Proceedings of the 2nd International Student Conference on Linguistics (ISCL 2022)

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Macro and Microstructure of Food Product Advertisement Discourse on Television

Authors
I Wayan Agus Sukayana1, *, Ni Wayan Kasni1, I Wayan Budiarta1
1Master of Linguistics Program, Warmadewa University, Denpasar, Indonesia
*Corresponding author. Email: sukayanaw@gmail.com
Corresponding Author
I Wayan Agus Sukayana
Available Online 1 March 2023.
DOI
10.2991/978-2-38476-014-5_21How to use a DOI?
Keywords
Advertising; Food Products; Discourse Structure; Television
Abstract

Language in advertising discourse is different from that of other genre of text since advertisements are supposed to have the capability of attracting public attention and interest. By making use of Van Dijk’s (2009) discourse theory, this study examines three phenomena about food product advertisements on Indonesian television, which are macro structure, superstructure and micro structure. The research aim is to know the macro and microstructure of food product advertisement discourse on television. This study was conducted using a qualitative research method design. The result shows Overall, in the macro structure, all advertisements analyzed in this paper have an ideological meaning to invite the audience or the public to buy the product being advertised. However, every advertisement is found to always involve two forms of communication, namely verbal and non-verbal. In this context, non-verbal forms have a very important role in attracting the attention of the audience through efforts to influence them psychologically. People more easily understand a message that is accompanied by symbols, signs, or pictures.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2nd International Student Conference on Linguistics (ISCL 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
1 March 2023
ISBN
978-2-38476-014-5
ISSN
2352-5398
DOI
10.2991/978-2-38476-014-5_21How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - I Wayan Agus Sukayana
AU  - Ni Wayan Kasni
AU  - I Wayan Budiarta
PY  - 2023
DA  - 2023/03/01
TI  - Macro and Microstructure of Food Product Advertisement Discourse on Television
BT  - Proceedings of the 2nd International Student Conference on Linguistics (ISCL 2022)
PB  - Atlantis Press
SP  - 230
EP  - 241
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-014-5_21
DO  - 10.2991/978-2-38476-014-5_21
ID  - Sukayana2023
ER  -