Engagement as Appraisal System in Semarang�s Cuisine Advertisement Texts on the Internet

Abstract

attractive, targeted, and effective advertisements will be able to attract potential customers. In creating advertisement, the use of language will be important to achieve the goals. By examining the appraisal device in the advertising text on the internet, the advertiser is concerned with the reality, including the appreciation of the product or service that advertised, and appreciation to the known environment. The engagement as a part of appraisal system has an important role to reveal the ideology of the advertiser. This study aims to identify the appraisal system used in Semarangs cuisine advertisement texts on the internet using appraisal theory in engagement domain. The engagement, as a negotiation system, is an analytical method in describing verbal messages on advertising texts of Semarangs food and beverage on the internet. This research is qualitative and interpretative, and the data source taken from the internet. The data and location in this study are the use of engagement in the advertisement text of Semarangs cuisine. The observation method using the tapping technique, the listening technique without proficient involvement, and the note-taking technique in the provision of data. Data analysis uses an appraisal analysis framework as a negotiation system. Appraisal analysis is used to identify and describe clauses as verbal message markers. The results show that the texts of Semarangs cuisine advertisements on the internet dominated by the use of mono-gloss engagement. However, hetero-gloss engagement was also found on the concessions and modalities.