This study attempted to investigate the experiental meaning of Coca-Cola advertisements.

In
specific way, this study tried to figure out the representation of women in Coca-Cola
advertisements. The representation that was investigated in this study is not only verbal but
also visual. In addition, the study is also aimed at discovering the ideology behind the
representation. To discover those research problems, A qualitative approach was employed in
this study. A qualitative study was appropriate in this study which seeks to investigate how
discourse in advertisements involves peoples construction of meanings.
In addition, this study employed Critical Discourse Analysis proposed by Fairclough (2003)
as the theoretical framework. Advertisements are seen as media discourse as they involve
language and social processes. Hence this framework is used to show the link between the
nature of social practice and the properties of language.
Furthermore, Critical Discourse Analysis (CDA) derives from a critical theory of language
which sees the use of language as a form of social practice (Fairclough, 1995). Therefore,
Critical Discourse Analysis offers comprehensive approach not only in analyzing and
describing texts but also in interpreting the relationship between texts and social processes.