Constructing Culinary Desires: Lexical and Discursive Patterns in Thai Food Advertising in Indonesia

This study examines the linguistic strategies employed in Thai food advertising targeted at Indonesian consumers, with a focus on lexical and discursive patterns. Utilizing critical discourse analysis (CDA), it explores how descriptive adjectives, cultural references, sensory language, and localized terms work together to create persuasive narratives. Advertisements from digital platforms such as Instagram and YouTube were analyzed to uncover how Thai food branding blends cultural authenticity with localized appeals. Findings reveal that terms like "authentic", "heritage", and "spicy" alongside phrases like "a journey through Thai taste" and "rooted in Thai tradition" serve to evoke sensory experiences and cultural connections. By incorporating Indonesian-specific references, such as "rasa otentik" and "cita rasa Thailand," these advertisements strike a balance between the exotic appeal of Thai cuisine and familiar cultural elements, ultimately fostering consumer engagement. This study contributes to the understanding of how language functions as a tool of both persuasion and cultural storytelling in transnational marketing.