NEWSFEED.ID, Tangerang — Language plays an important role in shaping the way people think and behave. While literature has long been recognized as a medium for expressing ideas and reflecting society, advertising has become another powerful form of communication in modern life. Through carefully chosen words and creative messages, advertisements do more than promote products, they influence how people see themselves and the world around them. This is why copywriting can be viewed as a form of modern literature. Like literary works, it uses language creatively to connect with audiences and construct meaning. This article analyzes an IKEA advertisement using Norman Fairclough’s Critical Discourse Analysis (CDA) to explore how persuasive language works in advertising.
Fairclough argues that language is not just a tool for communication but also a social practice that reflects and shapes society. In advertising, language is often used to promote certain values, lifestyles, and ways of thinking. This can be seen in IKEA’s advertisement featuring a food container with the slogan, “In this economy, bawa bekel dari rumah biar siangnya bisa jajan matcha.” At first glance, the advertisement seems simple and humorous. However, a closer analysis reveals how the message reflects current social and economic realities while subtly encouraging consumer behavior.
At the textual level, the advertisement uses a mix of English and Indonesian, which immediately makes it feel modern and relatable. The phrase “In this economy” has become a popular expression on social media, especially among young people discussing rising living costs and financial struggles. By using this phrase, IKEA connects with a shared experience that many people can relate to. The rest of the sentence, “bawa bekel dari rumah biar siangnya bisa jajan matcha,” sounds casual and conversational, almost like advice from a friend. Instead of directly telling consumers to buy a lunch box, the advertisement presents the product as a practical solution for saving money while still enjoying small treats like matcha. The visual image of homemade food inside the container strengthens this message and makes the product appear useful and relevant to everyday life.
At the level of discursive practice, the advertisement reflects the influence of digital culture. The phrase “In this economy” originally gained popularity through memes and social media posts, where people often joke about having to make careful financial decisions. IKEA borrows this online language and incorporates it into its marketing strategy. As a result, the advertisement feels less like a traditional commercial and more like content that naturally belongs on social media. This approach helps the brand connect with younger audiences, particularly students and young professionals who frequently engage with internet culture. The message becomes effective because both the advertiser and the audience share the same cultural references and understand the humor behind it.
At the level of social practice, the advertisement reflects broader economic conditions and changing consumer values. Many young people today are becoming more conscious about budgeting and managing their expenses. The advertisement promotes the idea that being financially responsible does not mean giving up enjoyment. Instead, it suggests that smart choices, such as bringing lunch from home, can make it possible to afford small rewards later. In this way, IKEA is not only selling a food container but also promoting a lifestyle based on practicality, financial awareness, and balance. The advertisement reflects a growing social belief that consumers should spend wisely while still finding ways to enjoy life.
From a literary perspective, this advertisement demonstrates how copywriting functions similarly to literature. Like literary texts, it uses relatable experiences, cultural references, and emotional appeal to connect with its audience. The lunch box is no longer just a household item; it becomes a symbol of smart decision-making and self-care. Through a short and simple message, IKEA creates a story that many people can recognize from their own daily lives. This ability to turn ordinary experiences into meaningful narratives is what makes copywriting comparable to modern literature.
IKEA’s advertisement shows that copywriting is much more than a marketing tool. Through language, humor, and cultural references, it creates meanings that go beyond the product itself. Using Fairclough’s Critical Discourse Analysis, it becomes clear that the advertisement not only promotes a lunch box but also reflects contemporary social values related to budgeting, consumption, and lifestyle. Therefore, copywriting can be understood as a form of modern literature that uses persuasive language to shape how people think, feel, and act in everyday life.
