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Journal : Research and Innovation in Applied Linguistics

Critical Discourse Analysis on the Samsung Mobile Phones Advertisements: Applying Fairclough's 3D Model and Social Semiotic Theory I Putu Yoga LAKSANA; Luh Gede Eka WAHYUNI; I Nyoman Adi Jaya PUTRA; VIRGINIYA, Putu Tika
Research and Innovation in Applied Linguistics Vol. 3 No. 1 (2025): [February]
Publisher : Politeknik Negeri Ujung Pandang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31963/rial.v3i1.4989

Abstract

This study employs critical discourse analysis to examine recent advertising campaigns for mobile phones, focusing on a leading global brand. Conducted purely for academic purposes and not reflecting any official brand positions, our research uses a qualitative approach combining Fairclough’s 3D model and Kress and Van Leeuwen’s social semiotics theory. We analyze both textual and visual aspects of 2023 mobile phone advertisements to decode underlying ideologies. Our multimodal critical analysis reveals how linguistic and visual techniques construct aspirational yet constricting identities and lifestyles revolving around constant consumption of mobile technology. Findings demonstrate that these ads exert rhetorical power by addressing perceived shortcomings in target audiences’ lives and positioning new products as indispensable solutions. Imperatives compel viewers to envision improved lifestyles necessitating regular upgrades, while vibrant images of confident models reinforce ideological influence. This study showcases how critical discourse analysis can uncover subtle sociocultural assumptions and mechanisms of rhetorical influence in mobile technology promotions. It exposes how ads promise meaningful change but ultimately deliver superficial upgrades that sustain corporate interests. The key insight is that while ads link consumption to aspirational identities, a critical examination reveals this diversionary focus hinders pursuit of genuine social change. Our analysis contributes to the broader understanding of advertising discourse and its societal implications.
Co-Authors ., Dewa Gede Rai Bisma Putra ., Dewa Gede Rai Bisma Putra ., Eva Patra Sari ., I Gede Andre Agasi ., I Gede Andre Agasi ., I Kadek Wardita Eka Putra ., I Kadek Wardita Eka Putra ., Kadek Herma Ardianto Giri ., Kadek Herma Ardianto Giri ., Kadek Intan Nirmala Sari ., Kadek Intan Nirmala Sari ., Kadek Praditya Dicky Wijaya ., Kadek Praditya Dicky Wijaya ., Kadek Prajinggo Patrya ., Kadek Prajinggo Patrya ., KETUT ARYATI UTAMI ., KETUT ARYATI UTAMI ., Ketut Asri Primayani ., M. Mas Gustrini Dewi ., Made Arna Jyoti Sistadi ., Made Arna Jyoti Sistadi ., Made Arsana ., Made Eny Andraeni Putri ., Made Sukradana w ., Made Sukradana w ., Ni G. A. Kd Sukma Dwijayanti ., Ni G. A. Kd Sukma Dwijayanti ., Ni Kadek Meina Andriani ., Ni Kadek Meina Andriani ., Ni Kadek Sudiartini ., Ni Kadek Sudiartini ., Ni Kadek Winda Arianti ., Ni Kadek Winda Arianti ., Ni Luh Patma Gita ., Ni Luh Patma Gita ., Ni Made Arisani ., Ni Made Arisani ., Ni Made Sariningsih ., Ni Made Sariningsih ., Ni Nengah Intan Sariningsih ., Ni Nengah Intan Sariningsih ., Ni Nym. Ayu Padmitri ., Ni Putu Stefi Anjani Darmarini ., Ni Putu Stefi Anjani Darmarini ., Ni Putu Wahyuni Sri Rahayu Cahyani ., Ni Putu Wahyuni Sri Rahayu Cahyani ., Ni Wayan Paramita Dewi ., Ni Wayan Paramita Dewi ., Ni Wayan Ria Candra ., Ni Wayan Ria Candra ., Nyoman Suci Triasih ., Pande Ayu Cintya Ningrum ., Pande Ayu Cintya Ningrum ., PUTU DIKA PRATIWI ., PUTU DIKA PRATIWI ., Putu Eka Dambayana S., S.Pd., M.Pd. ., Putu Eka Dambayana S., S.Pd., M.Pd. ., Servasius. Tawurutubun ., Servasius. Tawurutubun ., Siti Umayah ., Siti Umayah ., Wayan Septiana Lusiantari ., Wayan Septiana Lusiantari Adnyani, Ni Luh Putu Sri Adnyayanti, Ni Luh Putu Era Anak Agung Gede Yudha Paramartha Anak Agung Sagung Intan Yashira Dewi ., Anak Agung Sagung Intan Yashira Dewi Anasthasia Carmanita Peu Ubu Ari Puspitayani, Desak Made Ariyanthi, Ketut Eni Budhi Astu Okta Widhi Atmi ., Budhi Astu Okta Widhi Atmi Cahyaningsih, Putu Devi Costa, Yuliana Maria Da Dewa Ayu Eka Agustini Dewa Komang Tantra Dewa Putu Ramendra Dewi, Kadek Linda Puspita Dewi, Ni Putu Purnama Drs.Gede Batan,MA . Dwitamayanti, Ni Kadek G.A.P. Suprianti Gede Mahendrayana Gusti Ayu Putu Ari Utami Heni Pujiastuti Hitasthana, Made Satya I Dewa Gede Budi Utama I Gede Budasi I Gede Novan Giri Prabawa . I Gede Oka I GEDE SANDYANA . I Gede Tawa Utara Jaya . I GEDE WAYAN SUPARNA . I Gusti Ayu Megantari ., I Gusti Ayu Megantari I GUSTI NGURAH OCTOVA SEVENTILOFA . I Kadek Supriawan Adinatha ., I Kadek Supriawan Adinatha I Kadek Utama Putra ., I Kadek Utama Putra I MADE DWI JAYA PRADITYA . I Made Ekki Pramana Supardi . I Nengah Suardhana I Putu Eka Adi Sanjaya ., I Putu Eka Adi Sanjaya I Putu Yoga Laksana I Wayan Astu Werdistira . I Wayan Epri Gunadi I WAYAN PUTRAWAN . I Wayan Sandiyasa . I Wayan Suarnajaya Ida Bagus Manuaba Ida Bagus Putu Suryadiputra . Iga Putu Sukasari ., Iga Putu Sukasari Kadek Dhea Paramitha Amara Putri Kadek Diah Cahya Nita ., Kadek Diah Cahya Nita Kadek Sintya Dewi Kadek Sonia Piscayanti Km Adi Nariyana p ., Km Adi Nariyana p KOMANG AGUS OKA SAPUTRA . Laksana, I Putu Yoga Laras Wahyurini . Luh Diah Surya Adnyani Luh Gd Rahayu Budiarta Luh Gede Eka Wahyuni Luh Made Astiti Partama . LUH MEGA SAFITRI . Luh Putu Artini Luh Sri Damayanti ., Luh Sri Damayanti M.L.S ., Dr.Sudirman, M.L.S M.Pd ., I Nyoman Pasek Hadi Saputra, S.Pd., M.Pd M.Pd Prof. Dr. I Nyoman Sudiana . M.Pd. ., Made Hery Santoso, S.Pd, M.Pd. Made Dewi Suparwati . Made Erwinda Febriyanti Made Hery Santosa Made Ika Sukmadewi Made Satya Hitasthana Mayori, Winda Muhamad Nur Huda Myartawan, Putu Ngurah Wage N M.G. Purnamasari Ni Kadek Ariasih . Ni Kadek Dinda Saraswati Ni Komang Arie Suwastini Ni Luh Dewi Antari ., Ni Luh Dewi Antari Ni Luh Sutrisna Diyani Ni Made Dwi Dharmayanti Ni Made Gina Purnamasari ., Ni Made Gina Purnamasari Ni Made Lia Kesumayanti . Ni Made Putri Saraswathy . Ni Made Ratminingsih NI MADE TRIANI . Ni Nyoman Trisna Utami . Ni Putu Astiti Pratiwi Ni Putu Era Marsakawati Ni Putu Oktaviana Dewi ., Ni Putu Oktaviana Dewi Ni Wayan Surya Mahayanti Ni Wayan Yuni Lisnayanti ., Ni Wayan Yuni Lisnayanti Nora Idiawati Nur Alfillail Nyoman Karina Wedhanti Nyudak, Dwi Tahamata Paramarta, I Made Suta Peu Ubu, Anasthasia Carmanita Pramilaga, Ni Made PRATAMA, I PUTU SURYA Prof. Dr. Ni Nyoman Padmadewi,MA . Prof. Dr.I Ketut Seken,MA . Purnamasari, N M.G. Putra, Pande Agus Putu Dharma Putri Rahmayanti Putri, Kadek Dhea Paramitha Amara Putri, Ni Kadek Rai Sintia Putu Adi Krisna Juniarta Putu Dika Pratiwi Putu Kerti Nitiasih Putu Ngurah Wage Myartawan Putu Suarcaya PUTU WIWIN SUPANDENI . Ratih Apriliani Rinawati, Ni Kadek Ayu S.Pd. I G A Lokita P Utami . S.Pd. I Putu Ngurah Wage M . S.Pd. M.Pd. Ni LP. Eka Sulistia Dewi . S.Pd. Putu Eka Dambayana S. . Sahrullah Sahrullah Sang Ayu Putu Sriasih Saputra, I Nyoman Pasek Hadi Sastaparamitha, Ni Nyoman Ayu J. Sri Pithamahayoni . Sukmadewi, Made Ika Swandewi, Komang Sri Virginiya, Putu Tika