PESAN MORAL DALAM IKLAN SPESIALKAN MOMEN LEBARAN BERSAMA PROCHIZ (Analisis Wacana Teun A. Van Dijk)

The development of technology presents advertising innovations by various trademarks through YouTube, as a new medium for communication, including in Indonesia. One of the unique food product advertisements is a Prochiz ad entitled "Spesialkan Momen Lebaran bersama with Prochiz". Prochiz presents its advertisements in a morality with the atmosphere of the holy month of Ramadan, not necessarily advertising the products directly. The results showed that there are three concepts of moral messages in the advertisement, namely the moral message of human relationship with God, oneself, and others, such as sincerity, gratitude, hard work, firmness, introspection, care, and concern for each other. The results of the study were shown through discourse analysis by Teun A.van Dijk with researchers as data mining instruments. The advertising video has a theme and scheme of depicting the condition of sharing with each other regardless of a person's socioeconomic status. Moral messages are also found through an analysis of social cognition by Prochiz believing that morality can be done for God, oneself, and others, through Prochiz work culture of Lead on God, Democracy, and Teamwork & Trust. Moral messages are seen through other textual elements such as semantic, syntactic, and rhetorical matters, with the use of words in videos that give text meaning to the social context of sharing each other, supported by rhetoric and expressions of sharing shared happiness together