EVALUASI APRAISAL TEKS DAN SEMIOTIKA VISUAL PADA BROSUR PROMOSI DAERAH TUJUAN WISATA BILINGUAL
DOI:
https://doi.org/10.33633/andharupa.v5i2.2571Abstract
AbstrakSebagai sebuah teks, brosur promosi daerah tujuan wisata memiliki informasi linguistik dan visual. Dalam artikel ini, informasi linguistik dalam sebuah teks promosi pariwisata dikaitkan dengan unsur apresiasi yang diambil dari teori apraisal, sedangkan informasi visual dihubungkan dengan fungsi gambar berdasarkan teori semiotika visual. Aspek linguistik dan visual dalam sebuah teks promosi daerah tujuan wisata jelas tidak bisa dipisahkan, oleh karenanya, artikel ini juga membahas hubungan sintagmatik keduanya. Berangkat dari itu, keselarasan antara aspek linguistik dan visual dapat terlihat. Dengan menggunakan pendekatan penelitian deskriptif kualitatif, data brosur bilingual pariwisata Jogjakarta tahun 2017 dianalisis dengan menggunakan lima tahapan analisis data ciptaan Echtner. Dari hasil analisis yang dilakukan, para penulis mengidentifikasi bahwa brosur bilingual tersebut didominasi oleh tema wisata alam. Unsur apresiasi yang seharusnya digunakan untuk memberikan evaluasi positif terhadap gambaran daya tarik wisata ternyata tidak banyak digunakan di dalam brosur. Yang mengejutkan, ketidakselarasan antara informasi linguistik dan visual banyak ditemukan di dalam brosur bilingual. Melalui artikel ini, para penulis merekomendasikan pembuat brosur untuk tidak mengabaikan keselarasan antara informasi linguistik dengan representasi visualnya serta menambahkan aspek apresiasi linguistik untuk menambah kesan positif daerah tujuan wisata. Kata Kunci: Apraisal, Apresiasi, Brosur Pariwisata Bilingual, Semiotika AbstractAs a text, tourist brochure possesses linguistic and visual information. In this article, linguistic information is associated with appreciation aspect, meanwhile, visual information is affiliated with its visual function. Therefore, this article also discusses the syntagmatic relationship between them. Departing from this point of discussion, the authors are able to identify the congruity of linguistic and visual aspects. Using descriptive qualitative approach, Jogjakarta Bilingual Tourist Brochure 2017 edition served as the data of the research is analyzed using Echtner’s five steps of data analysis. The findings reveal that nature tourism positions as the dominating theme of the bilingual brochure. Despite its function to give positive evaluation to tourism destinations, appreciation aspect is rarely used in the brochure. Surprisingly, the incongruity between linguistic and visual information appears in numerous occasions. From the findings appear in the study, we recommend tourist brochure creator to incorporate the congruity of linguistic information with its visual representation and improve the use of linguistic appreciation in describing a tourism destinantion to create a greater persuasive impact. Keywords: Appraisal, Appreciation, Bilingual Tourism Brochure, SemioticsReferences
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