The Discourse of Brand Slogans of the Best 100 Universities in Asia 2019: ASystemic Functional Grammar Analysis
1Sigit Ricahyono, 2Lusia Kristiasih Dwi Purnomosasi, 3Aglis Andhita Hatmawan,4Ridho Dewantoro
1Department of Indonesian Language and Literature Education, Graduate Program, Universitas PGRI Madiun, Jalan AURI No.14-16, Madiun 63118, East Java, Indonesia
2Department of TESOL, Faculty Teacher Training and Education, Universitas PGRI Madiun, Jalan Setiabudi No.85, Madiun 63118, East Java, Indonesia
3Department of Management, Faculty of Economics and Business, Universitas PGRI Madiun, Jalan Setiabudi No.85, Madiun 63118, East Java, Indonesia
4Department of TESOL, Faculty Teacher Training and Education, Universitas PGRI Madiun, Jalan Setiabudi No.85, Madiun 63118, East Java, Indonesia

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Brand slogan as a part of branding plays a defining role for universities to win fierce competition. It creates emotional bonding and memorability in the mind of potential students and stake-holders. This study investigates words choice and word arrangement used in brand slogans of 100 best universities in Asia 2019 by making use of the Systemic Functional Grammar’s Experiential Metafunction. Results indicate that words most preferred for their brand slogans are patterned and are circled around: “Truth” (4/11%), “Integrity, “sincerity” (each 3/8%), and “Act”, “creating”, “creative”, “diligence”, “excellence”, “global”, and “justice” (each 2/6%); Verb (12/48%), Noun (11/44%), Adjective (1/4%), Prepositional phrase (1/4%). They are structured in Structures of Modification (10/40%), Structures of Complementation (9/36%), word (5/20%), and Structures of Predication (1/4%).


brand slogan, discourse, Systemic Functional Grammar, best universities in Asia


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