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Analysis Study Research Paper | Communication Science | Indonesia | Volume 12 Issue 1, January 2023

Young People's Responses and Ambiguous Discourse on Commercial Messages on Indonesian Social Media

Dian Marhaeni Kurdaningsih ^[2] | Iky Putri Aristhiya

Abstract: The background of this research is the phenomenon of advertising impressions in digital media that display a lot of commercial messages. The message is very varied and interesting in terms of technology and creativity. But some commercial messages have become unfriendly to young people. Commercial messages include manipulative, hyperbole and ambiguous. This study aims to find out how the form of these commercial messages is said to be ambiguous, how the implications are in the market perspective. Commercial messages in the form of texts will be dissected using Michel Foucault's discourse analysis with a critical paradigm. Marketing messages of various forms will be selected purposively, as well as content in digital media. Meanwhile, young informants are selected with criterias based problems. The results showed that ambiguous messages appear in several forms both emotionally appeals and rational appeals.Ambiguous commercial messages are often not realized by viewers so that marketing is less of a focus of attention. The conclusion that can be drawn is for the creative of the commercial message to still develop unlimited novelty ideas. It takes harmony between the ideals of the state, entrepreneurs, marketers and society in designing and understanding the message, so that everything can go in rhythm.

Keywords: Message, commercial, ambiguous, Digital media

Edition: Volume 12 Issue 1, January 2023,

Pages: 898 - 903

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