Proceedings of the First International Conference on Communication, Language, Literature, and Culture, ICCoLLiC 2020, 8-9 September 2020, Surakarta, Central Java, Indonesia

Research Article

The Exploitation of Affect and Graduation in English Advertisements on Kids’ Meals and Its Influence on the Process of Character Building

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  • @INPROCEEDINGS{10.4108/eai.8-9-2020.2301438,
        author={Stella Duce Jingga and Djatmika  Djatmika and Riyadi  Santosa and Dyah Ayu Nila Khrisna},
        title={The Exploitation of Affect and Graduation in English Advertisements on Kids’ Meals and Its Influence on the Process of Character Building},
        proceedings={Proceedings of the First International Conference on Communication, Language, Literature, and Culture, ICCoLLiC 2020, 8-9 September 2020, Surakarta, Central Java, Indonesia},
        publisher={EAI},
        proceedings_a={ICCOLLIC},
        year={2020},
        month={10},
        keywords={affect graduation kids’ meals character building},
        doi={10.4108/eai.8-9-2020.2301438}
    }
    
  • Stella Duce Jingga
    Djatmika Djatmika
    Riyadi Santosa
    Dyah Ayu Nila Khrisna
    Year: 2020
    The Exploitation of Affect and Graduation in English Advertisements on Kids’ Meals and Its Influence on the Process of Character Building
    ICCOLLIC
    EAI
    DOI: 10.4108/eai.8-9-2020.2301438
Stella Duce Jingga1,*, Djatmika Djatmika1, Riyadi Santosa1, Dyah Ayu Nila Khrisna1
  • 1: English Department, Faculty of Cultural Sciences, Universitas Sebelas Maret
*Contact email: stelladj@student.uns.ac.id

Abstract

This paper talks about the roles of Affect and Graduation as parts of the appraisal system in English advertisements on kids’ meals to the process of character building. Various English advertisements on kids’ meals were collected from youtube to analyze the way affect and graduation are exploited in the promoting texts, and then to see whether the exploitation influences the process of character building. The results show that many selected emotive words representing positive feelings for the meals being promoted. These are supported by the graduation for the selected words, while several others have negative impressions towards the foods. The positive emotive words tend to be beneficial as being models for children in their point of view to the foods, while the negative ones should be revised to have a positive contribution to the process of character building.