Identity Construction in Company Persuasive Discourse

Abstract

Constructing an identity is an important part of a company or business. This study aims to analyze information hierarchy text and reveal discourse cognition in constructing corporate identity. Both of these concepts are used to see and reveal the agent’s wishes and communications made in showing identity. The research data was obtained by documenting persuasive discourse on the nestlé and aqua-Danone websites in Indonesia. Research results direct our minds that there are two types of hierarchies built by the company: hierarchy text based on general truth and hierarchy text based on product identity. Cognition built-in discourse is generally the same. It is built through concrete language to show efforts to save the environment. The language tools used are mental imagery words, action words, and concrete language. From these two studies, it can be seen that corporate identity can be shown directly and indirectly and the target to be built is to save the environment.