INVESTIGATION OF INDONESIAN "LAZNAS" PRINTED ADVERTISEMENT: ITS INTERTEXTUAL REFERENCE TECHNIQUES AND DISCURSIVE PRACTICE

This study deals with intertextual reference techniques in Indonesian “LAZNAS” Printed Advertisement. It was aimed to investigate the types of Intertextual reference techniques in Indonesian “LAZNAS” Printed Advertisement and reveal its discursive practice. This study used qualitative method then the design was descriptive qualitative research. The data of this study were texts of Indonesian “LAZNAS” Printed Advertisement. The source of data of this study was from printed advertisement of Indonesian “LAZNAS” in Medan, North Sumatera. Data Collection were used to obtain the data. The data were analyzed by using Miles, Huberman, and Saldana’s Interactive Model (2014). The results of the research reveal major types of Intertextual reference techniques and thirteen types of Discursive Practice of Intertextual reference techniques in the advertisements. The type dominantly applied is Allusions and this technique used one category of main source of reference, namely Religion literature. As discursive practice, The advertisers tend to use declaring statement and imperating commandement from religion literature to persuade target reader. Practically, They alluding most of religion literature as power belief in their advertising production.