THE LANGUAGE AND DISPLAY ON DANCOW ADVERTISEMENT: CRITICAL DISCOURSE ANALYSIS
Kata Kunci:
Critical discourse analysis, Dancow advertisement, language and displayAbstrak
Language has become more than just a tool for interacting with others and communicating with one another in increasingly modern times. However, when promoting a product, language is utilized to its advantage. The purpose of this study was to use Critical Discourse Analysis to examine the advertisement for Dancow's milk.1) The strategies advertisers use to manipulate and influence their customers and the language used in Dancow milk advertisements, as well as 2) The influence of Dancow milk advertisement ideology on consumer perceptions were the main topics of this study. Researchers employed descriptive and qualitative methods in this study. The Leech Principle served as the foundation for this analysis, which demonstrates that stereotypes of how children's milk products are identical to their intellectual and developmental progress are used to construct and re-construct the ideology of intelligence toward children. According to the findings, advertisers employ a variety of methods to influence parents. The reader is swayed in some way into believing that the ad's claims are true by its promotion of child development. This study shows how advertising language is used to control people's thoughts, making the advertiser a powerful person who can use language to control other people. The study's conclusions include the Dancow advertisement's polite language and the discussion's findings regarding the milk advertisement's significance as an effective promotion of children's intellectual benefits.
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