ANALISIS WACANA KRITIS PADA PENGGUNAAN BAHASA ASING DAAM IKLAN TELEVISI “FLORIDINA”

Abstract

The era of globalization which offers the issue of free trade has given a disadvantage to Indonesian. English has now become a trend in society in all aspects of life, including television advertising. One of the dominant Indonesian television commercials using English is the advertisement of packaged drinks with the trademark from PT Wings Food. The theory used is critical discourse analysis. This research uses a qualitative approach with a case study method. The results of this study are from three aspects in Norman Fairclough's critical discourse analysis, only two aspects occurred and were fulfilled by this object, namely text analysis and socio-cultural analysis. In text analysis, the discourse of foreign language use in the advertisement has meaning as a strategy to represent beverage products aimed at young people. In socio-cultural analysis, the relationship that occurs between discourse with the outside world is the target market. Advertising communicators produce advertisements according to who the target. So that all components of the advertisement namely, language, text, narration, ideas, ideas, visuals on advertising are the implementation of the target market of the product. The foreign language used in Floridina advertising content is a marketing communication strategy carried out by advertising communicators in order to reach the target market, namely young people aged 18-24 years. In marketing communication, through advertising this product managed to be in the top position in the group of fruit juice drinks compared to its competitors. However, Indonesian is still displayed in order to maintain the existence and self-actualization, that this product is native to Indonesia (not a product adapted), made in Indonesia and for the people of Indonesia.