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What is Systemic Functional Linguistics

Chapter 15

Handbook of Research on Global Perspectives on International Advertising

Michael Halliday’s approach to linguistics which regards language as a social semiotic system.

Published in Chapter:

From an Empire to Brexit: Globalization and Glocalization in British Advertising

Onur Serdan Çarboğa (Istanbul Bilgi University, Turkey) and Ece Nur Kaya Yıldırım (Ege University, Turkey)

Source Title: Handbook of Research on Global Perspectives on International Advertising

DOI: 10.4018/978-1-7998-9672-2.ch015

Abstract

To comprehend how British advertising gained its unique identity, this study reviews historical events and phenomena such as imperialism and Brexit, discusses the cultural structure of British society, and considers the advertising industry's political-economic structure. It utilises a modern branch of critical discourse analysis called multimodal discourse analysis and extensively studies the HSBC TV commercial titled ‘Home To So Much More', focusing on how its visuals create and represent Britishness and the British way of making advertisements.