Engagement As Appraisal System in Semarang’S Cuisine Advertisement Texts on the Internet

PSYCHOLOGY AND EDUCATION (2020) 57(9): 1147-1155 ISSN: 00333077

Engagement as Appraisal System in Semarang’s Cuisine Advertisement Texts on the Internet

Nanik Setyawati1, Riyadi Santosa2, Sumarlam3, Dwi Purnanto4 1,2,3,4 Universitas Sebelas Maret Surakarta, Indonesia. E-mail: [email protected], :2 [email protected], [email protected], [email protected]

ABSTRACT attractive, targeted, and effective advertisements will be able to attract potential customers. In creating advertisement, the use of language will be important to achieve the goals. By examining the appraisal device in the advertising text on the internet, the advertiser is concerned with the reality, including the appreciation of the product or service that advertised, and appreciation to the known environment. The engagement as a part of appraisal system has an important role to reveal the ideology of the advertiser. This study aims to identify the appraisal system used in Semarang‟s cuisine advertisement texts on the internet using appraisal theory in engagement domain. The engagement, as a negotiation system, is an analytical method in describing verbal messages on advertising texts of Semarang‟s food and beverage on the internet. This research is qualitative and interpretative, and the data source taken from the internet. The data and location in this study are the use of engagement in the advertisement text of Semarang‟s cuisine. The observation method using the tapping technique, the listening technique without proficient involvement, and the note-taking technique in the provision of data. Data analysis uses an appraisal analysis framework as a negotiation system. Appraisal analysis is used to identify and describe clauses as verbal message markers. The results show that the texts of Semarang‟s cuisine advertisements on the internet dominated by the use of mono-gloss engagement. However, hetero-gloss engagement was also found on the concessions and modalities.

Keywords Engagement, Appraisal System, Advertisement Text, Cuisine, Internet.

Article Received: 10 August 2020, Revised: 25 October 2020, Accepted: 18 November 2020

Introduction Research on language using data sources contained in an advertisement has been conducted by researchers in the last Advertising is a marketing communication that uses openly decade. Several researchers have also conducted research on sponsored, non-personal messages to promote or sell the appraisal system. Some of these studies include: products, services or ideas (Stanton, 1994). Advertising can “Appraisal in the Research Genres: An Analysis of Grant be communicated through various mass media, such as: Proposals by Argentinean Researchers" conducted by newspapers, magazines, television, radio, outdoor Pascual & Unger (2010); “Appraisal Perspective on advertising or direct mail, blogs, social media, websites, or Attitudinal Analysis of Public Service Advertising text messages (Saddhono, 2020). Discourse" by Hai-bin-Wu (2013); “Mexican Secondary Advertising is a message that offers a product aimed to School Teachers' Linguistic Expression of Attitude towards the public through a media. Every message in an the National English Program in Basic Education” by advertisement text has two meanings: the meaning stated Valladares (2015); “Reworking the Appraisal Framework in explicitly and implicitly. Traditional media is not interesting ESL Research: Refining Attitude Resources” by Ngo & anymore in advertising world these days (Nesamoney, 2015; Unsworth (2015); “The Language of Appraisal in British Saddhono, 2018). An advertising must be able to present Advertisements: The Construal of Attitudinal Judgment” by everything. It should smart, innovative, and also be Krizan (2016); “Are Scientists Objective? An Investigation different, has a unique sense while compared to the others. of Appraisal Resources in English Popular Science Articles” If you want to win the competition; making ads that are by Babaii, Atai, & Saidi (2017); “Authorial and Non attractive, right on target, and effective in attracting Authorial Affect in Speech: An Appraisal Theory potential customers is a must. In advertising scheme, Approach” by Ananda, Nababan, & Santosa (2018); attention is a powerful thing (Yakob, 2015). The “Evaluating Attitude in News Text: Appraisal in Critical achievement of advertising objectives is highly dependent Discourse Study” by Chalimah et al. (2018); "An Appraisal on the attitudes of potential consumers towards the Theory Approach to Translation of Body Parts of Women advertised product or service. Therefore, the use of language on the Novel Lelaki Harimau by Eka Kurniawan” by Finalia in making advertisements will of course be necessary in et al. (2018); and “Appraisal in Bilingual Tourism order to achieve the purpose of the advertisement. In order Information Media: Developing an SFL-Based Translation for potential consumers to be persuaded to buy the products Model” by Suryaningtyas et al. (2019). or use the services offered, disclosures in advertisements are Based on the review of several journals, researchers still made in such a way. It must be remembered that not only have the opportunity to conduct research that comes from products or services can shape the attitudes of potential advertising texts by focusing on appraisal system studies. customers, but how to express an idea about a product or On this occasion, the researcher will focus on the study of service through advertising can also be assessed by potential engagement devices or source of attitude contained in the consumers. culinary advertisement text typical of Semarang on the

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PSYCHOLOGY AND EDUCATION (2020) 57(9): 1147-1155 ISSN: 00333077 internet. The focus of this study in particular has not been conditions; supposition; aim; concessive; comparison; studied by previous researchers. reason (causation); result; way; tool; complementation; Research using appraisal theory as an analytical tool in attributive; comparison; and optative (Alwi et al., 2000; advertising text is very important. By examining appraisal Saddhono, 2014). tools in advertising text on the internet, the advertiser's attitude towards the reality (that surrounds it), his appreciation to the product or service advertised and Methodology appreciation to the environment can be known and understood. Engagement as a part of the appraisal system This research is qualitative. Qualitative research is "any has an important role to play in revealing the ideology of the type of research that produces findings that are not obtained advertiser. This analysis will be able to help text consumers through statistical procedures or other means of calculation" understand the attitudes and judgments of the ad text maker (Strauss & Corbin, 1990). This study uses a naturalistic on things that are communicated. approach that seeks to understand phenomena in a special The engagement is the origin of the appreciation (Martin context setting. This method can be used to get new & Rose, 2007). There are two types of engagement: 1) perspectives on things that are not widely known, or to get heterogloss, source of attitudes other than the author (or more in-depth information that may be difficult to convey various sources) and 2) monogloss, source of attitudes only quantitatively. Qualitative research reports are descriptive in from the (single) author. For the heterogloss, the attitude nature, combining expressive language and "the presence of comes not only from the author, so there are sources that can sound in the text" (Eisner, 1991). be explored through: a) projections, b) modalities, and c) Research location as "focus determined boundary", concessions (Martin & Rose, 2007). About the modified which literally means "boundary determined by the focus or engagement, it can be seen from Martin & Rose (2007) in object of research" (Lincoln & Guba, 1985). Furthermore, it Figure 1 below. is explained that the research location can be geographic, monogloss demographic, or media. Spradley (1980) states that a research location must have the main elements of a research Engagement modality location, namely the place or setting, actors or participants, and events. Researchers can say that the location of this heterogloss projection research is the internet media in the realm of website services. This is with the consideration that the internet concession media with the service domain on the website is very broad in reach and has many users or is easily recognized by the Figure 1 wider community. Product promotions with website services can also be done for 24 hours. The Engagement Domain The data source is the source from which the data was obtained (Santosa, 2017). In the common qualitative The projection has correlation between what someone research, data sources can be in the form of places, says and said: "He and our three friends have been informants, events, documents, sites, and so on. The data promoted). 'We moved to a special unit. Now, now my dear. source in this study is taken from the typical culinary We are real police now!" The projection sources can be advertising texts of Semarang. The data refers to: 1) lumpia quoted the exact words that someone said (in which case, (traditional spring rolls), 2) roti ganjel rel (bread rolls, its 'sign speech' is usually used in writing). shape similar to rail holder), 3) wingko babat, 4) kue moaci Another way of introducing additional voices into text is (moaci cake), 5) kue leker (lekker cake), 6) pisang plenet through modality. The modality as a resource defines the (flatted banana), 7) tahu pong (traditional tofu), 8) tahu petis semantic space between yes and no, declines between (tofu with petis inside; petis: a sauce made from sweet soya positive and negative poles. Modality is divided into two: sauce and fermented prawn paste), 9) tahu bakso (meatball modalitization and modulation (Santosa, 2003; Wiratno, tofu), 10) bakso (meatballs soup), 11) mi kopyok (traditional 2018). There are several meanings of modality: desire, hope, Javanese noodles), 12) mi titee (another various noodles), invitation, omission, request, possibility, practice, necessity, 13) soto Semarang (soto is also known as sroto, tauto, or certainty, permission, command, and ability (Alwi, 1992). coto; a traditional Semarang's Javanese soup mainly The third source concession consider in heterogloss. composed of broth, meat, and vegetables), 14) asem-asem Concession is often characterized by the use of counter Koh Liem, 15) mangut, 16) tahu gimbal, 17) lontong cap go expectancy or adjustment of expectations. Concession meh, 18) nasi ayam (chicken rice), 19 ) nasi glewo, 20) nasi markers include: but, even, if, at least; included however and goreng (fried rice) & babat gongso, 21) sate kalak, 22) though, and variations on the theme included even by. bandeng duri lunak (soft-thorn milkfish), 23) es puter cong Beside conjunction, set of resources for adjusting lik, 24) wedang tahu, and 25) es dawet durian Kampung expectations is an ongoing one. It seems like a regular Kali. conjunction, but occurs in a clause not at the beginning, i.e.: Data is the object of research, the reality that we make already, finally, silent and only, just, and even (Martin & the focus of research, including the places, participants, and Rose, 2007). The meaning of a concession, among other events that surround that focus (Santosa, 2017). In things, states the relationship: addition (cause and effect, qualitative research, data is usually a description of the time sequence, contradiction, and expansion), resistance focus along with the place or site, events, behavior and (reinforcement, implication and expansion); election; time; interactions of the object of research with all accompanying

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PSYCHOLOGY AND EDUCATION (2020) 57(9): 1147-1155 ISSN: 00333077 contexts (Patton, 1990). The data used in this study are referred to as "open coding" (Strauss and Corbin, 1990). primary data, which is data collected by researchers from Researchers identify and tentatively name the engagement the research location directly in the form of appraisal use, phenomenon that will be grouped. Its purpose is to create especially engagement contained in advertisement texts in groups that form the initial framework for analysis. Words, twenty-five types of culinary specialties in Semarang. The phrases or events that appear to be similar are grouped into sampling technique used in this qualitative research is the same categories. purposive sampling with the aim of delivering samples that Data were analyzed one by one based on content are in accordance with the research objectives. analysis (Lincoln & Guba, 1985) using the content analysis The form of data collection is by observation or stages of Spradley (1980) which consisted of: domain observation. Observation can lead to deeper understanding analysis, taxonomy, components, and cultural themes. because observation provides knowledge about the context Domain analysis includes two stages: 1) data are collected in which events occur and allows researchers to see things from twenty-five types of culinary advertisements by that the researcher is not aware of or that are not discussed identifying their categories and 2) domain analysis continues (Patton, 1990). The observation strategy of the researcher is the analysis of the data that has been found including certain to observe from the outside, without being observed and domains in its use. Taxonomic analysis was carried out to maintain a passive presence (Schatzman & Strauss, 1973). classify forms of engagement, namely monogloss and Researchers are not involved and do not interact with hetergogloss. Componential analysis is an analysis that advertisers, researchers only observe documents or ad text. connects all domain and taxonomic categories into one Bogdan Biklen (1982) defines qualitative data analysis matrix, while in the analysis of cultural themes the as "working with data, organizing it, breaking it down into researcher interprets the use of engagement patterns on manageable units, synthesizing it, looking for patterns, various culinary ad texts typical of Semarang on the finding what is important and what should be learned, and internet. deciding what to say to others". Researchers use inductive data analysis, meaning that critical themes emerge from the Results data (Patton, 1990). The researcher places the collected data into groups or categories of engagement, then it is examined In table 1, the author will present the type of Semarang's holistically, and communicates the results of the cuisine advertising text on the internet, focus on the use of interpretation to others. engagement. Researchers classify ad text based on the type The analysis begins with the identification of of engagement below. engagement that comes from the data, a process often Table 1. The Engagement in Semarang's Cuisine Advertisement Texts on the Internet

Engagement Category Data Monoglos (1) Gandjel Rel Kue Tempo Dulu Asli Semarang. High Quality Ingredients. (2) Wingko Babat Mulya gurih dan lezat. (3) Pisang plenet dipopulerkan tahun 1962 pisang plenet khas Semarang. (4) Di balik gurihnya tahu petis Yudhistira. (5) Free Ongkir Area Semarang. Tahu Baxo Kampoeng Semarang. (6) Mburu enak mie kopyok Pak Dhuwur. (7) Mie Titee ruameee banget. Paling enak di Semarang??? (8) Soto Bangkong Semarang “Legendaris”. (9) Kuliner Semarang mangut belut sensasi pedasnya bikin ketagihan. (10) Tahu gimbal Bang Toyib rasa yang enak dan unik. Tahu gimbal khas Semarang. (11) Bandeng Juwana Erlina siap melayani Anda dengan sepenuh hati. (12) Nikmatnyoo…es puter cong lik. (13) Mie kopyok street food. (14) Nasi glewo kuliner khas Semarang temukan di Madhang. Download Madhang sekarang. (15) Nasi ayam Bu Pini Khas Semarang. Jl. Anjasmoro Raya No. 56 B Semarang. Telp. 0819 0444 2666. Sampai lahap yang legendaris. (16) Sate kalak original. Recicipe from Grill On paling dicari di Semarang. (17) Dawet duren maknyusss. (18) Lontong Cap Go Meh Rumah Makan Selera Anda Puri Oka sejak 1995. Telp. (024) 3554300 – 3559400.

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PSYCHOLOGY AND EDUCATION (2020) 57(9): 1147-1155 ISSN: 00333077

Engagement Category Data Heteroglos – modalitas (19) Moaci Gemini Semarang sudah bisa dibeli lewat Tokopedia. Heteroglos – modalitas (20) “Di sini Anda bisa mendapatkan Lunpia khas Semarang yang legit dan enak“. Our Resto: Jl. Gajah Mada 142 AA Semarang. Heteroglos – modalitas (21) Tahu Pong ini bisa kamu temui di salah satu rumah makan yang terletak di Jl. Gajah Mada no 63B Semarang. Buka hari Senin – Sabtu. Tempat ini beroperasi mulai pukul 10.00 – 20.00 WIB. Heteroglos – modalitas (22) OMG! Modal tahu??? Bisa tajir melintir!!! Bongkar resep Heteroglos – modalitas (23) Pastikan makan enak-enak hari ini. Spesial Baksa IGA. Jl. Pleburan Barat 33 Smg. 0821.1919.8005. Heteroglos – modalitas (24) Lumpia Cik Meme kuliner khas Semarang yang wajib dicoba. Heteroglos – modalitas (25) Bumbu Super Ajaib. Bikin Nagih dan Nagih. Wajib Coba! Babat Gongso Pak Taman. Heteroglos – modalitas, (26) Hati-hati! Jajan di Lunpia Express bisa menyebabkan consession hati senang karena keenakan. Kalo order sekarang diantar gratis. 024 354 1807/024 3547697. Jl. Gajah Mada 142 AA Semarang. Heteroglos – consession (27) Lekker Paimo jajanan legendaris, tapi hanya ada di Kota Semarang. Heteroglos – consession (28) Warung makan asem-asem Koh Liem Jl. Karang Anyar No 20 Semarang. Kuliner Semarang makanan rumahan tapi terkenal. Heteroglos – consession (29) Wedang tahu menghirup aroma rempah-rempah sekaligus merasakan hangatnya kebersamaan di Indonesia. Heteroglos – consession (30) Bakso Spesial. Selain kuah istimewa, perpaduan sempurna bakso original yang melegenda, bakso urat yang asli, tahu bakso yang khas, bakso telur yang nikmat, serta pedasnya bakso kotak dan rawit menjadikan sesuatu yang special dari Bakso ONO. An advertisement text on data (3) “Pisang plenet Based on the data identification that presented above, dipopulerkan tahun 1962 pisang plenet khas Semarang” is a this paper will describe the use of the engagement. The analysis based on engagement categorization, also explained culinary advertisement with monogloss engagement. Source its each interpretation. More details are follows. of attitude assessment is only from advertisers. In the text, the advertiser tries to remind potential consumers about one Monogloss of Semarang's culinary delights, namely the banana plenet. In the text, it can be interpreted that the culinary is not in If we look closely at the data (1) “Gandjel Rel Kue doubt. This is reflected in the use of lexical elements Tempo Dulu Asli Semarang. High Quality Ingredients” is an “dipopulerkan tahun 1962 [popularized in 1962]”. A time advertisement text that consist of two clauses. The text that is not short if calculated until now (it has been more includes monogloss engagement, because the source of the than 50 years), the culinary planet banana can still survive. assessment attitude only comes from the advertiser (single). The text “Di balik gurihnya tahu petis Yudhistira Regarding the gandjel rel cake, it is poured with a short text, [behind the delicious of petis tofu of Yudhistira]” which is but the text is quite dense informing one of Semarang's old the data (4) is a culinary advertisement with monogloss cuisine delights (gandjel rel) which is made from high engagement, that is, the source of the assessment attitude quality and basic ingredients. This information is intended comes from the advertiser. An advertisement that is brief but so that potential consumers can immediately try this one contains deliberately presented by the advertiser in order to culinary. win the hearts of potential consumers with the statement “di The text “Wingko Babat Mulya gurih dan lezat” which is balik gurihnya [behind the savory]” one of the Semarang's data (2) is classified as monogloss engagement. This is unique cuisine namely tahu petis Yudhistira. This statement because the attitude of the assessment comes only from the is certainly enough to intrigue potential consumers to make advertiser (single). Advertiser try to introduce Wingko Babat sure the tofu is delicious. Mulya cake in terms of taste, which is savory (“gurih”) and The text of the tofu meatball advertisement in data (5) delicious (“lezat”). The hope is that the advertisement will consists of two clauses, namely “Free Ongkir Area be able to attract potential consumers to enjoy the savory Semarang. Tahu Baxo Kampoeng Semarang [free delivery and delicious culinary delights of that one. in Semarang area. meatball tofu of Kampoeng Semarang”. If

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PSYCHOLOGY AND EDUCATION (2020) 57(9): 1147-1155 ISSN: 00333077 we look closely, we can find monogloss engagement in the Text (11) “Bandeng Juwana Erlina siap melayani Anda two clauses. The source of both absolute judgmental dengan sepenuh hati [Bandeng Juwana of Erlina is ready to attitudes from advertisers. Advertisers try to notify serve you wholeheartedly]” contains monogloss prospective customers in the Semarang area with the facility engagement. This advertisement made by advertiser with to deliver free of charge in the purchase of Kampoeng only one clause is very strong in touching hearts and Semarang's meatball tofu. attracting potential customers to come to try this Bandeng Data (6) “Mburu enak mie kopyok Pak Dhuwur [pursuit (milkfish), namely Bandeng Juwana Erlina. This is due to the delicious taste of Kopyok noodles of Pak Dhuwur]” is a the use of the language “siap melayani Anda dengan text for advertising Mie Kopyok, traditional noodle which is sepenuh hati [ready to serve you wholeheartedly]”. very popular in Semarang. The text makes use of monogloss Consumers will feel satisfied if the purchase or enjoy engagement, where the assessment attitude comes only from culinary can be served well or wholeheartedly. the advertiser. One clause is simple but meaningful enough A clause “Nikmatnyoo…es puter cong lik [so delicious ... because of the diction of “mburu enak [pursuit the taste]” this es puter Cong Lik]” is used as data (12) in this analysis. presented by the advertiser. Prospective consumers are led Advertiser as a source of single assessment attitude or by advertisers to hunt down (try hard to get) the delicious monogloss engagement. The advertiser introduces one of taste of Pak Dhuwur's Kopyok noodles. Semarang's signature beverage, namely Cong Lik ice which The next advertisement text on data (7) “Mie Titee is of course undoubtedly enjoyable. It is hoped that the ruameee banget. Paling enak di Semarang??? [Mie Titee utilization of the lexical element “Nikmatnyoo…” will spot is really crowd. Best in Semarang]” presents inspire potential consumers not to hesitate to buy this kind engagement monogloss on the two builder clauses. The of puter ice. implication that can be captured from the first clause is that Data (13) “Mie kopyok street food” is an advertising text consumers of Mie Titee (another traditional noodles) are with monogloss engagement. The source of attitude comes never quiet or very busy. Of course, this is not without from advertisers. In the text, the advertiser informs that one reason. The advertiser tries to build the ad by writing in the of Semarang's culinary delights is Mie Kopyok (traditional second clause that this Titee noodle is the most delicious noodles). Kopyok noodles were introduced as street food. Semarang culinary. Usually, potential consumers will be With this delivery, it is hoped that consumers will find it curious about the delicious taste of the culinary advertised, easier to get the culinary. This is because it can be found then try to find and enjoy. along the way. Advertisements on data (8) “Soto Bangkong Semarang Data text (14) “Nasi glewo kuliner khas Semarang Legendaris” take advantage of monogloss engagement. The temukan di Madhang. Download Madhang sekarang”. The advertisement is presented with an effort to remind cuisine advertisement in data (14) which is built from the consumers not to forget one of Semarang's legendary two clauses is a monogloss engagement advertisement text, culinary delights, namely Soto Bangkong. Advertisers have the source of attitude only comes from the advertiser. The chosen the word “legendary” with the aim that Soto Glewo rice is one of the rare culinary delights found Bangkong will always be famous and become the choice of everywhere. This food can be said to be almost extinct consumers. because it is rare to preserve it to produce. This one still has Text (9) “Kuliner Semarang mangut belut sensasi many fans. In order for consumers to be treated to enjoy it, pedasnya bikin ketagihan [Semarang cuisine delights, its advertisers try to inform consumers so that they can easily spicy sensation makes addictive]” is a text with monogloss get it in a very practical way, by download the “Madhang” type engagement. Advertisers as a single source of mobile application followed by ordering Glewo rice. assessment attitudes try to convey a message about Mangut Advertising text on data (15) “Nasi ayam Bu Pini Khas Welut cuisine. The persuasive power of the ad text can be Semarang. Jl. Anjasmoro Raya No. 56 B Semarang. Telp. seen in its building clause, namely by the use of the 0819 0444 2666. Sampai lahap yang legendaris”, consist of language “… sensasi pedasnya bikin ketagihan [... the spicy four clauses that support a complete unity. The text is of the sensation is addictive]”. The lexical element of sensation kind of monogloss engagement, the source of attitude only means something that touches the feeling (stimulates from advertiser. Advertiser try to introduce Bu Pini's emotions and so on). The choice of words was deliberately chicken & rice products seen in the first clause, followed by presented so that potential consumers also hastened to try the address and telephone number shown in the second and the cuisine Mangut Welut of Semarang. Not only that, you third clauses, with the aim that potential consumers can can be sure that if you have tried, consumers are guaranteed easily find them. In the fourth clause, advertiser has started to be addicted again. tickling potential consumers by ensuring that Bu Pini's Data (10) “Tahu gimbal Bang Toyib rasa yang enak dan chicken-rice is a legendary cuisine delicacy and consumers unik. Tahu gimbal khas Semarang [Gimbal tofu of Bang will certainly be able to enjoy it. The presence of this clause Toyib has a delicious and unique taste, best tofu of is what attracts potential customers to be sure. Semarang]”. The text on data (10) is a culinary ad text for Data to (16) “Sate kalak original. Recipe from Grill On tofu gimbal which is built on two clauses. The engagement paling dicari di Semarang [the original Kalak satay, most contained in these two clauses is monogloss engagement. wanted Grill On recipe in Semarang]”. Two clauses Advertisers are trying to introduce a unique culinary tofu construct the advertisement text. The text is an ad with gimbal in Semarang, Bang Toyib's tofu. Consumers are led monogloss engagement, the only source of attitude from by advertisers to try to enjoy the tofu gimbal because it advertisers. This one typical Semarang culinary "Sate tastes delicious and unique. Kalak" is a new culinary in the city of Semarang. There aren't many satay producers yet. So, it is very appropriate if

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PSYCHOLOGY AND EDUCATION (2020) 57(9): 1147-1155 ISSN: 00333077 the advertiser builds a second clause by presenting the show monogloss engagement. In second clause, it is found phrase "paling dicari [most wanted]" in the second clause. that modality marker bisa (can) as a marker for The Grill On restaurant is recommended by advertisers so heterogeneous attitudes. The lexical element in this clause that consumers can easily find this random satay culinary. means "ability". If we look further, the first clause "OMG" The data text (17) “Dawet duren maknyusss” is an stands for "Oh My God" which implies a sense of advertisement text with a monogloss engagement type. amazement. The amazement of a producer business with Dawet Duren is a unique Semarang beverage. Advertiser is tofu culinary ingredients is capable of being rich in turning very good at creating a clause that represents this one 'rich'. This is what invites potential consumers to enjoy. culinary treat. The freshness of Dawet Duren which is Enjoying culinary means being able to dismantle these expressed by the word "maknyusss [awesome delicious]" is culinary recipes. enough to make potential consumers look for it Data (23) “Pastikan makan enak-enak hari ini. Spesial immediately. Bakso IGA. Jl. Pleburan Barat 33 Smg. 0821.1919.8005” is Text (18) “Lontong Cap Go Meh Rumah Makan Selera the advertising text for IGA (Indonesian: ribs) meatball, Anda Puri Oka sejak 1995. Tel. (024) 3554300 –3559400” which consists of four clauses. The first clause contains is the advertisement text of Lontong Cap Go Meh which heterogeneous engagement, a source of attitude not only consists of two clauses. The first clause only sources attitude from advertisers. The engagement marker present in the from advertiser (engagement). This culinary was originally clause is a lexical element with the meaning of "certainty"; eaten at the beginning of Chinese New Year celebrations while the second, third, and fourth clauses include (until 15 days). However, at this time, this culinary has monogloss engagement, the source of advertisements is only become a mainstay of the people of Semarang at any time from advertisers. The ad text can attract potential customers and it is not easy to go to Semarang if you haven't enjoyed with the courage to ensure that potential customers will this one culinary. These culinary delights can be found at a definitely enjoy delicious rib meatballs. To enjoy the restaurant, Rumah Makan Puri Oka, complete with meatball culinary, potential customers are also guided by telephone numbers that can be contacted. The two clauses their address and telephone number. are sufficient to guide potential consumers to ensure that Text (24) “Lumpia Cik Meme kuliner khas Semarang they come to enjoy the Lontong Cap Gomeh. yang wajib dicoba” there is heterogloss engagement with the word wajib as a modality means a "must". The text is Heterogloss built from one clause introduces Cik Meme's spring rolls which of course makes potential consumers curious. To Data (19) “Moaci Gemini Semarang sudah bisa dibeli answer this curiosity, potential consumers are led by lewat Tokopedia [Moaci Gemini of Semarang can be advertisers to try these culinary delights. purchased via Tokopedia]” is a cuisine advertisement text Data (25) is built on four clauses, namely: “Bumbu Super with heterogloss engagement. The source of attitude on the Ajaib. Bikin Nagih dan Nagih. Wajib Coba! Babat Gongso text is not limited to advertiser. This can be seen from the Pak Taman”. The first two clauses and the fourth clause are modality marker used, namely the word bisa (can) which monogloss engagement, while the third clause includes means permission. This means that the Moaci Gemini cake heterogeneous engagement with a modality marker wajib of Semarang has been permitted to be purchased through which means “order”, namely an order to try. The integrity Tokopedia. Facilities like this will help potential customers of the text is strong enough with the presence of four to quickly and easily enjoy the cake. clauses. Each clause is built on a short element, but the Text (20): “Di sini Anda bisa mendapatkan Lunpia khas diction used by the advertiser is sufficient to arouse potential Semarang yang legit dan enak. Our Resto: Jl. Gajah Mada consumers' desire to visit Pak Taman's Babat Gongso. It's 142 AA Semarang” with the attitude of advertiser and other all because the spices are super magical and will make sources. Modality markers can be in the first clause with the consumers addicted to enjoying them. meaning permission. The second clause includes the On data (26), “Hati-hati! Jajan di Lunpia Express bisa monogloss engagement and this clause is sufficient to menyebabkan hati senang karena keenakan. Kalo order strengthen prospective customers to be able to visit and taste sekarang diantar gratis. 024 354 1807/024 3547697. Jl. Lunpia along with the address of Lumpia Express. Gajah Mada 142 AA Semarang”. The advertisement text Data (21) is “Tahu Pong ini bisa kamu temui di salah integrity in data (26) is built from 5 clauses. Clause 2 satu rumah makan yang terletak di Jl. Gajah Mada no 63B indicates the use of heterogeneous engagement, because the Semarang. Buka hari Senin – Sabtu. Tempat ini beroperasi source of the assessment attitude is other than advertisers or mulai pukul 10.00 – 20.00 WIB”. The advertising text in various sources. The markers used are of the modalities and data (21) is Tahu Pong advertisement text which is built on concessions. The modalities used are in the form of lexical three clauses. Engagement in the first clause is heterogloss element bisa means "ability"; while the concession marker which is a modality type where the marker can mean karena means "reason" as a link between the main clause “possibility”. The integrity of the text is of course also Jajan di Lunpia Express bisa menyebabkan hati senang with supported by other clauses (2nd and 3rd clauses) that have the supporting clause keenakan (easiness). In addition to the monogloss engagement. Advertiser is clear enough in second clause (clause 1, clause 3, clause 4, and clause 5), the informing them in guiding potential customers to get closer advertiser also presents monogloss engagement as an effort to the place, day and time to enjoy the Pong tofu. to get potential customers to order Lunpia Express with free Data (22) is “OMG! Modal tahu??? Bisa tajir melintir!!! delivery services. Advertisements are also accompanied by Bongkar resep”. The advertising text in data (22) is contact information and addresses that can be contacted. The composed of four clauses. Clause 1, clause 2, and clause 4

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PSYCHOLOGY AND EDUCATION (2020) 57(9): 1147-1155 ISSN: 00333077 complete information is expected to inspire potential consumers to flock to try Lunpia Express culinary. Conclusion "Lekker Paimo jajanan legendaris, tapi hanya ada di Kota Semarang" as advertisement text in data (27) Based on the results of research and discussion, it can be describing ad text with heterogloss engagement. The word concluded that in the text of Semarang's cuisine tapi is a sign of concession which means "resistance". This advertisements on the internet, two kinds of engagement are marker is presented as a link between the main clause found: monogloss and heterogloss. Monogloss engagement, Lekker Paimo jajanan legendaris with the supporting clause the source of attitude comes from the author or advertiser, hanya ada di Kota Semarang. Prospective consumers are this can be seen in the advertsiement texts in data (1) to (18). invited to experience Lekker Paimo's legendary cuisine Heterogloss engagement was also found, the source of delights. Besides that, it will also remind potential attitude not only from advertisers. The kind of heterogloss consumers that this legendary culinary is only found in found is modality and concession, while the kind of Semarang. projection is not found. The modalities and concessions are Two clauses as ad text builder (28): "Warung makan as follows. asem-asem Koh Liem Jl. Karang Anyar No 20 Semarang. 1. Modalities with lexical elements bisa (can), pasti Kuliner Semarang makanan rumahan tapi terkenal". In the (should), and wajib (must). The lexical element bisa means first clause, there is a monogloss engagement. Advertiser "possibility" in data (19), means "permission" in data (20) tries to introduce to potential culinary consumers of asem- and (21), and means "ability" is found in data (22) and (26). asem of Koh Liem, this restaurant located at Jl. Karang The modality marker pasti in data (23) has the meaning of Anyar No. 20 Semarang. In second clause, heterogloss "certainty". The lexical element wajib contained in data (24) engagement appears by utilizing concession tapi which means a “must”, while in data (25) means “order”. means "contradiction". In this clause, consumers are assured 2. Concession with markers: karena, tapi, sekaligus, selain, that even though asem-asem of Koh Liem is categorized as a and serta. Lexical element karena (because, due to) in data home-based cuisine, this cuisine delight already very well (26) means a “reason”, marker tapi (but) in data (28) means known. With these two clauses, the advertisement builder is “contradiction”, lexical element sekaligus means “addition strong enough to influence potential consumers so that there (in the same time)” in data (29); in data (30) marker selain is no doubt to enjoy asem-asem Koh Liem. (beside of, apart) means “exclusivity”, and serta in data (30) Heterogloss engagement can be seen in data (29): means “addition”. Wedang tahu menghirup aroma rempah-rempah sekaligus merasakan hangatnya kebersamaan di Indonesia. The References marker used in the text is concession sekaligus (as well as) which means addition. This marker serves to connect two clauses, between the first clause Wedang tahu menghirup [1] Alwi, Hasan. (1992). Modalitas dalam aroma rempah-rempah and the second clause merasakan Bahasa Indonesia. Seri ILDEP. hangatnya kebersamaan di Indonesia. If the two clauses are Yogyakarta: Kanisius. examined, it can be interpreted that there is a double advantage for consumers who enjoy this Wedang (drinking) [2] Alwi, Hasan et al. (2000). Tata Bahasa tofu, being able to smell the aroma of spices and will be able Baku Bahasa Indonesia. Jakarta: Balai to feel warmth when drinking it. This double advantage can Pustaka. help the consumer's body feels better. Data (30) is the advertising text for Bakso ONO in [3] Ananda, Dwi Meisyitah; Nababan, M.R.; Semarang. The text consists of two clauses: Bakso Spesial. Santosa, Riyadi (2018). Authorial and Selain kuah istimewa, perpaduan sempurna bakso original Non-Authorial Affect in Speech: An yang melegenda, bakso urat yang asli, tahu bakso yang Appraisal Theory Approach, English khas, bakso telur yang nikmat, serta pedasnya bakso kotak dan rawit menjadikan sesuatu yang special dari Bakso Language and Literature International ONO. The first clause is quite short, just Bakso Spesial Conference (ELLiC) Proceedings. Vol. 2, (special meatballs), contains monogloss engagement. The hlm. 359 – 362. clause contains a deep meaning under the brand of Bakso ONO. In the second clause, there is a heteroggloss [4] Babaii, Esmat; Atai, Mahmood Reza, & engagement with a marker selain states exclusivity; while Saidi, Mavadat. (2017). Are Scientists the lexical element serta states the meaning of expansion. Objective? An Investigation of Appraisal The combination of monogloss and heterogloss Resources in English Popular Science engagements found in data (10) is sufficient to convince Articles, Iranian Journal of Language potential consumers to taste ONO meatball because it has specialty in a delicious combination of sauce, authenticity, Teaching Research. vol. 5, no. 2, hlm. 1 – veins, tofu meatball, egg meatball, and of course the 19. spiciness. The study of engagement as an appraisal system in the [5] Chalimah; Djatmika; Santosa, Riyadi; & text of Semarang's cuisine advertisement on the internet Wiratno, Tri. (2018). Evaluating Attitude contains monogloss and heterogloss. in News Text: Appraisal in Critical Discourse Study, Advances in Social

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