THE CRITICAL DISCOURSE ANALYSIS ON THE FAME OF OREO WONDERFILLED ADVERTISEMENT”

Alfriani Ndandara, Frederika Mei Anggraeni

Abstract


Advertisement is one of functional texts which functions to commerce the audience about a product the company sells. A text in the advertisement is considered to contribute people’s intention. This paper conducts a critical analysis on the fame of a product which becomes remarkable since it rises until now, Oreo. Fairclough’s three dimensional frameworks, Gee’s seven building tasks, and Halliday’s functional grammar are employed to do the research. Therefore, this paper discusses the linguistic features, advertisement invention, semiotic aspects, and social contexts. However, the result of the research shows that, the language used in Oreo Wonderfilled advertisement has relation to power. Thus, the advertisement of Oreo does not only attract consumer but also shape the costumers’ mind through the language used both its’ audio or visual. The representation of symbolic power to capture the hearts and minds of consumers is by means of visual, audio, and verbal signs, which are analyzed using semiotics feature.

 


Keywords


Advertisement; Oreo Wonderfilled; three-dimension; seven building tasks; functional grammar

Full Text:

PDF

References


Albert, T. & Sebeok.1991. A Sign is Just a Sign Advances in Semiotics.US: Indiana University Press. Brunsdon, Charlotte. 1990. Problems with Quality. Screen Volume 31 no.1-67 page 3.

Dijk, T. A. V. 1988. Critical Discourse Analysis.Retrievedfromhttp://www.disc ourses.org/OldArticles/Critical%20disc ourse%20analysis.pdf on Thursday, December 10th 2015.

Gee, J. P. 2011. An Introduction to Discourse Analysis. New York: Taylor and Francis Routledge.

Fairclough, Norman. 1989. Language and Power. US: Longman Inc.

Fairclough, Norman. 1995. Media Discourse. London: Bloomsbury Academic.

Maltby, John, Day, Liz, at all. Implicit Theories of a Desire for Fame.UK: University of Leicester.

Martin, B. &Ring ham, F. 2000. Dictionary of Semantics. London and New York: CASSELL.

Oswald, Laura R. 2012. Marketing Semiotics Signs, Strategies, and Brand Value.In Swaroop Simha.Role of Semiotics in Strategic Brand Management with Reference to an Omani Bank. Barcelona: Annual Spain Business Research Conference 2015

Rosenberg, Jennifer.2016. History of the Oreo Cookie.Retrieved from http://history1900s.about.com/od/1910s /a/oreohistory.htmon Monday, 4th February.

Tanaka, Keiko. 1994. Advertising Language: A Pragmatic Approach to Advertisements in Britain and Japan. New York: Taylor and Francis Routledge.




DOI: http://dx.doi.org/10.36448/bl.v1i1.1344

Article Metrics

Abstract view : 20 times
PDF - 11 times

Refbacks

  • There are currently no refbacks.