Proceedings of the International Conference on Innovation in Research (ICIIR 2018) – Section: Economics and Management Science

Sorghum Taglines Campaign Analysis: Discourse approach

Authors
Muhammad Kusumawardhana, Endang Noerhartati
Corresponding Author
Endang Noerhartati
Available Online July 2019.
DOI
https://doi.org/10.2991/iciir-18.2019.30How to use a DOI?
Keywords
sorghum campaign; taglines campaign; discourse approach; social linguistics
Abstract
The development of sorghum as an alternative food in Indonesia has been carried out for several decades ago, but officially there is no national sorghum taglines intended as an alternative food campaign in Indonesia. This campaign is needed in order to anticipate the decline in the ability to meet needs and reduce dependence on imports of staple foods of rice and wheat. In various areas of sorghum it has long been known and cultivated, but its role is getting dimmer and getting less attention in its development. Therefore, it needs an effort to ignite public awareness, and encourage a mass movement to consume sorghum as part of the daily diet. The research objective is to criticize and present alternative sorghum National campaigns. The research method uses a complete grammatical discourse approach that fits the context, text and situation so that it can strengthen the language campaign. Result shows that the taglines campaigns that have been circulating are displayed in the form of fragmentation, description, and regional spots. Future campaigns could be based on consumer segmentation, are lateral and can ignite the emotional side of supporting the Indonesian food security.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Cite this article

TY  - CONF
AU  - Muhammad Kusumawardhana
AU  - Endang Noerhartati
PY  - 2019/07
DA  - 2019/07
TI  - Sorghum Taglines Campaign Analysis: Discourse approach
BT  - International Conference on Innovation in Research (ICIIR 2018) – Section: Economics and Management Science
PB  - Atlantis Press
SP  - 163
EP  - 166
SN  - 2352-5428
UR  - https://doi.org/10.2991/iciir-18.2019.30
DO  - https://doi.org/10.2991/iciir-18.2019.30
ID  - Kusumawardhana2019/07
ER  -