Analysis of Language Function in Product Advertisement on Instagram: An SFL Study

Abstract

This study aims to analyze the language functions in product advertisements aired on Instagram by using the Systemic Functional Linguistics (SFL) approach developed by Halliday. The focus of the analysis lies on three metafunctions of language, namely ideational, interpersonal, and textual, which are used to construct meaning, build relationships with the audience, and organize the structure of information in the advertising text. The data in this study are four product advertisements taken from the Instagram platform and analyzed qualitatively-descriptively. The results show that product advertisements utilize language processes such as material, relational, and mental to describe product benefits factually and emotionally. In addition, the choice of language style, tone, and the use of pronouns also strengthen the relationship between producers and consumers. The systematic arrangement of advertising information, the use of typography, and visual elements support the meaning to be conveyed. The findings confirm that language in digital advertising not only functions as an information tool, but also as an effective persuasive strategy in shaping consumer perceptions and decisions.