INTERNATIONAL CONFERENCE OF ASEAN PERSPECTIVE AND POLICY
APPRAISAL SYSTEM ON THE TEXT OF PUBLIC
SERVICE ADVERTISEMENTS IN TEBING TINGGI
RUSYDA NAZHIRAH YUNUS
University of Pembangunan Pancabudi.
Medan Indonesia Rusydanazhira@yahoo.
ABSTRACT
This research purposes to identify the device Appraisal contained in the text of public service ads in Tebing Tinggi by applying Systemic Functional Linguistic Theory.
This research has several objectives to describe the pattern of Attitude.
Engagement and Graduation in the text of public service ads in Tebing Tinggi.
The method of the research used the qualitative techniques of referential match.
The data used comes from the public service ads board that consists of four pieces with the theme of drugs.
The result of the research showed the third of Appraisal devices, they are Attitude.
Engagement, and Graduation.
However, the most widely device used is the Graduation.
In accordance with the goal of Public Service Advertisements (PSAS) is used to provide information and persuade or encourage people to be better, thus the negative appreciation is also found in the text of PSAS in Tebing Tinggi.
Keywords: Appraisal.
Attitude.
Engagement.
Graduation opinion, prohibit hard violence against children.
INTRODUCTION family planning, drug abuse, taxpayers, etc.
1 The background of the Problem During The development in the field of communication gets into the level of advertisements presented less interesting, it is also of not communicative, less smartphone, and communication media.
Indonesia is one of the impressed patronizing using negative attitude in countries that are experiencing the development the text.
So people do not tend to want to read it.
As a result, the wider community that is of communications.
The development of the advertising on positioned as the target of service advertisement society today has a variety of social and cultural that will not be care about it and ignore the social issues concerning advertising, especially signs message conveyed, and finally social message used, images displayed, information presented, that is delivered becomes vain.
In this research, meaning obtained, and how they affect the the data is service advetisement with the theme of perception of the understanding and the behavior drugs.
The theme is often considered negatively.
These public service advertisements carry on of the society (Piliang, 2012:.
Service advertisement is advertising non- the noble task that builds communities through business that presents the social messages that social messages which are packaged creatively aims to move the concern of the public to a through the language.
This research uses the number of social problems.
The social problems command apraisal advanced by the White .
mentioned was the condition that can threaten the because the appraisal system based on assessment harmony and public life.
This type of that related to evaluation, the attitudes which are advertisement is expected very active in negotiated in a text, and how the values of a participation in the public for paving overdue matter are produced and adjusted with a reader programs and benefits both sides, in this case they (Martin & White 2.
Appraisal system related are the government and the community.
Public with one metafunction of language, namely Service Advertisement is part of social campaign interpersonal system.
Therefore, appraisal is that aims to sell the ideas to the interests or public closely related with the people who do The message of PSAS is usually like an communication and social relations among the invitation, statements or the appeal to the people communiative people.
who wants to do or not to do an action for the 2 The Formulation of the Problem benefit of the general public or change the The research problems can be formulated behavior that is not good to be better, for example the problem of the cleanliness of the environment, as follows:
it can encourage respectly for differenc of INTERNATIONAL CONFERENCE OF ASEAN PERSPECTIVE AND POLICY How is the true meaning of interpretant to How is the use of aesthetic language code in the public service advertisements? How is the disclosure of meaning .
ennotative and connotativ.
which is 3 The Objectives of the Research The goals in this reaseach are to obtain the data.
They are as follows:
Interpretant of society to the language in public service advertisements.
The use of the language code of the aesthetic appearance in public service The use of connotative and denotative meaning is located in the public service 4 The Benefits of the Research There are some advantages of this research, they are as follows:
Theoretical Benefits This research is expected to open the firmament and the understanding of the society in general to be able to understand and ponder the messages delivered by the PSAS.
Practical Benefits This research is expected to be able to help advertising generator in an effort to increase understanding and creativity through the text language, and the signs of the language are used to design advertising, especially public service advertisements on an advertising board.
LITERATURE REVIEW
1 Appraisal System In the social relations, when a person produces language, or speaks, and at the same time he presented three meanings .
But on the other hand, a person can see one side of the discourse of one of the meaning in metafunction and identify a different function that is realized from the patterns of different meaning (Martin & Rose 2.
Appraisal associated with an evaluation, attitudes are discussed or negotiated in a text, the strength of the emotions and feelings are involved in a text and how the values of things are produced and adjusted with a reader (Marin & Rose 2.
Appraisal related with the meaning of interpersonal, so it focuses on communication of speaker Appraisal and social relations among the speakers.
Appraisal is a framework for analyzing the language evaluation (White 2.
Appraisal theory is an approach to explore, magnitude-6.
and explain how the language used to evaluate using the establishment, build personal textual and set the positioning and interpersonal relationships (Martin & White 2.
2 Definition of Advertisement Advertisement is simply defined as a message that offers a product that is addressed to the community through a media (Kasali, 2007:.
While according to Djayakusumah .
, "advertisements is a human effort in providing information about a production of goods or services to other human.
3 Purpose and Function of the Advertisement 1The Purpose of Advertisement Advertising campaign aimed to introduce a product, keep corporate image, persuade people to buy and others (Djayakusumah, 1998:.
Furthermore Kosasih .
holds that the purposes of advertisement for the community are to attract the attention of consumer goods or services that are sold.
2 Function of Advertisment The function of the advertising can be seen from some aspects of life such as:
In the field of education Advertising campaign is to educate people about how to protect themselves from the fire, flood, environmental pollution of drugs and how to prevent osteoporosis.
In the field of economic Advertising can inform the nearest and farthest product sales so that it is easy to determine where the product will be purchased.
Thus it will save costs, time, money, and experience the advantages of having the product.
In the field of social Advertising can help to move a change in living standards that is determined by the needs of the people all over the world.
For example, through advertising can be moved by the financial assistance of food materials to the Indonesian people who suffer adversity.
RESEARCH METHOD
1 Research Method The method used in this research is qualitative approach that is descriptive , namely the research describes, or explains a phenomenon that there is in the data regarding semiotic in public service advertisements (PSAS).
INTERNATIONAL CONFERENCE OF ASEAN PERSPECTIVE AND POLICY
2 The Location and Time of the Research This research was done in the City of Tebing Tinggi.
It was conducted in March 2017.
3 Data and Data Sources The data of this research is the text or the words and signs that are located on the PSAS and the data were obtained from the interview.
4 Data Collection Method The collection method used to collect the data of this research is interviewing the respondents in and around the source data.
Interview done is an unstructured interview.
The other collection method is to use the table identification data.
This table function catches the data related with the components of semiotic, good semiotic language, language code, the meaning, and the data associated with the process.
5 Data Analysis Techniques Data Analysis Techniques in this research are done carefully, focused, and searched to the data sources.
Techniques used in analyzing the data are as follows:
Collect samples of public service advertisements from an advertising board.
Read, understand, ponder and interpret data.
Doing interviews to interpretant.
Analyzing data and describing the semiotic that having most dominant image using the formula:
P= 100%
) FINDING AND DISCUSSION
Finding and discussion of the research will be described below.
1 Appraisal System on the Text of Public Service Advertisements in Tebing Tinggi.
Contrasting Appraisal The Attitude Apek Apek Positive Apek Negative Hits Data My son stays away Avoid from now cause a slow and painful The assessment Positive Assessment Negative Ratings Appreciation Positive appreciation Negative Apreciation Graduation Forsa The Focus Positioning Monogloss Heterogloss DoesnAot mr feel guilty cause of the slow death cause to damage your The worst of beasts a Pending school fee 15,000 people died annually as a result of drug abuse can cause death Avoid drugs Try = dead Avoid from now An act is of one of the needle demons.
DoesAont mr feel sinful Cause to damage your 15,000 people died per DoesnAot Mr feel guiltyl smoking can, school fee The discussion PSAS 1 Table 1.
The number of the Appraisal Command which identified in the text of the Public Service Advertisement in Tebing Tinggi Contrasting Appraisal The Attitude Apek Apek Positive Apek Negative The assessment Positive Assessment Negative Ratings Appreciation Positive appreciation Negative Graduation Forsa The Focus Positioning Monogloss Heterogloss Hits Data 1 Appraisal of Advertising Text 1.
Drugs, can cause of the slow death and be painful Abandon From now Graduation>forsa>Intensification The of>Appreciation>Reaction>Impact (-) The of>Apek>Unhappiness>Suffering (-) The of>Apek>Tendency>Fear Graduation>Forsa>quantification The text service advertisements above, visualization displays that a man suffers.
Apek negative is identified on the painful expression and shown also by the negative appreciation, it shows negative emotion if adjusted with the context.
There is pain in the text Table 2.
Contrasting Appraisal identified in the text of the Public Service Advertisement in Tebing Tinggi.
and the context.
Graduation refers to the weak or INTERNATIONAL CONFERENCE OF ASEAN PERSPECTIVE AND POLICY strong assessment of the attitude given by the In the text, there is graduation intensitification of advertisement from the word can.
Intensification in the clause is the level.
In this case, it is a painful death.
gender attitudes given by advertisement in the text and the context which shows that a man is placed in the jurisdiction of the crime back, with the son of man can be in pictures icon.
3 PSAS 3
In PSAS, negative appraisal is more dominant than positive one and it impressed as gender biased.
The text of these ads will be neutral if the language of positive and negative evaluation of balancing and pictures that used is not only man.
There is no mistake if PSAS uses language that is more beautiful than with the use of negative language.
Because the tendency of human beings does not like to read the words that based on the negative.
The words such as "Drugs.
Transient Happiness.
Paradise is Away" will be better to read because of the negative attitude and it is closed by positive words and graduation used is more powerful.
The table 4.
3 Appraisal of Advertising Text 3.
Try = dead
15,000
died annually as a result of drug
2 PSAS 2
The table 4.
2 Appraisal of Advertising Text 2.
My Son Avoid drugs Cause damage Your future The of>Apek>Happiness>Love ( ) Graduation>Forsa>Intensification The of>Appreciation>Reaction>Impact () Graduation>Forsa>Quantification Graduation>forsa>Intensification Graduation>Forsa>quantification The of>Appreciation>Reaction>Impact () The text service advertisements above, visualization displays the weapons used by criminals, and generally men who use the gun but neutrality it happens because at the end of the gun is a needle, who makes the image that women are also subjects to these ads.
The Attitude is revealed through appreciation for impacts of the fact.
Graduation refers to the weak or strong assessment of the attitude given by the author.
the text there is graduation intensification advertisement from the repetition of the word "try".
Intensification in the clause is the level that referred to the level of death.
Graduation is located in the text to strengthen evaluation level, and it provides strong impression on the negative impact of drugs.
4 PSAS 4
Advertisement is interesting because it is more neutral by combining negative and positive attitude in the text given.
After positive attitude appears from Apek, then followed by the negative attitude of appreciation in the word "for damage".
Graduation refers to the weak or strong assessment of the attitude given by the author.
the text there is graduation intensitification advertisement from the word "avoid" which means to invite intensely, and also described the size including graduation quantification "your future" it is visible that the word strengthens evaluation level.
It can be seen from the role of INTERNATIONAL CONFERENCE OF ASEAN PERSPECTIVE AND POLICY The table 4.
4 Appraisal of Advertising Text 4.
The worst of beasts a One of the demons Does Mr Do not feel guilty Smoking can, pending school fee The of>Appreciation>Reaction>Quality (-) Graduation>Forsa>Intensitification Graduation>Forsa>Intensitification Positioning>heterogloss>intravocalization Positioning>heterogloss>intravocalization In the text PSAS above, the visible negative attitude is an appreciation of the "worst of bad" this attitude shows directly negative works that is also mentioned as drug use.
Graduation refers to the weak or strong assessment of the attitude given by the author.
In the text there is graduation intensification advertisement from the word "the demons needle" that is metyfora.
it related to social norms that something bad is illustrated like Satan/Demons.
Further visible intensification on the word "us" which is the assertion of a There is a good positioning on the text PSAS.
This is the assessment that comes from other people .
using the denial of the "do not feel" and modality "can" to strengthen the evaluation of the incompatibility behavior of someone with social norms.
Advertising streotipe male as a head of the family that is obligated to pay the school fee.
The friendly form of the word AumrAy clearly indicates the masculinity in the text of the ad.
Conclusion From anylyzing of the texts of Public Services Advertisements (PSAS) in Tebing Tinggi, the conclusions are obtained as follows:
From the four PSAS that is made as the data research, three Appraisal is found, namely the attitude.
Positioning and Graduation.
But the most used is Graduation In accordance with the purpose of Public Service Advertisements (PSAS) that used to provide information and persuade or encourage the community or public to be better, then negative appreciation is also found in the text of PSAS in Tebing Tinggi.
Advertising generator or the government gave negative ratings so either the reader or the community is always aware and The man in the text and the context of PSAS in Tebing Tinggi is also described as the figure who often engages in the jurisdiction of the crime.
REFERENCES