The Role of Systemic Functional Grammar in Crafting Humorous Advertisements
Abstract
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.
Fields of Study & Subjects
Discourse Analysis in Language Studies
Linguistics and Discourse Analysis
Humor Studies and Applications
Publication details
- Journal / source
- Journal of literature and art studies
- Volume
- 16
- Issue
- 1
- Pages
- 36–36
- Publication date
- 18 January 2026