Critical Discourse Analysis: The Influence of Kampung Inggris Advertising Language for University Students

Abstract

Advertising as a form of promotion with language that is persuasive so that readers can believe in the words of the advertiser either directly or indirectly. In this study, the researchers aim to analyze how advertising language can attract the attention of readers or students. The researchers used a qualitative method in analyzing the advertising language in Kampung Inggris which focuses on how the text creator arranges words so that it can persuade and attract people. Data was collected by observing the Kampung Inggris' advertising language, interviewing sources from the Kampung Inggris and analyzing the results of the data using discourse analysis techniques.  The findings of this study indicate that readers of advertisements are attracted to Kampung Inggris clear and simple advertising language and there are bonuses if they join the institution but the results after joining the institution will be different for each person. The institution also promotes advertisements by online and offline means which makes it more widely known to the society.