A Co pus-based S udy o Thai Pe suasi e Tex s:
A T ansi i i y Analysis o Talisman Ad e isemen s
Pa ama Jo Pa pong, Ins i u e o Language and Cul u e o Ru al De elopmen ,
Mahidol Uni e si y
This s udy aims o explo e alisman ad e isemen s as examples o pe suasi e
discou se widely ound in Thailand. In he Thai con ex , he ad e ising o
alismans and Buddha images seems p e alen in a wide ange o p in ed media
 lea le s, newspape s, magazines, and books. Da a o his pape a e d awn
om a co pus consis ing o wen y alisman ad e isemen s. All o hem a e
aken om Thailand’s bes selling-p in ed newspape  Thai a h. This alisman
co pus is composed o 629 clause complexes and 2,565 clause simplexes
(in ol ing a li le o e 20,000 wo ds). The s udy explo es he alisman
ad e isemen s s a ally by in es iga ing h ee s a a  con ex , seman ics and
lexicog amma . Con ex ually, he gene ic s uc u e o he pe suasi e discou se
 Gene ic S uc u al Po en ial (Hasan, 1984b/1996)  is p oposed.
Seman ically, some nuclea and elabo a i e seman ic p ope ies ealizing each
gene ic s age a e discussed. Lexicog amma ically, an explo a ion o expe ien ial
esou ces is he main ocus o his s udy: how alisman ad e isemen s a e
cons ued g amma ically in he ansi i i y sys em o Thai.
K
EYWORDS
: co pus, pe suasi e discou se, alisman, ad e isemen , ansi i i y
analysis
1 I
NTRODUCTION
1
This esea ch aims o ex end Thai discou se s udies based on na a i es and news
epo s o pe suasi e discou se and o build up a co pus-based s udy o ad e isemen
ex ype ocusing on alisman ad e isemen s. In pa icula , his s udy explo es sys em
o TRANSITIVITY  esou ces o cons uing human expe iences. This esea ch will
epo p elimina y esul s o explo ing ad e ising discou se. This s udy was based on a
small co pus o alisman ad e isemen s. The da a we e d awn om wen y alisman
1
I would like o exp ess my deepes g a i ude o Ch is ian M.I.M Ma hiessen o his
con inued suppo s and encou agemen . I wish o exp ess my app ecia ion o he
o ganise s o he 19 h Eu opean Sys emic Func ional Linguis ics Con e ence and
Wo kshop a Saa land Uni e si y. I would like o hank pa icipan s a his Sys emic
Wo kshop o hei commen s on he ma e ial I p esen ed. I would like o exp ess my
hank ulness o M Richa d Hiam o his edi ing suppo . I am alone esponsible o any
e o s o misunde s andings in i s concep ion.
2
ad e isemen s published in he bes selling Thai newspape  Thai a h. This alisman
co pus was composed o 615 clause complexes and 2,565 clause simplexes (in ol ing a
li le o e 20,000 wo ds). In his pape I will epo on how pe suasi e discou se is
s a ally explo ed by in es iga ing pa e ning wi hin each “con en ” s a um  con ex ,
seman ics and lexicog amma ( ocusing on TRANSITIVITY sys em).
2 T
EXT TYPOLOGY AND TEXT TYPE
A sys emic collec ion o di e en ex ypes is e e ed as a ex ypology  a con inuous
mul idimensional space along he cline o ins an ia ion. O e he las h ee decades,
nume ous s udies ha e a emp ed o explo e and classi y na u ally occu ing ex s.
Se e al p oposals ha e been made o se c i e ia and ex end linguis ic simila i ies and
di e ences among a ious kinds o ex s (Bibe , 1989; Dijk, 1972; Eggins & Slade 1997;
Feez, 1995; Longac e, 1974; Ma in, 1992; Plum, 1998; Vi anen, 1992; U e, 1989).
Tex ypes a e sys emic pa e ns o ins an ia ion, loca ed along he cline o
ins an ia ion a he in e media e egion be ween he wo poles o he cline  sys emic
po en ial and ex ins ances (Ma hiessen, Te uya, and Wu o hcoming: 1): see Figu e
1. Tex ypes ha e also been e e ed as “ egis e s” and “gen es”. In e ms o ex -based
esea ch, hese e ms a e used in e changeably and a e all based on he cline o
ins an ia ion.
Figu e 1: Loca ion o ex ypes ( egis e ) along he cline o ins an ia ion (Halliday and
Ma hiessen 2004: 28)
Figu e 1 emphasises he powe o he ins an ia ion dimension in ep esen ing a
con inuum dimensionali y o ex ins ance and po en ial sys em. The cline o
ins an ia ion anges om: (i) sys emic pa e ns o ex ins ances which a e d awn om
p o iling o ex samples; (ii) sub-po en ial o ins ance ype; and (iii) o e all sys emic
po en ial o a gi en language buil up by gene aliza ion ac oss a collec ion o ex ypes.
3
A he le el o con ex , he cline o ins an ia ion ex ends om si ua ions (ins ance)
o con ex o cul u e (po en ial), wi h si ua ion ypes and ins i u ions occupying he
egion in e media e be ween hese wo poles.
3 A
DVERTISEMENT AND ITS LOCATION IN
U
RE
’
S TEXT TYPOLOGY
(1989)
U e (1989) p oposes a signi ican amewo k o classi ying ex s, widely known as ex
ypology (see Table 1). The ex ypology is based on ou dimensions (P.P.
emphasises): specializa ion (specialized and non-specialized), medium (spoken and
w i en), social pu pose (expounding, epo ing, ec ea ing, sha ing, ecommending,
enabling, explo ing, and doing), and expe ien ial domain ( e lec ion and ac ion).
Table 1: U e’s ex ypology (1989)
w i en spoken
dialogue monologue dialogue
specialized 1
Le e Re e ence
book
Lec u e Deba e expounding e lec ion
Menu Tex book
non-specialized 2
Ques ionnai e His o y S a emen
in e idence
C oss
examina ion
epo ing
Biog aphy
News epo
3
Comic s ip Memoi s Radio
commen a y
D ama ec ea ing
No els
Folk play
S o ies Collabo a i e
na a i e
4
Le e , pe sonal Dia y Reminiscence Con e sa ion sha ing
5
Le e , business   Co-ope a ion doing ac ion
6
Le e ,
agony aun
Ad e isemen s
P aye s Consul a ion ecommending
Blu b
Ad ice Business
messages
Wa nings
7
Open le e :
exho a ion
Ac o
pa liamen
Se mon Demons a ion
enabling
Regula ions
Knowledge
specialized 8
Le e o
he edi o
C i ical s udies Speech
(TV alks)
Discussion explo ing e lec ion
In es iga ions
4
Based on U e’s ex ypology, ad e isemen s, as one o ex ypes, a e loca ed in non-
specialized ealm. They a e classi ied as a w i en monologic ex ype. Thei social
pu poses a e conce ned wi h ecommending. They in ol e ac ion a he han e lec ion.
In addi ion, he no ion o ad e isemen as a ex ype in he ex ypology amewo k
esona es wi h he Cook’s cha ac e is ic o ad e isemen s as a discou se ype (Cook
1992: 5). The ollowing sec ion deals wi h li e a u e e iew o language o
ad e isemen .
4 L
ANGUAGE OF ADVERTISEMENT
Ad e isemen is an in e es ing esea ch opic. I is s udied in many disciplines namely
mass media communica ion, ields ela ed o business (i.e. economics, ma ke ing, and
managemen ), and linguis ics, In e ms o linguis ic explo a ion, language o ad e ising
was ho oughly s udied by Leech (1966), Dye (1988), and Cook (1992).
Leech p o ides p elimina y explo a ion o English s anda d ad e ising. In his
s udy, he s udy o ad e ising language is pa ly based on Halliday’s con ibu ion
(Halliday 1961). Based on Sys emic Func ional Linguis ics, Leech’s s udy co e s wo
main dimensions: STRATIFICATION (i.e. lexicog amma , seman ics, and con ex ) and
RANK (i.e. wo ds (including compound wo ds), g oups / ph ases (including nominal
g oups and e bal g oups), and clauses) (P.P. emphasizes). Dye examines ad e ising as
a o m o communica ion in con empo a y socie ies and discuses i in i s cul u al and
economic con ex . Some aspec s o ad e ising language a e also examined. Cook’s
explo es ad e isemen s as a discou se ype. Tha is, ad e ising is iewed as a
p ominen discou se ype in all con empo a y socie ies. He p o ides a comp ehensi e
in oduc ion o ad e ising discou se by in es iga ing he language o complemen a y
ad e isemen s. Fou een p o o ypical ea u es o ad e isemen s a e also p o ided
(Cook 1992: 214).
The ad e ising is also explo ed in e ms o i s s a egic goals. Ves e gaa d and
Sch Οde (1985) elabo a e a p o o ypical desc ip ion o s a egic goals o ad e ising
copy p oposed by Lund (1947: 83). Fi e s a egic goals ha should be achie ed by
ad e ise s a e a ac ing p ospec i e cus ome ’s ATTENTION, a ousing INTEREST,
s imula ing DESIRE, c ea ing CONVICTION, and ge ing a posi i e ACTION (as
ci ed in Ves e gaa d and Sch Οde 1985: 49). These s a egic equi emen s go back o
he beginning o he wen ie h cen u y and ha e lead o a numbe o a ian s (Unge e ,
2004). In hei ad e ising explo a ion, a en ion has been hea ily paid on ad e isemen
o women’s luxu y p oduc s appea ing in expensi e women’s magazines. The
ad e ising language was la e s udied by Toolan (1988). Toolan p oposes s uc u al
componen s o ad e isemen s. He also p o ides a guideline o s anda d ea u es o
English ad e isemen s. In addi ion, he s udy o ad e ising language was s udied in
e ms o in o ma ion p ominence by F ies (1993). In his s udy, ad e isemen s a e
in es iga ed in e ms o Theme – Rheme s uc u e. A new e m is coined  N-Rheme
( o New Rheme) e e ing o he las cons i uen o clause simplexes o clause
complexes. In his s udy, 63 English w i en ad e isemen s a e examined. N-Rhema ic
in o ma ion and Thema ic in o ma ion a e in es iga ed and compa ed o see whe e
5
in o ma ion which is di ec ly ele an o he pe suasi e goals o he ad e isemen s
(e.g., company o p oduc name, p oduc ea u es, p oduc unc ions, p oduc
e alua ions) is placed in he clause s uc u e. The s udy e eals ha hose pe suasi e
unc ions o ad e ising ypically a e placed a he N-Rheme posi ion and gi en ocal
a en ion. These ou main s udies explo e ad e ising language as i is embedded in
con ex o si ua ion. Tha is, we canno s udy ad e isemen wi hou a gene al pic u e
o he ela ion be ween language and si ua ion (Leech 1966: 4).
Based in li e a u e e iew, i can be seen ha he e a e a numbe o s udies o
English ad e isemen s. Mo eo e , esea ches on Thai ad e isemen s a e mainly
ocused on e ec s o ad e ising on mass media, ma ke ing and ad e ising s a egies.
The e is, howe e , no a emp o examine Thai ad e isemen s in sys emic unc ional
e ms. This esea ch is he i s a emp o explo e Thai alisman ad e isemen s.
5 T
EXT SELECTION
This s udy was a p elimina y esea ch. I aimed o explo e a g amma ical pe spec i e on
discou se and o build up a co pus-based analysis o ad e isemen ex ype (U e 1989).
In his cu en s udy, as an ini ial s age o he co pus-based analysis, wen y alisman
ad e isemen s we e analysed. They we e aken om he bes selling Thai newspape
 Thai a h. The wen y ex s we e collec ed om Ma ch 2005 o Ma ch 2007. The e
we e 144 ela i e equencies o p in ed copies o hese wen y alisman ad e isemen s
(see Table 2). The e a e 615 clause complexes and 2,565 clause simplexes. The
ollowing sec ion deals wi h a s a al analysis o he wen y alisman ad e isemen s. I
begins wi h con ex s a um. This is ollowed by a p elimina y explo a ion o seman ic
s a um. Then he sys em o TRANSITIVITY o he wen y alisman ad e isemen s
a e analysed.
Table 2: Tex selec ion and numbe o clauses analysed
Tex Ti le (in b ie ) ideology / symbol equencies
o p in
complexes simplexes o al o
wo ds
1.
Pho Pu Chu Chok Phoem Phun
Sap
c ea es mi acles
human: Jujaka 41 33 124 1,034
2.
Nok Khum
Ma Rum calling o
p ospe i ies
animal: bi d:
Nok Khum
24 54 258 1,866
3.
Cia Buay
and holy powe animal: ep ile:
d agon and u le
18 28 90 818
4. “
Richly weal h
” o Luang Pho
Phun, Phailom Temple
animal: bi d:
namely Sa ika
plan : lo al pa asi e
namely Ma um
9 23 79 620
5. Powe o he
G ea Ruan Tu le
animal: u le 8 28 98 743
6. “
Luk Om
Phayakmekha
” o Kh u
Ba K i sana In hawanno
animal: ige
5 39 108 986
7. The g ea es supe na u al powe o
mi aculous Thep Nang Chan
se ies 9 model “
Comple e Success
”
Goddess namely
Thep Nang Chan
5 31 112 948

6
8. “
Yod Ke
o Luang Pho Khun
Pa i su ho
”
Talisman is made o
auspicious subs ances
4 46 230 1,913
9.
“Kai Fa
” o Luang Pho Khun animal: pheasan
4 25 140 1,380
10. “
Fish calling o p ospe i ies
” animal: ish
4 14 93 878
11.
Luk Sawa
plan 4 28 137 889
12.
Nangkhwak KhwakSap
(Nangkhwak calling o p ospe i y)
Ma Rum Khwak Sap
(Ma Rum calling o p ospe i y)
plan 3 56 239 2,101
13.
Ka Fak Ma Rum
o e s luck and
o une
lo al pa asi e 3 21 83 665
14.
K acapnguen K acap houng
o
Luang Pho Phe .
Plan : a kind o wa e
ches nu
(T apa bico nis)
3 27 127 992
15. “
Ngoknguen Ngok houng
” o
Kh uba Khamkheunkaew
non speci ied 3 18 69 750
16.
Pla Taphiannguen Taphian houng
animal: ish 2 35 135 1,202
17. Ph asomde Wa Rakhang se ies “
he
mos popula mold 150 yea s
”.
Talisman is made o
auspicious subs ances
1 32 131 1,264
18. Floa ing
Taku
non speci ied 1 17 101 766
19.
Nang Khwak calling o p ospe i y
–
G ea o une house liza d
o
Luang Pho Phe Sai houngpha ana
Temple
human: Nang Khwak
animal: liza d, u le
1 26 81 838
20.
Ph asomde Nangph aya So. Ko.
Talisman is made o
auspicious subs ances
1 34 130 1,106
To al
144 615 2,565 21,759
6 C
ONTEXT OF ADVERTISEMENT DISCOURSE
Language is iewed as one kind o a highe -o de semio ic sys em  a complex and
adap i e sys em o making meaning (Halliday 1985: 7; Ma hiessen 2001). This means
ha language is explo ed “ecologically”, and i is always in es iga ed in ela ion o,
ins ead o being insula ed om, i s en i onmen . In o he wo ds, language is
in es iga ed h ough na u ally occu ing ex s unc ioning in i s con ex .
6.1 C
ONTEXT OF SITUATION
:
R
ECOMMENDING GOODS
-
OR
-
SERVICES
The ealiza ion o si ua ional con ex o a gi en language is based on he me a unc ional
spec um: ield is ealized by he idea ional me a unc ion, eno by he in e pe sonal
one, and mode by he ex ual one (Halliday 1978; Halliday and Hasan 1985; Ma in
1992). Based on Halliday (1977: 200-201; 1978: 142-143; 1985: 12), he h ee con ex ual
alues a e desc ibed as ollows:
Field as he social ac ion is conce ned wi h wha is going on in he si ua ion o
ecommending goods-o -se ices: he na u e o he social p ocesses ha make up
ad e isemen s, and he na u e o he domain o expe ience cons ued by pa icula ex
ype.
7
Teno as he ole s uc u e is conce ned wi h who is aking pa in he si ua ion:
he na u e o he in e ac an s’ oles in he si ua ion hey a e ope a ing in, he na u e o
speech oles enac ed h ough he exchanges ha making up he ad e isemen s, and he
ela ionship be ween he in e ac an s in e ms o social hie a chy and dis ance.
Mode as he symbolic o ganiza ion is conce ned wi h he ole ha language is
playing in he un olding con ex : he di ision be ween language and o he social
p ocesses, in c ea ing si ua ion, he channel assigned o language. I includes ole o
language, channel, and medium.
In o de o gi e a con ex o si ua ion o he ad e isemen s in gene al and
alisman ad e isemen s in pa icula , I cha ac e ize he con ex ual alues o he
ad e isemen s ep esen ed in e ms o ield, eno , and mode. Table 3 summa ises he
h ee con ex ual alues o he ad e ising discou se.
Table 3: The con ex ual alues o ad e isemen discou se
con ex ual
alues
sub ypes desc ip ion
Field social p ocesses comme cial ecommenda ion; ecommending goods-o -
se ices o a p ospec i e public h ough gi ing
in o ma ion s a egy, mass media, newspape (p in ed
o ms)
social ac ion pe suade cus ome s o pu chase goods-o -se ices
domain na u e o in o ma ion being gi en: in o ma ion gi en
wi h comme cial ansac ion goal
Teno ins i u ional ole copy w i e − cus ome s
hie a chy
(i) unequal: copy w i e as an expe –
cus ome s
as no ices in his pa icula in o ma ion (c . Wigh
1972: 9 as ci ed in Ves e gaa d and Sch Οde (1985; 2));
(ii) equal: copy w i e as an expe – p ospec i e
cus ome s as alisman expe s who seek o good
alismans ha mee hei desi es (c . Ves e gaa d and
Sch Οde (1985: 2))
in e ac an expe : copy w i e / audience: in e es ed public,
especially alisman buye s, who a e seeking o good
luck and o une, plus some g oups o special conce ns
(whose ac ions many be a ec ed by he in o ma ion, e.g.
alisman p oduce s)
dis ance no speci ic ela ionship be ween copy w i e s and
cus ome s
speech ole in o ma ion gi e − in o ma ion ecei e
Mode medium W i en, p in , p ose o ma wi h pho og aphic
p esen a ion
u n- aking monologue be ween unequal pa icipan s (Toolan 1988:
54) and equal pa icipan s
8
Mode he o ical mode pe suasi e mode, he symbolic o ganiza ion o he ex
in ol ing he p agma ic pu pose o ien ed o he ield o
public in e es ; i is accompanied by o he isual modes,
pho os o success ul indi iduals, alismans sold
6.2 C
ONTEXT UAL REALIZATION
:
TEXT STRUCTURE
As men ioned abo e, a he con ex ual s a um, ad e isemen s can be iewed in e ms
o a iables o ield, eno , and mode. These con ex ual alues can be ealized
s uc u ally by di e en s ages un olding h ough ime. Leech (1966: 59) p oposes a
p ess ad e isemen s uc u e. (as shown in Figu e 2). This ad e isemen s uc u e is
u he elabo a ed and discussed by Toolan (1988: 55) as illus a ed in Figu e 3.
Figu e 2: Leech’s p ess ad e isemen s uc u e (Leech 1966)
As illus a ed in Figu e 2, he s anda d componen s o p ess ad e isemen s a e
o ganized in o a se ies o o de ed elemen s  om op o bo om. The headline and
signa u e line a e obliga o y componen s o a p ess ad e isemen , while o he
componen s a e op ional and can be omi ed (Leech 1966: 59).
9
Figu e 3: Toolan’s ad e isemen componen s (Toolan 1988)
Figu e 3 illus a es he componen s ha can be supe imposed o in eg a ed wi h o he
componen s by means o images, pic o ial p esen a ion, whe eas he o he i e
componen s a e e bal exp essions. They ypically occu in he e ical sequence.
In sys emic unc ional linguis ics, he s uc u al s ages men ioned abo e a e
known as “Gene ic S uc u e Po en ial” (GSP). The in e es in gene ic (o schema ic)
s uc u e o ex s has been g ea ly in luenced by Hasan (Halliday and Hasan 1985;
Hasan 1978, 1984b/1996, and 1984c) and Ma in (1992). Fahey (2005) p oposes a
Gene ic S uc u e Po en ial o magazine ad e isemen s as p esen ed in Figu e 4.
Figu e 4: Fahey’s Gene ic S uc u al Po en ial o magazine ad e isemen (adap ed om Fahey
2005)
16
Figu e 8: Fou p ima y p ocess ypes and wo in e media e p ocess ypes
9.1 C
ONSTRUING THE FLOW OF EVENTS
In his sec ion, I will illus a e how alisman ad e isemen s a e ep esen ed; ha is,
clauses a e iewed as ep esen a ions (Halliday and Ma hiessen 2004; Ma hiessen
1995, 1999). I is ep esen ed as he low o e en s: how he alisman ad e isemen s
a e p esen ed h ough he clauses o cons uing human expe iences (i.e. expe iences o
ad e isemen copy w i e s, alisman’s belie e s, gene al cus ome s as well as po en ial /
p ospec i e cus ome s).
9.2 N
UCLEAR TRANSITIVITY PROFILE OF THE TALISMAN ADVERTISEMENTS
The e a e six p ocess ypes ins an ia ed in he alisman ad e isemen s. The six p ocess
ypes a e ma e ial, beha iou al, men al, e bal, ela ional, and exis en ial. The coun s a e
p esen ed in Table 7.

17
Table 7: Rela i e selec ions o p ocess ypes wi h ins an ia ion o P ocess ype [N = 2,518]
[N – numbe o simple clauses and embedded clauses]
P ocess ype Sub ype Numbe o clauses Pe cen age
happening ma e ial
doing
1,073 42.61 %
beha iou al 10 0.40 %
pe cep i e
cogni i e
deside a i e
men al
emo i e
305 12.11 %
e bal 264 10.48 %
a ibu e ela ional
iden i ying
707 28.08
exis en ial 159 6.32 %
Table 7 shows he equency o selec ion o di e en p ocess ypes a e aged o e he
wen y alisman ad e isemen s. This p o ides a p o ile o he equency o
ins an ia ion o he sys em choices which cons i u e his pa icula ad e ising
discou se.
As Table 7 shows, he mos equen selec ion is ma e ial a a ound 42.61 % ( he
ansi i i y g amma o happening and doing). This is ollowed by ela ional a a ound
28.08 % ( he ansi i i y g amma o being and ha ing). I is in u n ollowed by men al
a a ound 12.11 % ( he ansi i i y g amma o sensing). The nex selec ion is e bal a
a ound 10.48 % ( he ansi i i y g amma o saying). This is ollowed by exis en ial a
a ound 6.32 % ( he ansi i i y g amma o exis ing). Beha iou al is he mino p ocess
ype in e ms o equency a a ound 0.40 % ( he ansi i i y g amma o beha ing).
The high selec ion o ma e ial p ocesses in his esea ch is highly mo i a ed, as he
alisman ad e isemen s a e conce ned wi h doing a commodi y ansac ion 
pu chasing goods-o -se ices. Rela ional p ocesses a e he second mos equen
p ocess ypes. This ela ional selec ion is mo i a ed since one o he s a egic goals o
ad e isemen copy w i e s is o gain he po en ial cus ome ’s a en ion and in e es by
a ousing he cus ome ’s desi e which leads o desi able ac ion  leading he cus ome
o pu chase he ad e ised p oduc . A ousing desi e can be achie ed by consis en ly
desc ibing p oduc ea u es, unc ions, e alua ion, and ad an ages (Leech 1966; F ies
1993; Unge e 2004). The men al p ocesses a e p o iled as he hi d coun in he
p ocess selec ion. This selec ion is s ongly mo i a ed as he alisman ad e isemen s
p o ide pe suasi e in o ma ion in ela ion o a success ul indi idual’s sensing p ocesses
ela ed o he magic powe o ad e ised alismans (e.g., belie , disbelie , espec ,
dis espec , knowing, hinking, and ealizing). This pe suasi e message is achie ed by
con inuously p o oking he indi idual’s belie be o e and a e becoming an owne and
wo shipping he ad e ised alisman. The men al p ocesses (especially cogni i e men al
p ocesses) a e mainly ound in he gene ic s age o Expe ience. They a e elabo a ed in
o mula passages, o example:
18
(1) Tex 2: “Nok Khum Ma Rum calling o p ospe i ies”
Whoe e does belie e on his kind o s o y (supe s i ious s o y), i is okay o belie e ha . Whoe e does
no belie e, i is also okay. The e is no one s opping you om belie o disbelie on ha s o y. Bu my
whole amily does belie e on his s o y.
(2) Tex 8: “Yod Ke o Luang Pho Khun Pa i su ho”
Whoe e does belie e, i is okay. Whoe e does no belie e, i is does no ma e o bo he me
( alisman’s belie e ). Bu , I do belie e i .
(3) Tex 10: “Fish calling o p ospe i ies”
This kind o s o y is supe s i ious. Whoe e does belie e o disbelie e. I is up o indi idual’s belie .
Whoe e does no belie e, one should no be dis espec ul o he alisman.
(4) Tex 12: “Nangkhwak KhwakSap Ma Rum Khwak Sap”
Whoe e does no belie e his s o y (s o y o an indi idual’s success ul expe ience), one has o belie e.
One canno be dis espec ul o he supe s i ious s o y.
Ve bal p ocesses a e coun ed as he ou h ank o equency. They a e used by
success ul alisman belie e s who na a e hei pe sonal mi acle expe iences and a e
exploi ed by epo e s who epo and in e iew on he success ul expe iences.
In explo ing ansi i i y p o ile, i is in e es ing o explo e ela i e equencies o he
in e sec ion o simul aneous sys ems (bo h o igina ing om he same and he di e en
me a unc ions) (See Ma hiessen 1999). The ollowing sec ion deals wi h an in e sec ion
o wo di e en me a unc ions  in e pe sonal and expe ien ial.
9.3 I
NTERSECTION OF SIMULTANEOUS SYSTEMS
:
C
LAUSE
(
INTERPERSONAL AND
EXPERIENTIAL
):
POLARITY
AND
PROCESS
TYPE
POLARITY and PROCESS TYPE a e sys ems o igina ing om di e en
me a unc ions: he in e pe sonal and expe ien ial me a unc ions espec i ely. The
ela i e equencies o he ins an ia ion o e ms in POLARITY and PROCESS TYPE
a e shown in Figu e 9.
19
Figu e 9: Sys em o in e pe sonal and expe ien ial clauses: POLARITY and PROCESS TYPE
[N = 2,518 ins ances]
In gene al, he a io o posi i e o nega i e pola i y a ies ac oss he p ocess ypes. This
a ia ion is p edic able. This sample suppo s a skewed coun o quan i a i e endencies
ha ing a 0.9 o 0.1 a io o he wo- e m sys em
(Halliday 1999a, 1999b, 1992). In his
skewed a io, posi i e is he unma ked choice ac oss di e en p ocess ypes and nega i e is
he ma ked one. The nega i e e m is ealized by a nega i e ma ke maj3. In a de ailed
in es iga ion, nega i e a ies om he lowes p opo ion o 0 % in beha iou al clauses
and a highe p opo ion o 35.2% in men al clauses. The highes nega i e selec ion o
men al p ocesses is mo i a ed, as he nega i e men al choices a e used o exp ess he
alisman belie e ’s nega i e a i ude and ha dship. The selec ion o nega i e men al
p ocesses is equen ly ound be o e he alisman belie e pu chases he ad e ised
alisman. A e pu chasing and wo shipping, he alisman belie e ’s a i ude becomes
posi i e. Thei li es ha e changed in a posi i e way. Tha is, he ha dship and li e
di icul ies a e elie ed.
The scale o nega i i y ac oss p ocess ypes is shown below. I anges om he
lowes nega i e a ac ion o he highes one.
Low nega i e a ac ion High nega ion a ac ion
beha iou al [0 %] > exis en ial [3.9%] > e bal [6.2%] > ma e ial [24.0%] >
ela ional [30.7%] > men al [35.2%]
20
9.4 C
IRCUMSTANTIAL TRANSITIVITY PROFILE OF THE TALISMAN ADVERTISEMENTS
:
PROCESS
TYPE
AND
CIRCUMSTANTIATION
The sys ems o AGENCY and PROCESS TYPE cons ue he nuclea domain o a
quan um o change. This nucleus can be augmen ed by ci cums an ial TRANSITIVITY
(CIRCUMSTANTIATION). Table 8 shows he in e sec ion o PROCESS TYPE wi h
CIRCUMSTANTIATION.
Table 8: In e sec ion o PROCESS TYPE and CIRCUMSTANTIATION in he wen y alisman
ad e isemen s
Doing Sensing Being # % Ci cums ance
Type
Ci cums ance
sub-ca ego y ma e ial
#
beha iou al
#
men al
#
e bal
#
ela ional
#
exis en ial
#
ime 76 0 14 11 33 10 144 21.40
loca i e
place 131 0 15 6 36 11 199 29.57
du a ion 23 0 4 6 3 0 36 5.35
dis ance 0 0 0 0 0 0 0 0
ex en
equency 10 0 1 1 1 1 14 2.08
means 8 0 0 0 1 0 9 1.34
quali y 84 0 28 13 45 26 196 29.12
compa ison 3 0 0 1 3 0 7 1.04
manne
deg ee 3 0 1 0 1 0 5 0.74
eason 5 0 0 1 3 0 9 1.34
pu pose 6 0 0 1 6 0 13 1.93
cause
behal 0 0 0 0 0 0 0 0
condi ion 12 0 3 1 2 1 19 2.82 con ingency
concession 0 0 0 0 0 0 0 0
accompanimen
comi a i e 2 0 0 0 0 0 2 0.30
guise 0 0 0 0 0 0 0 0 ole
p oduc 0 0 0 0 0 0 0 0
sou ce 0 0 0 0 0 0 0 0 angle
iew poin 1 0 0 0 2 0 3 0.44
ma e ma e 0 0 13 4 0 0 17 2.53
To al # o ci cums ance 364 0 79 45 136 49 673 100%
To al % o ci cums ance 54.09 0 11.74 6.68 20.21 7.28 100%
100%
Table 8 shows ha he e a e clea ly a o ed and non- a o ed combina ions o
ci cums an ial ypes and p ocess ypes. Fo example, he combina ion o ma e ial and
empo al loca ion and spa ial loca ion a e clea ly a ou ed. Ma e is a ac ed o men al
and e bal p ocesses. Mo eo e , he dis ibu ion o some ci cums an ial ypes seems o
a y ac oss p ocess ype. Fo example, ci cums ance o quali a i e Manne is mo e
s ongly a ac ed o ma e ial clauses (98 ins ances). This is ollowed by ela ional
clauses (45 ins ances), which is in u n ollowed by men al clauses (28 ins ances), and
exis en ial clauses a abou equal measu e (26 ins ances). Ve bal clause (13 ins ances)
and “beha iou al” clauses (0 ins ance) ha e mino coun s in e ms o equency.
21
The ela i e equencies o ci cums an ial selec ions a y ac oss p ocess ypes. Fo
example:
ma e ial: place > ime > quali y > du a ion > condi ion > equency > …
beha iou al: none > none > none > …
men al: quali y > place > ime > ma e > du a ion > condi ion > …
e bal: quali y > ime > place / du a ion > ma e > …
ela ional: quali y > place > ime > pu pose > du a ion / compa ison > …
exis en ial: quali y > place > ime > equency /condi ion > …
10 C
ONCLUSION
In his esea ch, ad e isemen s ha e been explo ed as a ype o ad e ising discou se,
based on he selec ed co pus o wen y alisman ad e isemen s. Tex s a e cons uc ed
as an ongoing p ocess o selec ion o ea u es in simul aneous sys ems. These selec ions
c ea e pa e ns as he ex un olds  logogene ic pa e ns (Ma hiessen 2002). By
acking he local selec ions, he pa e n o lexicog amma in alisman ad e isemen s
un old in he ex s. Wi hin he dimension o STRATIFICATION, h ee s a a o
alisman ad e isemen s a e in es iga ed  con ex , seman ics, and lexicog amma .
A he con ex ual s a um, he con ex ual alues (i.e., Field, Teno , and Mode
alues) a e discussed. Wi hin his con ex ual le el, he gene ic s uc u e po en ial o he
wen y alisman ad e isemen s is in es iga ed. Based on Hasan’s pionee ing wo k on
he con ex ual con igu a ion, he wen y alisman ad e isemen s a e analysed in o
eigh een gene ic s ages.
A he seman ics s a um, all eigh een gene ic s ages a e ealized by seman ic
p ope ies. The seman ic p ope ies comp ise nuclea and elabo a i e seman ic
epe oi es. The alisman ad e isemen s ealized as sys ems o meaning a e in u n
ealized by sys ems o wo dings  lexicog amma .
The lexicog amma s a um is me a unc ionally explo ed. The analysis is based on
expe ien ial clause g amma  he sys em o TRANSITIVITY. Expe ien ially, human
expe ience is cons ued by di e en p ocess ypes in ol ing di e en pa icipan oles.
The indings e eal ha ma e ial p ocesses a e selec ed mo e equen ly han any o he
p ocess ypes (42.61 %). This sugges s ha hese alisman ad e isemen s a e la gely
conce ned wi h ac ions and e en s. Rela ional p ocesses a e selec ed in he second ank
o equency (28.08 %). They exp ess p oduc a ibu es, p oduc p oduc ion and
habi ude o belie e s.
This cu en pape is conce ned wi h he o e all ansi i i y selec ions o alisman
ad e isemen s. The e emain o he a enues o u he esea ches. Fu he mo e,
wi hin he co pus o alisman ad e isemen s i is in e es ing o explo e he ansi i i y
p o iles o di e en s ages which make up his pa icula ex ype. I can be
hypo hesized ha di e en s ages a e ypically ea u ed by di e en a ou i e p ocess
ypes (Ma hiessen 1995: 360).

22
In e ms o ad e ising s a egies, ad e ising copy w i e s exploi some key
p inciples o c ea e and ecommend goods-o -se ices o p ospec i e cus ome s. Some
key p inciples o success ul ad e isemen s a e ecommended as ollows (based on
Leech 1966: 27; Toolan 1988: 53; F ies 1993):
• G ab po en ial cus ome s’ a en ion and in e es by exp essing in Cap u e,
Hook and Showcase s ages;
• Sus ain po en ial cus ome s’ a en ion and in e es by elabo a ing on p oduc
a ibu es, alues, unc ions;
• Rein o ce memo abili y by using epe i ion s a egy. The alisman-name is
selec ed epea edly as bo h in unma ked Theme posi ion and New-Rheme
posi ion (F ies 1993);
• Con ey selling powe by p o oking po en ial cus ome s owa ds he igh
eac ion (i.e., buy, con ac , ind / phone o mo e in o ma ion, and pay);
• Ca e ully p esen p oduc ea u es, unc ions, and e alua ions h ough
Thema ic in o ma ion and N-Rhema ic in o ma ion (F ies 1993).
This cu en s udy con ibu es o ad e isemen copy w i ing o his pa icula
ad e isemen by sugges ing w i ing s a egies as ollows:
• P o ide examples o success ul expe iences wi h speci ic de ails o he
belie e s (a leas one pe sonal expe ience). Those expe iences p omo e and
p o oke oppo uni ies o belie e s o expe ience he magical powe by
buying, ying on, o wo shipping he ad e ised alisman.
• Emphasise on alisman a ibu es and unc ions bo h physical (how i is
p oduced, i s unc ion) and spi i ual (how i s supe na u al powe changes
one’s li e: mi aculous success).
Ad e ising is an excellen example o he a o pe suasion. In o de o achie e he
desi ed ou come, he key unc ions o ad e ising a e o in o m abou a p oduc ’s
cha ac e is ics, o in luence eade /lis ene a i udes ( o pu chase he p omo ed
p oduc ), and o a ac and sus ain eade /lis ene needs and a en ion in sys emic ways
(Toolan 1988).
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Pa ama Jo Pa pong
Ins i u e o Language and Cul u e o Ru al De elopmen
Mahidol Uni e si y
Nakho n Pa hom 73170
Thailand
[email protected]. h