Mood Analysis of Financial Services Taglines: a Systemic Functional Linguistic Approach

Ghinaa Jayanthi Putri, Sutiono Mahdi


This paper conducts a mood analysis based on a theory proposed by Halliday (1985). Descriptive analysis is used to examine 31 financial services taglines taken from Each tagline or slogan is essentially a written positioning statement. Their function is usually to add more depth or description to an ideology, or to be used as part of a distinct campaign or intended image by a movement. Three types of mood are identified: the declarative, the interrogative and the imperative. Analysis revealed 22 declarative moods, 2 interrogative moods, and 7 imperative moods. 

Keywords— SFL, mood, residue, financial service, tagline

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