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The Role of Systemic Functional Grammar in Crafting Humorous Advertisements
Bayanov Diyar
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DOI:10.17265/2159-5836/2026.01.006
University of Shanghai for Science and Technology, Shanghai, China
This study examines how Systemic Functional Grammar (SFG) is used in humorous advertising to create engaging and memorable messages. Drawing on Halliday’s three metafunctions, the analysis explores how selected humorous ads employ ideational resources to construct exaggerated or ironic scenarios, interpersonal resources to build a playful relationship with audiences, and textual resources to organize humor coherently. The findings suggest that SFG offers an effective framework for explaining how language and visuals interact to produce humor in advertising and influence audience perception.
humorous advertisements, ideational metafunction, interpersonal metafunction, textual metafunction
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