An Analysis of Slogans of Airline Business Using Ideational Metafunction
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Abstract
This study used a mixed method with the following purposes: 1) to investigate the number of the words used in airline business advertising slogans, 2) to identify the keywords frequently used in airline business advertising slogans, and 3) to explain the idea of airline business advertising slogans by using ideational metafunction. The data were collected by gathering 267 slogans from official airline websites in 2016. The findings of the study were as follows: 1) there were largest number of 3-words slogan followed by 4-words and 5-words slogans respectively, 2) the most frequently used keywords were fly, of, your, to and airline respectively, 3) the most frequently used components of the Ideational metafunction were participants, and followed by circumstances and processes respectively, and 4) the most frequently used sub-category of participant was actor, the most frequently used sub-category of process was material transformative and the most frequently used sub-category of circumstance is spatial location.
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