1860–7330/11/0031–0195 Text & Talk 31–2 (2011), pp. 195–220 Online 1860–7349 DOI 10.1515/TEXT.2011.009 © Walter de Gruyter “This property offers much character and charm”: evaluation in the discourse of online property advertising GABRINA POUNDS Abstract “Evaluation” may be expressed through varying context-dependent and, there- fore, often unpredictable lexico-grammatical operators. Its analysis relies, at least partly, on “local” grammars or categories (Hunston and Sinclair 1999). The aim of this paper is to outline a systematic approach to the identification of evaluative meaning in the discourse of online property advertising, which can be applied to the analysis of evaluation in other types of promotional dis- course. The online descriptions of three established estate agencies in the East of England are explored in terms of appraisal choices, specifically appreciation (Martin and White 2005). The appraisal framework is reviewed with particular reference to the study of property advertising carried out by Pryce and Oates (2008) and general advertising theories (e.g., Darley and Smith 1993). Re- vised categories of positive evaluation are identified in correspondence with different values of subjectivity, affect, and explicitness. The analysis reveals similarities and differences in the nature and distribution of the evaluative options across the three sets of descriptions. The theoretical and practical implications of the findings and approach are discussed in the final section. Keywords: evaluation; online property descriptions; advertising; appraisal; subjectivity; affect. 1. Introduction This article is concerned with the expression of evaluation in discourse. First, it discusses issues connected with the analysis of evaluation and the rationale for the development of “local” categories/parameters suited to the analysis of specific discourse types and contexts. This approach is illustrated in the rest of the article with reference to advertising/promotional discourse, specifically online property descriptions. The nature of this discourse type is explored in Brought to you by | University of Leeds Authenticated Download Date | 5/17/15 7:16 PM