REPRESENTATION OF CONSUMERISM IN GRABFOOD ADVERTISEMENT: A CRITICAL DISCOURSE ANALYSIS

IF 0.3 0 LANGUAGE & LINGUISTICS Baltic Journal of English Language Literature and Culture Pub Date : 2022-05-12 DOI:10.30813/jelc.v12i2.3079
Bontisesari Wahyoedi
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引用次数: 1

Abstract

The trend of digital advertising has risen significantly as the use of internet is increasing. It contributes to the way people shape their lifestyle and perceive themselves as a part of the society. Due to its significant role in influencing the audience, this article aimed to reveal an ideological representation in a digital advertisement. The object of this article was Grabfood advertisement published in YouTube which contained both linguistics and visual aspects. Hence, this descriptive qualitative study adopted Fairclough’s Critical Discourse Analysis as the theoretical framework to analyze the data. The results showed that there is a representation of consumerism identified in Grabfood advertisement. This ideological representation encourages the audience to consume more by glorifying the consumptive behavior. The advertisement intended to influence the audience subconsciously that by purchasing goods through its product service would be rewarding and would save them more money. Subsequently, through the number of selling points shown in the advertisement, both linguistically and visually, it manages to deliver its purpose in persuading and leading the audience to more consumption. By analyzing the advertisement critically, we can equip ourselves with more understanding on the process of product advertisement, so that the meanings behind the surface of the advertisement can be identified and responded wisely.
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抢食广告中的消费主义表现:批评性话语分析
随着互联网使用的增加,数字广告的趋势也显著上升。它有助于人们塑造自己的生活方式,并将自己视为社会的一部分。由于其在影响受众方面的重要作用,本文旨在揭示数字广告中的意识形态表征。本文的研究对象是YouTube上发布的Grabfood广告,它包含了语言学和视觉两个方面。因此,本描述性质的研究采用费尔克劳的批判性话语分析作为分析数据的理论框架。结果表明,Grabfood广告中存在消费主义的表征。这种意识形态的表现通过美化消费行为来鼓励受众进行更多消费。广告的目的是在潜意识中影响受众,通过其产品服务购买商品是有益的,可以节省更多的钱。随后,通过广告在语言和视觉上展示的卖点数量,它成功地传达了说服和引导受众进行更多消费的目的。通过对广告的批判性分析,我们可以对产品广告的制作过程有更多的了解,从而识别广告表面背后的含义,并做出明智的回应。
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