Academic journal article International Journal of English Linguistics

Mood System and Transitivity of the Airlines Slogan A Comparison of National and Regional Airlines

Academic journal article International Journal of English Linguistics

Mood System and Transitivity of the Airlines Slogan A Comparison of National and Regional Airlines

Article excerpt

Abstract

Many studies applied the mood system and transitivity on the clauses, but a little are known that mood system and transitivity could also be applied on the slogans. As a descriptive analysis, this study tries to investigate the mood system and transitivity on the fourteen national airlines slogan and forty regional airlines slogan. The findings indicate firstly, the mood system found in the both national and regional airlines are declarative and imperative mood. Secondly, referring to the study, it is reported that the transitivity in the national airlines slogans found are material, mental, and relational processes while the regional airlines slogan found are material, mental, relational, and behavioural processes. Both of the national and regional airlines slogans: the major mood is declarative mood and the major process is relational process.

Keywords: mood system, transitivity, national airlines slogan, regional airlines slogan

1. Introduction

Language has three different metafunction of meanings. In line with Halliday and Matthiessen (2004) the metafunctions could be called simply as functions. The three functions of meanings are clause as message, clause as exchange, and clause as representation. The clause as message relates to theme and rheme while the two other functions; clause as exchange and clause as representation relate to mood and transitivity.

Based on the clause as exchange, every clause has mood and residue. The types of mood majorly could be categorized into indicative and imperative (Sujatna, 2013, pp. 51-56, Gerot and Wignell, 1995, pp. 38-41). The indicative itself is categorized into declarative, and interrogative while exclamative is a part of interrogative mood. Those types of mood are applied to indicate the mood type of the national and regional airline slogans in the data.

The transitivity or clause as representation is realized on the processes, participants, and circumstances. As the main element, the processes is indicated the participants and the circumstances. Every process in clauses is realized by verbs. In line with Halliday (1994 & 2004), Deterding & Poedjosoedarmo (2001), and Sujatna (2013) argue there are six different types of processes, They are material, mental, verbal, relational, behavioural, and existential processes. The types of processes are also found in the both of national and regional airline slogans.

Besides the mood types, both of national and regional airline slogans are investigated based on the transitivity.

Regional airlines that the writer means in this paper are from the Indonesia point of view. In this case, Indonesia is a national while others are regional countries. Regional countries refer to the South East Asia countries. They are Thailand, Malaysia, Philippines, Brunei, Singapore, Cambodia, Laos, Myanmar, and Vietnam. From the ten ASEAN countries (including Indonesia), it is found that not all countries have airlines with their slogans.

Many companies use their slogan to advertise their product or service to their customers. The slogans are used to introduce the product or service to their customers through their brands' message. Reece, Vanden Bergh, and Li, (1994, p. 41) argue that "The primary use of a slogan (also called taglines or signature lines) is to summarize the brand's message and to provide continuity from one advertising execution to another in a campaign". Magrath (1990) in Reece, Vanden Bergh, and Li (1994) believes that you should not underestimate the value of a good slogan as a key ingredient to establishing and maintaining a strong brand identity. Referring to those argumentations, it is a necessity to identify the type of clause and processes in describing the airlines slogan.

This study conducted to figure out the mood system and transitivity of the national and regional airlines slogans. Many studies applied the mood system and transitivity on the clauses, but a little are known that mood system and transitivity could also be applied on the slogans. …

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