Exploring Interpersonal Meanings in the Nike Winning Isn’t for Everyone Campaign on Instagram Posts

Rahmi, Ilma Alfi (2025) Exploring Interpersonal Meanings in the Nike Winning Isn’t for Everyone Campaign on Instagram Posts. S1 thesis, Universitas Andalas.

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Abstract

This research explores the interpersonal meaning used by Nike in their Winning Isn't for Everyone social media campaign. This research aims to examine how mood structures in the Nike's Winning Isn’t for Everyone campaign on Instagram build interpersonal meaning between the brand and its audience. The theory used in this research is Systemic Functional Linguistics (SFL) by Halliday and Matthiessen (2014). The data of this study consists of 72 clauses taken from 53 Instagram captions with the hashtag #WinningIsntForEveryone taken from Nike's official Instagram. The data were analyzed using a qualitative approach method with the results presented with descriptive explanations. From all the data analyzed, the results show that the majority of clause types that Nike used in the Winning Isn't for Everyone campaign are declarative clauses with percentage 70.9%, followed by imperative clauses 27.7% and then interrogative clauses with the lowest percentage 1.4%. In addition, analysis of the mood structure of clauses also shows that most clauses used by Nike are clauses with positive polarity 90.3%, with a much smaller percentage of negative polarity 9.7%. Based on this analysis, it shows that Nike is a brand that wants to motivate its audience through their Instagram captions that are not only informative but also persuasive which encourage the audience's spirit and confidence.

Item Type: Thesis (S1)
Supervisors: Zulprianto, S.S., M.A., Ph.D.
Uncontrolled Keywords: Advertising, Interpersonal Meaning, Mood, Social Media Campaign, Systemic Functional Linguistics
Subjects: P Language and Literature > P Philology. Linguistics
Divisions: Fakultas Ilmu Budaya > S1 Sastra Inggris
Depositing User: s1 sastra inggris
Date Deposited: 19 Aug 2025 09:02
Last Modified: 19 Aug 2025 09:02
URI: http://scholar.unand.ac.id/id/eprint/503645

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