Wacana Tekstual dalam Iklan Selebriti (Textual Discourse in Celebrity’s Advertisement)

Abstract

This study focuses on research on ads that show celebrities as an endorser to the product that they want to promote. This study is conducted to analyze the textual discourse in the text of the selected advertisements. In completing this discourse analysis, the mastery of language rules is crucial in order to obtain the right data. This study is qualitative that applies observation and text analysis methods in data collection. The observations are made to identify celebrities who have the potential to give a huge impact in the field of advertisements and their ads also have all the aspects contained in the textual discourse of the prescribed ads. Upon completion of the observation, Nur Suhada Jebat or known as Ayda Jebat had been chosen. The subject was chosen for her success factor of self-improvement in the field of popularity both inside and outside the country which was making her as a famous celebrity. The ads have been downloaded from social sites, specifically Youtube, then transcribed into copy writing to facilitate the process of data analysis. The collected texts were subsequently analyzed using a critical discourse analysis proposed by Fairclough (1995). The results shown that the textual analysis affects the advertisements in the vocabulary, lexical and cohesion aspects. The results give information to the audiences and attract their attention to the words in the advertisements