A corpus-based study of Thai persuasive texts : a transitivity analysis of talisman advertisements

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). R EFERENCES Bibe , Douglas. 1989. A ypology o English ex s. Linguis ics 27: 3-43. Ca a el, Alice, James R. Ma in and Ch is ian M.I.M. Ma hiessen 2004. In oduc ion: sys emic unc ional ypology. In Ca a el, Alice, James R. Ma in and Ch is ian M.I.M. Ma hiessen (eds.), Language ypology: a unc ional pe spec i e. Ams e dam: John Benjamins. 23 Cook, Guy. 1992. The Discou se o Ad e ising. New Yo k: Rou ledge. Dijk, Teun A. an. 1972. Founda ions o Typologies o Tex s. Semio ica 4(6). 297-323. Dye , Gillian. 1988. Ad e ising as Communica ion. London: Rou ledge. Eggins, S. and Di Slade. 1997. Analysing casual con e sa ion. London: Cassell. Fahey, Rhondda. 2005. Language o ad e ising. BBA 316’s handou . MS. Depa men o Linguis ics, Macqua ie Uni e si y Feez, Susan. 1995. Gen es in he seconda y school. MS. F ies, Pe e H. 1993. In o ma ion low in w i en ad e ising. In James Ala is (ed.), Language, communica ion and social meaning. Washing on, D.C.: Geo ge own Uni e si y P ess. 336-352. Halliday, M.A.K. 1961. Ca ego ies o he heo y o g amma . Wo d 17(3). 241-292. Halliday, M.A.K. 1977. Tex as seman ic choice in social con ex s. In Teun A. an Dijk and Jonoss Pe o i (eds.), G amma s and desc ip ions: s udies in ex Theo y and ex analysis. Be lin: Wal e de G ug e . 176-225. Halliday, M.A.K. 1978. Language as social semio ic: he social in e p e a ion o language and meaning. London: Edwa d A nold. Halliday, M.A.K. 1984. Linguis ics in he uni e si y: he ques ion o social accoun abili y. In James E. Copeland (ed.), New di ec ions in linguis ics and semio ics. Hous on, Texas: Rice Uni e si y S udies. 51-67. Halliday, M.A.K. 1985. Sys emic backg ound. In J.D. Benson and W. G ea es (eds.), Sys emic pe spec i es on discou se. Volume.1. No wood, NJ: Ablex. Halliday, M.A.K. 1991a. Co pus s udies and p obabilis ic g amma . In Ka in Aijme and Beng Al enbe g (eds.), English co pus linguis ics: s udies in honou o Jan S a ik. London: Longman. 33-44. Halliday, M.A.K. 1991b. Towa ds p obabilis ic in e p e a ions. In Ven ola, Eija (ed.), T ends in Linguis ics S udies and Monog aphs 55: Func ional and Sys emic Linguis ics App oaches and Uses. Be lin: Mou on de G uy e . Halliday, M.A.K. 1992. Language as sys em and language as ins ance: The co pus as a heo e ical cons uc . In S a ik, Jan (ed.). Di ec ions in Co pus Linguis ics. P oceedings o Nobel Symposium 82, S ockholm, 4-8 Augus 1991, Be lin: Mou on de G uy e . 61-77. Halliday, M. A. K. and Ch is ian M.I.M. Ma hiessen. 1999. Cons uing expe ience h ough meaning: a language-based app oach o cogni ion. London: Cassell. Halliday, M.A.K. and Ch is ian M.I.M. Ma hiessen. 3 d . 2004. An in oduc ion o unc ional g amma . London: Edwa d A nold. Halliday, M.A.K. and Ruquiya Hasan. 1985. Language, con ex , and ex : aspec s o language in social-semio ic pe spec i e. Geelong, Vic o ia: Deakin Uni e si y P ess. (Language and Lea ning Se ies). Hasan, Ruquiya. 1978. Tex in he sys emic- unc ional model. In Wol gang. D essle . (ed.), Cu en ends in ex linguis ics. Be lin: de G uy e . 228-246. Hasan, Ruquiya. 1979. On he no ion o ex . In Pe o_ i, J.S. (ed.), Tex s. sen ence: Basic ques ions o ex linguis ics. (Pape s in Tex linguis ics 20.2). Buske: Hambu g. Hasan, Ruquiya. 1984a. Cohe ence and cohesi e ha mony. In James Flood (ed.), Unde s anding eading comp ehension: cogni ion, language and he s uc u e o p ose. Newa k: In e na ional Reading Associa ion. 24 Hasan, Ruquiya. 1984b/1996. The nu se y ales as a gen e. No ingham Linguis ic Ci cula . 13: 71-102. (Rep in ed in Hasan, Ruquiya. 1996. Ways o saying: ways o meaning. London: Cassell.) Hasan, Ruquiya. 1984c. The s uc u e o he nu se y ale: an essay in ex ypology. In L. Co e i (ed.), Linguis ica Tes uale. Rome: Bulzoni. Hass, Ma y. R. 1964. Thai-English S uden ’s Dic iona y. Cali o nia: S and o d Uni e si y P ess. Leech, G. 1966. English in ad e ising. London: Longman. Longac e, Robe E. 1974. Na a i e e sus o he discou se gen e. In R.M. B end (ed.), Ad ances in Tagmemics. Ams e dam: No h- Holland. 357-367. Ma in, James R. 1992. English Tex : Sys em and S uc u e. John Benjamins: Ams e dam. Ma hiessen, Ch is ian M.I.M. 1988. O ganizing ex : he o ical schemas and gene ic s uc u e po en ial. MS. Uni e si y o Sydney. Ma hiessen, Ch is ian M.I.M. 1992. In e p e ing he ex ual me a unc ion. In Ma in Da ies and Louise Ra elli (eds.), Ad ances in sys emic linguis ics: ecen heo y and p ac ice. London: Pin e . Ma hiessen, Ch is ian M.I.M. 1993. Regis e in he ound: di e si y in a uni ied heo y o egis e analysis. In Mohsen Ghadessy (ed.), Regis e analysis: heo y and p ac ice. London: Pin e . 221-291. Ma hiessen, Ch is ian M.I.M. 1995. Lexicog amma ical ca og aphy: English sys ems. Tokyo: In e na ional Language Sciences Publishe s. Ma hiessen, Ch is ian M.I.M. 1999. The sys em o ansi i i y: an explo a o y s udy o ex -based p o iles. Func ions o Language 6(1). 1-51. Ma hiessen, Ch is ian M.I.M. 2000. Na a i e egis e  lexicog amma ical pa e ns. MS. Depa men o Linguis ics, Macqua ie Uni e si y. Ma hiessen, Ch is ian M.I.M. 2001. No es on sys emic unc ional esea ch. MS. Depa men o Linguis ics, Macqua ie Uni e si y. Ma hiessen, Ch is ian M.I.M. 2002. Lexicog amma in discou se de elopmen : logogene ic pa e ns o wo ding. In Guowen, H. and W. Zongyan (eds.), Discou se and language unc ions. Shanghai: Fo eign Language and Resea ch P ess. 91-126 Ma hiessen, Ch is ian M.I.M. 2003. Expe ien ial clause g amma : TRANSITIVITY. MS. Depa men o Linguis ics, Macqua ie Uni e si y Ma hiessen, Ch is ian, M.I.M. 2004. F equency p o iles o some basic g amma ical sys ems: an in e im epo . In Huns on, Susan., Geo Thompson (eds.), Sys em and co pus: explo ing connec ions. London: Equinox. (Pape p esen ed a The 29 h Sys emic Func ional Linguis ics Cong ess: Sys emic Linguis ics and he Co pus a The Uni e si y o Li e pool, 15-19 July 2002.) Ma hiessen, Ch is ian M.I.M. n.d. Mic o-gene ic s ages  ealiza ion. MS. Depa men o Linguis ics, Macqua ie Uni e si y Ma hiessen, Ch is ian, M.I.M., Kazuhi o Te uya & Canzhong Wu. o hcoming. Tex ypology: egis e s in si ua ion ypes and con ex ual s uc u es. (d a 2004). Mi chell, T.F. 1957. The language o buying and selling in Cy enaica: a si ua ional s a emen . Hespe is. 26. 31-71. Rep in ed in T.F. Mi chell. 1975. P inciples o Neo- Fi hian Linguis ics. London: Longman. 167-200. 25 Nilsen, Don L. F. 1993. Language plays in ad e ising: linguis ic in en ion in p oduc naming. In James Ala is (ed.), Language, communica ion and social meaning. Washing on, D.C.: Geo ge own Uni e si y P ess. 272-286. O’Ba , William M. 1993. Language and ad e ising. In James Ala is (ed.), Language, communica ion and social meaning. Washing on, D.C.: Geo ge own Uni e si y P ess. 272-286. Pa pong, Pa ama. 2006. A Sys emic Func ional In e p e a ion o Thai G amma : An Analysis o Na a i e Discou se. Ph.D. hesis, Macqua ie Uni e si y. Plum, Guen e A. 1998. Tex ual and con ex ual condi ioning in spoken English: a gen e-based app oach. Monog aphs in Sys emic Linguis ics. Numbe 10. Depa men o English S udies: Uni e si y o No ingham Sinclai , John McH. 1987. Colloca ion: a p og ess epo . In R S eele and T. Th eadgold (eds.), Language opics: essays in honou o Michael Halliday. Ams e dam: John Benjamins. 319-332. Toolan, Michael. 1988. The language o p ess ad e ising. In Ghadessy (ed.), Regis e s o w i en English: si ua ional ac o s and linguis ic ea u es. London: Pin e (Open Linguis ic Se ies). pp. 52-65. Unge e , F ied ich. 2004. Ads as news s o ies, news s o ies as ads: The in e ac ion o ad e isemen s and edi o ial ex s in newspape s. Tex . 24(3). 307-328. U e, Jean 1989. Tex Typology. MS. U e, Jean and Je ey Ellis. 1977. Regis e in desc ip i e linguis ics and linguis ic sociology. In Osca U ibe-Villegas (ed.), Issues in Sociolinguis ics. The Hague: Mou on Publishe s. 197-243. Ves e gaa d, To ben and Sch Οde , Kim 1985. The language o ad e ising. Ox o d, Blackwell. Vi anen, Tuija. 1992. Issues o ex ypology: na a i e  a ‘basic’ ype o ex ?. Tex . 12(2). 293-310. 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