Promoting a city's core values using evaluative language

Chung Kwong Ho, Amy Suen

Research output: Journal article publicationJournal articleAcademic researchpeer-review

Abstract

Among the various initiatives of the campaign is the promotion of the core values of the city through both the text and images on the Brand Hong Kong website. The present study analyzes specifically the textual components of the website by drawing upon appraisal theory as the analytical framework. The findings indicate that evaluative language has a substantial presence and a key role to play in the government's promotional effort. The types and functions of the evaluative resources used and the implications for the discipline of applied linguistics are discussed.
Original languageEnglish
Pages (from-to)286-308
Number of pages23
JournalInternational Journal of Applied Linguistics (United Kingdom)
Volume27
Issue number1
DOIs
Publication statusPublished - 1 Mar 2017

Keywords

  • applied linguistics
  • appraisal analysis
  • city branding
  • discourse analysis
  • promotional discourse

ASJC Scopus subject areas

  • Language and Linguistics
  • Linguistics and Language

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