Appraisal analysis of Farmfex Hybrid Agro Resources Nigeria's advertisements

Abstract

Advertising plays a crucial role in agribusiness by shaping consumer perceptions, influencing purchasing decisions, and enhancing brand credibility. This study examines the use of Appraisal Theory, a framework within Systemic Functional Linguistics (SFL), in Nigerian agribusiness advertisements. Using promotional texts from FarmFex Hybrid Agro Resources Nigeria, the study investigates how Attitude, Engagement, and Graduation are strategically employed to persuade potential customers, establish credibility, and position the company as an industry leader. The findings reveal that Affect is used to evoke trust and emotional appeal, Judgment constructs an image of reliability and expertise, and Appreciation highlights product superiority. Engagement is used to balance authoritative claims and external validation, while Graduation intensifies persuasiveness through quantification and emphasis. This study contributes to research on business discourse, advertising strategies, and agricultural marketing by demonstrating how evaluative language influences consumer engagement in agribusiness advertisements.