A DISCOURSE ANALYSIS OF THE 2023 ISOPLUS COCO ADVERTISEMENT

SEIKHA AMIROTUS SHAHAR, 126203213217 and MUHAMMAD ZEN MASRURI, 198709042025211006 (2025) A DISCOURSE ANALYSIS OF THE 2023 ISOPLUS COCO ADVERTISEMENT. [ Skripsi ]

	Text COVER.pdf Download (2MB)
	Text ABSTRAK.pdf Download (701kB)
	Text DAFTAR ISI.pdf Download (868kB)
	Text BAB I.pdf Download (1MB)
	Text BAB II.pdf Restricted to Registered users only Download (1MB)
	Text BAB III.pdf Restricted to Registered users only Download (541kB)
	Text BAB IV.pdf Restricted to Registered users only Download (1MB)
	Text BAB V.pdf Restricted to Registered users only Download (700kB)
	Text BAB VI.pdf Restricted to Registered users only Download (627kB)
	Text DAFTAR PUSTAKA.pdf Download (885kB)
	Text LAMPIRAN.pdf Restricted to Repository staff only Download (2MB)

Abstract

Shahar, Seikha Amirotus. Student Registered Number. 126203213217. 2025. A Discourse Analysis of the 2023 ISOPLUSS COCO Advertisement. Bachelor’s Thesis. English Education Department. Faculty of Tarbiyah and Teacher Training. State Islamic University of Sayyid Ali Rahmatullah Tulungagung. Advisor: Muhammad Zen Masruri, M.Pd. Keywords: discourse analysis, advertisement, ISOPLUS COCO This research aims to analyze how visual, textual, and auditory elements in the ISOPLUS COCO 2023 advertisement contribute to constructing its overall meaning and message. The study examines how these elements such as color, setting, text, slogans, music, voice-over, gestures, expressions, and artist choice interact to attract consumers, build brand image, and communicate product benefits. This qualitative research employs descriptive discourse analysis of the advertisement, supported by an interview with an illustrator/artist as validation. The primary data were obtained from detailed observation of the advertisement video, while the interview served to confirm and strengthen the interpretation of findings. The analysis shows that the advertisement’s meaning is communicated through the interplay of visual signals (color, setting, and design) that establish freshness and authenticity, textual cues that balance factual claims with motivational slogans, auditory design that reinforces the tropical-refreshing theme, performance elements that convey the product benefit visually, and artist credibility that strengthens brand trust. This integration ensures that the advertisement not only delivers a coherent message but also resonates emotionally with its target audience. Overall, the ISOPLUS COCO 2023 advertisement achieves a consistent integration of visual, verbal, and auditory strategies that position it as a refreshing, premium-quality hydration choice for a lifestyle-oriented audience.

Available Versions of this Item

• A DISCOURSE ANALYSIS OF THE 2023 ISOPLUS COCO ADVERTISEMENT. (deposited 07 Jan 2026 06:38) [Currently Displayed]

Actions (login required)

View Item