Bank Kalbar Advertising Language Appraisal System

Dedy Asfar; Syarifah Lubna; Khairul Fuad; Binar Febrianti; Yusup Irawan; Irmayani Irmayani; Ratih Rahayu; Sutarsih Sutarsih; Mukhamdanah Mukhamdanah; Prima Duantika

Proceedings of the 2nd International Conference of Multidisciplinary Studies, ICMS 2023, 12 July 2023, Semarang, Indonesia

Research Article

Bank Kalbar Advertising Language Appraisal System

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@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

Dedy Ari Asfar¹^,*, Syarifah Lubna¹, Khairul Fuad¹, Binar Kurniasari Febrianti¹, Yusup Irawan¹, Irmayani Irmayani¹, Ratih Rahayu¹, Sutarsih Sutarsih¹, Mukhamdanah Mukhamdanah¹, Prima Duantika²

1: National Research and Innovation Agency, Jakarta, Indonesia
2: Balai Bahasa Provinsi Kalimantan Barat, Pontianak, Indonesia

*Contact email: syar019@brin.go.id

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.

Keywords: appraisal system advertisements bank kalbar communication strategy

Published: 2023-12-15
Publisher: EAI

: http://dx.doi.org/10.4108/eai.12-7-2023.2340937