|dc.description.abstract||Critical Discourse Analysis (CDA) can be defined as fundamentally concerned
with analyzing opaque as well as transparent structural relationships of dominance,
discrimination, power and control as manifested in language. In other words, CDA
aims to investigate critically social inequality as it is expressed, signalled, constituted,
legitimized and so on by language use (or in discourse).
The object of this thesis is a Shell advertisement published in News Week, July 1,
2002. The advertisement shows that Shell is a company that has a big contribution on
human right issues. This is inversely proportional to the history fact. The history has
chalked up that Shell is a company that has many notes on violating human rights.
The analysis is done by using Fairclough‟s 'three-dimensional' framework.
According to Fairclough, Critical Discourse Analysis is intended to establish
connections between properties of texts, features of discourse practice, and wider
sociocultural practice. The text is the objects of analysis, the accordant method is
description. The discourse practice is the processes of producing and receiving, the
method is interpretation. The socio-cultural practice is the socio-historical conditions
of producing and receiving, the method is explanation.
The results of the analysis show that Shell‟s advertisement published in News
Week, July 1, 2002 is very ideological, but controversial indeed. There are many
historical facts that are inversely proportional with the message communicated by
Shell in the advertisement. In the advertisement, Shell makes an impression that Shell
has never hesitated in holding principle and not only hunting for profit. However, the
historical fact has chalked up that Shell has many cases that involved it with human