An Appraisal System Analysis of Slogans in Political Campaign of Legislative Candidates in Tuban Regency, Indonesia

Abstract

This study aims to examine the use of the appraisal system, especially the attitude subsystem, and the judgement of appraisal in the political campaign slogans of legislative candidates in Tuban Regency. There have been many studies on political campaign slogans, but similar studies using appraisal theory have not been found. In fact, appraisal system analysis can help text readers understand the attitudes and judgments of text creators towards the things they communicate. The data in this study were analyzed using appraisal system theory. The data were obtained through the listening method and analyzed using the referential pairing method. The results show that judgment is the most widely used attitude subcategory in slogans. This shows that the advertisement creators emphasize judgment on human behavior, both towards themselves and others (society). Meanwhile, the most dominant subject and object of judgment is the legislative candidates themselves as slogan creators. This finding shows that legislative candidates in Tuban Regency tend to make subjective claims about their own qualities without quoting or displaying opinions from other parties in their political advertisements.