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Cited by 0Discourse Analysis in Language StudiesLinguistics and Discourse AnalysisDiscourse Analysis and Cultural Communication

EXPLORING PUBLIC EVALUATION THROUGH APPRAISAL FRAMEWORK: A STUDY ON LEVI’S ADVERTISEMENT FEATURING BEYONCE

Open access
Azizah, Balqista Surya·2025·Journal of Intensive Studies on Language, Literature, Art, and Culture
DOI 10.17977/um006v9i12025p22-42
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Abstract

The research aimed to examine YouTube user comments on Levi’s commercial featuring Beyoncé. The focus of this research was evaluative language within the framework of Appraisal Theory. The research aims to analyze public evaluation both positive and negative toward the commercial and its implications for Levi’s brand image. A qualitative descriptive discourse analysis method was employed, utilizing AntConc software to process 739 user comments collected from YouTube within one month of the commercial’s release. The analysis highlighted a significant dominance of negative evaluations, with criticisms often directed at Beyoncé’s involvement due to her associated controversies. Positive comments, while present, primarily praise the advertisement’s aesthetic appeal and Beyoncé’s cultural influence. The findings underscored the polarized reception of celebrity-driven campaigns, where public figures with contentious reputations can elicit strong backlash, potentially damaging brand perception.

AI snapshot

Written from the paper’s full text.

TL;DR

This study applies Martin & White’s Appraisal Theory to 739 YouTube comments on Levi’s commercial featuring Beyoncé, collected in the first month after release. It finds negative evaluations dominate, largely tied to Beyoncé’s controversies, while positive comments focus on the ad’s aesthetics and her cultural influence.

Key findings

  • Negative evaluations dominated the 739 comments; the conclusion states negative comments were “far more dominant than positive comments,” with a disparity in the number of words used for negative versus positive evaluations. No exact counts or percentages are reported.
  • Criticism often targeted Beyoncé’s involvement due to controversies, including references to P. Diddy and accusations/rumors; examples include “Boycott levis,” “I’m never wearing Levi’s again,” and “The most annoying ad in recent memories.”
  • Positive comments praised the advertisement’s aesthetic appeal, creativity, and visual quality, as well as Beyoncé’s cultural influence; examples include “Ok levi’s Hot commercial The Queen ate,” “That’s the most enjoyable jeans ad I’ve ever watched!,” and “Ordering my pair asap!”
  • Corpus results: 7,638 words and 2,097 entries; top high-frequency content words were “she” (182), “I” (149), “beyoncé” (102), “her” (79), “levi” (77), “you” (67), “diddy” (62), “knows” (59), “jeans” (51), and “ad” (40).

Methods

  • Qualitative descriptive discourse analysis, corpus-based, using AntConc software version 4.3.1.
  • Data: YouTube comments on “Chapter 1: ‘Launderette’ reimagined with Beyoncé | LEVI’S®”; from 1,678 comments, 739 comments posted within the first month after release (September 30, 2024 to October 30, 2024) were selected.
  • Analysis: comments were cleaned, imported into AntConc, top 10 high-frequency words excluding function words were extracted, KWIC was used manually for concordances, and comments were marked for the Attitude domain (affect, judgement, appreciation) with positive and negative evaluations highlighted, then analyzed using Appraisal Theory.

Limitations

  • Stated: the study focuses only on the Attitude domain, not Engagement or Graduation; future research could expand the dataset to multiple platforms such as Instagram and X and explore broader public-figure collaboration dynamics.
  • Evident: the analysis is limited to a single YouTube commercial and a first-month comment window, which restricts generalizability; no exact positive/negative counts or percentages are reported despite claims of negative dominance; manual annotation is described without stated inter-coder reliability.

Model-written summary. Check it against the paper before relying on it.

Integrity signals

Registry

Crossref · 10.17977/um006v9i12025p22-42

Cites

0 citation errors · 0 not checkable

Statistics

Nothing to recompute.

Claims the paper makes

3 of 6 cited sources checked · 0 supported · 0 flagged · accuracy not yet measured

  • Premisecitation

    The nuanced interpretation of evaluative language in online language using the Appraisal framework remains underexplored in linguistic scholarship.

    “Despite the growing prevalence of digital discourse in everyday life, the nuanced interpretation of evaluative language remains underexplored in linguistic scholarship.”
    Quote in the paperSubstantial claim3 of 3 sources checked
    • cites AlMamoory & Al-Khazaali, 2024 source

      The Abstract discusses pragmatic strategies in online communication, including implicature and politeness. Searches for evaluative language, the Appraisal framework, and an underexplored research gap found no passage in our copy addressing the attributed claim. (LLM, conf=0.72)

      Experimental — accuracy not yet measured
    • cites Chaqmaqchee & Paramasivam, 2021 source

      Section 1.1 discusses how online language-classroom interaction has been assessed, while the Concluding Remarks address instructor questions and students’ oral production. Neither section addresses evaluative language, the Appraisal framework, or whether its interpretation is underexplored in linguistic scholarship; searches for those terms and related phrasing found no supporting passage. Page numbers were not available in our copy. (LLM, conf=0.76)

      Experimental — accuracy not yet measured
    • cites Clarke & Grieve, 2019 source

      The Conclusion (page unavailable) describes the rise of online communication and calls for more rigorous linguistic analysis of online text. It criticizes analyses in the popular press, but does not say that nuanced interpretation of evaluative language using the Appraisal framework remains underexplored in linguistic scholarship. The Results section on Dimension 4 (page unavailable) uses appraisal theory to interpret Trump's tweets; it does not establish that broader research gap. (LLM, conf=0.74)

      Experimental — accuracy not yet measured
  • Findingown data

    Of the total 739 comments analyzed using AntConc software, there is a disparity in the number of words used to express negative evaluations compared to positive evaluations.

    “Of the total 739 comments analyzed using AntConc software, there is a disparity in the”
    • Also stated in: § Additional information · plain
      “number of words used to express negative evaluations compared to positive evaluations.”
    Quote in the paperSubstantial claim
  • Findingown data

    The utterance 'God is Beyoncé' reflects a positive moral and social evaluation of Beyoncé.

    “This utterance also reflects a positive moral and social evaluation of Beyoncé.”
    Quote in the paperSubstantial claim
    • Rests on an assumption: The researcher's classification of comments into affect, judgement, and appreciation is reliable.
  • Findingown data

    The top 10 high-frequency words (excluding function words) in the comments are: she (182), I (149), beyoncé (102), her (79), levi (77), you (67), diddy (62), knows (59), jeans (51), ad (40).

    “Words Rank Frequency She 1 182 I 2 149 beyoncé 3 102 her 4 79 levi 5 77 you 6 67 diddy 7 62 knows 8 59 jeans 9 51 ad 10 40”
    Quote in the paperNot a substantial claim
    • Rests on an assumption: The researcher's classification of comments into affect, judgement, and appreciation is reliable.
  • Findingown data

    The user comments on the Levi's commercial featuring Beyoncé contain both positive and negative evaluations.

    “The user comments to Levi's commercial featuring Beyoncé show a diversity of evaluations, both positive and negative, with a very significant dominance of negative comments.”
    • Also stated in: § CONCLUSION AND SUGGESTIONS · plain
      “On the positive side, several users praise the creativity of the commercial, its visual quality, and Beyoncé's”
    Quote in the paperSubstantial claim
  • Classified as probably not a substantial claim. 28
  • May combine two claims. 21
  • The quote only partly states this claim. 2

  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Findingown data

    Datum (18) expresses a strong negative appreciation of Levi's decision to feature Beyoncé in their advertising campaign.

    “The following datum expresses reflects a strong negative appreciation of Levi's decision to feature Beyoncé in their advertising campaign.”
    Quote in the paperNot a substantial claim

  • May combine two claims.

    Findingown data

    Users highlight specific elements in the commercial, such as scenes deemed inappropriate, which further tarnished their perception of Levi's.

    “The users also highlight specific elements in the commercial, such as scenes that are deemed inappropriate, which further tarnished their perception of Levi's.”
    Quote in the paperSubstantial claim

  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Findingown data

    Datum (12) provides a direct criticism of Beyoncé's physical appearance, focusing on the perception that her body is unnatural or overly modified.

    “This following datum provides a direct critic of Beyoncé's physical appearance, focusing on the perception that her body is unnatural or overly modified, as expressed through the adjective”
    Quote in the paperNot a substantial claim

  • Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

    Findingown data

    Among the top 10 high-frequency words, five are nouns, four are pronouns, and one is a verb.

    “As shown in the Table 1, five high-frequency words are nouns, four words are pronouns, and one is a verb.”
    Quote in the paperNot a substantial claim
    • Rests on an assumption: The researcher's classification of comments into affect, judgement, and appreciation is reliable.

  • Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

    Findingown data

    Datum (15) shows positive appreciation, with the phrase hot commercial providing a prominent positive assessment of the commercial's quality.

    “The following datum shows a positive appreciation in which the phrase”
    Quote in the paperNot a substantial claim

  • Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

    Findingown data

    The comment what a disgusting cringe-woke 'beach' levis hired.Won't buy levis reflects a strong emotional evaluation of Beyoncé, indicating disgust and embarrassment towards her.

    “The datum above reflects a strong emotional evaluation to Beyoncé using the phrase”
    Quote in the paperNot a substantial claim

  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Findingown data

    Datum (19) reflects a direct, simple, yet significant form of negative appreciation of the Levi's commercial.

    “The datum above reflects a direct, simple, yet significant form of negative appreciation of the Levi's commercial.”
    Quote in the paperNot a substantial claim

  • Classified as probably not a substantial claim. May combine two claims.

    Findingown data

    The utterance 'God is Beyoncé' shows a positive evaluation of Beyoncé and indicates an extreme glorification of her.

    “The following datum not only shows a positive evaluation of Beyoncé, but also indicates an extreme glorification of her.”
    Quote in the paperSubstantial claim
    • Rests on an assumption: The researcher's classification of comments into affect, judgement, and appreciation is reliable.

  • Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based). May combine two claims.

    Findingown data

    Datum (14) expresses positive appreciation towards Levi's products and recognition of the impact of Beyoncé's popularity associated with the brand.

    “The datum above expresses a positive appreciation towards Levi's products as well as recognition of the impact of Beyoncé's popularity associated with the brand.”
    Quote in the paperNot a substantial claim

  • Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

    Findingown data

    Datum (20) expresses a strong negative evaluation of the Levi's commercial, with the adjective annoying conveying discomfort or annoyance.

    “This datum expresses a strong negative evaluation of the Lev's commercial.”
    • Also stated in: § 2.2 Negative Judgement in User Comment on Levi's Commercial Featuring Beyoncé · plain
      “The adjective”
    Quote in the paperNot a substantial claim

  • Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

    Findingown data

    Datum (17) reflects a brief but strong negative appreciation of Levi's brand and indicates deep dissatisfaction with Levi's decision to feature Beyoncé.

    “This datum reflects a brief but strong negative appreciation of Levi's brand.”
    • Also stated in: § 3.2 Negative Appreciation in in User Comment on Levi's Commercial Featuring Beyoncé · hedged
      “This statement indicates that the user has a deep dissatisfaction with Levi's decision to feature Beyoncé in their commercial, without providing any clear context or reason.”
    Quote in the paperNot a substantial claim

  • Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

    Findingown data

    The comment '...and it made me so proud for being who I am, When I was young I would always perform single ladies' represents Positive Affect, describing a strong emotion of pride.

    “The following datum represents Positive Affect as it describes a strong emotion of pride.”
    Quote in the paperNot a substantial claim
    • Rests on an assumption: The researcher's classification of comments into affect, judgement, and appreciation is reliable.

  • Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

    Findingown data

    The total number of words extracted from the selected comments using AntConc software is 7,638 words with 2,097 entries.

    “The total number of words extracted from the selected comments using AntConc software is 7,638 words with 2,097 entries.”
    Quote in the paperNot a substantial claim
    • Rests on an assumption: The researcher's classification of comments into affect, judgement, and appreciation is reliable.

  • May combine two claims.

    Findingown data

    Datum (14) shows the user's loyalty to Levi's brand and confirms users had a positive relationship with Levi's before the commercial.

    “The clause”
    • Also stated in: § 2.2 Negative Judgement in User Comment on Levi's Commercial Featuring Beyoncé · plain
      “This clause confirms that users have had a positive relationship with the Levi's brand even before the launch of this commercial.”
    Quote in the paperNot a substantial claim

  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Findingown data

    The comment '...I'm enraged every time my child and I have to see this evil woman's ass on my tv.' explicitly indicates the user's anger.

    “The following datum explicitly indicates the user's anger with something that is perceived to have triggered the emotional reaction.”
    Quote in the paperNot a substantial claim
    • Rests on an assumption: The researcher's classification of comments into affect, judgement, and appreciation is reliable.

  • Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

    Findingown data

    Datum (9) reflects negative judgement, and the utterance is closely related to the long-standing rumor surrounding Beyoncé about alleged involvement with satanic practices.

    “The following datum reflects negative judgement where this utterance is closely related to the long-standing rumor surrounding Beyoncé about her alleged involvement with satanic practices.”
    Quote in the paperNot a substantial claim
    • Rests on an assumption: The long-standing rumor surrounding Beyoncé about alleged involvement with satanic practices has circulated widely on various social media platforms.

  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Findingown data

    Datum (16) reflects a clear positive appreciation of the Levi's commercial.

    “The datum above reflects a clear positive appreciation of the Levi's commercial.”
    Quote in the paperNot a substantial claim

  • Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

    Findingreasoning

    The utterance 'God is Beyoncé' indicates the user's deep respect and a very strong sense of admiration for Beyoncé.

    “This indicates the user's deep respect and a very strong sense of admiration to Beyoncé.”
    Quote in the paperNot a substantial claim
    • Rests on an assumption: The researcher's classification of comments into affect, judgement, and appreciation is reliable.

  • Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

    Interpretationown data

    In datum (18), the word pedophiyeah is a euphemism for pedophilia and reflects a negative moral evaluation of a public figure considered unworthy of representing the brand, without evidence or context.

    “The word”
    • Also stated in: § 3.2 Negative Appreciation in in User Comment on Levi's Commercial Featuring Beyoncé · plain
      “This accusation reflects a negative moral evaluation of a public figure who is considered unworthy of representing the brand, although without providing evidence or context to support the claim.”
    Quote in the paperNot a substantial claim
    • Rests on an assumption: Beyoncé and her husband are often accused of pedophilia.

  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Interpretationown data

    The contrast between the initial praise and the negative reaction in the comment shows the complexity of the user's feelings.

    “The contrast between the initial praise and the negative reaction shows the complexity of the user's feelings, who feels that an injustice has been done to someone he/she admires and respects.”
    Quote in the paperNot a substantial claim
    • Rests on an assumption: The researcher's classification of comments into affect, judgement, and appreciation is reliable.

  • May combine two claims.

    Interpretationown data

    Beyoncé as the commercial star influences public perception of the Levi's brand, and the direction of the influence tends to be negative.

    “Beyoncé as the commercial star clearly influences public perception of the Levi's brand, but the direction of the influence tends to be negative.”
    Quote in the paperSubstantial claim

  • Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

    Interpretationown data

    Datum (16) indicates that the commercial successfully creates an enjoyable experience and is considered exceptional, creating a strong memory for the audience.

    “The adjective”
    • Also stated in: § 2.2 Negative Judgement in User Comment on Levi's Commercial Featuring Beyoncé · plain
      “The superlative”
    Quote in the paperNot a substantial claim

  • Classified as probably not a substantial claim.

    Premisecitation

    The Attitude domain of the Appraisal framework includes affect, judgement, and appreciation.

    “In the Attitude domain, language reflects affect or emotions, judgement or ethics evaluations, and appreciation or aesthetics assessment.”
    Quote in the paperSubstantial claim0 of 1 sources checked
    • cites Martin & White (2005)

      Couldn’t be matched to a paper in Crossref, so it can’t be checked.

  • The quote only partly states this claim.

    Interpretationown data

    In datum (9), the accusations of using witchcraft and demons reflect how the rumor has influenced the user's perceptions of Beyoncé's personal character.

    “In this comment, the accusations of using”
    Quote in the paperNot a substantial claim
    • Rests on an assumption: The long-standing rumor surrounding Beyoncé about alleged involvement with satanic practices has circulated widely on various social media platforms.

  • Classified as probably not a substantial claim.

    Interpretationreasoning

    This highlights the significant risk that Levi's faces in selecting a controversial celebrity.

    “This highlights the significant risk that Levi's faces in selecting a controversial celebrity.”
    Quote in the paperSubstantial claim

  • Classified as probably not a substantial claim.

    Premisecitation

    The Appraisal framework provides a systematic way to analyze evaluative language by focusing on three main domains: Attitude, Engagement, and Graduation.

    “The Appraisal framework provides a systematic way to analyze evaluative language by focusing on three main domains, i.e.Attitude, Engagement, and Graduation.”
    Quote in the paperSubstantial claim0 of 1 sources checked
    • cites Martin & White (2005)

      Couldn’t be matched to a paper in Crossref, so it can’t be checked.

  • May combine two claims.

    Interpretationown data

    The accusations in datum (10) directly attack Beyoncé's personal character, making negative judgements about her behavior and reputation without mentioning specific context.

    “These accusations directly attack Beyoncé's personal character, making negative judgements about her behavior and reputation without mentioning specific context, which reinforces the negative perception of her in the public eye.”
    Quote in the paperSubstantial claim

  • Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

    Premisecitation

    AntConc's advanced features allow for detailed exploration of linguistic patterns, enhancing the reliability and depth of textual analysis.

    “Its advanced features allow for detailed exploration of linguistic patterns, thereby enhancing the reliability and depth of textual analysis.”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites Anthony, 2024

      Couldn’t be matched to a paper in Crossref, so it can’t be checked.

  • May combine two claims.

    Interpretationown data

    Datum (15) indicates that the Levi's advertisement successfully creates a fresh and relevant impression and captures the essence of Levi's as a trendy and classy brand, strengthening the brand's association with Beyoncé as a relevant cultural icon.

    “The use of this term indicates that the Levi's advertisement successfully creates a fresh and relevant impression in the eyes of the audience.”
    • Also stated in: § 2.2 Negative Judgement in User Comment on Levi's Commercial Featuring Beyoncé · hedged
      “In addition, this phrase also implies that the advertisement successfully captures the essence of Levi's as a trendy and classy brand, while strengthening the brand's association with Beyoncé as a relevant cultural icon.”
    Quote in the paperNot a substantial claim

  • Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims. The quote only partly states this claim.

    Interpretationreasoning

    The word beach in that comment is a euphemism for bitch and indicates a direct insult towards Beyoncé, portraying her negatively in the context of the commercial.

    “Furthermore, the word”
    • Also stated in: § Additional information · hedged
      “The use of this term indicates a direct insult towards Beyoncé which portrays her negatively in the context of the commercial.”
    Quote in the paperNot a substantial claim
    • Rests on an assumption: The term woke is often used pejoratively to criticize individuals perceived as too political or trying to follow progressive trends.

  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Study design and conductreasoning

    To ensure accurate findings, the research utilized AntConc software version 4.3.1 to process the data.

    “To ensure accurate findings, this research utilized the AntConc software version 4.3.1 by Laurence Anthony to process the data.”
    Quote in the paperNot a substantial claim

  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Interpretationown data

    Datum (14) can be interpreted as appreciation of Levi's marketing strategy because it succeeded in linking their brand to Beyoncé, who is considered able to attract worldwide attention.

    “This comment can also be interpreted as an appreciation of Levi's marketing strategy, because it has succeeded in linking their brand to Beyoncé, who is considered to be able to attract the attention and interest of a worldwide audience.”
    Quote in the paperNot a substantial claim

  • Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based).

    Interpretationreasoning

    The use of slang in the comment demonstrates a cultural familiarity between the user and the rest of the YouTube users, who are often part of an online fan community.

    “This use of slang also demonstrates a cultural familiarity between the user and the rest of the YouTube users, who are often part of an online fan community.”
    Quote in the paperNot a substantial claim
    • Rests on an assumption: The researcher's classification of comments into affect, judgement, and appreciation is reliable.

  • May combine two claims.

    Interpretationown data

    The comment 'I'm never wearing Levi's again' reflects feelings of disappointment, anger, and a sense of betrayal by the representations in the Levi's commercial featuring Beyoncé.

    “This definitive decision reflects feelings of disappointment, anger, and a sense of betrayal by the representations in the Levi's commercial featuring Beyoncé.”
    Quote in the paperNot a substantial claim
    • Rests on an assumption: The commercial was released on September 30 amidst the legal controversy surrounding P. Diddy.
    • Rests on an assumption: Beyoncé's professional and personal connection to P. Diddy adds a layer of complexity to the public's responses to the commercial and the brand.
    • Rests on an assumption: The researcher's classification of comments into affect, judgement, and appreciation is reliable.

  • Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based).

    Interpretationnone given

    In datum (19), the adjective ignorant implies that the commercial is considered insensitive, lacks understanding, or ignores important social values or contexts.

    “The adjective”
    Quote in the paperNot a substantial claim
35 of 35

  • The paper relies on this without support.

    The commercial was released on September 30 amidst the legal controversy surrounding P. Diddy.

    “The commercial was released on September 30 amidst the legal controversy surrounding P. Diddy.”

  • The paper relies on this without support.

    Beyoncé's professional and personal connection to P. Diddy adds a layer of complexity to the public's responses to the commercial and the brand.

    “Beyoncé's professional and personal connection to P. Diddy adds a layer of complexity to the public's responses of the commercial and the brand itself.”

  • The paper relies on this without support.

    The first-month comments capture the most immediate and potentially unfiltered public reactions, which are often the most indicative of initial audience sentiment and evaluative stance.

    “This time-bound selection was intended to capture the most immediate and potentially unfiltered public reactions, which are often the most indicative of initial audience sentiment and evaluative stance.”

  • The paper relies on this without support.

    The researcher's classification of comments into affect, judgement, and appreciation is reliable.

    “As the focus of the research is on the Attitude domain, the researcher marked the comments with affect, judgement and appreciation, in which the positive and negative evaluations were also highlighted.”

  • The paper relies on this without support.

    The long-standing rumor surrounding Beyoncé about alleged involvement with satanic practices has circulated widely on various social media platforms.

    “This rumor has circulated widely on various social media platforms, where Beyoncé is often the target of speculation linking her to secret societies such as the Illuminati or spiritual practices that are considered contrary to moral or religious norms.”

  • The paper relies on this without support.

    The Kardashian family are often associated with plastic surgery and artificial appearances.

    “The comparison to the Kardashian family, who are often associated with plastic surgery, artificial appearances, reinforces this negative evaluation.”

  • The paper relies on this without support.

    Beyoncé and her husband are often accused of pedophilia.

    “The word”

  • The paper relies on this without support.

    Beyoncé has a strong appeal as a global icon.

    “Although Beyoncé has a strong appeal as a global icon, association with controversy could create significant backlash which threatens the reputation and image of the brand.”

  • The paper relies on this without support.

    The term woke is often used pejoratively to criticize individuals perceived as too political or trying to follow progressive trends.

    “The term”
9 of 9

Self-check

Percentages, sums and reported differences re-computed from the paper’s own numbers.

Each contradiction between two passages listed here was confirmed by an independent check.

  • Comment said to lack specifics names specific scenes

    Minor

    The discussion says the comment gives no explicit details about problematic elements of the commercial, although the quoted comment identifies the jeans going in the dryer and an undressing scene in front of children.

  • Top-word pronoun list names "it" instead of "I"

    Minor

    The prose lists "it" among the four pronouns in the top 10, but Table 1 lists "I" and does not list "it."

2 of 2

Cites

The publisher hasn’t deposited this paper’s reference list.

Research works printed but not linked: 4

  1. Alba-Juez, L. (2009). Perspectives on discourse analysis: theory and practice. Newcastle: Cambridge Scholars Pub.
  2. Li, S. (2023). A Positive Discourse Analysis of YouTube Users' Comments on China's Tourism from the Perspective of Appraisal Theory. International Journal of Social Science and Education Research, 6(7), 67-75. https://doi.org/10.6918/IJOSSER.202307_6(7).0011 · DOI
  3. Martin, J. R., & White, P. R. R. (2005). The Language of Evaluation: Appraisal in English. Palgrave Macmillan.
  4. Meyer, C. F. (2023). English Corpus Linguistics: An Introduction (2nd ed.). Cambridge University Press.

Related

Authors
Azizah, B. S.
Affiliations
Universitas Gadjah Mada (ID)
Corresponding author
Azizah, Balqista Surya
Venue
Journal of Intensive Studies on Language, Literature, Art, and Culture
Publisher
State University of Malang (UM)
Published
2025-06-30
Volume
9
Issue
1
Pages
22-42
ISSN
2597-7385 (ISSN-L)
DOI
10.17977/um006v9i12025p22-42
OpenAlex
W7133135805
Semantic Scholar
8aa2d565dad059a0ecd9af18e7dc8080363057b8
Cited by
0
References
0
FWCI
0.00
Type
journal article
Language
en
Open access
Licence
Locations
ISLLAC Journal of Intensive Studies on Language Literature Art and Culture (publishedVersion, cc-by-sa)
Topics
  • Social Sciences › Arts and Humanities › Literature and Literary Theory › Discourse Analysis in Language Studies
  • Social Sciences › Arts and Humanities › Philosophy › Linguistics and Discourse Analysis
  • Social Sciences › Cultural Studies › Discourse Analysis and Cultural Communication
Keywords
public evaluation, evaluative language, appraisal theory, Beyoncé, brand image, celebrity endorsement, negative evaluation, brand perception

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