Critical Discourse Analysis (CDA) of Norman Fairclough's Theory on Gojek YouTube Advertisement GoSend Version: Jadi #BestSellerGoSend Bareng Ariel Noah

Abstract

This study aimed to examine how the language used in GoSend advertisements taken from YouTube could influence consumer perceptions and behaviour. This study provided practical importance on the significance of effective language use, appropriate visual selection, and platform selection that could achieve marketing goals. To analyze the advertisement, the researcher used Fairclough’s three-dimensional framework: text dimension (micro), discourse practice (meso), and socio-cultural practice (macro). This study employed a qualitative method in analyzing the advertising text of Gojek’s YouTube GoSend advertisement #BestSellerGoSend featuring Ariel Noah. The findings of this study indicated that various strategies were used in advertising to attract consumer interest. The selection of interesting and promising language increasingly made customers want to use the GoSend service. This advertisement had an impact on influencing customers that by using this service, goods would arrive quickly with cheap shipping costs and safe and hassle-free delivery. In addition, the selection of models as visual objects in this advertisement was very influential in attracting the attention of the audience and building public trust because the model in this advertisement was a legendary public figure, and the addition of old song clips from the band “Noah” served as a special attraction in this advertisement.