The video advertisement of Meikarta: a critical discourse analysis  

Oleh:

Hadisantosa, Nilawati

Jenis: Article from Proceeding
Dalam koleksi: KOLITA 16: Konferensi Linguistik Tahunan Atma Jaya Keenam Belas Tingkat Internasional, page 342-344.
Topik: critical discourse analysis; advertisements; social power abuse
Fulltext: 342-344 Nilawati Hadisantosa.pdf (260.43KB)

Isi artikel

This study aimed at analyzing the discourse of a video television commercial on the apartment property in Meikarta and investigating into the language used by the advertisers in the discourse, the verbal sign and the nonverbal sign, the implication of power behind the advertisement and the strategies employed in their attempts to manipulate and influence their prospective clients. Critical discourse analysis (CDA) was employed to analyze the language used. Van Dijk (1995) defines critical discourse analysis as a type of analytical discourse research that discusses social power abuse, dominance and inequality and how they are reproduced, enacted, and resisted. CDA is a bit different from a traditional linguistics study since language is analyzed to relate that with the context. Language is used for certain purpose and practice, including the practice of power. The data are taken from a television commercial of a mega project of a new city in Cikarang-Bekasi regency, a neighboring area to Jakarta. The analysis is based on Fairclough’s three-dimensional method of discourse analysis framework. A qualitative method was used for this study. The results shows that the commercial ads of the apartments in a new city are persuading clients to buy a dream of a super-modern city to be, with high-rise buildings of apartments, offices, schools, hospitals, super-modern transportation system, with a blue lake and a central park that every family dream of under a blue sky. The developer company demonstrates a power to dictate the needs of the citizens in their techniques to reach more clients. The commercial advertisement is criticized as creating false narration that Jakarta is an unsafe place to live, and Meikarta will be the perfect neighborhood to replace Jakarta. A powerful image of a child in a car begging to be taken out of Jakarta is quite convincing to the audience that a new neighborhood is needed for the sake of her upbringing.

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