Sungkai Buffet Promotion versus British Sandwich Month: Comparing the Schematic Structures of Bruneian and British Food Promotion Advertisements

  • Debbie Guan Eng HoEmail author
Part of the The M.A.K. Halliday Library Functional Linguistics Series book series (TMAKHLFLS)


This chapter compares the schematic structure and realization patterns in food promotion advertisements between two different contexts. The sample of advertisements consists of sixteen Bruneian and sixteen British advertisements promoting various foods in their respective contexts. Based on Systemic Functional Linguistics, the study hypothesises that (i) there are differences in the moves or stages between the two groups of advertisements and that (ii) these differences may be due to social and cultural norms and so following from this that (iii) there will be differences in the realization patterns in the schematic structure of the advertisements between the two groups. The analysis shows that there are differences in the schematic structure and realization patterns between the two groups of advertisements. Although it was unclear if these differences were due to social and cultural norms, it does appear that culture-specific customer expectations influence the structure and textual organization of the advertisements. One important insight from this study is that advertisements, unlike ‘singular’ genres such as recipes or sales transaction encounters, do not exhibit a fixed order of stages due, perhaps, to the fact that the advertisement genre is driven by both pragmatic and interpersonal types of motivation.


Food advertisements Promotion Genre Schematic structure Britain Brunei 



My heartfelt thanks to Dr. Reem Adib Lulu for her invaluable assistance and comments throughout the period of study.


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Copyright information

© Springer Nature Singapore Pte Ltd. 2019

Authors and Affiliations

  1. 1.Universiti Brunei DarussalamGadongBrunei

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