How the 2018 Indomie goreng advertisement portrays positive image towards customers: a critical discourse analysis  

Oleh:

Hayuwardhani, Aurelia Reza ; Widyaningrum, Bernadetha Wahyu

Jenis: Article from Proceeding
Dalam koleksi: KOLITA 17: Konferensi Linguistik Tahunan Atma Jaya Ketujuh Belas Tingkat Internasional, page 51-55.
Topik: critical discourse analysis; Indomie; advertisement
Fulltext: 51-55.Aurelia Reza Hayuwardhani, Bernadetha Wahyu Widyaningrum.pdf (371.52KB)

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Perpustakaan PKBB Nomor Panggil: 406 KLA 17 Non-tandon: tidak ada Tandon: 1

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This study examined the 2018 Indomie Goreng advertisement from Critical Discourse Analysis (CDA) point of view. It focused mainly on how the advertisement created a positive image about the product towards the costumers that actually manipulates the fact that the food actually contains unhealthy ingredients that may harm consumers. The analysis conducted in this study adapted Fairclough’s three-dimensional framework and was elaborated with Halliday’s Systemic Functional Linguistics (SFL) . This helped the researchers find out the social wrong in the advertisement and analyze it by supplying linguistic evidences from the advertisement itself, seen through Halliday’s SFL in seeing language metafunctions. The result of this study revealed that Indomie as the advertiser and as the one in power portrays a false positive image towards the consumers, which is hidden behind the positive image, through the help of SFL proposed by Halliday. In the analysis, the transitivity seen through the mental and material processes were taken into account. Then, the analysis was also enriched with the explanation on the fact that the advertiser carefully chose the words seen through positive polarity applied. After that, seeing how the messages in the advertisement was also a prominent thing to conduct. Seeing it that was done by the choice of Theme and Rheme, which one became the Theme and the other became the Rheme. Besides evidences from the point of view of language, the influence of the celebrity endorser in the advertisement was also seen important to be a key factor in delivering the positive image intended to manipulate the fact that the food is unhealthy. The celebrity endorsed as the model in the advertisement was the trending topic of society due to his positive image in mass media. Thus, at the end of the analysis, it can be inferred that language, through the careful choice of words and representation through a celebrity endorser, can be a powerful tool to influence others even what is shared is not the truth.

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