ANALYSIS OF SARCASM FOUND IN SAMSUNG ADVERTISEMENTS
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This research analyzes the types and communicative functions of sarcasm found in Samsung advertisements, particularly in the Samsung Makes Fun of Apple campaign. Using a descriptive qualitative method, it applies discourse analysis based on Gee‟s (2021) framework, which explores how language constructs meaning, identity, and social relationships. The data were obtained through non-participant observation and documentation of 14 Samsung YouTube videos, identifying 109 sarcastic expressions. Analysis refers to Camp‟s (2012) classification of sarcasm: propositional, lexical, like-prefixed, and illocutionary. Functions examined include criticizing, entertaining, indirect persuasion, asserting superiority, and emphasizing. Coding was performed manually, based on Saldaña (2021) procedure, which classified each sarcastic unit according to type and function. Results indicate that sarcasm is intentionally employed to mock competitors or to emphasise Samsung‟s strengths, by means of non-literal meanings obtained from a divergence between the said and the intended message. The paper extends discourse analysis of advertising and yields implications for marketers who seek to create compelling communication.
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