The persuasive role of appraisals in two British advertisementsKrižan, Agata (Avtor) jezikoslovjestilistikaoglasijezik oglasovpisni oglasiprehodnostprepričljivostlogično-semantični odnosiThis paper focuses on a comparison of two written advertisements for health products in terms of the attitudinal references and dialogistic positioning created by both texts, which contribute to their persuasive style. For this purpose, the appraisal framework developed by Martin (2000, 2005) and White (2000, 2005) is applied analytically to both texts to decode explicit and/or implicit attitudinal values, their amplification and sources. The analysis of primarily semantically oriented appraisals, and their co-patterning and transformations, tracks the way in which the language in both advertisements evaluates, adopts stances, construes social roles and relationships from a dialogic perspective. This perspective is based on the Bakhtin/Vološinov view of verbal and written communication, of how language operates rhetorically to influence the beliefs, attitudes and expectations of the addressed readership. As a resource of interpersonal meanings, appraisal values, especially implicit ones, are frequently triggered by or attached to experiential meanings which encode the experience of reality. Therefore, the analysis of the appraisals in this paper coincides with the analysis of transitivity to track the participants, processes and circumstances. Crossreferences within the field of logico-semantic relations between sentences and clauses are made to reveal potential tokens of appraisals.20092015-07-10 11:31:44Članek v reviji49248UDK: 811.112.2'38COBISS_ID: 17371912ISSN pri članku: 1855-3605NUK URN: URN:SI:UM:DK:NOTKLUW0sl