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

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.