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All Journal JEPAL (Journal of English Pedagogy and Applied Linguistics)
Fika Naila Izzati
UIN KH. Abdurrahman Wahid Pekalongan
Education Languange, Linguistic, Communication & Media Other

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An Appraisal Analysis of Interpersonal Metafunction in Tiktok Advertisements Vadia Fika Munida; Fika Naila Izzati; Azzahrotun Nisa; Lia Roudlotul Jannah; Lala Afrilia
JEPAL (Journal of English Pedagogy and Applied Linguistics) Vol. 7 No. 1 (2026): July 2026
Publisher : Ma'soem University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32627/jepal.v7i1.1846

Abstract

This study explores the interpersonal persuasive strategies used by Indonesian Small and Medium Enterprises (SMEs) in their TikTok video advertisements through the framework of Systemic Functional Linguistics (SFL) and Appraisal Theory. Using a qualitative descriptive approach, three advertisements from different brands, there are Risol Mayo Margo, Petit Bite, and Madam Gie. The data were collected through non-participant observation and documentation by selecting, downloading, and transcribing advertisement videos from each brand’s official TikTok account. The data were then analyzed to examine how Attitude, Graduation, and Engagement resources construct persuasive meaning. The findings reveal three dominant strategies: narrative authenticity, linguistic sincerity, and aesthetic engagement. Risol Mayo Margo emphasizes emotional warmth and authenticity, Petit Bite builds hype and urgency through intensified expressions, while Madam Gie focuses on reassurance and trust through dialogic communication. The study shows that effective TikTok advertising relies not only on visual appeal but also on interpersonal meaning-making that fosters emotional connection, authenticity, and audience engagement.
Co-Authors Azzahrotun Nisa Lala Afrilia Lia Roudlotul Jannah Vadia Fika Munida