The Combined Approaches of Norman Fairclough and Teun A. Van Dijk’s Critical Discourse Analysis on Marjan Syrup YouTube Advertisements from 2021 to 2024

Authors

  • Bobby Yuskar Universitas Bina Sarana Informatika

DOI:

https://doi.org/10.33592/foremost.v7i2.8979

Keywords:

Keywords: CDA, Fairclough, Van Dijk, Marjan syrup advertisement.

Abstract

Television advertisements broadcasted during Ramadhan and Eid al-Fitr do more than promoting products but also actively construct cultural narratives that shape public sentiment. This research critically examines the narration of texts from four Marjan syrup advertisements spanning 2021 to 2024, employing the combined analytical power of Critical Discourse Analysis (CDA) from Norman Fairclough and Teun A. van Dijk. The findings reveal that despite their distinct storylines, all four advertisements converge on a single, powerful message: optimism. This optimism is strategically embedded within a recurring hero-versus-villain narrative, where protagonists confront and triumph over symbolic representations of life's adversities. Strikingly, this narrative pattern is not incidental but a deliberate discursive strategy consistently deployed across four consecutive years of Ramadhan and Eid al-Fitr campaigns (1442–1445 H). The combined application of Fairclough's and van Dijk's CDA approaches demonstrates that this narrative construction is highly effective in cultivating a sense of hope and resilience among audiences, proving that commercial advertising can serve as a potent vehicle for shaping collective optimism in the face of life's challenges. These findings underscore the transformative potential of advertising discourse to transcend commercial function that operate as a powerful cultural force during moments of collective spiritual significance.

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Published

2026-07-31

How to Cite

Yuskar, B. (2026). The Combined Approaches of Norman Fairclough and Teun A. Van Dijk’s Critical Discourse Analysis on Marjan Syrup YouTube Advertisements from 2021 to 2024. Foremost Journal , 7(2), 156–170. https://doi.org/10.33592/foremost.v7i2.8979

Issue

Vol. 7 No. 2 (2026): Volume 7 No. 2; July 2026; Foremost Journal; eISSN: 2721-642X

Section

Articles

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Copyright (c) 2026 Foremost Journal

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