Ethical Lingua: Journal of Language Teaching and Literature
Vol. 7 No. 2 (2020)

Linguistics Devices’ Appreciation in Semarang’s Online Cuisine Advertisement Text

Nanik Setyawati (Universitas PGRI Semarang)
Riyadi Santosa (Universitas Sebelas Maret (UNS))
Sumarlam Sumarlam (Universitas Sebelas Maret (UNS))
Dwi Purnanto (Universitas Sebelas Maret (UNS))

Article Info

Publish Date
14 Oct 2020


Persuasive communication can be found in advertisement language. Creating advertisement that attractive, right on target, and effective in attracting potential customers, is a must to win the competition. An advertisement must be able to present everything that is smart, innovative, and must also be different in a unique sense compared to the others. This article specifically explores the appreciation devices in Semarang’s cuisine advertisement text phasing on the internet. Appreciation is one of the choices from the attitude aspects that part of appraisal system. Data in the form of attitudinal lexis were collected from online advertising texts which promote foods in Semarang. The method of providing data using the observation method. The basic technique used is the tapping technique. Meanwhile, the advance techniques used are the free, active, proficient listening technique and the note – taking technique. The data analysis in this study used a separate method. The basic technique used is the technique for direct elements, while the advance technique uses the lesion technique and the dressing technique. The results of the discussion show that the appreciation used in the Semarang’s cuisine advertisement texts on the internet is positive appreciation.

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Journal Info





Humanities Languange, Linguistic, Communication & Media


Ethical Lingua is an online academic journal published by Universitas Cokroaminoto Palopo. The journal publish scholarly articles on the scope of Language Teaching, Learning, and Assessment; Language Curriculum and Material Development; Linguistics and Applied Linguistics; Cultural Issues in ...