This article explores the application of APPRAISAL theory, or more specifically, its subcategory ENGAGEMENT, to the analysis of an internet-based advertising campaign, from the viewpoint of dialogicity, heteroglossia and intertextuality, and its role in positioning readers within the heteroglossic diversity of hypermedia discourse. The author’s close analysis demonstrates that ENGAGEMENT can be used as an analytic tool to explore the question of how the multivariate resources in dynamic multimodal texts function to create intersubjective positions for themselves and their audiences through the interplay of visual, verbal and interactive elements, by investigating the heteroglossic function of hypertext objects, the evaluative stance adopted by the various authorial voices present in the text, and by cross-mapping ENGAGEMENT resources and hyper-thematic development.
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