The Cross-Cultural Comparison on Language Strategies in Tourism Advertising between Bali and Philippines: An Appraisal System Analysis
DOI:
https://doi.org/10.63931/ijchr.v7i1.583Keywords:
Cross-Cultural, Bali Tourism, Philippines Tourism, Systemic Functional Linguistics, Appraisal SystemAbstract
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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