2nd Workshop on Language, Literature and Society for Education, Wol2SED 2018, December 21-22 2018, Solo, Indonesia

Research Article

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

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  • @INPROCEEDINGS{10.4108/eai.21-12-2018.2282737,
        author={N Setyawati and Riyadi Santosa and Sumarlam Sumarlam and Dwi Purnanto},
        title={Online Advertisement of Semarang’s Cuisine: An Analysis of the Affect Devices},
        proceedings={2nd Workshop on Language, Literature and Society for Education, Wol2SED 2018, December 21-22 2018, Solo, Indonesia},
        publisher={EAI},
        proceedings_a={WOL2SED},
        year={2019},
        month={3},
        keywords={online advertisement; semarang; product},
        doi={10.4108/eai.21-12-2018.2282737}
    }
    
  • N Setyawati
    Riyadi Santosa
    Sumarlam Sumarlam
    Dwi Purnanto
    Year: 2019
    Online Advertisement of Semarang’s Cuisine: An Analysis of the Affect Devices
    WOL2SED
    EAI
    DOI: 10.4108/eai.21-12-2018.2282737
N Setyawati1,*, Riyadi Santosa2, Sumarlam Sumarlam2, Dwi Purnanto2
  • 1: Universitas PGRI Semarang
  • 2: Universitas Sebelas Maret
*Contact email: n.setyawati.71@gmail.com

Abstract

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