ore appropria,e ,o &'aiy ad+er,oria' under ad+er,iing genre be&aue ,he ad+er,oria'


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i ii'ar ,o ad+er,ieen, in ,er o i, &ouni&a,i+e purpoe* generi& ,ru&,ure and e+a'ua,i+e

ape&, o ,he 'anguage$ Ho-e+er* ,he uper,ru&,ure o ,he ad+er,oria'* -hi&h i enhan&ed by ,he

para'ingui,i& ea,ure o ,he ad+er,oria'* reeb'e ,ha, o edi,oria'$ Thereore* -e &on&'ude ,ha, ,he

ad+er,oria' i an ad+er,ieen, under ,he diguie o edi,oria'$

/eferences

Bha,ia* D$ K$ (1//")$"nal#)in$ *enre: Lan$ua$e +se in ,rofeional !ettin$s Aondon: Aongan$

Bha,ia* D$ K$ (200)$ -orlds of -ritten Disourse: " *enrebased /iew$ Aondon: %on,inuu$

Ha''iday* M$!$K$ (1//)$Introdution to Funtional *rammar$ Aondon: 9d-ard !rno'd$

Ho'e* ?$ (1//$ doi: 10$11


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Genre Analysis on an advertorial

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