Appraisal System in National Museum Advertising Case Study of Language Use in Increasing the Competitiveness of National Museum Tourism
Asisda Wahyu Asri Putradi

Prodi Sasra Indonesia
Fakultas Bahasa dan Seni
Universitas Negeri Jakarta
Jl. Rawamangun Muka no 1 Jakarta Timur

Abstract

This study aims to identify what appraisal devices are contained in the National Museum profile video. As is well known, profile videos usually show the company^s vision and mission clearly so that it can be seen what the characteristics of the company are. Unlike the company profile video, the National Museum profile video tries to summarize the collection and its advantages in a profile video that is limited in time and is made as attractive as possible so that it arouses viewers^ passion to visit the National Museum. The approach used in this research is a qualitative approach because it is used to describe and explain the data in words or sentences separated by categories to obtain conclusions. This study also uses a descriptive approach. because the purpose of this study is to describe the ad text and describe the attitudes used by video profile producers in positioning the viewers in the video profile. This study uses referential matching techniques where the researcher matches the analyzed ad text by matching clauses, phrases, and words with appraisal tools and analyzes attitudes and assessments of the National Museum^s collection content in the video profile. The data analyzed is approximately 64 sentences which are transcriptions of the video profile of the National Museum. Based on the data analysis that has been carried out, the results show that there are 24 sentences of attitude appreciation, 5 sentences of attitude judgment and 11 sentences of attitude. In the realm of engagement, there were 13 types of heterogloss and 3 monogloss. In the realm of graduation, there are 4 types of graduation force and 4 types of graduation focus.

Keywords: Appraisal System, Video Profile, National Museum

Topic: Humanities