Appraisal Resources in Spoken Promotional Texts:: Novice versus Professional Marketers

This paper aims to describe how novice and professional marketers use appraisal resources in their spoken promotional texts. To achieve this aim, content analysis was applied. The data were gathered from the performance of novice and professional marketers in presenting spoken promotional texts and...

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Bibliographic Details
Published in:Language value 2024, Vol.1, p.27-50
Main Authors: Yonata, Fadhila, Marsakawati, Ni Putu Era
Format: Article
Language:English
Subjects:
evaluative language
interpersonal meaning
persuasive text
spoken promotional text
systemic functional linguistics
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Summary:This paper aims to describe how novice and professional marketers use appraisal resources in their spoken promotional texts. To achieve this aim, content analysis was applied. The data were gathered from the performance of novice and professional marketers in presenting spoken promotional texts and were analyzed by using Martin and White’s (2005) appraisal theory framework. The research findings revealed that both marketers had similarities and differences in using appraisal resources. In terms of similarity, both marketers used attitude resources, particularly appreciation resources. In terms of differences, the novice marketer had fewer types of appraisal resources than the professional marketer; the novice one also had fewer lexical items to demonstrate his/her evaluative stance than the professional marketer; and the novice marketer tended to create persuasive text with a less rigid structure. The research findings suggest ESP teachers should provide scaffolding strategies for students to practice using adequate appraisal resources to create a powerful persuasive text
ISSN:1989-7103
1989-7103