Struktur Wacana Iklan Jingle Partai Amanat NASIONAL (PAN) dalam Menyampaikan Pesan kepada Pemili Pemula (Analisis Wacana Kritis Norman Fairclough). (Discourse Structure of the NASIONAL Mandate Party (PAN) Jingle Advertisement in Conveying Messages to Beginner Voters (Norman Fairclough's Critical Discourse Analysis)).

Utomo, Bagus Aji (2024) Struktur Wacana Iklan Jingle Partai Amanat NASIONAL (PAN) dalam Menyampaikan Pesan kepada Pemili Pemula (Analisis Wacana Kritis Norman Fairclough). (Discourse Structure of the NASIONAL Mandate Party (PAN) Jingle Advertisement in Conveying Messages to Beginner Voters (Norman Fairclough's Critical Discourse Analysis)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Jingle is used to attract attention, convey selling points and set the emotional tone of an advertisement to influence the listener's mood. In the formation of discourse, hidden meaning is an interesting thing in advertising, because it has on interesting impression and usually has a relationship to social life. This research aims to deconstruct discourse, social structures and power. This research uses the research method used is a qualitative method. This type of research uses a critical study type. This research uses Norman Fairclough's theory of discourse analysis in analyzing discourse at 3 levels, namely, text analysis, discourse practice and sociocultural practice. To collect data using document study techniques. The research results show that the PAN party only took advantage of celebrity popularity to increase the public's appeal and attention to their campaign through jingle advertisements. Based on the results of research conducted entitled Fairclough's Critical Discourse Analysis of National Mandate Party (PAN) Jingle Advertisements in Attracting Young Voters. So it can be concluded that in the text analysis the Pan party strengthens its identity through jingle advertisements whose music and lyrics are easy to remember. Not only through the lyrics, but the shooting highlights the capital's famous celebrities who entered the world of politics through the PAN party. But behind the lyrics of the PAN party jingle advertisement, at the practical level of the discourse. There are many positive lyrics but they do not match the facts in previous news. News that could tarnish the name of the PAN party because of the behavior of the PAN party cadres themselves. In sociocultural practices, it describes social practices of interaction with easy listening music and highlighting celebrities as part of the PAN party. However, popularity without experience con lase public trust like Angelina Sondakh. Apart from that, the catchy and easy-to-remember lyrics of the jingle also went viral, even though some netizens misinterpreted them.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: PAN Party, Jingle, Discourse Analysis, Election, Critical, Fairclough
Subjects: P Language and Literature > P Philology. Linguistics
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Magister Ilmu Komunikasi
Depositing User: 1152000441 Bagus Aji Utomo
Date Deposited: 27 Aug 2024 03:37
Last Modified: 24 Sep 2024 08:38
URI: http://repository.untag-sby.ac.id/id/eprint/33247

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