Appraisal Analysis on Thailand Advertisement

Abstract

Communication occurs when one can express his/her opinion, thought, idea on people, things and situations. Opinion-related meanings in language are regarded as resources of evaluation or appraisal in language. Not necessarily good or bad in a moral sense, attitude accompanies the language utterance every person utters. As one kind of appraisal resources, attitude plays an important role in the expression of interpersonal meanings of language. Attitude refers to a way that you behave towards someone or in a particular situation, especially when this shows how you feel.The aims of this study are to analyze five advertisements in terms of content and to look deeply into the language employed in the discourse of advertisement as well as to find out the Appraisal elements used by Thailand advertisers especially to promote their product and reach the target. In This study, it is found that judgment and affect are appraisal element that most used in Thailand Advertisement because judgment is used to evaluate human behavior towards the product, and affect is used to evaluate the benefit or advantage in the product.

Language Attitude and Sentiment Analyses in Getting the Insights Towards Covid-19’s Omicron Variant News

“…(1) affect, concerning positive and negative feelings; (2) judgement, dealing with behavior; and (3) appreciation, evaluating semiotic and natural phenomena. Those explorations concern on attitude by involving explicit and/or implicit ways to decide affect, judgment, or appreciation (Martin & Rose 2003;Martin & White 2004;Wijaya et al 2019).…”

“…Appraisal and attitude analyses are also applicable to the discourse used in commercial uses such as product advertisement (Wijaya et al 2019) and promoting tourist destination (Suryaningtyas et al 2019). Nazhira et al (2016), Nurjanah (2021); Suryaningtyas et al (2019), Wijaya et al (2019) have shown good progress of attitude and appraisal in SFL studies.…”

“…Appraisal and attitude analyses are also applicable to the discourse used in commercial uses such as product advertisement (Wijaya et al 2019) and promoting tourist destination (Suryaningtyas et al 2019). Nazhira et al (2016), Nurjanah (2021); Suryaningtyas et al (2019), Wijaya et al (2019) have shown good progress of attitude and appraisal in SFL studies. Their findings inspire the researchers in using news headlines in estimating Omicron issues in 2022 by getting a glance from the publication in January 2022 whether positive or negative considering the classification including affect, judgment, and appreciation.…”

“…However, those previous publications have not collaborated with informatics and computing studies. Nazhira et al (2016) and Wijaya et al (2019) worked with linguistic data that were collected from words to clauses. Nurjanah (2021) got the data by using a software facilitating Simple Concordance Program (SCP).…”

Resources of Attitudes in Students’ Tourism Blogs

“…The previous studies predominantly focused on investigating the use of attitude resources in students' argumentative texts (e.g., Fauziah et al, 2019;Jalilifar & Hemmati, 2013;Ngongo, 2017;Solihah, 2020;Yang, 2016;Xinghua & Thompson, 2009) and in narrative texts (e.g., Fitriati et al, 2018). Studies concerning the use of attitude resources are widely conducted to examine how professional bloggers make use of these resources (e.g., Mocini, 2013;Ho & Suen, 2017;Wijaya et al, 2019;Wu, 2013). There is a study examining how students use attitude resources in a promotional text conducted by Marsakawati et al (2019) however, the focus was on spoken business presentation.…”