A Critical Discourse Study of Morinaga Soya Milk Advertisements Based on Van Dijk's Model

Abstract

This research seeks to examine the discourse of Morinaga Soya milk advertisements through Teun A. van Dijk’s Critical Discourse Analysis framework. A descriptive qualitative approach is employed, with data consisting of verbal expressions found in Morinaga Soya milk advertisements. The analysis is centered on three principal dimensions of discourse structure, namely macrostructure, superstructure, and microstructure. The findings indicate that at the macrostructural level, the advertisements emphasize the theme of selecting alternative milk for children who cannot consume cow’s milk, presenting Morinaga Soya as a nutritional option that supports children’s growth and development. At the level of superstructure, the advertisements are organized in a coherent sequence beginning with problem identification, followed by solution presentation, reinforcement of benefits, and message consolidation through slogans. At the microstructural level, semantic, syntactic, stylistic, and rhetorical elements demonstrate the use of persuasive and carefully constructed language to shape audience assumptions, maintain coherence, and foster emotional engagement. In conclusion, Morinaga Soya milk advertisements serve not only as promotional tools but also as a means of constructing an ideology concerning parental responsibility in shaping children’s futures through appropriate nutritional choices.