Representation of Ideology and Power: Critical Discourse Analysis of Le Minerale and Aqua Advertisements

Prapti Wigati Purwaningrum; Sri Handayani

doi:10.33197/ejlutama.v10i1.313

Authors

Prapti Wigati Purwaningrum Universitas Bina Sarana Informatika
Sri Handayani Universitas Kebangsaan Republik Indonesia

DOI:

https://doi.org/10.33197/ejlutama.v10i1.313

Keywords:

Critical Discourse Analysis (CDA), Aqua and Le Minerale mineral water advertisements, Fairclough's perspective

Abstract

This study aims to analyze and compare the use of language in the Le Minerale advertisement of dr. Reisa edition and Aqua advertisement of Raisa edition using Norman Fairclough's Critical Discourse Analysis (CDA) approach. This study focuses on how language functions as a means of constructing meaning, ideology, and power in the communication practices of mineral water advertising in Indonesia. The research data in the form of verbal and visual utterances that appear in the two television advertisements were analyzed through Fairclough's three dimensions, they were (1) text analysis, (2) discourse practice analysis, and (3) social practice analysis. The results of the analysis showed that the Le Minerale advertisement of dr. Reisa edition used a rational, scientific, and educational language style with declarative sentence structures and health-oriented diction. In contrast, the Aqua advertisement of Raisa edition emphasized an emotional, narrative, and reflective language style with the use of metaphors and personal pronouns. From a linguistic perspective, differences in diction, sentence structure, and modality indicate that Le Minerale builds an ideology of rationality and scientificity, while Aqua builds an ideology of humanism and balance in life. Through a critical discourse approach, this study concludes that both advertisements not only promote mineral water products, but also construct a social reality that represents cultural values, gender identity, and economic power in the creative industry.

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