Discourse Analysis of Shopee “12.12. Birthday Sale” Advertisement

Abstract

This article aims at finding out the purpose of why this advertisement is made and the social conditions underlying the making of the advertisement. This article applies a descriptive qualitative method in which, the method describes and explains the phenomenon or events in the social world. In this article, the writer uses the three-dimensional theory of discourse analysis proposed by Fairclough (1995) and the connotative meaning of color proposed by Wilfred (1962). Based on the analysis, it is found that the purpose of this advertisement is to introduce the products and brands of the advertiser to the society, as well as to advertise their identity as a company which follows the trend and comply with the consumer wishes. The social conditions behind the making of the advertisements are; first, the increasing level of consumer consumption; second, the existence of national online shopping events in Indonesia; and the fondness of Indonesian people towards Korean music and culture, which makes the advertiser chooses to make Korean artist as the model of the advertisement.

Keywords: discourse analysis, advertising discourse, Fairclough’s three-dimensional theory

DOI: 10.7176/JLLL/69-05

Publication date:June 30th 2020