• MUHAMMAD SULUH JATI Fakultas Ilmu Budaya Universitas Brawijaya


Keywords: Language styles, WWF Advertisements, three dimensional modelsThis research is intended to investigate the meaning construction in WWFadvertisements to get reader’s attention. The objectives are (1) to identify the language styles used in advertisements, (2) to find out meanings behind WWFadvertisements and (3) to understand how texts are interpreted and how theyaffect reader’s personality.This CDA research used three dimensional model theory from NormanFairclough which covered; text analysis, discursive analysis and social analysis.On the level of text analysis, it has purpose to analyze the language styles.Discursive analysis is used to get the interpretation of a reader when he or shereads and sees WWF advertisements; social analysis is used to find out the after effect towards readers. The writer used qualitative research method and content analysis as research design. The data were collected from advertisement texts, the answer of questionnaires and interviews results.The results indicate that (1) there were fifteen language styles used in thatadvertisement; irony, euphemism, hyperbole, metaphor, sinism, repetition,association, synechdoche pars pro toto, paradox, personification, symbolic,climax, anticlimax, and rhetoric, (2) there were seventeen advertisements whichaimed at persuading readers, (3) there were two meanings which the advertiserconstructs, there were stop killing animals and saving nature, and (4) somereaders were motivated to help save animals and nature or join the WWF’scampaign.The writer suggested for the next researchers to have deep understandingtowards text analysis. Then, the next researcher also needs to follow the updated research in the field discourse analysis. By following the updated research in discourse analysis, he can conduct different research and can enrich the research in the field of discourse analysis, such as ecolinguistics.


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