CRITICAL DISCOURSE ANALYSIS OF JAPANESE AUTOMOBILE ADVERTISING IN INDONESIA

Abstract

This study examines the Critical Discourse Analysis of Japanese Automobile Advertising in
Indonesia. It focused on selected advertisements of Japanese car brands Toyota Kijang Innova
Zenix, Honda BR-V, Daihatsu Terios, and Suzuki Ignis. This study analyzes how language, visuals,
and symbolic elements are strategically employed to shape consumer perception. Using Teun A.
van Dijk’s framework, the study investigates microstructure (lexical choice, slogans, and persuasive
expressions), macrostructure (main themes and messages), and superstructure (organizational
patterns of advertising discourse). The findings reveal that Japanese automobile advertisements
consistently construct ideological meanings related to technological advancement, reliability,
modern lifestyle, and social prestige. These discursive strategies influence Indonesian consumers’
social cognition by reinforcing the belief that Japanese vehicles represent durability, innovation,
and trustworthiness. Furthermore, the advertisements reflect broader socio-cultural contexts in
which global branding interacts with local expectations and aspirations. This study highlights how
advertising discourse functions not only as a marketing tool but also as a tool for shaping cultural
ideology and consumer identity in contemporary Indonesian.