cater for the insight to recognize the structures, techniques or other properties of text, talk, verbal interaction or communicative events in an identity-building strategy.
This concern is in line with the aim of advertisement in that it is created by the advertisers as a form of communication which is utilized for the purpose of gaining a
large income. By persuading people to buy the advertised products and use the service continuously, the commercial advertisement is imbued by the consumerism
ideology to a great extent. In fact, this ideology is the primary foundation of the commercial advertisements.
Through the employment of DA as the main tool in examining the discourse of advertisements, this study is able to figure out what strategies are produced by the
advertisers in spreading the consumerism ideology to the society in their advertisements. It also underlies the reproduction of social values by the companies
in response to their goal to generate a huge amount of money. In turns, this reproduction changes the culture of the community, especially in social class, to be a
consumptive community.
3.2 Source of the Data
Newspapers are chosen as the media for the material source for this study. This decision is influenced by several advantages offered by the newspaper to the
advertisers that serve the purpose of the study. Firstly, the advantage is extensive penetration Belch and Belch, 2003. In most regions, the percentage of people
reading newspapers is quite high, especially for the households with higher incomes and education levels. This high degree of market coverage can provide advertisers
with an excellent opportunity for reaching all segments of the population which in
turns make them a potential market for the companies’ products or services. It can also build a high level of frequency for an advertisement to be read and memorized
since many newspapers are published and read daily. Secondly, they offer two advantages concern with their flexibility. Belch and
Belch 2003 state that the flexible requirements for producing and running the advertisements and the creative options are some prime benefits the media have for
the advertisers. The first flexibility benefit is the short production time of a newspaper advertisement and closing time for receiving an advertisement. Therefore,
the advertisements can make the current events or present timely information available to the customers. The creative option flexibility is the other dimension
which is favoured greatly by the advertisers. They can customize the sizes, shapes and formats of the advertisements depending on the purpose.
Thirdly, numerous studies have shown that newspaper advertisements are rated as the most believable form of advertising by the consumers. Many consumers
value the newspapers not only as the source of information, but also as a guide for their consumption decisions Belch and Belch, 2003. It is quite common for a
customer to buy a newspaper because of the various advertisements it provides. From the previous elaborated advantages, the study took the data from a
national newspaper for its widest coverage and popularity. Hence,
Kompas
is deemed appropriate as the source of the data. This newspaper is widely acknowledged as one
of the best national newspapers in Indonesia by achieving many awards nationally and internationally. Several of them are the
Best Brand Award
for the newspaper category in Indonesia
Best Brand Award
in 2010 and three Silver Awards for three
categories: the
Best in User Generated Content
, the
Best in Cross Media Editorial Coverage
and the
Best eReader-Tablet
in
Asian Digital Media Awards
ADMA 2010 by WAN-IFRA
World Association of Newspapers and News P ublishers
. Because of its high popularity among community,
Kompas
contains a large quantity of print advertising compared with other national newspapers. It leads to an
assumption that the ideology of consumerism is quite heavy in this particular newspaper.
For the reason of flexibility and efficiency, the source of data is in the form of ePaper. The primary benefit of this format is its identical content and layout with
printed one for it is created to be the replica of the printed edition in the digital version. Moreover, it is equipped with significant features that accommodate the data
collection. By using the digital format, the older editions of the newspaper can be read easily and quickly as they have been provided in the archive application.
Additionally, it is more practical and efficient because it can be accessed by computer which has internet connection. The format can be accessed and viewed at
http:epaper.kompas.com. However, due to some circumstances, the description of the data source can only cover the date of publication see Appendix 2.
3.3 Data Collection
