A CRITICAL DISCOURSE ANALYSIS OF CAR ADVERTISEMENTS IN TELEVISION
DOI:
https://doi.org/10.32585/ijelle.v1i1.351Abstract
This research was conducted to find out realities that showed on discourse of car advertisements in television based on the criticaldiscourse analysis theory by Guy Cook and to know the purposes that are showed in car advertisements on television.
This research used the Critical Discourse Analysis based on Guy Cook’s theory. It is a descriptive qualitative research in conducting
the research. The data of this research are 21 car advertisements that are in four commercial televisions, such as metro TV, Trans 7, MNC TV, and
RCTI. The data are taken from spoken text, written text, and also expression of the advertisement models. The researcher also uses respondents to
answer the questionnaire. This questionnaire is used to answer second problem statement that is the purposes that are showed in car advertisements
in television.
Based on the analysis, eight elements of Guy Cook’s theory in Critical Discourse Analysis are substance, music and pictures,
paralanguage, situation, co-text, intertext, participant, and function. It can be concluded that 100% of 21 car advertisements contains substance,
music and pictures, paralanguage, situation, participant, and function. From 21 car advertisement, there are two car advertisements that contain cotext.
So the percentage is 9, 52%. Then, only Daihatsu (Man. City vs Daihatsu Team version) that didn’t contained in intertext. So, the percentage
of the car advertisements that contain intertext is 90, 47%.
Based on the questionnaires which were distributed to the 15 people in all segments, the purposes of car advertisements are to influence
the people to choose the product based on its strengths. Because of advertisement, the power of interest also appears by the costumer to buy this
product.
Based on the findings, it is suggested that the teacher have to conduct some research about Critical Discourse Analysis in other subjects.
For the student, it is expected they can explore Critical Discourse Analysis in other theories, such as theory from Roger Fowler and friends,
Theo Van Leeuwenn, Sara Mills, Van Dijk, and Norman Fairclough. For other researchers, it suggested to conduct a research in other subject of
advertisement and other theories of Critical Discourse Analysis. Besides, it is also suggested to the other researcher to analyze the data which are
taken from the different data sources, such as advertisements and articles in magazines, newspaper, and others.
Downloads
References
Arikunto, Suharsimi. 2010. Prosedur Penelitian: Suatu Pendekatan Praktik. Jakarta: Rineka Cipta
Unun Veronika, Dianasari, Arini. 2017. An Analysis Of Using Ice Cream Sticks On Teaching Reading At Eleventh Grade Of Senior High School
Veteran 1 Sukoharjo In 2017/2018 Academic Year. IAIN Salatiga.
Ayunda, Fatmanissa Prima. 2011. An Analysis of Slogan in Beverage Products. Surakarta: Universitas Sebelas Maret
Bungin, Burhan. 2008. Konstruksi Sosial Media Massa. Jakarta: Kencana Prenada Media Group.
Cook, Guy. 2001. The Discourse of Advertising Second Edition. London and New York: Routledge
Eriyanto. 2001. Analisis Wacana. Pengantar Analisis Teks Media. Jogjakarta: LKiS Printing Cemerlang
Fairclough, Norman. 1995. Critical Discourse Analysis: The Critical Study of Language. London: Longman Group.
Flick, Uwe. 2009. An Introduction to Qualitative Research Fourth Edition Sage. London: SAGE Publication
Jorgensen, Marianne W. 2007. Analisis wacana Teori dan Metode. Jogjakarta: Pustaka Pelajar.
Goodard, Angela. 1998. The Language of Advertising. London: Routledge.
Kusrianti, Anik.dkk. 2004. Analisis Wacana. Bandung: Pakar Raya
Lapsanska, Jana. 2006. The Language of Advertising with the Concentration on the Linguistic Means and the Analysis of Advertising Slogan.
Bratislave: Univerzita Komenskeho V Bratislave.
Sugiyono. 2012. Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta.
Maria, Dewi. 2006. Analisis Tindak Tutur dan Implikatur dalam Wacana Iklan Mobil Majalah Otomotif Autocar. Surakarta: Universitas Sebelas
Maret
Moleong, Lexy J. 2007. Metodologi Penelitan Kualitatif edisi revisi. Bandung: Remaja Rosdakarya.
Oxford. 2008. Oxford Learner’s Pocket Dictionary Fourth Edition.Oxford: Oxford University Press.
Sobur, Alex. 2012. Analisis Teks Media (Suatu Pengantar untuk Analisis Wacana, Analisis Semiotik, dan Analisis Framing). Bandung: Remaja
Rosdakarya.
Tiandjojo, Indriani. 2008. Semiotika Iklan Mobil di Media Cetak Indonesia. Semarang: Universitas Diponegoro.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2019 Sakia Hermila Tantri, Veronika Unun Pratiwi, Imroatus Solikhah, Sari Handayani
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with the International Journal of English Linguistics, Literature, and Education (IJELLE) agree to the following terms:
- Authors retain copyright and grant the journal the right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
