Critical Discourse Analysis of Children’s Powdered Milk Commercials in Indonesia using Fairclough’s Three Dimensional Model

Abstract

Language is a powerful tool that can be used to shift or produce ideologies, and language is a tool utilised in product marketing. Using Fairclough’s three-dimensional critical discourse analysis model, five Indonesian powdered milk television commercials are analysed to explore the utilised linguistic devices and marketing strategies. The social impact and implications of the advertisements are also studied. As a result, it can be concluded that advertisements are used by companies or brands to persuade people into purchasing and consuming their products, and advertisements have the power to influence consumers by utilizing linguistic devices and strategies. Advertisements also often evoke fear or feelings of inadequacy in potential consumers to persuade them into complying with the claims made in the advertisements.