Research Article
Bank Kalbar Advertising Language Appraisal System
@INPROCEEDINGS{10.4108/eai.12-7-2023.2340937, author={Dedy Ari Asfar and Syarifah Lubna and Khairul Fuad and Binar Kurniasari Febrianti and Yusup Irawan and Irmayani Irmayani and Ratih Rahayu and Sutarsih Sutarsih and Mukhamdanah Mukhamdanah and Prima Duantika}, title={Bank Kalbar Advertising Language Appraisal System}, proceedings={Proceedings of the 2nd International Conference of Multidisciplinary Studies, ICMS 2023, 12 July 2023, Semarang, Indonesia}, publisher={EAI}, proceedings_a={ICMS}, year={2023}, month={12}, keywords={appraisal system advertisements bank kalbar communication strategy}, doi={10.4108/eai.12-7-2023.2340937} }- Dedy Ari Asfar
Syarifah Lubna
Khairul Fuad
Binar Kurniasari Febrianti
Yusup Irawan
Irmayani Irmayani
Ratih Rahayu
Sutarsih Sutarsih
Mukhamdanah Mukhamdanah
Prima Duantika
Year: 2023
Bank Kalbar Advertising Language Appraisal System
ICMS
EAI
DOI: 10.4108/eai.12-7-2023.2340937
Abstract
The appraisal system was applied as a tool in viewing the language strategy of Bank Kalbar ad makers. Appraisal systems assessed the types of attitudes expressed and negotiated in a text, the strength of feelings, and how values in the text were generated. This study aimed to examine and discover the use of the language appraisal system in Bank Kalbar advertisements on Bank Kalbar official instagram. The study was conducted using qualitative research methods by analyzing a sample of seven advertising flyer data. As a result, there were appraisal tools in the form of attitude in positive affect as many as 13, negative affect 2, positive judgment 2, positive appreciation 1, and negative appreciation 1.
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