Analyzing an Advertisment By Using Fairclough’s Three

Dimensional Framework

Bintang Cahya Aprilia Nagita (150210401065)

The Faculty of Teacher Training and Education
English Department
Jember University, Indonesia

Chapter I

Introduction

In this era, the competition between the producers of every products is very competitive.
Every industries try to arrange an advertisement as good as possible. The advertisement itself
become the crucial things in marketing sector as the advertisement can influence the readers to
use the goods or services from the industry. Cook (2001) stated that advertisements inform,
persuade, remind, influence and could change the opinion, emotion, and attitudes. In this case
we can see that advertisement has a power not only in selling a product but also can make
people change their mind. For example by reading or watch an advertisement someone can
buys something that he/she actually does not need it at all.

In making an advertisement, the language used is become the important part in it.
Language itself is something intrinsic that has many meaning inside. It makes every people
will have their own interpretation in every advertisement that they have read or watched. This
thing become a golden chance for the producer of a product to use a language that can influence
the consumer to buy the product. In addition Lau and Zuraidah (2010) said that advertising has
been distorting reality and manipulate the consumer and make them buy something from the
advertisement.

Due to the important of advertisement, this report is used to analyze the use of language
and other features in an advertisement. The implicit meaning of the advertisement is also
discussed here. This study will use 3 dimensional framework by Fairclough to analyze the text
from the advertisement.
 Chapter II

Literature Review

This chapter disscusses about the literature framework of advertisment in discourse

abd also the theoritical framework of fairclough.

2.1 Advertisment as discourse

In analysing discourse means that we will analyse the language used in the text. The
basic difference between linguistic analyst and discourse analyst is about how they see the
language. Brown (1983:1) stated that in linguistics, the analysist determine the language in
the formal form, but a discourse analyst determine the language based on what the language
is stand for. The use of discourse in advertising is to persuade the customer to buy a good or a
service or to present the product as interesting as possible for the consumer.

The interpretation of an advertisement is something personal. Everyone will have

their own prespective about it. In this situation the advertisers will get many benefits if the