Superstructure Analysis on Public Service Advertisements

This research aims to find forms of public service advertising, textual dimensions, discourse dimensions, and dimensions of socio-cultural practices. The research data is in the form of qualitative data in the form of printed advertisements. The research was conducted at tourist attractions, restaurants, spas, and public facilities in Bali. Data collection was carried out using observation, interviews, recording, and photography methods. The theory applied in analyzing public service advertisements is Van Dijk's Discourse Analysis theory. In the advertising illustration, detailed images are found in the form of a demonstration of wearing a mask, images of people keeping their distance, images of washing hands, images of a prohibition on shaking hands, and other images. In the illustration, it is also found that there is one most dominant color, namely yellow. Body Copy Structure (consists of verbal and non-verbal elements, where the verbal element is verbal communication in spoken or written form. Meanwhile, the non-verbal element can be in the form of body language, signs or symbols, actions, and objects. The Signature Line (Logo) structure in the advertisement shows the advertiser's identity which functions to clarify advertisements aimed at visitors or the society.