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August 17, 2025Journal of Linguistics and Communication Studies

Comparing Evaluative Strategies in Indonesian Halal Cosmetic Ads on TV vs. YouTube

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Authors

RPR Pratiwi

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Overview

Comparative analysis of evaluative strategies reveals varying impacts of digital piety and institutional credibility across media platforms.

Key Points

  • Television ads emphasize institutional credibility and use declarative judgment, reinforcing religious authority while building trust.
  • YouTube advertisements focus on narrative intimacy and personal experience, enhancing interactive engagement and moral alignment.
  • Research employs Appraisal Theory to analyze 20 advertisements from two major brands, providing a detailed understanding of language use.
  • Findings suggest that the platform shapes the cultural function of evaluative language, reflecting different logics of Islamic branding.

Cite This Study

R Pratiwi (2025) studied this question.

synapsesocial.com/papers/68c2366fb210217d647745fdhttps://doi.org/10.56397/jlcs.2025.08.01
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