The Cross-Cultural Comparison on Language Strategies in Tourism Advertising between Bali and Philippines: An Appraisal System Analysis

Dewa Ayu Kadek Claria; I Gusti Ayu Agung Dian Susanthi; Ni Made Suwendri

doi:10.63931/ijchr.v7i1.583

Authors

Dewa Ayu Kadek Claria English Department
I Gusti Ayu Agung Dian Susanthi English Department, Faculty of Letters, Universitas Warmadewa, Denpasar Indonesia
Ni Made Suwendri English Department, Faculty of Letters, Universitas Warmadewa, Denpasar Indonesia

DOI:

https://doi.org/10.63931/ijchr.v7i1.583

Keywords:

Cross-Cultural, Bali Tourism, Philippines Tourism, Systemic Functional Linguistics, Appraisal System

Abstract

This study investigates how language constructs persuasion and cultural identity in Southeast Asian tourism advertising, focusing on Bali and the Philippines. The theory Appraisal System proposed by Martin & White (2005) is used to examine how attitude, engagement, and graduation as evaluative language are realized in tourism advertisements. Comparing how each culture expresses appreciation, social judgment, and emotion reveals the persuasive patterns as local values and identities in advertising. The mixed method is used to explain the data qualitatively in discourse analysis and quantitatively to count the frequency of appraisal categories. The findings contribute directly to Bali’s tourism promotion efforts on developing promotional media and offering practical guidelines for developing more persuasive and culturally resonant media language strategies.

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