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.