ABSTRACT 2007. This research belongs to a qualitative research employing descriptive comparative method. It purposed to explore and compare the tenor of nonprofit advertisement texts of UNICEF and World Vision on internet by using Systemic Functional Linguistics Approach. The research was aimed to find out the three dimensions of tenor, namely status, affect and contact. It was also intended to know the similarities and differences of both texts. The data were lexicogrammar, cohesion system, text structure and genre. The sources of data were two nonprofit advertisement texts concerning HIV/AIDS on internet published in www.unicef.org and www.worldvision.com.au on February 27th 2007. The research applied total sampling technique because all data in the form of clauses were collected for the analysis. The research had been conducted by analyzing the data through the description of lexicogrammar, cohesion, text structure and genre to define the aspect of tenor: status, affect and contact. Then, the research was purposed to discover the similarities and differences of both texts. Based on the data analysis, it can be concluded that both texts apply unequal status. It is indicated by the occurrence of imperative proposal clauses showing that the advertisers persuade and demand the readers to join the programme held by UNICEF and World Vision in helping the children suffering HIV/AIDS. Instructional Protocol genre in text I and Hortatory Exposition in text II also indicate the unequal status between the advertisers and the readers. The positive judgment between the advertisers and the readers is shown by the employment of positive polarity and indicative declarative functioning as proposition. Meanwhile, negative judgment occurs between the advertisers and the participants inside the texts. It is shown by the application of indicative declarative functioning as proposition, negative polarity and positive polarity consisting of attitudinal lexis with negative choice of terms. The language in both texts is familiar. It can be known through the application of dominant simplex clauses, simplex nominal and verbal group, less ideational metaphor, nominalization and technicality and cohesion system. Both texts also involve the readers by using “you”, “we” and their possessive pronoun “your” and “our” in text I, and “your” in text II.
