ABSTRACT This research is based on Systemic Functional Linguistics. It is a comparative study that focuses the analysis on finding out the mode by describing the lexicogrammar, cohesion and text structure of the texts The purposes of the research are to explore and compare the mode consisting of channel and medium of two car rental advertisement texts, namely Cheapa Island Car Rental and King Island Car Rental so that the similarities and differences between them can be identified. This research belongs to a qualitative research employing a descriptive comparative method. Meanwhile the source of data is the advertisement texts taken from TravelPoint booklet on April 2005. In addition, the data analyzed in this research is in form of lexicogrammar, cohesion and text structure. From the analysis, it can be concluded that both texts employ the same channel, i.e. written spoken channel. Both texts show the equal proportion between the written channel characteristics and the spoken channel ones. This can be seen from the analysis of lexicogrammar, cohesion and text structure of the texts. The employment of between written and spoken channel, which makes the texts, not too liquid or solid, implying that both advertisers want to give clear information so that the readers can easily catch the message of the texts. In addition, the medium analysis of the texts shows that both Cheapa Island Car Rental and King Island Car Rental advertisement texts are effective. The choice of between written and spoken channel and the use of vivid text structure in both texts are appropriate for both of them in presenting their product. Moreover, the use of booklet medium is effective since the target readers are those who belong to well educated and middle to high class society people, especially travelers both local and international. Both texts have the similarities in lexicogrammar, cohesion, text structure, channel and medium. In channel both texts employ the same channel that is between spoken and written channel. Besides, the medium analysis shows that both texts are effective with its medium and the readers of TravelPoint booklet. Meanwhile, the differences of both texts can also be seen from lexicogrammar. In lexicogrammar term, both texts have the differences in type of clauses and interdependency system.
