Indonesian Journal of EFL and Linguistics
Indonesian Journal of EFL and Linguistics, 5(1), May 2020

The Discourse of Propaganda in Traveloka’s YouTube Advertising Videos

Saiful Akmal (Universitas Islam Negeri Ar-Raniry)
Jarjani Jarjani (Universitas Islam Negeri Ar-Raniry)
Ita Farida (Universitas Islam Negeri Ar-Raniry)

Article Info

Publish Date
30 May 2020

Abstract

This present study was conducted to analyze the propaganda techniques used by Traveloka in their YouTube social media advertising strategy. The material of analysis were videos taken from 2015 to 2019. Anaylsis of propaganda techniques proposed by Filene in 1937 and followed by Abd. Kadir, Hasan & Sauffiyan, 2014 were used to identify how Traveloka persuade its customers.  Finding shows that Traveloka used six techniques of propaganda in its advertising videos to; glittering generality, plain folks, card staking, visual symbol of power, music of propaganda and arousal of emotion to promote its products. The use of propaganda technique is very likely becoming one of the main reasons behind their customers and target audiences use of their services.

Copyrights © 2020




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Journal Info
Indonesian Journal of EFL and Linguistics
Website

Abbrev

ijefll

Publisher

Pusat Pelatihan, Riset, dan Pembelajaran Bahasa Samarinda

Subject

Education Languange, Linguistic, Communication & Media Social Sciences

Description

Indonesian Journal of EFL and Linguistics encompasses research articles, original research report, reviews, and scientific commentaries in education, literature, and ELT, including: English Language Teaching English as a Foreign Language Language and Linguistics Morphology Phonology Syntax Semantics ...