An APPRAISAL analysis of the language of real estate advertisements
- Beangstrom, Tracy, Adendorff, Ralph D
- Authors: Beangstrom, Tracy , Adendorff, Ralph D
- Date: 2013
- Subjects: To be catalogued
- Language: English
- Type: text , article
- Identifier: http://hdl.handle.net/10962/469326 , vital:77232 , https://doi.org/10.2989/16073614.2013.837608
- Description: This article focuses on the linguistic choices made by estate agencies in their advertisements of houses, and how these choices compare across two competing agencies in Grahamstown, South Africa – Remax Frontier and Pam Golding Properties. Using Martin and White's (2005) APPRAISAL system, it investigates the interpersonal relationships set up between each agency and their prospective buyers, and how these relationships are affected by differences in the price of houses. Eighty advertisements (differing in prices from above and below R1.2 million) are analysed and discussed in terms of Attitude, Graduation and Engagement, capturing the ways in which each estate agency manipulates linguistic choice patterns according to the monetary value they perceive their potential customers to possess. These choice patterns also indicate a move towards possible adjustments that can be made to Martin and White's (2005) original framework, in order to analyse more nuanced meanings than is currently the case and qualities (both within the buyer as well as pertaining to the properties) which the customers are likely to be vulnerable to.
- Full Text:
- Date Issued: 2013
- Authors: Beangstrom, Tracy , Adendorff, Ralph D
- Date: 2013
- Subjects: To be catalogued
- Language: English
- Type: text , article
- Identifier: http://hdl.handle.net/10962/469326 , vital:77232 , https://doi.org/10.2989/16073614.2013.837608
- Description: This article focuses on the linguistic choices made by estate agencies in their advertisements of houses, and how these choices compare across two competing agencies in Grahamstown, South Africa – Remax Frontier and Pam Golding Properties. Using Martin and White's (2005) APPRAISAL system, it investigates the interpersonal relationships set up between each agency and their prospective buyers, and how these relationships are affected by differences in the price of houses. Eighty advertisements (differing in prices from above and below R1.2 million) are analysed and discussed in terms of Attitude, Graduation and Engagement, capturing the ways in which each estate agency manipulates linguistic choice patterns according to the monetary value they perceive their potential customers to possess. These choice patterns also indicate a move towards possible adjustments that can be made to Martin and White's (2005) original framework, in order to analyse more nuanced meanings than is currently the case and qualities (both within the buyer as well as pertaining to the properties) which the customers are likely to be vulnerable to.
- Full Text:
- Date Issued: 2013
Newspapers as ‘community members’: Editorial responses to the death of Eugene Terre'Blanche
- Smith, Jade, Adendorff, Ralph D
- Authors: Smith, Jade , Adendorff, Ralph D
- Date: 2013
- Language: English
- Type: text , article
- Identifier: http://hdl.handle.net/10962/125320 , vital:35771 , https://doi.org/10.1080/10228195.2012.702778
- Description: This article uses the appraisal system to expose covert meanings surrounding white supremacist Eugène Terre’Blanche’s murder in editorials from three South African newspapers: The Citizen, Sowetan and The Times. Following Martin and White’s (2005) framework, inscribed and evoked Attitudinal meanings are identified to prove an ‘us versus them’ perspective of Terre’Blanche’s death. Graduation and Engagement strategies supplement this, illustrating how meanings are modified or organized to align readers. The analysis reveals surface attempts to present a ‘balanced view’ of this racially-sensitive event; however, beneath this is clear blame allocation. Additionally, the covert evaluation is explained by Coffin and O’Halloran’s (2006) theory of ‘dog-whistling’, where only aligned readers can detect underlying meanings. This creates the imagined community – ‘us’ – of which the newspaper is seen as a trusted member. Print media, it could be inferred, is symbolic of other South African community members, who mask their evaluations with a politically correct façade.
- Full Text:
- Date Issued: 2013
- Authors: Smith, Jade , Adendorff, Ralph D
- Date: 2013
- Language: English
- Type: text , article
- Identifier: http://hdl.handle.net/10962/125320 , vital:35771 , https://doi.org/10.1080/10228195.2012.702778
- Description: This article uses the appraisal system to expose covert meanings surrounding white supremacist Eugène Terre’Blanche’s murder in editorials from three South African newspapers: The Citizen, Sowetan and The Times. Following Martin and White’s (2005) framework, inscribed and evoked Attitudinal meanings are identified to prove an ‘us versus them’ perspective of Terre’Blanche’s death. Graduation and Engagement strategies supplement this, illustrating how meanings are modified or organized to align readers. The analysis reveals surface attempts to present a ‘balanced view’ of this racially-sensitive event; however, beneath this is clear blame allocation. Additionally, the covert evaluation is explained by Coffin and O’Halloran’s (2006) theory of ‘dog-whistling’, where only aligned readers can detect underlying meanings. This creates the imagined community – ‘us’ – of which the newspaper is seen as a trusted member. Print media, it could be inferred, is symbolic of other South African community members, who mask their evaluations with a politically correct façade.
- Full Text:
- Date Issued: 2013
- «
- ‹
- 1
- ›
- »