This research examines the manifestation of Appreciation system in online tourism advertising discourse. The data were picked out from ten advertisements posted on Youtube by Expedia Group, an American travel group and were qualitatively and quantitatively analysed with the help of the Concordance Software AntConc. | ISSN 1859-1531 - THE UNIVERSITY OF DANANG, JOURNAL OF SCIENCE AND TECHNOLOGY, NO. 12(133).2018 33 APPRECIATION IN ONLINE ENGLISH TOURISM ADVERTISING DISCOURSE: AN APPRAISAL ANALYSIS Luu Quy Khuong 1, Phung Thi Thuy Nhu2 The University of Danang - University of Foreign Language Studies; lqkhuong@ 2 Tran Hung Dao High school; phungthuynhu12@ 1 Abstract - This research examines the manifestation of Appreciation system in online tourism advertising discourse. The data were picked out from ten advertisements posted on Youtube by Expedia Group, an American travel group and were qualitatively and quantitatively analysed with the help of the Concordance Software AntConc. The findings show that three subcategories of Appreciation which are Reaction, Composition and Valuation coexist in this discourse with different distribution. Besides, positive Appreciation and its negative counterpart are unevenly distributed in the samples, with the rate of 1: 9. Negative Appreciation, however, contributes to the ignition of visitors’ curiosity and desire to discover the destinations rather evoke unfavourable views of the appraised. Beside the conclusion, some implications for applying the research result to English teaching and learning in Vietnam were also provided at the end of the paper. Key words - Appreciation; tourism advertisements; Reaction; Composition; Valuation 1. Introduction Language is a tool to express the writer's/speaker's opinion on people, things and situations, so it either directly or indirectly impacts people and their behaviors. Take an example from Wu [10], who analyzed Appreciation in public service advertisements, to better see how the writer’s implicit attitude and intention can be drawn out using the language. (1) For Nziku, life is harsh. The lexis "harsh" in (1) is negative Appreciation, which belongs to Reaction, a subsystem of the Appraisal theory [4]. It appraised Nziku’s life and appears to evoke the feeling that God does not .
