This research studies about deixis used by McDonald’s webpage content. There are two objectives of this research. The first objective is to identify the types of deixis used by McDonald’s webpage content and the second objective is to analyze the referents meaning of the deixis used by McDonald’s webpage content.

This research is descriptive qualitative research. The subject of this research was McDonald’s webpage content. The data of this research were taken from the heading and subheading webpage on the McDonald’s webpage content. This research used documentation technique in collecting the data. The documentation technique was conducted by collecting the data from McDonald’s webpage content, classifying the data and not data, and examining the data based on the theory of deixis types and referent classification. The data were analyzed by identifying the types and the referent of deixis used by McDonald’s webpage content. In validating the data, the researcher used triangulation technique by Moleong (2008) methodological and triangulation theory by crosschecking the data analysis proposed by Levinson’s theory.  

The result of the research shows that there were 94 deixis used by McDonald’s web page content. The data of deixis types are classified into five types. They are person deixis, time deixis, place deixis, social deixis and discourse deixis. In this research, person deixis became the most dominant type of deixis used by McDonald’s. This is because McDonald’s webpage content entitled About Our Food often used first, second, and, third person pronouns in their sentences. Next, time deixis is also the most frequently used deixis by McDonald’s, followed by social deixis, discourse deixis, and place deixis. The referent meaning of the deixis showed McDonald’s often used person deixis in addressing McDonald’s teams and McDonald’s customers. The usage of social deixis to address McDonald’s partners and the relation, discourse deixis for explaining the discourse in upcoming and prior portion about the McDonald’s content in the McDonald’s webpage. Next, place deixis is used to mention the location and the time deixis is used for referring the specific time.