"Check out!" : a systemic functional analysis of online advertisements of selected e-commerce platforms in the Philippines / by Cherry Ann M. Arenas, Marie Lean M. Cabantog, Ellaine Joyce F. Dayao, Mariel M. De Taza and Patricia Ann Q. Irag.

Thesis (Bachelor of Arts in English Language Studies) Cavite State University.

Includes bibliographical references.

College of Arts and Sciences (CAS). Department of Humanities.

ARENAS, CHERRY ANN M., CABANTOG, MARIE LEAN M., DAYAO, ELLAINE JOYCE F., DE TAZA, MARIEL M., and IRAG, PATRICIA ANN Q. "Check Out!": A Systemic Functional Analysis of Online Advertisements of Selected E- Commerce Platforms in the Philippines, Undergraduate Thesis. Bachelor of Arts in English Language Studies. Cavite State University, Indang, Cavite. June 2022. Adviser: Dr. Agnes C. Francisco.

The study was conducted to analyze the online advertisements of selected e- commerce platforms in the Philippines using Halliday's (1961) Systemic Functional Linguistics framework particularly in terms of its metafunctional dimension. Specifical- ly, it aimed to determine: the general description of the selected electronic commerce platforms in the Philippines, the ideational metafunctional features present in the online advertisements in terms of transitivity, the interpersonal metafunctional features in relation to modality, and the textual features in terms of word formation and word meaning. The top five (5) e-commerce platforms in the Philippines including Shopee, Lazada, Amazon, Carousell, and LBC Express were the sources of the online advertisements analyzed. Three (3) online advertisements were selected based on their relevance and timeliness, concepts and trends, and popularity and demand. Coding of these advertisements was done according to the e-commerce platform they represent. Validation of the analysis data was done by three (3) language/linguistics experts. Frequency counts, percentage distribution, and narrative description of the data gathered were made and analyzed. Findings revealed that rectangles and circles are commonly used shapes in online poster advertisements of e-commerce platforms in the Philippines. Colors like red, yellow, and white imply that it is used sparingly to draw attention or contrast with another color. The use of bold fonts also makes the online advertisement simpler to recall and recognize because it emphasizes the text and a brand tagline. Punctuation marks that have an impact on the message that the advertisers are communicating. In terms of ideational function, it was revealed that the online advertisements contain material process of transitivity while dynamic modality abound. Affixation was also found to be the most common word-formation process. While visuals as a kind of marketing communication assist the advertiser in conveying the creative appeal message most engagingly and effectively possible, these also have substantial practical ramifications and can guide e-commerce enterprises' communication strategies. Material process as used in online advertisements help present the whole thought an online advertisement has as it states what will happen and what is in the online advertisement itself. And while modality emphasizes subjectivity and objectivity, expresses politeness, and unites discourse into cohesion, the use of affixation for the purpose of alteration and pluralization helps the online advertisements to resonate to its audiences, the consumers, and to influence and deliver to a larger audience. Keywords: E-commerce, Halliday, Ideational, Interpersonal, Metafunction, Modality, Online Advertisements, SFL, Textual, Transitivity Process .

Submitted to the University Library 07/18/2022 T-9288