DISCOURSE ANALYSIS“ANALYSIS OF CRITICAL DISCOURSE APPLIED FOR ADVERTISING BY FOLLOWING AWK PATTERNS USED BY MARGARETH WETHERELLE”
CHAPTER I
INTRODUCTION
A.
BACKGROUND
Advertising is a form of communication. The type of
communication carried out is mass communication. It is said so because
advertising is a communication activity aimed at many people who are not
recognized (anonymized) and are heterogeneous (in social, economic, cultural,
and educational backgrounds, as well as recipients (communicants).
In carrying out its communication, advertising has
various styles both in the presentation and content of the ad itself. In the
development of the wearer, the ad contains a great meaning about something that
is served, offered or sold. Ads can be divided into two types, namely
commercial advertising and notification ads. The first type specifically used
in the field of commerce is to inform products that are mass produced to the
public. That is so that people are moved to buy or consume these products. Thus
a balance occurs between production and consumption. The second type is a
notification about job vacancies, customers and student / student acceptance in
an educational institution.
In relation to the world of advertising, it is widely
used by advertisers in the ad execution process. According to the science of
advertising communication has the meaning as the process of delivering messages
from communicators or deliverers of messages to communicants or recipients of
messages through a media with the aim that the communicants are interested,
choose and buy. Advertising is not just a member of information on a product
(ideas, services and goods), but advertising also has the nature of encouraging
and persuading people to like. It seems that there will be a commercial purpose
(seeking profit) in the display of an advertisement.
B.
PROBLEMS
-
How
is the structure of advertisement analysis follows the CDA pattern used by
Margaret Wetherelle?
-
What
is organization of the entire text?
-
What
the image that advertisement wants to build?
-
How
the image process that advertisement want to presents?
-
Who
Is Being sidelined by the advertisement?
-
What the matters that are ignored or
absent in advertisements?
-
How to build the relationship of the
text?
C.
OBJECTIVES
-
To
know how is the structure of advertisement analysis follows the CDA pattern
used by Margaret Wetherelle?
-
To
know what is organization of the entire text?
-
To
know what the image that advertisement wants to build?
-
To
know how the image process that advertisement want to presents?
-
To
know who Is Being sidelined by the advertisement?
-
To
know what
the matters that are ignored or absent in advertisements?
-
To
know how
to build the relationship of the text?
CHAPTER II
DISCUSSION
A.
Critical Discourse Analysis Applied To Advertising
CDA
can also be used to critically read an advertisement which is certainly inseparable
from ideology, values or certain interests. It's just that in advertising is a
special form of communication, meaning first, communication whose message must
pay because each word requires an investment; second, advertising is a form of
communication that is postponed, meaning that time and place are separated by
the media. The delay occurs between the conception of the message and its
communication; and third, advertising as communication that demands something,
meaning the audience does not expect or not in the situation of receiving.
Therefore, the audience must be greeted / convinced to see or read the message
to be conveyed.
So
here will be explained the steps to make a critical discourse analysis and also
what elements need to be taken into account to dismantle the values, interests
or ideology that are hidden behind this discourse.
1.
The structure of the Chevron ad analysis follows the
CDA pattern used by Margaret Wetherelle.
a. See how the overall narrative of the
text organization; how are clauses connected to one another; grammar and
semantic forms of clauses; then rephrase the words used.
2.
Organization of the entire text.
The
big theme displayed by this ad is an irrefutable statement: “pendidikan membangun
masa depan yang cerah” with large letters printed in black with a yellow
background. Advertising always has to lead to consensus, so that there is no
resistance or invasion. So easily this ad reader will agree with the ad
statement. Usually the sentence has an impersonal structure, meaning there is
no subject of the culprit. Such impersonal sentences are usually followed to
avoid resistance due to certain subjects. Then there are two striking
differences in writing this theme is the verb “membangun” framed with red lines
above and below, while two words “…yang cerah” written in letters that are
twice the size of other words. Once again this statement wants to sympathize
and bring the reader to agree. Then under the statement there was a statement
written in small letters but quite striking because of the red color “kami
setuju”.
Of
course two red lines that frame above and below the word “membangun” not
separated from the red color statement “kami setuju”. “kami” of course it
represents Chevron who claims to be an American oil company that “setuju” to
play a role “membangun” a bright future for young Indonesians. Visual semiotics
can be seen in photographs of young people who look at the bright future shown
through photos of polytechnic students with cheerful smiles in blue jackets
(typical polytechnic uniforms), brown skin and yellow hijab to show the
majority of Indonesia's indigenous population are Muslims.
Chevron
agreed “membangun masa depan yang cerah”through education. The form of
development programs in the field of education that Chevron has been running
are written in white letters in the lower left part of the page: Teknologi Informasi.
Elektronika. Teknik. All three are written each using a point instead of
commas, as if each of them would like to affirm themselves as a distinctive field
that becomes a pillar of progress. Then the next sentence again emphasizes the
important technical role with the sentence “inilah keterampilan teknis yang
dibutuhkan perekonomian modern”.
Then
Chevron's services were revealed in collaboration with the Riau and Aceh
regional governments: opening polytechnic schools, and graduating more than
2500 students without the specifications they had worked where, but instead
boasting that graduates in public statements could not be verified, namely
“…angkatan kerja baru yang mampu memimpin Indonesia memasuki masa depan”. The
characteristics of this advertisement always negate the resistance and bring it
to consensus, so this ad also makes a general statement like that so that it
does not cause doubt / suspicion or provoke objections.
The
vocabulary used reflects optimism: membangun”, “keterampilan teknis yang
dibutuhkan perekonomian modern”, “bermitra dengan pemerintah daerah”, “membuka sekolah-sekolah
politeknik”. The use of these expressions clearly shows the process of
realization to realize the goals of development because with these expressions,
there is a plan, cooperation and realization of the program. While the terms
“masa depan yang cerah ”and “angkatan kerja baru yang mampu memimpin Indonesia
masa depan” as if to make sure that the form of realization of these ideals has
already taken place.
·
Example
2 of Organization of the Entire Text
The big theme displayed by this ad is the campus
promo with the tagline “Kampusnya Eksekutif Hebat”
with all capital letters with varied backgrounds, light blue and
brownish yellow. Match words ‘Eksekutif’ which is identical as an elite class
in the social strata based on the word campus as part of educated people
(academics).
Brochure makers are more focused, the amount of
administrative funding that must be paid "first time only" to take
part in the lecture (not explained the details of the overall payment of
tuition min. Tuition fees etc.). The first in the bottom corner of the image ,”Untuk
yang membawa potongan iklan ini akan mendapatkan potongan harga
Rp.1.750.000,” in fact, this price discount may not have an effect, if
finally the price for the first registration and semester fees exceeds the
length of the discount. Similarly, with the lure of subsidies in light blue
boxes, “Untuk Pendaftar sampai akhir Bulan
Juli, akan mendapatkan subsidi Rp.2.500.000,-“ More honestly if this
brochure provides information on D3 programs than those contained in brochures,
one and two year programs.
The testimony of one of the graduates of AKUBANK is
intentionally loaded as an attraction amplifier, a sun column on the side of a
woman who is bertestimoni, equivalent she said “Lulusannya
100% sudah diterima kerja”. This also basically must be verified through
data. The 100% percentage must be proven by data, at least which institutions
or banks provide employment opportunities for alumni or institutions or banks
where alumni place their careers after attending lectures. The contents of
AKUBANK alumni's testimonials, “Banyak pengalaman dan wawasan yang saya dapatkan
di kampus AKUBANK apalagi dengan fasilitas Minibank-nya yang sangat ekslusif jadi bisa lebih handal lagi deh kalau
udah lulus dan siap terjun ke dunia kerja.” The sentence arranged in this testimony
shows an experience that is in line with expectations, but it is not specific
to talk about what insight and experience the expert gets.
The mini banks reviewed were not
very clear, whether the campus minibanks were all customers were students or
campus-owned minibanks whose customers were also the general public. The
minibank function, as a pre-employment training laboratory or only limited to
campus facilities, is used when there are practical needs. The vocabulary
displayed in this campus advertisement / brochure emphasizes low costs with
expensive competencies to be obtained in college. Although basically, the
initial costs for entering the lecture could be camouflage from the expensive
actual costs. Evidently, with several price bids starting from discounted
prices from advertisements, to the form of subsidies provided to registrants.
While terms like “lulusannya
100% sudah diterima kerja” as if to make sure that the future is in the hands.
3.
Image Built
We
(in this context are companies) are what other people see and think. According
to Henslowe said the image as an impression that grows based on the level of
knowledge and understanding of the facts of a product, someone or company.
In
the context of the company, it characterizes the image as an individual's
perception of action, activity , achievement of a company. Image is a mental
reperentative of the meaning of an object formed in consumer memory. The image
is usually associated with a combination of influences from the association
owned by a product/company, or is a consumer's perception of the association of
companies that are tangible and intangible (not clearly stated). The consumer
forms images through the synthesis of all signals or associations produced by
brand / company names, visual symbols (can be logos and slogans), products,
advertising, sponsorships , articles which are then developed and interpreted
by consumers.
Analysis:
1. The image that Chevron wants to build
Chevron
did not mention himself as an oil drilling company, even the label labeled in
the Chevron symbol called "Energi Insani" . This name gives the
impression of being environmentally friendly and familiar with humans. Efforts
to distance themselves from the impression of the causes of environmental
pollution are very carefully built. Concern for the environment is not only the
natural environment, but especially the social environment, is the population.
So concern for the education of the young generation around the oil mining area
seems to be the main program targeted by Chevron.
2. The image that AKUBANK wants to build
AKUBANK
as if giving a label that quality education institutions are those who have
bright prospective alumni (work careers). AKUBANK wanted to show that the
college does not need a long and field practice takes precedence.
4.
Presentation of the Imaging Process
1.
Presentation of the Imaging Process to Chevron
Chevron
attended to mention the cost of support in the education sector originating
from the CSR (Corporate Social Responsibility) budget. Thus, as if the assistance
arises from his sincere concern, even though it is actually because it is
required by law. Chevron also touches the most sensitive field in Indonesia,
namely education. Many college graduates in Indonesia find it difficult to find
work in their fields. By focusing on Information Technology, electronics and
Engineering, Chevron seemed to want to answer the weaknesses of education in
Indonesia that did not answer market needs, but avoided calling on graduates to
work where. It only reveals optimism but cannot be verified. In these ways,
Chevron imagines that its presence is beneficial for the development of
education in Indonesia, at least for residents around oil drilling sites.
2.
Presentation of the Imaging Process to AKUBANK
AKUBANK
avoids mentioning the overall cost details. Thus, the registrants did not
hesitate to study there. In order not to be too convoluted with limited info
provided contact person that tends to be not concentrated in one contact
person. Educational institutions that should be imaged for the place of
learning, finally collided with the problem of education itself, namely the
absorption of employment.
5.
Who Is Being sidelined by this ad?
1.
Who Is Being sidelined by Chevron ad?
It
is rare that residents around drilling work in oil companies, especially as
qualified workers. Then assistance is given to local residents for artisan
education and training, not qualified experts. If only working as a rude
worker. What percentage of profit is really known. Is the contractual agreement
involving the population or is it only the central government and how is the
profit sharing allocated? The advertisement also marginalized the role of the
Riau and Aceh regional governments because it impressed the two regions to only
receive assistance because it was not called what donations were given by the
two regions. there was no expression of indebtedness to the Indonesian
government that it had been given the opportunity to explore and exploit oil mines
in Indonesia so as to give them the impression they were generous and we owed
him a favor.
2.
Who Is Being Sidelined by AKUBANK ad?
In this campus advertisement / brochure there is no
class that is marginalized.
6. Matters That are Ignored or Absent
in Advertisements
2.
Matters
That are Ignored or Absent in AKUBANK Advertisement.
First, AKUBANK avoids mentioning
the details of overall costs. If this is called, it will reduce the value that
AKUBANK wants to highlight, which is someone's interest in registering if there
is no detailed overall cost. Second, too much information about the contact
person, so it tends to make the ad reader confused to determine which one should
be contacted first. And seen from the problems that exist in educational
institutions, namely about what jobs are obtained after graduation.
Text linkages include representing, connecting,
identifying and judging.
A.
Assessment
Assessment is
making a decision about something good and bad.
-
In
the Chevron advertisement there are the following judgments:
It
is implied in the analysis above that the text constructs Chevron's concern for
the education of young people around the mining site. The construction of an
oil company that seems to want to share profits for the advancement of the
surrounding community, even though it is only a small part of the profits. His
assistance is also described as being very focused and concrete, namely
training and educating skills, electronics and engineering. The concern turned
out to be also the skill fields needed by the modern economy.
-
Whereas
in the Chevron advertisement there are ratings as follows:
It
was written in the analysis above when the text contained human concern for the
education of young people around the place of establishing educational
institutions in the case of AKUBANK. Construction of AKUBANK which seems to be
willing to share profits for the people even though it is only a small portion
of the profits gained. The help is very concrete and focused. Namely training
and educating various benefits for the community. This concern also revealed
that their assistance was right in the field they needed.
B.
Representation
Refresentation
is a social process that is related to the pattern of life and culture of a
particular society that allows for a change in the ideological consumptions in
a concrete form.
-
In
the Chevron advertisement, there is a presentation as follows:
The
text gives a presentation on the philanthropic side of chevron, that this oil
company is not represented as a company driven by competition for efficiency
but pursuits generous and concerned about the progress and welfare of the
population around mining, Chevron's representation is not too striking except
the logo with "human energy" and visit Chevron.com/we agree ''. There
are no photos of oil refineries or offshore drilling. All of which are
reminiscent of the exploration and exploitation of Indonesia's natural
resources removed.
-
Whereas
in the AKUBANK advertisement there is a representation as follows:
The
representation of the campus that moves in the banking world is not an ordinary
campus, but there is a spirit of competition for efficiency in pursuing the
market benefits referred to in educational institutions as a commodity of
typical labor force models from campus in engineering, economics, acquisitions
etc.
C.
Relationships
-
In
the Chevron advertisement, there is a relationships as follows:
Social relations are knowledge relationships that one knows and
generous informs those who do not know that they have been helped. those who
know show that they have done a lot for the progress of Indonesia and the
welfare of the nation through education. But unlike commodity ads that want to
sell something, this ad is an imaging effort, so the reader is not pressed to
buy, but to understand Chevron's generosity and concern.
-
Whereas
in the AKUBANK advertisement there is a realtionships as follows:
Relationships contained in the advertisement above are social
relations which are knowledge relationships that one knows and the other tells
them they don't know. Campuses that intend to print a workforce prioritize
material efficiency and time for their educational institutions. They seek to
recruit prospective students with bonuses, subsidies, and images that lead
readers to be interested in re-implementing dissemination. This is considered
right, especially if the brochure circulates after the moments of the PTN exam
also called the SBMPTN / SMPTN. Where private campuses offer bargaining
services for those who don't graduate. Besides that, the limited absorption of
labor in this era has caused them to compete in establishing educational
institutions that can at least "keep" the dream of success for
scholars.
D.
Identification
-
In
the Chevron advertisement, there is a identification as follows:
Chevron constructs itself as a partner for advancing the education
of local residents. Chevron is well aware that education is a social
reproduction strategy to pursue the most rational social ladder and the key to
the progress of a nation. Chevron's pragmatic vision in terms of education is
indicated by a statement at the beginning: "Information Technology,
Electronics, Engineering and Technology. This is the technical skill needed by
the modern economy ". This pragmatic education vision ignores the
humanities, history and literature. The purpose of education is first to meet
market needs rather than more humanize humans and the quality of human habitat.
Readers are not explicitly
identified or construed in the text, but the reader is explicitly constructed
as having shared value and approving Chevron's pragmatic vision of education.
Of course readers are also constructed as people who agree that the nation's
progress can only be achieved through education, especially technical skills
education in the fields of information technology, electronics and engineering.
The bottom line statement in the red letter "we agree" can be
intended not only to represent Chevron's voice, but also the attitude of the
reader.
-
Whereas
in the AKUBANK advertisement there is a identification as follows:
Identification AKUBANK instructs itself as a partner for the
survival of employment opportunities for academics who take management,
accounting and banking studies in the midst of the intense competition of
private educational institutions. AKUBANK said that the hardest problem facing
our country is the limited employment and capacity of the workforce that are
not equipped with skills or practice in the field. The vision of modern
education is how this workforce is ready to become a commodity worker of modern
capitalism. According to them, the main education goals, when they are able to
fulfill market and commodity needs, agree with Paolo Faire.
Concluding, this reader of AKUBANK's
brochure / advert is directly under construction, and agrees with AKUBANK's
pracmatic vision of education. Of course the reader also agrees that limited
employment opportunities for the new workforce are limited, and the reader also
agrees that the nation's progress can only be achieved with education,
especially education in technical skills in banking, accounting, management
which has gained a position as part of the elite class. And, once again nadir
education is placed as a commodity facility to absorb labor no longer speaking
as a medium for the creation of creatures / individuals who have the potential
to stand alone and optimize all their potential for mutual benefit.
CHAPTER
III
CLOSING
A. CONCLUSION
Advertising
is one form of communication that has developed in accordance with the
lifestyle that is placed on the product. For example, adverts for teenagers
that are used are more formal, carefree, and even use language. In teh
advertisement of sariwangi kekomunikatifan language is formed through creative
words. In other words, the creativity of the people involved in advertising is
very supportive of the success of an advertisement.
REFERENCE
Haryatmoko. 2016. Critical Discourse Analysis.
Jakarta: PT Raja Grafindo Persada.
