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Promoting a city's core values using evaluative language

Ho, C. K., & Suen, A. (2017). Promoting a city's core values using evaluative language. International Journal of Applied Linguistics (United Kingdom), 27(1), 286-308. https://doi.org/10.1111/ijal.12131

 

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.

 

FH_23Link to publication in Wiley Online Library

 

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