IDEOLOGY AND POWER BEHIND ADVERTISINGS CAMPAIGN
Kata Kunci:
critical discourse analysis, power, ideologyAbstrak
Most people consider that advertising is only a tool to introduce products and services of a company. Hence, the purpose of the advertising itself is nothing but to persuade people so that they will buy the product or use the service. However, there is another function of advertising which is to advocate people to change their behavior into better one. Here the researcher tries to analyze the advertisings campaign from WWF (World Wildlife Fund) by finding its power and ideology behind them. In order to find out the power and ideology behind each advertising campaign, this research conducts descriptive qualitative method. Further, the theory of Three Dimensional Framework by Norman Fairclough (2001) also used to answer the research question about the power and ideology. The result of the study shows that each advertising campaign shows different ideology and power. It is because each of the advertising campaign's themes is showing different problem but still in similar issue, which is overuse of nature (forest) resource and animal endangered and extinction. However, power in this research can be seen in both side (viewer and producer). In the perspective of the producer, they try to give information about what happen in the nature and animals recently by showing creative advertising campaign. Also, the purpose of the advertising campaign itself is to persuade reader to stop their bad habit that can damage environment and to criticize those who responsible with the deforestation and animal endangered and extinction. While in the viewers' point of view, they have power to in line with the advertisings campaign by preventing more disaster or to change the condition that is already happen.
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