Analisis Wacana Kritis Teun A. Van Dijk pada Iklan YouTube Bear Brand Tahun 2023
Abstract
Penelitian ini menggunakan metode analisis wacana kritis dengan model Teun A. Van Dijk, untuk menganalisis iklan Bear Brand berjudul “Munculkan Kemurnian ke Duniamu! 30s.” Fokus penelitian ini pada dimensi teks, yang disusun secara makro, superstruktur dan struktur mikro. Secara struktur makro iklan ini memiliki topik kehidupan, tema kebersamaan dan ide pokok bahwa Bear Brand adalah teman tepercaya dalam menghadapi rintangan. Dalam superstruktur terdapat, orientasi yang menyampaikan latar belakang tema, komplikasi menggambarkan rintangan kehidupan dan reorientasi memberikan solusi dengan mengonsumsi susu Bear Brand. Serta dalam struktur mikro, menunjukkan penggunaan sintaksis, semantik, dan stilistik yang tepat untuk membangkitkan minat dan perhatian audiens terhadap iklan. Hasil analisis menunjukkan bahwa iklan tersebut secara efektif menyampaikan pesan tentang kebersamaan dan kemurnian dalam menghadapi rintangan kehidupan.
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References
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