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Advertisement is a way in promoting something. Advertisement can be either audio, visual or both. Advertisement text is one of persuasive argumentative discourses. In this article, the main object is the advertisement text of one of online transportation providers in Indonesia, GO-JEK. The writer analyzed one of the GO-JEK's advertisements that was installed on the main street in Jakarta and was famously jammed. This study applied Stephen Toulmin’s model approach to find out the argument elements of the GOJEK advertisement text. In addition, the writer also implemented communication approach to discover the communication elements in this advertisement. The result shows that there are claim, data, warrant, backing, and rebuttal related to people's life used in this advertisement. The discovered data are assumed used by the copywriter in order to persuade the audiences properly through text.

Discourse Analysis of Argumentative and Persuasive Texts on GO-JEK Advertisement Text