CRITICAL DISCOURSE ANALYSIS ON PRINTED CIGARRETTE ADVERTISEMENT

Sari

This paper tries to analysethe linguistic features used in cigarette advertisements
and their relations with social and cultural development as well as the power showed by
the discourse used in cigarette advertisements. The research uses descriptive qualitative
method by using content or document analysis. The analysis adopts Fairclough’s Critical
Discourse Analysis (CDA) framework. The result shows that many printed cigarette ads
can often be interpreted negatively because their ideas are often related to capitalism and
not reflect the eastern culture. The company in fact should build positive image in the
minds of public. They should not only make the advertisements as catchy as possible but
also consider about the effect of the language in the public interpretation. The ads viewer
as consumers should aware of the manipulating language of advertisement that can affect
the social and cultural aspects.
Keywords:Fairclough’s Critical Discourse Analysis, Cigarette Advertisement