AN ANALYSIS OF TRAVELOKA’S ADVERTISING USING PROPAGANDA TECHNIQUE THESIS Submitted by: ITA FARIDA NIM. 150203007 Student of Fakultas Tarbiyah dan Keguruan Department of English Language Education FAKULTAS TARBIYAH DAN KEGURUAN UNIVERSITAS ISLAM NEGERI AR-RANIRY BANDA ACEH 2020 M/ 1441 H ACKNOWLEDGEMENT Alhamdulilah, I would like to express the highest gratitude to Allah SWT for blessing, opportunity, health, strength, passion, and mercy to complete this undergraduate thesis. Peace and salutation be upon the prophet Muhammad SAW, the role model and the one who have guided his ummah to the right path. In completing this thesis, many people have extraordinary contributed in inspiring, motivating, advising, and supporting me. My deepest gratitude and appreciation is addressed to my supervisors, Dr.phil.Saiful Akmal, M.A and Fera Busfina Zalha, MA for their supervisions, advices, kindness, insightful comments and guidance in my thesis entitled “An Analysis of Traveloka’s Advertising Using Propaganda Technique”. I would like to express a very huge gratitude to be supervised by them. My great appreciation is also addressed to the Head of English Language Education Department of Faculty of Education and Teacher Training. Dr. T, Zulfikar., M. Ed and all staff of English Language Education Department of Faculty of Education, and all English Language Education lecturers who guided me and helped me during my study in English Language Education Department of UIN Ar-Raniry. Moreover, my deepest appreciation to my beloved family, my beloved father; Akmal, mother; Salbiah and siblings; Safputri, S.T, Irfan Maulana, Ilham Maulidin, Dinda Aulianda, and Rifqan Kurniawan for the endless love, pray, and everlasting support. Furthermore, I addressed my special thanks to my high school friends; Aditya Safitri, Nadya Latifah, and Nadella Nur Ramadhani who always support and be a good listener to me during the completion of the thesis and my colleges friends for our friendship that support each other since we were in the first semester. Finally, I would like to thank everybody who was important to the successful realization of this undergraduate thesis. I realize that this thesis needs the comments and suggestions because of its weakness. I expect that this thesis will be useful and give valuable contribution for both students and lecturers of English Language Education Department of UIN Ar-Raniry. Banda Aceh, 30 Desember 2019 Ita Farida ABSTRACT Name : Ita Farida NIM : 150203007 Faculty : Faculty of Education and Teacher Training Major : Department of English Language Education Thesis Working : An Analysis of Traveloka’s Advertising Using Propaganda Title Technique Main Supervisor : Dr.phil. Saiful Akmal, M. A Co-supervisor : Fera Busfina Zalha, M. A Keywords : Propaganda; Discourse Analysis; Advertisements This study was conducted to analyze the propaganda techniques used by Traveloka in propagating its advertisement. The advertisements which were analyzed in this study were videos taken from 2015 to 2019 to. The analysis was based on point 7 of 10-points’ Jowett and O’Donnell (2012). This study employed descriptive qualitative method to present and elaborate the data. The finding shows that Traveloka used six technique of propaganda in its advertising videos to advertise its services, which were 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 was one of the reason for the success of Traveloka in attracting the audiences to use its services. TABLE OF CONTENTS DECLARATION OF ORIGINALITY ACKNOWLEDGEMENT ........................................................................ v ABSTRACT… ........................................................................................... vii TABLE OF CONTENTS.….………........................................................ viii LIST OF TABLE…………..………………............................................. x LIST OF FIGURES……………..……………… .................................... xi LIST OF APPENDICES………….……………….................................. xii CHAPTER 1 INTRODUCTION ........................................................... 1 A. Background of the study................................................. 1 B. Previous Study ................................................................ 4 C.Research Question ........................................................... 5 D.Research Aim .................................................................. 6 E. Scope of Study ................................................................ 6 F. Significance of the Study ................................................ 6 G. Terminologies ................................................................. 7 CHAPTER 2 LITERATURE REVIEW ............................................... 9 A. Propaganda ..................................................................... 9 B. Jowett and O’Donnell’s 10-points Framework............... 12 C. Semiotic .......................................................................... 28 D. Advertisement................................................................. 32 E. Traveloka ........................................................................ 35 CHAPTER 3 RESEARCH METHODOLOGY ................................. 37 A. Research Method ............................................................ 37 B. Material of Analysis........................................................ 37 C. Data Analysis Procedure................................................. 38 CHAPTER 4 FINDINGS AND DISCUSSION...................................... 40 A. Research Findings........................................................... 40 B. Discussion ....................................................................... 42 CHAPTER 5 CONCLUSION AND SUGGESTIONS.......................... 61 A. Conclusion ...................................................................... 61 B. Suggestions ..................................................................... 62 REFERENCES .......................................................................................... 63 APPENDICES AUTOBIOGRAPY LIST OF TABLE Table 4.1 Propaganda Techniques found in Traveloka videos……… ............... 36 LIST OF FIGURES Figure 2.1 Triadic Semiosis Concept of Peirce… .......................... 32 Figure 4.1 Plain folks 2015............................................................. 45 Figure 4.2 Plain folks 2016……..................................................... 46 Figure 4.3 Plain folks 2018……………......................................... 47 Figure 4.4 Plain folks 2019…………............................................. 47 Figure 4.5 Card stacking 2015…………........................................ 48 Figure 4.6 Card stacking 2016……………………........................ 49 Figure 4.7 Card stacking2017………………………..................... 49 Figure 4.8 Card stacking 2018……………………………............ 50 Figure 4.9 Card stacking 2019……………………........................ 50 Figure 4.10 Visual symbol of power 2015…………………… ....... 51 Figure 4.11 Visual symbol of power 2016……………… ............... 52 Figure 4.12 Visual symbol of power 2017………………… ........... 52 Figure 4.13 Visual symbol of power 2018………………… ........... 53 Figure 4.14 Visual symbol of power 2019……………… ............... 54 Figure 4.15 Traveloka’s video 2015………..................................... 57 Figure 4.16 Traveloka’s video 2016…………………………......... 58 Figure 4.17 Traveloka’s video 2017………………......................... 58 Figure 4.18 Traveloka’s video 2018………………………............. 59 Figure 4.19 Traveloka’s video 2019…………................................. 60 LIST OF APPENDICES Appendix A Appointment Letter of Supervisor Appendix B Transcripts and Screenshot of Traveloka’s videos CHAPTER 1 INTRODUCTION This chapter deals with the background of the study, previous studies, research questions, research aim, the scope of the study, significance of study and terminology A. Background of the Study In this modern society, technology and multimedia seem to be the best tools to influence people with certain products or services. Advertising is one of the techniques to attract people's attention used by a company or organization for their product or service. Cook (2001) notes that advertisement can be found anywhere both in public places and even though privacy. Advertisements appear on the streets, shops, television, the internet, and even smart-phone and have accompanied our daily activities. According to Cook (2001), advertisements use fiction, wordplay, compressed story-telling, stylized acting, photography, cartoons, puns and rhythms in ways which are often memorable, enjoyable and amusing. New advertisements evoke comment. The words and details of advertisements often come to people’s minds more readily than those of novels and poems and plays, and they are often recalled with more laughter and enthusiasm. Yet, it is often a love-hate relationship; one which frequently causes unease, and the other one where the love is denied. It seems that many advertisement, people suffer a split, 1 2 contradictory reaction: involuntary spontaneous enjoyment, conscious reflective rejection. Traveloka is one of the popular ticket booking company in Indonesia. The advertising of Traveloka is well known in Indonesia. It was the 1st Winner of “One to Watch” at BrandZTM Top 50 Most Valuable Indonesia Brands in 2016. It uses advertising media type whose channels consist of visual and non-visual media including television,