The Discourse of Propaganda in Traveloka'S Youtube Advertising Videos

The Discourse of Propaganda in Traveloka
Indonesian Journal of EFL and Linguistics

Vol. 5 No. 1, 2020
eISSN: 2503-4197, pISSN: 2527-5070
www. indonesian-efl-journal.org
The Discourse of Propaganda in Traveloka’s

YouTube Advertising Videos
Saiful Akmal
Department of English Language Education, Universitas Islam Negeri Ar-Raniry
Banda Aceh
[email protected]
Jarjani
Banda Aceh
[email protected]
Ita Farida
Banda Aceh
[email protected]
Abstract:
This present study was conducted to analyze the propaganda techniques used by
Traveloka in their YouTube social media advertising strategy. The material of analysis
were videos taken from 2015 to 2019. Anaylsis of propaganda techniques proposed by
Filene in 1937 and followed by Abd. Kadir, Hasan & Sauffiyan, 2014 were used to
identify how Traveloka persuade its customers. Finding shows that Traveloka used six
techniques of propaganda in its advertising videos to; glittering generality, plain folks,
card staking, visual symbol of power, music of propaganda and arousal of emotion to
promote its products. The use of propaganda technique is very likely becoming one of
the main reasons behind their customers and target audiences use of their services.
Keywords: advertising, discourse, propaganda, Traveloka, YouTube
Indonesian Journal of EFL and Linguistics, 5(1), 2020 175

Saiful Akmal, Jarjani, Ita Farida
1. INTRODUCTION
In this modern society, technology and multimedia seem to be the best tools to
influence people with certain products or services. Advertising is one of the techniques
to attract people's attention used by a company or organization for their products or
services. Cook (2001) notes that advertisement can be found anywhere both in public
places and in private spaces. Advertisements appear on the streets, shops, television,
the internet, and even smart-phone as it accompanied our daily activities. In addition to
this, Cook (2008), and Kenechukwu, Asemah and Edegoh (2013) also argue that
advertising is one of the most frequent, universal in nature, and popular uses of
language in modern life.
As advertisement has become the fundamental aspect in business, surely Traveloka, as
one of the most popular ticket booking companies in Indonesia, relies heavily on their
advertising propaganda techniques. Traveloka was the 1st Winner of “One to Watch” at
BrandZTM Top 50 Most Valuable Indonesia Brands in 2016. On their YouTube
channels, Traveloka has produced at least 257 advertising videos from 2015 to 2019 to
craft the positive image of Traveloka. Such popular use of advertising media channels
in linguistics and discourses studies have pinpointed both visual and non-visual
displays like personal interaction in written text (Goddard, 2002; Risdaneva, 2014),
video (Flores, Chen & Ross, 2014; Mei, Hua & Li, 2007), television (Piller, 2000;
Zhang, 2001), billboard (Kathpalia, 2015; Touchstone, Hormer & Koslow, 1999),
banner (Becerra & Korgaonkar, 2010; Möller & Eisend, 2010;), YouTube (Chun;
2013; Godwin-Jones, 2007), Instagram (Chen, 2018), website (Flores, Chen & Ross,
2014) and other online platforms (Barness, 2002).
Since the purpose of advertisement is to persuade public to be interested in the goods
and services offered, it may be considered propaganda. It resembles visual
performance used to alter public attitudes about a certain individual or focus. Very
often, covered websites’ contents and materials are used as a form of cyber –racism
and propaganda in the modern digital era (Daniels, 2009). In a broader perspective,
propaganda can be seen as a charm to the sentiments rather than to the brain.
Advertising and public diplomacy (Zaharna, 2004) share a common traits, in which
they both could play a role in endorsing marketable merchandises or even shape the
awareness of a society, a person or a brand.
Analysing propaganda is important because it attempts to understand the process of
producing information or idea in their discursive and pragmatic ends. As one of the
most powerful tools to influence people, propaganda hypnotized audience
subconscious mind to agree upon the subtle control after reading, hearing, and seeing
propaganda materials. In psychological marketing, human memory can be effectively
influenced by some linguistics factors, including the typeface, semantic features, and
syntactic complexity (Wyer, 2002). Hence, propaganda and its moving images often
succeeds in manipulating audiences’ emotion and feelings (Ross, 2019).
176 Indonesian Journal of EFL and Linguistics, 5(1), 2020

There are several previous studies that conduct similar characteristics with this
research which can be used as departing points. One of them is conducted by
Kenechukwu, Asemah and Edegoh (2013). In their study, they discussed how
consumers can be persuaded to purchase goods and services advertised by using
persuasive techniques. Then, a study conducted by Wallis (2007) talked over how and
which propaganda tactics and techniques were used in Kazakhstan’s advertising
campaign with the use of O’Donnell’s 10-points propaganda analysis framework.
Another work by Nastiti (2013) demonstrated how Charles Sanders Peirce’s semiotic
and propaganda technique worked their way in Jokowi and Basuki’s video clip
gubernatorial election campaigns. Last, the current findings in Iswati and Widodo
(2020) found that linguistic features in the form of slogans are often acquired in e-
commerce products and services.
2. LITERATURE REVIEW
2.1 Discourse and Propaganda
Propaganda derives from the Latin term “propagare”, meaning “to sow or propagate
(Jowett & O’Donnell, 2012, p.2). Propaganda is defined as a “form of persuasive
communication with an established history in mass communication theory, research
and practice” (Kendrick & Fullerton, 2003, p.5). Some other experts even argue that
propaganda can change behaviour and public opinion (Wallis, 2007), and some others
agreed that the discourse of propaganda goes back and forth around the battle for
power, politics, public interest or public relations (Akmal et.al., 2020; L’Etang; 2006;
Weaver, Motion & Roper, 2006).
According to Wilcox (2005), propaganda is categorized into three types, namely;
white, black and grey propaganda. White propaganda is an agreeably recognised
source, as it is characterized by moderate forms of inducement, such as typical
methods of public relations and unilateral presentation of an argument. Abd. Kadir,
Hasan & Sauffiyan (2014), mentioned that white propaganda can essentially be
understood as the public consciousness of efforts to influence them. Normally the
source is well-known and its goals can be identified by others, are used by opponents,
such as political parties, to persuade people.
Black propaganda is acknowledged as being from one source, but which is in fact,
from another (Jowett & Donnell, 2006). This type of propaganda is best used to mask
the real origins with a damaging public image. It also displays false evidence that
functions to denigrate, humiliate or misrepresent the enemy (Jowett & Donnell,
2006).Those who use this propaganda generally have a secret agenda, in which the
sources are concealed and not easy to be revealed.
Furthermore, conferring to Wilcox (2005), grey propaganda is without a detectible
author. The author creates falsehood by using distortion of the opponents. It has the
objective of pressing forward standpoints which are of interests to the author, but the
target audience would find more sympathetic than authorised announcements. These

comes from the idea that whilst propaganda ingredients from a notorious agency might
convince some, what would be more persuasive are similar ideas offered by
superficially impartial channels.
2.2. The Propaganda Frameworks
This study firstly used propaganda analysis 10-points framework by Jowett and
O’Donnell’s (2012). As its name, the framework contains of 10 points. They are: 1)
ideology and purpose of the propaganda campaign; 2) context in which the propaganda
occurs; 3) identification of the propagandist; 4) structure of the propaganda
organization; 5) target audience; 6) media utilization techniques; 7) special techniques
to maximize effect; 8) audience reaction to various techniques; 9) identification and
analysis of counter-propaganda; and, 10) effects and evaluation.
The second framework point is the ones proposed by The Institute of Propaganda
which was established by Filene and his fellow in 1937 (Abd. Kadir Hasan, &
Sauffiyan, 2014) since it was known as classic techniques in analysing propaganda.
Those techniques were firstly published in a bulletin titled Propaganda Analysis and
an article titled How to Detect Propaganda (1973). They organised these techniques
into seven classifications: glittering generality, transfers, plain folks, testimonial,
bandwagon, name-calling and card stacking (Jowett & O’Donnell, 2006).
2.3. Discourse Analysis and Advertising
Discourse analysis, meanwhile, focuses on how language is used in different social and
cultural contexts; either talk or writing (Johnstone, 2018; Paltridge, 2012). It is
suggested that this kind of analysis may embraces a wide range of topics from generic
to specific purposes, from politics to science and technologies. Discourse analysis need
to be based upon multidisciplinary approaches, models and perspectives (Van Dijk,
2011). Nicklander, Soto and Crawford (2015) further advocate that the plea for
diversity in discourse analysis is due to its “universal usability”, including in mass
media (Bednarek, 2006; O'keeffe, 2006), online and social media (Bouvier, 2015;
Weaver, 2013 ) and discourse semiotics (Van Leeuween & Kress, 2011),
2.4. Advertising
Advertising is also one of the specific practises of communication, bringing together
advertisers and end user by the means of information channels. Advertising is a
multimedia technique to propagate goods, products service, and concepts through a
variety of diverse settings and it is typically persuaded by the landscape and paid by
identified sponsors (Arens & Arens 2008). The word advertise, derived from the Latin
word “advertere”, which means to turn toward or to take note of. Indeed, the visual and
the verbal commercial communication is envisioned to entice prospective customer
consideration (Schement, 2002). According Frolova (2014, p.6-7), advertising is
classified into seven types. They are brand advertising, commerce and retail
advertising, political advertising, advertising with feedback, corporate advertising,
business advertising, and public or social advertising. Kotler (2002, p.33), in this light,
then classifies advertising to have four main functions: “economical function, social
function, marketing function and communicating function”.
3. RESEARCH METHODOLOGY
3.1 Methodological Approach
This study was conducted by using descriptive qualitative research method. As
described by Berg (2007), qualitative research is an in-depth account of a data such as
words, pictures and objects. Mackey and Gass (2005) maintain that qualitative research
can be referred to the research which is based on descriptive data that does not
recurrently utilize the numerical dealings. In accordance with the characteristics of
qualitative research, the data taken in this type of study shows a recurring pattern. This
study used the ticket booking service advertising of Traveloka YouTube videos as the
source of data. The goal of qualitative research is to explain and to describe (Dornyei,
2007).
3.2 Material of Analysis
This study used Traveloka’s advertising videos from Traveloka YouTube Channel as
its main material of analysis. Those videos ran from the beginning of 2015 to the end
of 2019. We took various videos with different themes of advertisement from each
year. This study focuses on video with a duration length of a minute. The total videos
which were analysed were 5 videos. All of the videos were downloaded from
Traveloka official YouTube channel and they were analysed by using propaganda
techniques by Filene (1937, cited in Abd. Kadir, Hasan & Sauffiyan, 2014) and point 7
of Jowett & O’Donnell’s 10-point framework (2012).
3.2 Data Analysis Procedures
There are several steps taken in analysing Traveloka advertising video. First, the data
sources for this study were collected by downloading five videos of Traveloka
advertising from YouTube; the videos were from year of 2015 to 2019. The duration
of each selected video was one minute. Then, to determine what propaganda technique
used in Traveloka advertising, this study used propaganda techniques proposed by
Filene in 1937 (cited in Abd. Kadir, Hasan & Sauffiyan, 2014) and point 7 of Jowett
and O’Donnell’s 10-points framework (2012). As mentioned earlier, each point of
Jowett and O’Donnell’s 10-points framework has specific guiding questions assisting
analysts to investigate the propaganda technique, therefore, this study used the
questions of point 7 as a guide for the analysis. The followings are the questions of
point 7 of Jowett and O’Donnell’s 10-points framework (2012, p.279).
a. Does the message support pre-existing views or beliefs of the targeted
audience?
b. What visual and verbal symbols are used in the campaign?
c. What emotions does the campaign want to evoke from the audience?

Those questions were used to help the process of analysing Traveloka videos. Then,
the data were analysed by categorizing those videos through open coding.
Furthermore, this study grouped the data based on the theory of both propaganda
techniques. After that, the data were tabulated into observation table. In this stage, the
data began to be analysed by labelling each technique with particular codes.
Propaganda techniques proposed by Filene in 1937 (cited in Abd. Kadir, Hasan &
Sauffiyan, 2014) are labelled with A1, A2, A3, A4, A5, A6, and A7, which
respectively stands for name-calling, glittering generality, transfers, plain folks,
testimonial, bandwagon, and card stacking. Afterward, the propaganda techniques by
Jowett & O’Donnell (2012) are labelled with B1, B2, B3, B4, B5, B6, B7, B8, B9, 10,
and B11, which stand for predispositions of audience, source credibility, opinion
leader, face to face contact, group norms, punishment and rewards, monopoly of the
communication source, visual symbol of power, language usage, music, and arousal of
emotions Finally, the data were presented in descriptive-qualitative narration by
describing the analysis of propaganda techniques by Filene (1937; Kadir & Sauffiyan,
2014) along with the analysis of point 7 of Jowett & O’Donnell 10-points framework
(2012).
4. FINDINGS
This section provides a thorough analysis from the data found in the videos. From the
table below, it can be seen that all Traveloka videos used the propaganda techniques
proposed by Feline (1937), and Jowett & O’Donnell (2012). However, not all of the
propaganda techniques proposed by the two experts are used in the videos. Only three
techniques of Feline (1937) were found in the videos which are “glittering generality”
(A2), “plain folks” (A5), and “card staking” (A7). Furthermore, three propaganda
techniques proposed by Jowett & O’Donnell (2012) were also found which are “visual
symbol of power” (B8), “music of propaganda” (B10), and “arousal of emotion”
(B11). The findings of those techniques in Traveloka videos are explained in the
following section.
Table 1
Propaganda techniques found in Traveloka videos
Propaganda Techniques (Filine,
Propaganda Techniques (Jowett and O'Donnell (2012)
1937)
Video
A A A A A A A B B B B B B B B B B B
1 2 3 4 5 6 7 1 2 3 4 5 6 7 8 9 10 11
2015 -  - -  -  - - - - - - -  - - 
2016 -  - -  -  - - - - - - -  -  
2017 -  - -  -  - - - - - - -  -  
2018 -  - -  -  - - - - - - -  - - 
2019 -  - -  -  - - - - - - -  - - 
Total 0 5 0 0 5 0 5 0 0 0 0 0 0 0 5 0 2 5

Therefore, the findings of this research indicated that Traveloka used six techniques of
propaganda in its advertising videos to promote its services in five videos from 2015 to
2019, which are glittering generality, plain folks, card staking, and visual symbol of
power, music of propaganda and arousal of emotions.
Traveloka’s video 2015
Video entitled “Traveloka’s ramadan edition- My mom, my dad and 60 (Traveloka
edisi ramadhan- My Mom, My Dad and 60)”. From the video, this study found five
propaganda techniques used by Traveloka to persuade the audiences. Three techniques
of propaganda proposed by Filene (1937) are founded in the video, they are glittering
generality (A2), plain folks (A5), and card staking (A7). Then, propaganda techniques
proposed by Jowett & O’Donnell also found in the video that is visual symbol of
power and arousal of emotion.
Dependable You is the title of video 2016. In this video, we found three propaganda
techniques by Filene (1937) that is glittering generality (A2), plain folks (A5), and card
staking (A7). This study also found two propaganda techniques by Jowett & O’Donnell
(2012) that is music of propaganda (B10). Therefore, in this video Traveloka used five
propaganda techniques in total.
Traveloka’s video 2017 was designed for Ramadan video edition. The title is
“Traveloka Ramadan edition- Flashback (Traveloka edisi Ramadan – Napak
Tilas)”. There are five propaganda techniques employed in the video. The propaganda
techniques by Filene (1937 found in this video are Glittering generality (A2), and card
staking (A7). We also found visual symbol of power (B8), music of propaganda (B10)
and arousal of emotion (B11) which are the propaganda techniques proposed by Jowett
& O’Donnell (2012) in this video.
Traveloka’s video 2018 entitled “Scrolling Inspiration in Traveloka’s application
from monotonous becomes fun! (Scroll Inspirasi di Traveloka App Dari Monoton
Jadi Mau Seru-seruan)!” This study found five propaganda techniques in this video.
Propaganda techniques proposed by Filene (1937) are glittering generality (A2), plain
folks (A5), and card staking (A7). Next, two propaganda techniques proposed by
Jowett & O’Donnell (2012) are visual symbol of power (B8) and arousal of emotion
(B11).
Video of 2019 is entitled “Real story #uncapturedmomentbycamera (Cerita nyata
#yangtidaktertangkapkamera)”. In this video, we found three propaganda techniques
proposed by Filene (1937) that are glittering generality (A2), plain folks (A5), and card

staking (A7). Two propaganda techniques proposed by Jowett & O’Donnell (2012)
also found that is visual symbol of power (B8) and arousal of emotion (B11).
4.1. Filene Model of Propaganda Technique Analysis
Glittering Generality
The first propaganda technique found in Traveloka’s advertisement is glittering
generality. As mentioned by Jowett and O’Donell (2006), glittering generality (A2) is
an act of denoting words or ideas that conjure encouraging emotional reaction from
audiences. Virtue words are repeatedly used here. This study found that all of
Traveloka video exercised this technique to appeal to all segments of audience.
From the transcript of Traveloka’s video 2015, there is glittering generality (A2)
techniques used by Traveloka. The technique can be in this sentence, “Traveloka
application reunites togetherness”. The word "reunites" means that traveloka can
unite people that have been separated. It implies that Traveloka can help audiences’
dreams of reuniting family together especially during the month of fasting or Ramadan
moment for the Indonesian Muslim audience come into live.
In addition, there is another sentence that used glittering generality (A2) technique in
Traveloka’s video 2015, which reads“with Traveloka, booking hotel room becomes
easier”. The words “easier” is a virtue word linked to Traveloka image since they
make the process of hotel booking which was previously difficult to be a lot easier by
using their app.
In the next Traveloka’s video in 2016, the word “magic”, “special” , “so easy” were
found in the song lyric; “the magic that you do”, “so special”, and “you make my life,
my time, so easy” in this Traveloka’s video. Those words contains glittering
generalities (A2) techniques which are used to make the target audiences believe that
Traveloka is an app that has a magic way of giving its service. It is also special for the
user, and the word “so easy” illustrated that everyone can use Traveloka because it is
not difficult to operate.
Another glittering generality (A2) technique that is used in Traveloka’s video 2016 is
“Traveloka is always reliable and has many benefits”. This sentence contains a virtue
word of “reliable”, which mean that Traveloka can be an app that people can rely on
because it gives dependable service to its users. This sentence continues with the
phrase “many benefits” making the previous virtue word become stronger. So that it
may evoke the costumers to believe in Traveloka because it is worth to use.
The next one is the example taken from Traveloka’s video 2017, which is “Traveloka
is always together with you …” The words "always together" are words that makes
traveloka very close to its users. This affects people's views that Traveloka is very
applicable to be used as an option in booking tickets in any conditions.
From the Traveloka’s video 2018 entitled "scroll inspirasi", it was found that the
technique of glittering generalities is used in the expression of "need inspiration, just
scroll Traveloka". This gives the impression that the Traveloka app can be a source of
inspiration for people who do not know where to go and what to do on weekends.
"from monotonous to fun” has an impact on the audience positivity that Traveloka can
change the way people spend their weekend that are monotonous to be more fun.
Lastly, glittering generality (A2) technique was also found in Traveloka 2019’s video.
"Traveloka helps with the payment at hotel feature”, the word "helps" has a positive
effect on the audience that Traveloka is a helpful app when people are locked in
trouble, such as not being able to pay the hotel bill on the spot or the likes. This is a
technique of glittering generalities.
Plain Folks
Plain folks is the second propaganda technique used by Traveloka in all of its five
videos from 2015 to 2019. Plain folks is the use of average people to convince the
audience by communicating in the common manner and style of audience (Jowett and
O’Donnell, 2006). Traveloka uses ordinary people to make its services becoming more
acceptable and comfortable to the audiences.
In Traveloka’s video 2015, Traveloka uses plain folks (A5) which shows a family who
have been separated for quite some time, and where the actor was longing to meet their
old parents and did not celebrate Ramadan together since he was a kid. Then, they are
able to meet and greet together again by booking a ticket via Traveloka. This
illustrated the typical Indonesian Muslim family atmosphere during Ramadan.
Traveloka try to persuade people that they can still meet again, simply by clicking or
using Traveloka app.
In Traveloka’s video of 2016, the plain folks (A5) is used by showing how the
employee are facing problems to book a hotel room on the same day; complained by
client, flight delay, do online transaction, and book airplane ticket. Traveloka try to
convince that if this condition occurs to the audiences, they may should try using their
app as displayed in the video.
In Traveloka’s video 2017, plain folks (A5) is used by showing how a family do a
flashback of life journey in different places. Traveloka try to coax the audience that if
this condition occurs to the commuter audiences, living and moving from one to
different places, they may be likely to use Traveloka application as viewed in the
video.
In Traveloka’s video 2018, Traveloka uses the plain folks (A5), which is a picture of a
family that have spent a vacation to the same place many times as seen in a vacation
photo at the top. This technique is depicted by a monotonous father who are living in a
monotonous lifestyle who keep saying "what are you doing?” Traveloka changes the
habits of people whose lives are monotonous to be more colourful with more options
and destinations to spend vacation with their lovely family.
Traveloka also uses this technique in its 2019 advertising video. This video is
addressed to Indonesian who constantly faced by floods and need to move to
somewhere safer, a sanctuary. Hotel becomes a place to go when the floods suddenly
happened at night. People who encounter this condition is likely to do the same.
Card Stacking
Traveloka uses card staking technique in all of the videos. Card staking is a strategy of
showing the products’ or ideas’ best features, telling half-truths, or overlooking its
latent problem (Jowett and O’Donnell, 2006). When using this technique, Traveloka is
trying to create a positive insight of its services to the audience.
In Traveloka’s video 2015, card staking (A7) is shown positive sides by giving
evidence in pictures to make audience believe in it. The screenshot of the video above
shows an evidence of the customer indulgence experience of using voucher hotel
where the user can just show the voucher from your smart-phone without printing it. It
is also supported by the sentence containing card staking technique: “showing the
hotel voucher instantly without having to be printed”. This makes Traveloka has
positive value to its consumer’s perception that Traveloka is easy, simple, instant and
time consuming to use.
In Traveloka’s video 2016, based on visual aspects, card staking technique (A7) is
shown by mentioning four best features of Traveloka services above such as features
of “same day booking” for people who met accidentally and wanted to book a hotel
together in the same day easily, an insurance for the delayed flight for passenger, a
guaranteed security of online transaction, and affordable price of airline ticket.
In Traveloka’s video 2017, card staking technique (A7) is shown by the process of
booking Traveloka e-ticket through smart-phone. This makes the audience believe that
Traveloka can be used with e-tickets that can be used through everyone’s cellphones.
This technique provides evidences of Traveloka priority for customer ultimate
satisfaction to travel by providing e-ticket services that can save time and facilitate the
process of traveling from one place to another. This can be seen in the video that it is
very easy to book tickets to four places at once by just using the Traveloka app.
In Traveloka’s video 2018, card staking (A7) is used when a customer scrolling
through the Traveloka app and then they will find a variety of exciting places. The
word "anti-boring weekend" illustrates that Traveloka provides many selections to
avoid boredom whilst trying new places and varied atmospheres and cultures.
In Traveloka’s video 2019, this study found card staking (A7) technique is used by
showing the “pay at hotel” as their best feature. The feature help the audiences in
difficult condition such as ATM limit runs out, m-banking offline, and hotel rooms are
fully booked. People in this situation will not feel frustrated and depressed because of
Traveloka countenances the audience to book a hotel and then pay directly at the hotel.
4.2. Jowet & O’Donnel (2012) Model of Propaganda Technique Analysis
Furthermore, apart from the propaganda techniques used from Filene (1937) above, the
section below explains each techniques used by Traveloka in their YouTube
advertising videos based on Jowett & O’Donnell (2012) propaganda techniques

analysis.
Visual symbol of power
Visual symbol of power technique is one of propaganda techniques proposed by Jowett
& O’Donnell (2012) used in Traveloka videos. According to Jowett & O’Donnell
(2012), visual symbol is represented through images such as buildings, an office, a
scenery, or a logo by propagandist which have an icon-graphic denotation of power.
In Traveloka’s video 2015, Traveloka used visual symbol of power (B8), which is a
technique to attract the viewer by showing strong Eid vibes that can be noticed in the
beginning of advertisement video. The propaganda visual symbols which are used in
this video that represent the moment of Eid are the Muslim dress, and the woman
wearing headscarf.
In Traveloka’s video 2016, visual symbol of power technique is represented in four
places. The first place is a receptionist at the hotel. The second is an airport
representing the passenger on flight delay. The third is a meeting room and a leader
representing the powerful person. The last are a working room of journalist, camera
and microphone representing reporters. All of them have put their trust on Traveloka to
do online transaction for travelling and hotel booking services.
Additionally, from Traveloka’s video 2017, the four images in the video contain visual
symbol of power (B). The first picture taking is in front of Losari Beach as a landmark
and iconic place in Makassar-South Celebes represented by a scene of a newly married
couple honeymoon at the beach. Then, Surabaya is represented by Darmo hospital with
a baby in stroller which means the place of giving birth. Third, the atmosphere of
"Lesehan" which has become the characteristic of the hospitality of Yogyakarta is
illustrated by showing people day-to-day activities as the place where he grew up as a
kid. The last one is Aceh, the image of Baiturrahman Grand Mosque represents the city
of Aceh that become his final destination in the video where his future wife resides. It
can be concluded that with the Traveloka app, a trip from one city to another is very
possible to do.
In Traveloka’s video 2018, the visual symbol of power (B8) used in this advertisement
can be seen from the monotonous habit of someone who always travels to the same
place. Then with the Traveloka application a child's dream of wanting to travel to a
different place is depicted with a sand castle at the beach, heavy rain water of the
water-park and a jump on trampoline matress. By looking for inspiration (by scrolling)
through the Traveloka application, those places are now at sight and the vacations is
now becoming more exciting.
In Traveloka’s video 2019, the visual symbol of power (B8) can be seen by the flood
calamity.. The flood in the video is described dramatically by showing high water and
the big sound of thunder. The mother in the video is portrayed as someone who
pretended to be strong, whereas in fact she is fragile, because she have to use
wheelchair to sustain her activities. It is this atmosphere that gives the impression that
Traveloka can help with "pay at hotel” service by forgetting all the misery caused by
the flood.
Music of propaganda
Music is another propaganda technique that is used by Traveloka in its video. Jowett &
O’Donnell (2012) mention that music is effective because it combines repetitive
sound. The language used in musical propaganda can make the audience becoming
familiar with the advertising materials or products. Music can be very powerful in term
of relaying messages because music has the power to ignite memories of the message
related to it (Dibben, 2003).
In Traveloka’s video 2016, music of propaganda (B10) a special song is played in the
background. This is an original song produced by Traveloka. The use of special music
gives a special touch and emotion which make the audience remember Traveloka when
this song is played. The uses of joyful music in this video gives people the insight that
using Traveloka would give a delightful feeling and magically solve all problems with
hotel booking, delayed flight, worry of online transaction security, and wanting to get a
ticket with affordable price.
In Traveloka’s video 2017, music of propaganda (B10) is marked with a song called
“The Flashback (Napak Tilas)" in accordance with the title of the video of
advertisement. The song specifically created to support the atmosphere of the story.
People who hear this song will subconsciously be influenced to participate in
remembering the memory of their lives too.
Arousal of emotion
The use of arousal of emotion is the last technique used by Traveloka. In
disseminating its message, Traveloka uses a strong emotional appeals in its
propaganda (Jowett and O’Donnell, 2006). O’Shaughnessy (2004) said that emotion
also can activate audiences’ behaviours and influence their choices
In Traveloka’s video 2015, the video also uses arousal of emotions (B11), which is a
technique to arouse the viewers’ emotions. It is shown in the video that the son sadly
whispered “both of my parents were divorced when I was a kid”, which means that
they could not ever celebrating Eid together. Traveloka uses this moment to trigger
viewers’ emphatic emotion.
In Traveloka’s video 2016, the song that played in advertisements from the beginning
to the end is to evoke the viewer emotion to stay calm in facing the difficulties when
doing a hotel booking, claiming insurance from flight delay, doing online transaction,
and booking airplane ticket because Traveloka is simply the problem solver. It shows
that Traveloka attempts to arouse emotion which causes the feeling of relaxed, happy
and enjoyable to the audiences

In Traveloka’s video 2017, arousal of emotion (B11) is also used. The use of songs
and a suitable atmosphere makes this advertisement easily accepted by the audience
because it can boost positive views on Traveloka ability to provide ticket booking
services in the same app.
In 2018 advertising video, arousal of emotion technique is also used. "Monotonous" is
something terrible that is not liked by most people. In this video, this child looks
unhappy with the boring and similar tourist attractions and destinations they have
visited. The audience was carried to feel a sense of displeasure from the images shown
in the video. Then after using Traveloka app, they are happy again because they can
visit more places.
In Traveloka’s video 2019, arousal of emotion technique is shown with the use of the
words "first time" and "very beneficial" in the video. Those words provide a
description of emotions that it is greatly affect a person in which Traveloka is claimed
as the only one helper who gives a very meaningful impression to her. This gives an
illustration that Taveloka is very meritorious for her especially with “pay at hotel”
features.
5. DISCUSSION
From the interpretations of the given situations happening in the 2015-2019 Traveloka
videos above, it is clear that all of the advertising videos analysed in this study applied
glittering generalities, plain folks and card staking embedded with the visual symbol of
power, music and emotional arousal as their propaganda techniques. Glittering
generalities is inevitably used in propaganda and persuasion with no justification and
explanation is presented to support the advertisers’ claim (Shabo, 2008). Absolute and
unverified claims contained in positive words and or images were too often took place
in commercial ads to reinforce customers’ unconscious psychological acceptance
(Hueth, 2019). In Traveloka ads, the words “easier” (2015), “magic”, “special” , “so
easy” (2016), “reliable”, “many benefits” are some concrete examples of unjustifiable
proclamations used to persuade customers’ taken for granted stance on their products.
In a strong tone, Dewi (2015) advises that the use of glittering generalities in media
and journalism can be a serious new threat in the freedom of press. Malone (2019)
furthermore recommends a trustworthy and proper research on advertising propaganda
to manufacture the audience “approval”. Put another way, Herman and Chomsky
(2010) propose that “manufacturing consent” of the audiences is crucial to understand
the political economy of the mass media, including in advertising world.
Plain folks, in addition to glittering generalities, is also found as the second-most used
tactic in Traveloka advertising. Plain folk’s technique is concerned with demonstrating
a positive image of a product, therefore, by picturing Traveloka positively in the
advertisements, the agency is trying to make their audience believe that their product is
the best choice. Harwani (2020) suggests that by using plain folks technique, even with
no words used, audiences can still be propagated by the positive situation given in the
video. Furthermore, she claims that an agency can apply the technique just by showing
average people having fun while drinking the product of the agency. Plain folks is a
creative-innovative strategy in advertising to win audience or prospective customers to
use, to buy and to repeat order by showing ordinary people to endorse certain
commercial products (Drewniany & Jewler, 2013; Kenechukwu, Asemah & Erdegoh,
2013; Johannessen et.al. 2010). Thematic issues like family reunion (2015, 2018),
hectic day (2016), commuting routines (2017), routine flood (2019) are mundane
topics displayed in Traveloka YouTube videos advertising from 2015 to 2019. Such
exploits are found to be conforming Hobbs, He and Robbgrieco (2015) examination
whereby a close reading and analysis on media advertising can be manipulative and it
takes sceptical and in-depth comprehending on these activities to raise audience
awareness on it. In a similar vein, the findings support Dobzhanska-Knight and
Voitko (2017) and Amazeen (2012) argument that the practices of linguistics and
semiotic misinformation like plain folks in propaganda persuasion are frequently
accompanied by emotive arousal and fallacious arguments. Rabab'ah and Khawaldeh
(2016) finding is similarly revealed that most messages in persuasive appeals,
including propaganda are implicitly conveyed.
Regarding card stacking, which Beaty (2011) describes as illustrations or distraction to
convince audience perception by exercising logical or illogical statements as form of
reception or refusal of an idea or a person, the findings from Traveloka YouTube
videos emphasize the fact that corporate advertising propaganda were purposefully
crafted in rhetorical texts and images of the videos. The information on both texts and
visual imagery of “multi-purpose voucher” for hotel booking (2015), same day
booking services (2016), e-ticket (2017), and “pay at hotel” features in the apps
powerfully underline the advantages and benefits of using Traveloka. Similarly, the
emergence of a concept named “storynomics” – a story driven marketing in current
times proposed by McKee and Gerace (2018) has demonstrated both the need and the
fact to recognize marketing deceptive strategy in economics. Simply put, selective
emphasis of the framed information and images in commercial advertising, as Ngoa
(2011) puts it, often employed in narrative propaganda.
The frequent use of visual symbol of power in Traveloka YouTube advertising videos
is represented with the strong display of Eid/Muslim dressing, headscarf celebrating
the holiday (2015), hotel receptionist and airport (2016), iconic places in Indonesian
tourist destinations i.e. Grand Mosque Baiturrahman in Aceh, Losari Beach in
Makasar, Lesehan view in Jogajakarta and Darmo hospital in Surabaya (2017), sand
castle (2018), and flood (2019). Those all visual symbols operates together with
previous tactic of glittering generalities, plain folks and card stacking. For example, the
Eid holiday for Muslim (2015) worked effectively when paired with glittering
generalities’ words of “reunites” and “togetherness. Or when hotel receptionist image
(2016) is paired with the words “so easy” and “special” and “magic. These exemplify
the “universal culture” argument outlined by Winkler and Dauber (2014), and
Stevenson (2014), in which they maintain that the visual image used in propaganda
activities is understood equally across different cultures. In most cases, this also typify
Håkansson, Johansson, and Vigsø (2017) finding that visual element is very powerful
propaganda technique in creating positive image of the producer. In other words, a
stronger term was used by Baele, Boyd and Coan (2019) describing visual images as
“lethal” to sway audience mind.
In terms of musical propaganda, repetitive saying in the song or audio recording is the
second most used technique in Traveloka YouTube advertising videos. Traveloka
produced their unique original theme song for their brand. So as the music played the
saying of “traveloka first, traveling next” will be well remembered by the audience. As
in advertising strategy, repetitive words and expressions can be psychologically
effective to introduce commercial brands to change customers’ behaviors. Todor
(2016) calls this as “marketing automation” in which audience automatically
remember one particular brand when repetitive words/texts, songs, and images
exhibited in the commercials. Apart from its famous branded song, Traveloka also
produced other songs in their advertising videos, such as “The Flash Back” (2017) to
induce audiences “memorable journey of their lives”. As marketing and advertising is
now currently moving on from traditional to digital, with mobile and smartphone apps
is flocking, Kotler, Hartayaja and Satiawan (2016) warn that the connected customers
are very sensitive and picky in decision making, so that companies are now competing
to be the most unique and creative in promoting their products.
Since the purpose of an advertisement is to persuade the public to be interested in the
goods and services offered, it is inevitable that the arousal of emotion or emotional
appeals are more effective rather than intellectual and logical appeal (Sandage, 2001;
Behboudi, et.al. 2014). Generally speaking, the audiences or customers are seemingly
difficult to discern between concrete and abstract aspects of the content (Bülbül &
Menon, 2010). This may imply a message that, as has been found in Geuens, De
Pelsmacker and Faseur (2011) study, emotional advertising is effective for low
participation and hedonic products than high participation and utilitarian products. As
travelling product and service is tertiary, luxury and hedonic, it indicates that audience
may be more influenced with the type of YouTube video advertising provided or
posted by Traveloka in their social media channels.
The finding also showcase how propaganda advertising monopolizes communication
sources. The message is received by the audience without opposition. This is referred
to as monopoly. In commercial and retail advertising which focus on specific product
sales of a service company or a shop. The purpose of commerce and retail advertising
is to encourage potential buyers by informing them about the provision of certain
goods or services. As Jhally (2014) claims that monopoly practices is part of the
shifting trend from production into consumption in the consumer society. Some admit
advertising commercial as “public relation” activity, as mentioned by Beasley and
Danesi (2010), whereas other calls it “persuasive advertising” and “promotion”, as
labelled by Armstrong (2010), and Hackley and Hackley (2017). However the whole
activities of informing or more precisely, manipulating the audience, the customers and
the prospective buyers are, as has been mentioned earlier, taken for granted, with
almost no dissenting alternative information provided on the commercial. The very

rare use of ethics in such types of persuasion, according to Merlin (2013) must be
properly addressed, otherwise “propaganda” will always mean “advertising”, “public
relation” and or “promotion” with more subtle and less-aggressive terming and
euphemism which made it very difficult to everyone to distinguish between
(successfully) constructed myths and realities (Burkhardt, 2010; Gigang, 2010).
6. CONCLUSION
It can be concluded that both propaganda techniques proposed by Filene (1937) and
Jowett & O’Donnell (2012) can be found in Traveloka videos. From all of propaganda
techniques, card staking, plain folks, and music are the more effective propaganda used
in Traveloka Youtube videos advertising. Those techniques make the advertisement
becoming more realistic, memorable and easily accepted by viewers. Moreover, the
use of propaganda technique is very likely becoming one of reasons for the success of
Traveloka in attracting the audiences to use its services. It also helps Traveloka to
create positive images about its services. It can be seen in Traveloka Youtube Channel,
where it is subscribed by 588.000 viewers compared to Tiket.com that has only
449.000 subscribers.
Regarding the propaganda techniques of Traveloka videos, this study offers some
insights for the future researchers. First, they may use various medium of advertising
such as poster, brochure, billboard, and banner to get broader discourse in doing the
analysis. Secondly, this study suggests that lecturers who teach discourse analysis
should introduce the latest propaganda techniques to make the students gain their
understanding in propaganda especially for English Department Students in linguistics
classes, especially by knowing the use of semantic and pragmatic meaning of the
language (Akmal, Rahmat & Risdaneva, 2017). By learning and knowing about
propaganda, we can be more selective in judging and filtering the construction of
reality and reproduction of images for promoting positive materials or else, supporting
negative campaign.
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almost no dissenting alternative information provided on the commercial. The very

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