Abstract
ABSTRACT
 Advertisements have their ideologies, values and particular interests existing in them and that must be viewed critically. Using critical pragmatic analysis, this article aims to unravel critically the ideologies, values and interests that advertisers want to convey through the discourse they conceal. To dismantle it, we will take such steps; (1) transcribing data from spoken language into written language, (2) noting how the overall narrative of the visual organization and the text in the advertisement; (3) examines imagery to be built by the advertiser, how the advertiser's imaging process is represented, who is omitted/ignored by the advertisement, what is ignored or absent in the advertisement, and last (4) the establishment of a text link; assessment, representation, relationships, identification. The results were obtained as follows; Ramayana Department Store (RDS) wants to change the mindset of its audience about the word “cool”. Implicitly viewers are forced to become more consumptive. If it should be likened to film, then advertiser act as protagonist, parents as antagonist and children as object which is oppressed.
 Keywords: Ramayana Department Store, critical pragmatics, advertisement
Highlights
Persuasion power from an advertisement cannot be underestimated
Visualization in the videos and if you want to be labeled a cool from seconds 01 to 39 is made with less person you have to buy the latest outfit bright colors in accordance with the without considering whether buying it is lyrics of the song that highlight the because it needs or just want to, just to be by the news reader at 29-39 seconds is a labeled cool by others
The seconds 47-54 (8 seconds) so that it is jargon shouted at 55-56 "get used cool not a commercial advertisement as if from an early age" wants to force subtly only want to give information, the form on every parent to keep an eye on new constative with argumentative purpose, outfits that are sold at not a form of performance that aims to Ramayana Department Store and persuade, ordered
Summary
Persuasion power from an advertisement cannot be underestimated. There are already many concepts that advertisers are trying to spread and followed without analysis by their viewers. The big theme that this advertiser wants to show is "happy is the right of all nations" beginning with a hashtag and followed by a statement written in capital letters.
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