<![CDATA[The rapid development of digital communication has positioned language as a strategic instrument in modern business communication practices. Language no longer functions merely as a medium for conveying information, but also as a tool for constructing meaning that shapes consumer perceptions, attitudes, and decisions. In the context of increasingly competitive market dynamics, the use of language in commercial advertising has shifted from a purely persuasive function toward practices that tend to be manipulative. This phenomenon raises ethical concerns, as the messages delivered do not always fully and transparently represent the reality of products or services. Therefore, this study aims to critically examine the forms of language manipulation in business communication, particularly in digital commercial advertising, and to analyze their implications from the perspective of business communication ethics. This study employed a qualitative approach using Critical Discourse Analysis (CDA), which enabled the exploration of language not only at the textual level but also as a social practice embedded with interests and power relations. The research objects consisted of three categories of commercial advertisements selected purposively based on indications of manipulative language, namely online loan advertisements, marketplace advertisements, and health product advertisements. The data were collected through documentation of advertising texts circulating in digital media and were analyzed by examining diction choices, message structures, rhetorical strategies, and their ethical implications. The analysis was conducted interpretatively by referring to the theoretical framework of language manipulation and business communication ethics. The results indicate that language manipulation in digital business communication is manifested through several key strategies, namely euphemism, ambiguity, generalized claims, and the construction of pseudo-urgency. In online loan advertisements, phrases such as “hassle-free” and “low interest” represent euphemistic expressions that reduce risk perception without providing measurable information. In marketplace advertisements, claims such as “discount up to 90%” accompanied by countdown techniques demonstrate pseudo-urgency strategies that encourage impulsive consumer decisions. Meanwhile, in health product advertisements, the use of expressions such as “helps maintain body immunity” and “recommended by experts” reflects ambiguity and unverified authority claims. Overall, these practices indicate a tendency to construct a symbolic reality that benefits producers while potentially obscuring relevant facts for consumers. From the perspective of business communication ethics, these findings confirm that language manipulation does not always violate formal regulations but remains normatively problematic as it contradicts the principles of honesty, transparency, and social responsibility. Such manipulation may create a gap between symbolic representations in advertisements and actual consumer experiences, which can ultimately erode public trust in business actors. Furthermore, these practices reduce consumers’ capacity to make rational and informed decisions, as the information provided is incomplete or presented in a biased manner. In conclusion, this study argues that the use of language in business communication should be positioned within an ethical framework that is not only oriented toward persuasive effectiveness but also toward informational integrity and respect for the audience as communication subjects. This study contributes both theoretically and practically by enriching the discourse on business communication and communication ethics, as well as providing critical reflections for advertising practitioners in designing more ethical, transparent, and responsible messages in the digital era. Keywords: language manipulation, business communication, communication ethics, digital advertising]]>
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