Rahma Aprilia, . (2026) ANALISIS WACANA KRITIS PELANGGARAN ETIKA PADA IKLAN ECINOS DI MEDIA SOSIAL. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Digital advertising enables comparative advertisements to circulate rapidly, making ethical issues dependent not only on claims but also on how comparisons are constructed. This study analyzes ethical violations in ecinos comparative advertising on social media using Norman Fairclough’s Critical Discourse Analysis. It employs a qualitative approach within a critical paradigm. The primary data are a digital archive of ecinos comparative advertising video, supported by reposts, clarification videos, audience comments, the Indonesian Advertising Ethics Code, the Consumer Protection Law, and academic literature. Analysis covers text, discursive practice, and sociocultural practice. Findings show that evaluative diction, modality, comparative structures, material-testing visuals, and checkmark/cross symbols construct ecinos more positively and the compared product less favorably. Burn tests, water absorption tests, and hand-feel tests indicate specific characteristics, but their procedures are not fully verifiable and their results are extended into broader quality claims. In discursive practice, ecinos initially controls the comparison, while reposts, clarifications, and comments generate counter-framing. Socioculturally, ethical issues relate to promotion, brand competition, advertising ethics, and advertiser power over representation. Ethical violations are therefore constructed through unequal representation, initial advertiser control, and the use of such power in promotion and brand competition.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2210411173] [Pembimbing: Maria Febiana C] [Penguji 1: Rut Rismanta Silalahi] [Penguji 2: Nuril Ashivah Misbah] |
| Uncontrolled Keywords: | Critical Discourse Analysis, Advertising Ethics, Comparative Advertising, ecinos, Social Media |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HN Social history and conditions. Social problems. Social reform |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) UPT Bahasa |
| Depositing User: | RAHMA APRILIA |
| Date Deposited: | 02 Sep 2026 07:08 |
| Last Modified: | 02 Sep 2026 07:08 |
| URI: | http://repository.upnvj.ac.id/id/eprint/53697 |
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