ANALISIS APPRAISAL DALAM TAGLINE IKLAN PERUMAHAN DI INSTAGRAM
APPRAISAL ANALYSIS OF PROPERTY ADVERTISING TAGLINES ON INSTAGRAM
Penelitian ini bertujuan untuk menganalisis jenis-jenis dan penerapan sikap pengiklan dalam tagline iklan perumahan. Teori Appraisal domain sikap (Martin & White, 2005) digunakan untuk mendapatkan pemahaman yang mendalam mengenai sikap pengiklan dalam tagline iklan perumahan.. Tagline pada iklan perumahan akan dianalisis menggunakan metode deskriptis kualitatif. Hasilnya menunjukan bahwa judgment, affect, dan appreciation serta kombinasi attitude affect-judgment dan affect-appreciation digunakan dalam tagline iklan perumahan. Tagline iklan residensial menggunakan sikap judgment untuk mewakili kategori sikap social esteem seperti normalitas dan keuletan. Tipe sikap judgment juga menjadi sikap yang paling umum ditemukan dalam tagline iklan perumahan. Lalu, pengiklan menggunakan sikap affect sebagai alat untuk membangkitkan perasaan gembira jika tinggal di rumah yang dipromosikan. Selanjutnya, sikap appreciation digunakan untuk menilai perumahan yang dipromosikan. Selain itu, tagline iklan perumahan memadukan sikap positif dan negatif dengan standar perumahan yang ditetapkan oleh Komnas HAM. Sikap positif digunakan untuk memberikan informasi dan membangun citra. Sementara itu, sikap negatif digunakan sebagai pembanding. Hal ini bertujuan untuk meyakinkan pembaca bahwa produk mereka memenuhi standar kualitas tertinggi yang ditetapkan oleh Komnas HAM.
This research aims to investigate advertiser’s types and application of attitude in residential advertising tagline. Appraisal domain attitude theory (Martin & White, 2005) is used to gain deeper understanding of advertiser’s attitude in residential advertisement tagline. Taglines in housing advertisements were analyzed using qualitative descriptive methods. The results show that judgment, affect, and appreciation attitudes, as well as a combination of affect-judgement and affect-appreciation attitudes, are used in housing advertisement taglines. In addition, positive and negative attitudes are used in housing advertisement taglines to convince the audience of the product's quality. Residential ad taglines use judgment to represent social esteem categories such as normality and tenacity. Moreover, judgment has also become the most common type of attitude in residential advertisement taglines. Then, advertisers use affect as a tool to evoke feelings of excitement about living in the promoted residential. Furthermore, advertisers employ an appreciation attitude to instill a sense of value in the promoted residence. Additionally, housing advertisement taglines combine positive and negative attitudes with housing standard set by the National Commission on Human Right. Positive attitude used to give information and building a branding images. Meanwhile negative attitude was employed with comparison circumstances. It aims to persuade readers that their products meet the highest quality standards set by the National Commission on Human Rights.