Online Advertisement of Semarang’s Cuisine: An Analysis of the Affect Devices

The advertisement language is an aggressive communication. An advertising stuff as a text is a sign system organized according to codes that reflecting values, attitudes, and beliefs. Each message in the advertisement has two meanings: explicitly and implicitly meanings. Thus, interpersonal functions become an appropriate process for knowing the meaning that is in the advertisement. This research will focus on the Semarang’s cuisine advertisements on the Internet. The problem of this research is how does the affect devices in the text of cuisine advertisement in Semarang. This study hopefully can be useful for: (a) describing the affect devices that created Semarang cuisine advertisement texts; and (b) mapping the appraisal system in Indonesian advertisement texts, especially the affect devices in the Semarang cuisine advertisements. This study uses a qualitative approach. The data source in this study taken from the Internet. The sampling technique used in this study was purposive sampling. The data analyzed one by one based on content analysis using the stages of content analysis by Spradley [1], which consisted of domain analysis, taxonomy, complementary, and cultural topics. The affects that contained in the Semarang cuisine advertisement texts can be categorized as positive affects. This positive feeling can be expressed directly through emotional conditions (emotional states), physical expression, and indirectly (implicitly) through metaphors