Mood and its function in the IKEA Brochure

Annisa, Adreana (2022) Mood and its function in the IKEA Brochure. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

This study analyzes the mood and its function in the IKEA brochure using a systemic functional theory by Halliday and Mattheissen and other theories by Gerot and Wignell and Suzanne and Eggins especially in the interpersonal meaning of mood and speech function. This study works in a descriptive qualitative and focused on grounded theory. The data of this study comes from the clause included in the IKEA brochure. The data was chosen due to the uniqueness of IKEA brochure itself which has a function to be the primary marketing tools and the way of using a narrative to promote their product. Based on the research which has been done, there are 120 clauses which have been found in the IKEA brochure. These clauses are divided into three types of mood such as declarative, interrogative and imperative. There are 72 clauses included in declarative mood, 10 clauses included in interrogative mood and 38 clauses included in imperative mood. Besides the mood type, there is a speech function found in these clauses which are 72 clauses included in statement, 10 clauses included in question and 38 clauses included in command. The function of statement is giving something such as information or goods and services, the function of question is asking something related to the information, and the use of command is to demand or require something related to the information or goods and services. These three speech functions formed in the IKEA brochure to make the interaction between the advertiser and the reader.

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