O sistema de avaliatividade e o valor ideológico

Advertising language uses different resources to construct its identity and capture public attention. Thus, our objective is to analyze the significations of the Appraisal System, focusing on the Attitude subsystem (Martin; White, 2005), as a resource that reveals ideological value in one example of the video advertisement genre. The analysis is based on a qualitative approach and the deductive method, with the research being documentary in nature due to the sources used. The corpus consists of an advertisement for a hair treatment product, Tresemmé's Sistema Selagem Profissional Frizz-Resistance, featuring the artists Maria Bethânia and Sabrina Sato, circulated on the YouTube social network, on the Tresemmé Brasil account. We seek theoretical support in the Appraisal System proposed by Martin and White (2005) and in the postulates of Bakhtin (2016, 2018) and Volóchinov (2017), concerning dialogism and ideological value. The analysis indicates that the behavioral resources of Attitude are present in the advertisement through the category of affect, judgment, and appreciation. Through them, the interlocutor reveals the ideological value of highlighting Tresemmé as a brand concerned with the female hair identity.