AN ANALYSIS OF DISCOURSE STRUCTURE OF “SHOPEE†VIDEO ADVERTISING IN YOUTUBE.COM
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Institusion
Universitas Panca Marga
Author
ULUMUDDIN, MUHAMMAD IHYA
Subject
Fakultas Sastra dan Filsafat
Datestamp
2023-12-21 04:29:16
Abstract :
In the current millennial era, people need advertisements both through electronic media and print media. One of the advertisements loved by the Indonesian people is an online buying and selling shop. Therefore, the author will discuss one of the video ads produced by Shopee, entitled 3.15 Consumer Shopping Day. The purpose of this study is to describe and examine the structure of ''Shopee Ads on youtube.com'' by using the structure of the Van Dijk model. This type of research is descriptive qualitative research. The data analysis technique was carried out in a qualitative descriptive manner. The object of this research is ''Shopee advertisement on youtube.com''. Using various theories of experts who discuss Van Dijk's theory to support further research. By using research methods in the form of searching for data sources, data collection methods, and data analysis methods. The results of the analysis show three points. First, the superstructure consists of headlines, illustrations, body copy, and signature lines. Second, the microstructure consists of verbal elements and nonverbal elements. Third, the macro structure, there are elements of advertising meaning and advertising messages. The structure of the advertising discourse "Shopping on youtube.com" has used a complete advertising discourse structure, so that it can imitate it to market a product or service and be able to attract buyers to buy the products or services offered.
In the current millennial era, people need advertisements both through electronic media and print media. One of the advertisements loved by the Indonesian people is an online buying and selling shop. Therefore, the author will discuss one of the video ads produced by Shopee, entitled 3.15 Consumer Shopping Day. The purpose of this study is to describe and examine the structure of ''Shopee Ads on youtube.com'' by using the structure of the Van Dijk model. This type of research is descriptive qualitative research. The data analysis technique was carried out in a qualitative descriptive manner. The object of this research is ''Shopee advertisement on youtube.com''. Using various theories of experts who discuss Van Dijk's theory to support further research. By using research methods in the form of searching for data sources, data collection methods, and data analysis methods. The results of the analysis show three points. First, the superstructure consists of headlines, illustrations, body copy, and signature lines. Second, the microstructure consists of verbal elements and nonverbal elements. Third, the macro structure, there are elements of advertising meaning and advertising messages. The structure of the advertising discourse "Shopping on youtube.com" has used a complete advertising discourse structure, so that it can imitate it to market a product or service and be able to attract buyers to buy the products or services offered.
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COVER SKRIPSI MUHAMMAD IHYA ULUMUDDIN.pdf
DAFTAR ISI MUHAMMAD IHYA ULUMUDDIN.pdf
ABSTRACT MUHAMMAD IHYA ULUMUDDIN.pdf
CHAPTER I MUHAMMAD IHYA ULUMUDDIN.pdf
CHAPTER II MUHAMMAD IHYA ULUMUDDIN.pdf
CHAPTER III MUHAMMAD IHYA ULUMUDDIN.pdf
CHAPTER IV MUHAMMAD IHYA ULUMUDDIN.pdf
CHAPTER V MUHAMMAD IHYA ULUMUDDIN.pdf
DAFTAR PUSTAKA MUHAMMAD IHYA ULUMUDDIN.pdf
SURAT KETERANGAN BEBAS PLAGIASI.pdf
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