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 1147 www.psychologyandeducation.net 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.