KAJIAN GENDER PADA TEKS IKLAN KOMERSIAL DI TABLOID NOVA MELALUI PIRANTI APPRAISAL

Abstract

ABSTRACT This research is aimed to identify the appraisal properties in the text of commercial advertisement on Nova Tabloid and to describe the manufacturer’s evaluation and feeling toward the women and the women’s social role. There are 17 texts of commercial advertisement on tabloid Nova as the samples of data of research. The samples of data of research were obtained by purposive sampling method. Those texts have been analysed by appraisal system theory stated by White (1998). The appraisal system focuses on the assessment and evaluation of attitude (affect, judgement and appreciation), amplifying attitude and the source of attitude (graduation). The result showed that the positive appreciation dominates the assessment of attitude on the commercial advertisement texts. The good and services manufacturers gave the positive attitude for the product that being advertised on the tabloid Nova, because they want to persuade and give suggestion to the consumers for buying and using their products. There are 7 of 17 texts of commercial advertisement on Nova tabloid that classified as neutral advertisement, while 10 of 17 texts of commercial advertisement on Nova tabloid that classified as gender bias advertisement. The women in the text of commercial advertisement on tabloid Nova are mostly described as the one who have the social role to give services for their husband. They also have the social role on parenting their children. Key Words: Appraisal properties, affect, judgement, appreciation, amplification, graduation, gender.