The Language of Appraisal in British Advertisements: The Construal of Attitudinal Judgement
DOI:
https://doi.org/10.4312/elope.13.2.199-220Keywords:
advertisements, interpersonal meaning, appraisal, judgement, capability, propriety, attitudinal double-codingAbstract
The article explores the occurrence and frequency of use of attitudinal judgement in British advertisement texts. Judgement, as one of the main attitudinal categories in the discourse-semantic appraisal model (Martin and White 2005), is concerned with the evaluation of human character and behaviour. The article focuses on the judgement categories of capability and propriety, as the research described concludes that they are the most frequently occurring of the judgement categories. Some typical instances encoding capability and propriety are discussed in terms of explicit and implicit manifestation. The article demonstrates that capability and propriety often participate in attitudinal double-coding due to the brevity of advertising texts and the creativity of advertising language. Capability and propriety are strongly socially motivated: they impose values upon the potential consumer, and hence upon society, and through them create social roles for the participants in the advertising interaction.Downloads
Download data is not yet available.
Downloads
Published
16.12.2016
How to Cite
Križan, A. (2016). The Language of Appraisal in British Advertisements: The Construal of Attitudinal Judgement. ELOPE: English Language Overseas Perspectives and Enquiries, 13(2), 199–220. https://doi.org/10.4312/elope.13.2.199-220
Issue
Section
Language
License
Copyright (c) 2016 agata križan

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors are confirming that they are the authors of the submitting article, which will be published (print and online) in journal ELOPE by Znanstvena založba Filozofske fakultete Univerze v Ljubljani (University of Ljubljana, Faculty of Arts, Aškerčeva 2, 1000 Ljubljana, Slovenia). Author’s name will be evident in the article in journal. All decisions regarding layout and distribution of the work are in hands of the publisher.
- Authors guarantee that the work is their own original creation and does not infringe any statutory or common-law copyright or any proprietary right of any third party. In case of claims by third parties, authors commit their self to defend the interests of the publisher, and shall cover any potential costs.
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.