Keywords: systemic functional grammar, multimodality, advertising discourse, tea advertisements, Azerbaijan, visual semiosis
Summary
This article examines nine tea advertisements from four Azerbaijani brands through the combined framework of systemic functional grammar and multimodal discourse analysis. The findings show that Azerbaijani tea advertising is largely organized around familial intimacy, hospitality, cultural memory, and national belonging, while premium-oriented advertisements more often rely on minimalist composition and a quality-focused lexicon. The study concludes that Azerbaijani tea advertising develops a hybrid discourse in which local cultural signs are combined with broader branding codes.
