The UTILIZATION OF APPRAISAL SYSTEM FOR COPYWRITING STRATEGY IN FOOD’S ADVERTISEMENT (A SYSTEMIC FUNCTIONAL LINGUISTIC APPROACH)
Keywords:
appraisal system, systemic functional linguistic, food advertisement, copywritingAbstract
This paper investigated the appraisal system used in the copywriting of food advertisements. The purpose of this research was to describe the utilization appraisal system in food advertisements. This study is qualitative and descriptive research. The data gathered from emotive words that contain about attitudes (affect, judgment, and appreciation) in the caption and picture of food advertisements. The instagram account of burgerking, pizzahut, and richeese factory as the data source. The result is the implementation of affect, appreciation, and judgment for copywriting strategy of the advertisement.
References
Cahyono, Setyo Prasiyanto; & Setyaningsih, Nina. 2019. Investigating Lecturer’s Attitude In Appraising Students’ Tasks (A Sfl Perspective)”. 3rd UNNES–TEFLIN National Seminar.
Halliday, M.A.K. 1994. Introduction to Functional Grammar. London: Adward Arnold.
Martin, JR and David Rose. 2003. Working with Discourse ‘Meaning Beyond The Clause. London: Continuum.
Nugraheni, Yunita. 2011. Sistem Appraisal pada teks iklan komersial di tabloid Nova. Parole, Vol. 2, No. 1, p(45-58).
Putriyantina, Vivi; & Said, Ishak. ¬ 2018. The Realization Of Attitude Analysis On Male And Female Second-Year Students’ Narrative Texts. Journal of Applied Linguistics and Literacy¸Vol. 2, No. 1, p(17-24).
Vahid, H. 2012. The power behind images: Advertisement Discourse in Focus. International Journal of Linguistics Vol. 4 No.4. Iran.
Vidhiasi, Dhion Meitreya. 2021. An Analysis of Appraisal System of Paw Patrol Lyric. Al-Lisan: Jurnal Bahasa, Vol. 6, No. 2, p(167-178).
White, P.R.R. 1998. Telling Media Tales: The News Story as Rhetoric. Unpublished research Ph.D Theses. Sydney: University of Sydney.
Wu, H. 2013. Appraisal perspective on Attitudinal: Analysis of Public Service Advertising Discourse. English Language and Literature, Vol. 3 No. 1. China.
