An Analysis on Critical Discourse Analysis (CDA) of Norman Fairclough's Theory on Advertisement
DOI:
https://doi.org/10.51699/mjssh.v4i1.430Keywords:
advertisement, critical discourse analysis, Fairclough’s theoryAbstract
This study attempted to reveal about the critical discourse analysis of Norman Fairclough’s theory on advertisement. The interest in this study is how the theory is applied in the advertisement text, and the context of the ad itself. The object of this research is about advertising based on the advertisement. To limit the scope of the analysis, the text limits the study to advertising in printed media. The selections of advertisements are taken from any magazine or newspaper text published in Indonesia. The advertisements of skin products were selected as the primary source of data for this study. The beauty products advertisement includes a series of advertisements frequently shown on television and video platforms. Television and video advertisements are selected because they have the widest audience coverage and are still easy to access, as information and bad comments limited the availability of texts. The results showed the advertisements chosen for analysis focus specifically on skin care products, reflecting the study's emphasis on beauty-related marketing. These advertisements are selected from popular media channels to ensure a representative sample of current marketing trends in Indonesia. The conclusions showed the analysis of these advertisements provides valuable insights into the marketing strategies employed by beauty companies in Indonesia. By examining the content, messaging, and visual elements of these commercials, researchers can identify common themes and persuasive techniques used to appeal to Indonesian consumers. This study's findings may have implications for understanding cultural beauty standards, consumer behavior, and the impact of advertising on body image perceptions in the Indonesian market.
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Copyright (c) 2025 Dinda Widya Ningrum, Ummi Kalsum Siahaan, Yanti Elizabeth Sidauruk, Herman Herman, Bloner Sinurat, Yanti Kristina Sinaga, Rahmawati Rahmawati
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