Analysis of the Discourse Text of Tropicana Slim Sweetener Product Advertisement Based on Guy Cook's Theory

Ravi Widiantoro; Hanifullah Syukri

Authors

Ravi Widiantoro Universitas Sebelas Maret
Hanifullah Syukri Universitas Sebelas Maret

Keywords:

discourse analysis, advertising discourse, tropicana slim, persuasion, textual analysis

Abstract

This research aims to describe and map the use of textual elements in the advertising discourse of Tropicana Slim sweetener products. The theory of approach used in this research is Guy Cook's advertising discourse analysis theory which focuses on the form of text. The data in this study are in the form of words, phrases, sentences, speech, jingles, and soundtracks in advertising discourse contained in Tropicana Slim Sweetener advertisements. The data sources used in this study are 5 Tropicana Slim Sweetener advertising videos in 2020, 2021, 2022, 2023, and 2024, accessed through the official Tropicana Slim YouTube channel. This research is qualitative. Data were obtained using the observation method followed by note-taking and documentation techniques. Data analysis was conducted using agih and padan methods (methods of linguistic analysis that involve distributional and comparative approaches). In addition, Guy Cook's advertising discourse analysis theory was also used to analyze the data. These findings indicate that Tropicana Slim's advertisements from 2020 to 2024 utilize various linguistic forms that are deliberately chosen to reinforce their persuasive message. The use of denotation, connotation, and metaphor serves to construct literal and figurative meanings that emphasize a healthy, natural, and modern image. Various forms of parallelism lexical, grammatical, semantic, discursive, phonological, and even graphological create repetitive patterns that make it easier for the audience to remember the ad's message and give the brand a consistent impression. Repetition and substitution reinforce the core message while avoiding reader fatigue, while referring expressions help direct the audience's focus on the main product. Meanwhile, the use of conjunctions unites promotional ideas into a coherent and easy-to-follow message flow. This overall strategy demonstrates that Tropicana Slim consistently combines carefully planned linguistic elements to shape the product's image as a healthy choice while strengthening the ad's appeal to consumers.

Dimensions

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