This study focuses on Critical Discourse Analysis of Djarum cigarette advertisements. It aims to explain the way discourse in Djarum cigarette advertisements contribute to the domination and persuasion to the customers by using Fairclough’s three dimension framework (1989). Moreover, this study explains further the effects toward the customers using media effect theory proposed by Potter (2012). Descriptive qualitative was employed to explain the data by using words description. There are two steps in data collection, collecting the data and interviewing the people. The data were the collection of vocabulary, grammar, and cohesion which categorized as the discourse from 15 Djarum cigarette advertisements and also the result of interview. The writer was the key instrument of this study and used the other instruments such as questionnaire and interview guide to conduct this study. In analysing the data, the writer firstly analyse the discourse of the advertisement and then analyse the result of interview. The data findings reveal the way discourse in Djarum cigarette advertisements influence the customers categorised in three different analysis forms in term of vocabulary (5 data), grammar (7 data), and cohesion (2 data). Meanwhile, the effects occurrences were consisting of cognitive media effect (5 data), belief (5 data), attitudes (2 data), and affects (3 data).

This study focuses on Critical Discourse Analysis of Djarum cigarette advertisements. It aims to explain the way discourse in Djarum cigarette advertisements contribute to the domination and persuasion to the customers by using Fairclough’s three dimension framework (1989). Moreover, this study explains further the effects toward the customers using media effect theory proposed by Potter (2012). Descriptive qualitative was employed to explain the data by using words description. There are two steps in data collection, collecting the data and interviewing the people. The data were the collection of vocabulary, grammar, and cohesion which categorized as the discourse from 15 Djarum cigarette advertisements and also the result of interview. The writer was the key instrument of this study and used the other instruments such as questionnaire and interview guide to conduct this study. In analysing the data, the writer firstly analyse the discourse of the advertisement and then analyse the result of interview. The data findings reveal the way discourse in Djarum cigarette advertisements influence the customers categorised in three different analysis forms in term of vocabulary (5 data), grammar (7 data), and cohesion (2 data). Meanwhile, the effects occurrences were consisting of cognitive media effect (5 data), belief (5 data), attitudes (2 data), and affects (3 data).

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