41
B. The Persuasion Technique of You C 1000 Advertisements
The advertiser usually uses some persuasion techniques in order to predetermined goals of advertising. It aims surely to persuade the target of
consumers. Kleppner 1986 classifies three kinds of persuasion techniques based on marketing situation and human characteristics. In this research, each You C
1000 advertisement could be categorized into Kleppner‟s classification by
analyzing diction and sentences uttered by the speakers. Based on the data analysis, the researcher found that You C 1000 advertisements used different
persuasion techniques to distinguish the advertising purposes. The analysis result of persuasion techniques which were used in You C 1000 advertisements could be
seen in Figure 4.2.
Table 4.2 The Persuasion Techniques in You C 1000 Advertisements
No Video
Persuasion Techniques Pioneering
Stage Competitive
Stage Retentive
Stage
1 Natalie Glebova
‟s Version
2 Zuleyka Rivera
‟s Version
3 Dayana Mendoza
‟s Version
4 Stefania Fernandez
‟s
Version
5 Ximena Navarette
‟s Version
6 Leila Lopes
‟ Version
7 Olivia Culpo
‟s Version
8 Gabriela Isler
‟s Version
9 Paulina Vega, Dayana
Mendoza, and Olivia Culpo
‟s Version
42
a. Pioneering Stage
Pioneering stage is aimed to introduce a new product to consumers. According to Kleppner 1986, the characteristic of the pioneering stage is the
statement of how the product will make the consumers satisfied. Based on the checklist, there were three advertisements or 33.33 of You C 1000
advertisements which applied the pioneering stage to advertise the product. They were Natalie Glebova
‟s version, Zuleyka Rivera‟s version, and Dayana Mendoza
‟s version. Another characteristic of the pioneering stage came from the description
related to the benefit which the consumers got when consuming the advertised product. It was strengthened by the statement of Lane, King, and Reichert 2011
which conclude that pioneering advertising generally stresses what the product can do, offer, or provide that could not have been done, offered, or provided by
any product before. It is important for advertiser to remember what determines the stage of the advertising is consumer perception of the product p. 95. Basically, it
was suitable with the slogan of You C 1000 which said “Healthy inside, fresh
outside”. Based on that slogan, the advertiser told and explained the consumers that there was no more important than healthy inside the body. By consuming You
C 1000 product, the consumers would be helped to strengthen their immune system, so they could stay healthy.
b. Competitive Stage
The persuasion technique of the competitive stage sometimes indirectly contrast the advertised product with similar products from different brands.
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