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All Journal Journal of Language, Literature, and Teaching Nivedana : Jurnal Komunikasi dan Bahasa
Mentari Putri Pramanenda Sinaga
Politeknik Negeri Kupang
Religion Arts Humanities Education Languange, Linguistic, Communication & Media

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REVEALING THE REALITIES IN QATAR AIRWAYS’ MARKETING COMMUNICATION: A CDA Mentari Putri Pramanenda Sinaga
Journal of Language, Literature and Teaching Vol 4, No 1 (2022): April - July 2022
Publisher : Journal of Language, Literature and Teaching

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35529/jllte.v4i1.36-63

Abstract

A new product or service must be introduced publicly to attract the new users to buy. This is called a marketing communication. A YouTube channel can be one of the effective tools to maximize users’ engagement and attention. Qatar Airways has promoted a new on-board Boeing 787 Dreamliner on their Youtube Channel. Through their prestigious service and facilities, and also convincing statements, the video persuades the video viewers. The study investigates how the Qatar Airways’ marketing communication marginalize economy passengers and manipulate potential users. The critical discourse analysis is employed to examine the linguistics aspects and visual images. The three-dimensional model by Fairclough (1995) frames the analysis through the text analysis, discursive practice, and social practice. The data were taken from the written video caption, the transcription of the video, and also 28 scenes of the video’s screen capture. The findings reveal the realities of how the video forms the identity, specifies the facilities, and distinguishes service for each class of passengers; first class, business, premium economy, and economy class. They manifest discrimination which is hidden by the claim of 5-star touch and glamorous ambient.Keywords: Critical Discourse Analysis, Marketing Communications,                            Three-dimensional Model
A Multimodal Discourse Analysis on Selena Gomez’s Revival Album Cover and Main Hit: A Not-So-Revival Mentari Putri Pramanenda Sinaga
NIVEDANA : Jurnal Komunikasi dan Bahasa Vol. 3 No. 1 (2022): NIVEDANA: Jurnal Komunikasi & Bahasa
Publisher : Sekolah Tinggi Agama Buddha Negeri Raden Wijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53565/nivedana.v3i1.347

Abstract

The magnificence and glamorous life of public figures including singers are not always ending happily. The works pressure and fans become parts of life conflicts. Haters couldn’t be also ignored since they spread negative words and rumours. However, as a professional, a singer keep being productive through her songs. The lyrics in the songs carry message that could be related to their privacy. Besides, their photograph in the album cover emblematizes a purpose. Through the multimodal discourse analysis, readers are well-told about the meaning behind the photograph and lyrics. The verbal aspects in the clauses have an ideology. Additionally, the non-verbal aspects of the album cover provide visual image, posture, gesture, facial expression and color. Thus, the study aims to analyze the ‘not-so-revival’ in lyrics and front cover image by Selena Gomez’s ‘Revival’ album.
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