The Interconnection between Systemic Functional Language and the Grammar of Visual Design in the Context of Advertising Language

Abstract

The research investigates the interconnection between Systemic Functional Theory (SFT) and the grammar of visual design in the context of advertising language. Systemic Functional Theory, a linguistic model introduced by Halliday (1985), emphasizes the functional aspects of language, focusing on how language functions within its social context. This study aims to explore the synergy between SFL by Halliday (1985) and the grammar of visual design by Kress & Van Leeuwen (2006), particularly in the domain of advertising language. The examination encompasses the analysis of linguistic elements, such as sentence structure and vocabulary, alongside non-linguistic elements inherent in visual design, seeking to unveil the intricate relationship between linguistic and visual choices in advertising. By delving into this intersection, the research aims to provide a comprehensive understanding of how Systemic Functional Theory informs and enriches the grammar of visual design within the realm of advertising language.