<![CDATA[The purpose of this study is to examine the use of ideology in the Ramayana advertisement titled “Bahagianya adalah Bahagiaku” (Your Happiness Is My Happiness) by employing discourse analysis as the method for its analysis. This study employs a qualitative research design, utilizing Norman Fairclough’s discourse analysis model. Discourse analysis is used to identify linguistic communication as an exchange between speakers and listeners—a personal activity whose form is determined by its social purpose. The data sources used by the author to support this research were obtained from two sources: the primary data source the 2017 “His Happiness Is My Happiness” version of the Ramayana advertisement and secondary data sources, which included books, reports, and other texts to support the theory. The researcher obtained secondary data from books, journals, the internet, articles, and other sources. Thus, it can be seen that the concept of discourse operates within both discursive and non-discursive practices used to present a system of consumerist and capitalist ideology wrapped in the sacred values of Islamic teachings, thereby making these commercial advertisements appear normal and reasonable even though the reality depicted in them often does not fully align with everyday life. Keywords: Ideology, Advertisements, Discourse Concept, Advertising, Ramayana ]]>
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