The using persuasive sentence in pamphlet : job training report

CURRICULUM VITAE

1. Student’s Profile

a. Name : Diki Miharja

b. Address : Jl.Moch Rhamdan Gg Ancol Kawung 67A c. Place and Date of Birth :Bandung, 25 September 1988

d. Sex : Male

e. Religion : Moslem

f. Phone 089685150930

g. E-mail : rickyaroon@yahoo.com

2. Educational Background 2.1Formal Education

No Year Institution

1 1996 – 2002 SDN Lengkong Besar 105/01 2 2002 – 2005 SMPN 33 Bandung

3 2005 – 2008 STM Prakarya Internasional Bandung 4 2008 – Now English Department

Indonesia University of Computer

2.2Informal Education

No Year Institution

1 2009 Story Telling Contest (Certified) 2 2009 Copywriting Seminar and Workshop

(Certified)

3 2010 Translating and Interpreting Workshop (Certified)

4 2011 Feminist, Feminine, and Text Seminar (Certified)

3. Competency

There are some competencies that the writer has. They are as follows: a. Good at English both oral and written.

b. Translation form English to Indonesia and the reverse.

c. Operating Computer (Ms.Office, Adobe Photoshop, Macromedia, and Internet)

4. Organization and Work Experiences

No Year Organization

1 2002-2005 Member of PRAMUKA SLTPN 33 Bandung 2 2003-2005 Member of OSIS 33 Soreang

3 2005-2008 Member of PRAMUKA STM PI Bandung 4 2005-2008 Member of OSIS STM PI Bandung

THE USING PERSUASIVE SENTENCE IN PAMPHLET

JOB TRAINING REPORT

Submitted to fulfill one of the course requirements

DIKI MIHARJA 63708007

ENGLISH DEPARTMENT FACULTY OF LETTERS

INDONESIA UNIVERSITY OF COMPUTER BANDUNG

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ACKNOWLEDGEMENT

Alhamdulillahirabbil’alamin, praise be upon Allah SWT that I have finally completed my job training report. Therefore, the writer wishes to dedicate his deepest thanks and appreciation to the following:

1. My family, who always support me all the time.

2. Dr, Juanda, the writer’s advisor who helps and encourages the writer to finish this paper.

3. The coordinator of job training, for guiding all students who conducted the job training.

4. All of my friends in Faculty of Letter, who always support and motivate the writer when arranging this paper.

Hopefully, this paper is expected to give the benefit for the readers and also the writer on the future.

Bandung, Dec 2012

vii CONTENTS

ABSTRACT iv

ABSTRAK _v

ACKNOWLEGDMENTS vi

CONTENTS vii

CHAPTER I : INTRODUCTION 1.1Background to the Topic 1

1.2Scope 2

1.3Objectives 2

1.4Significant to Knowledge 2

1.5The Framework of the Theory 3 1.6Research Method 4

1.7Place and Time 5

CHAPTER II : THE BUSINESS OF Ckilknet 2.1 The General Description of Ckliknet 7

2.2 Job Position and Coordination 2.2.1 Job Position 8 2.2.2 Job Coordination 8 2.3 Responsibilities 9

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CHAPTER III: THE DESCRIPTION OF THE TOPIC

3.1 Explanation and Analysis 10

3.2.1 Persuasive sentence in advertising 10 3.2.2 Persuasive sentence in pamphlet and the analysis 12

3.2 Problems and Solutions 24

CHAPTER IV: CONCLUSION AND SUGGESTION

4.1. Conclusion 25

4.2 Suggestions 26

REFERENCES 27

APPENDICES 28

27 REFERENCES

Glowa, Tim. 2002. Advertising process model. USA: University Press of America A.Bruneau. Edmond, 2000. Rx for Advertising Internet Edition. USA: Boston Book.

Hackley. 2009. Theorizing advertising and promotion: Rex Book Store.

Larson, Mildred L. 1984. Introduction to media literacy: London: Prentice Hall International Ltd

1 CHAPTER I INTRODUCTION

1.1 Background to the Topic

Any kinds of business, off course, needs advertising to promote their products or services. It is very important for the company, because it is one of the effective ways to give the need or desire in the people who view, read or listen to it. “Marketing and advertising your products or services effectively is a key to the success of your business.” (Edmond A.Bruneau, 2000: 2)

There are many ways for the company to promote the products or services, such as: Electronic media; television, radio, and internet, Printed media; magazines, newspaper, brochure, and pamphlet, also with outdoor media; billboard, banner, and many others. That most media messages take an important role in advertising. “The goal of most media messages is to persuade the audience to believe or do something”. (Introduction to media literacy, 1984: 6).

As the writer has do during job training in Ckliknet, the writer use pamphlet as a media message to promote internet café and apply all skills that the writer has, works in there for about a month. Since the writer believes that many ability he have, could be useful to help running the company.

Based on the explanation above, the writer decided to raise the topic “The Using Persuasive Sentence in Pamphlet” for job training report.

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1.2 Scope

This paper described the using persuasive sentence to promote internet café by media pamphlet. The data is taken from the pamphlet that had been created during job training.

1.3 Objectives

The purposes of writing this topic and the purposes of this job training are:

1. To describes the using persuasive in advertising.

2. To give knowledge with the readers of how to make a good pamphlet 3. To analysis the using persuasive sentence in media pamphlet.

4. To fulfill the subject of job training in English Department of Indonesia University of Computer.

1.4 Significant to Knowledge

The writer hopes that this paper will be useful for the reader to expand their knowledge about the method using persuasive sentence in media pamphlet.

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A promotion, in easy way means that offer something to be sell. Without promotion, how the customers know that the company sell or offer something.

There are some models in advertising of how to make good promotion to promote the products or services. One of them with using AIDA model. Then what is it? It is one of the basic guidance how to approach the customers. AIDA is acronym from Attention (Awareness), Interest, Desire, and Action

(Theorizing advertising and promotion, 2009: 39)

A for Attention (Awareness) means that attract the attention of the customer.

I for Interest means that raise customer interest by focusing on and demonstrating advantages and benefits.

D for Desire means that convince customers that they want and desire the product or service and that it will satisfy their needs.

The last A for Action means that lead customers towards taking action, after they read or view it.

Attention

Interest

Action Desire

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Beside that advertising model, the writer also use persuasive sentence as a device communication. Persuasive sentence is the sentence or statement that presents his or her opinion and tries to convince the reader to agree. For example:

Most people would agree that exercise is good for a healthy lifestyle.

Here are two reasons why you should exercise.

Two examples above show that how to convince the reader agree with the opinion the writer that are suggested.

Therefore, the writer use AIDA’s model as a basic guidance and persuasive sentence as a device communication to promote internet café in media pamphlet during job training, because both of them have the correlative in meaning.

1.6 Research Method

The method applied in this paper is descriptive method. This method describes and interprets the object of research the way it is (Best, 1982: 119). It means that this method is focuses on systematic description regarding the data found. As the source of data, the writer use what the writer has do during job training and another source.

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1.7 Place and time

The writer did the job in CKLIKnet at Jl. Rancabali, Gunung Batu no.175, Cimahi. For about a month the writer works in there. Started from 24th july 2012 until 06th September 2012, from 9am-17pm.

7 CHAPTER II

THE BUSINESS OF CKLIKnet

2.1 The General Description CKLIKnet

Internet cafe business is not different as the MLM business (Multi Level Marketing) which will establish "asset" to the bottom. For example, internet café Dilo Bliss, the largest also the biggest internet café in Bandung, which addressed in Jln. Pasteur no. 11 A, is the official event registration in Bandung and surrounding areas for registration of various types of online game tournaments all over Indonesia. With a center that can accommodate and assist, it is no wonder if they are who established cafe business want to work together with them. Dilo Bliss will assist and accommodate their needs with variety services, such as snacks, drinks, voucher, computer services, posters, as well as games online events, and many others. Nowadays, there are already a lot of internet cafe that has been cooperate with Dilo Bliss, such as Digi.net, Commando.net, Multilink, Matahari.net, and probably many others. In this case, Cklik.net is subordinate assets from Multilink, which addressed in Jln.Sarijadi block 24 no. 21. Like Dilo Bliss do, Multilink also accommodate and assist Ckliknet needs, such as voucher, snacks and drinks and etc. That ‘s how the cooperation run between the internet cafes that have already trust between one to the other.

For now, Ckliknet not opens a branch yet, because it is still in development. Ckliknet is a blend from Cklik internet, which addressed in Jln.

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Rancabali, Gunung Batu no 175, Cimahi, West Java. The owner is Mr. Teja Setiadi. Ckliknet provides internet browsing, online games, printing, scanning, PC service and voucher.

2.2 Position and Coordination 2.2.1 Job Position

The position of the writer in the company was promotion advertisement, using media printed as media promotion, especially by pamphlet.

2.2.2 Coordination

The coordination between the writer and the other members of staff as in the following:

1. Mr. Teja Setiadi ( The owner of Ckliknet)

Responsibility : Calculating the income and outcome, and give command to their staff.

2. Gumawan (Operator game online)

Responsibility : Handling the operation of game online. 3. Rudi (Operator internet browsing)

Responsibility : Handling the operation of internet browsing. 4. Mr. Ayi (Technician)

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2.3. Responsibilities

As a promotion advertisement, the writer had responsibilities to promote the company to the customers and persuade or convincing the costumers to come.

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CHAPTER III

THE DESCRIPTION OF THE TOPIC

3.1 Explanation and Analysis

3.1.1 Persuasive sentence in advertising

In advertising, persuasive sentence is use to persuade the costumers to try, think about and buy something. The idea that it is important, because the persuasion can be found almost everywhere in the human society, such as mass media/media message.

“All media messages try to persuade us to believe or do something. To do this, they use specific techniques (like flattery, repetition, fear, and humor) we call the language of persuasion techniques.” (Introduction to media literacy, 1984: 3) The statement above show that in persuasion, there are some techniques of how mass media/media message take an important role in the promotion. These techniques have a purpose to grab the costumers attention, to establish credibility and trust, to stimulate desire for the product or services, and to motivate to act (the costumers, weather, the costumers will buy or order our products or services). Below is a table that the writer took from (“introduction to media literacy, 1984: 7”)

11 Rhetorical

Question

A question that is asked which makes the reader think. e.g. How would you feel is you had 2 hours of homework every night?

Repetition Words or phrases are repeated so that they stick in the reader‟s mind.

e.g. remember what is was like to be at school, remember how much work you had.

Emotive Language

When words are used to make the reader feel a certain emotion, like sadness or anger.

e.g. We are the poor, helpless children who are forced to do hours and hours of homework every night.

Exaggeration When information is given that is over the top, or slightly untrue.

e.g. If I get set one more homework I am going to move to the moon!

Facts and Statistics

When truthful information is given to back up a point.

e.g. 95% of pupils feel that there is too much homework.

Groups of words When two or more words used to emphasize a point. e.g. Homework is boring, dull and uninteresting.

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3.1.2 Persuasive sentence in pamphlet and the analysis

If we take a look to the AIDA model and the using persuasion techniques in advertising. Both of them have the same purpose. The purpose is that they persuade the costumers or the readers to try, think about and give the need or desire in the people who view, read or listen to it. For example, when the writer took job position as promotion advertisement during job training in Ckliknet, the writer has responsibility to promote the company. It is not easy when the writer got that position, because the writer still lack experience about it. Therefore, the writer searches for the information about advertising, and interested in media message pamphlet. Beside it is no take any cost, pamphlet also easy in use, especially for a small business. Therefore, the writer wants to share his experience of how to make a good pamphlet based on the writer„s experience during job training:

First, start with deciding the purpose, the message, the target audience and the content of a pamphlet. After it has been accomplished, use the words for pamphlet short and simple, such as keep the language simple by avoiding long words and difficult to be read by the readers. Then make sure that all the facts are right, if it is not, off course, the costumers will disappointed.

If the pamphlet printed on both side, in the one side should have an interesting headline, therefore, to get people‟s attention. Moreover, the readers will be confused which side of the pamphlet that is the front side or the backside.

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On the other hand, if the pamphlet printed just one side, do not make the layout too dense with lots of small typing. It has been mentioned above that, it will make the readers difficult to get the information. After that, play around with fonts in the computer, then use which are easiest to read. Also use bold and italics as well as different size letters for headings, captions and so on. On the top of that, use bold for the headlines that catch people‟s attention and sound interesting.

The last is printing, however, before it takes to the printer, check again spelling and read the pamphlet carefully. Also, make a copy to avoiding lose or damage the master copy.

Here are the examples of data and it‟s analysis. All of the data use printed screen, and the format of the data use image format (JPG). In addition, the writer uses some pamphlet from another source, therefore to compare from one to another for the analysis.

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Data 1

This data is taken from the writer‟s work during job training in Ckliknet.

The sentence “Your connection to slow? you feel dizzy about it?”. It is one of the examples for rhetorical question. It aims to get the reader awareness/attention. Moreover, it has been mentioned above that the rhetorical question has the function to make the readers think, in other words, makes the reader curious about the information. So, they can stop and read the information completely.

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The sentence “Your problem has been solved”. This sentence included as exaggeration. It means that the information over the top and make things sound better than the others. When the information convince the costumers, such as give a good solution or satisfy their needs. It will trigger the costumer desire.

The sentence “Ckliknet open 24 hours, fast, clean, and comfortable

place for gamers”. Looked to the words, fast, clean and comfortable. It is kind

of group of words. It means that two or three words or phrases are used together to make them stand out. It aims to makes the costumer‟s interest about the condition from the product and services.

The Sentence “visit us at Jl. Rancabali, Gunung Batu no.175, Cimahi, www.ckliknet.blogspot.com” It is for the information that leads customers towards taking action after they read the information.

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Data 2

This data is taken from http://gallerico.blogspot.com/2009/03/pamphlet-design-of-internet-cafe.html

The sentence “Get the true cyber life style here” included as exaggeration. The aim from this sentence is to catch the attention/awareness of the

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readers which is strike to the point directly. The information tells that those make things sound better than the other.

The sentence “Get our economical offer” is aim to make the readers interest by focusing on advantage or benefits, it can be seen from the next sentence such as, “member discounts 15%”, “package of 1,5$ / hours”.

The sentence “Connection up to 500 kbps” included as fact and statistic, the information is given to back up a point. in this case with fact that connection up to 500 kbps. It is aim trigger the readers desire.

The sentence “visit us Raden Fatah road 45 Demak”. It is for information that leads customers towards taking action after they read the information.

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Data 3

The data is taken from http://www.behance.net/gallery/Pamphlet-for-Advertising-Company/5614037.

The Sentence “Do you ever feel…” included as emotive language, when words are used to make the readers feel a certain emotion, then it followed by group of words, “Scared”, “intimidated”, “un-save”, “frightened”, with the rhetorical question. It aims attention/awareness the readers mind. Also, it make the reader interest with certain question that why we must scare, intimidate, un-save, or frightened.

The sentence “Did you know that nearly 91% of attacks are

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to back up a point, in this case with the statistic of data that 91% of attacks are premeditated. Moreover, it triggers the reader‟s desire because they curious with the information.

In this pamphlet that is aim the readers to take actions is to visit their site, that is in the bellow of the pamphlet “(visit our site) www.gndspecialists.co.uk.”

Data 4

The data is taken from http://mumbai.olx.in/computer-hardware-engineering-course-fast-track-iid-389300712

The sentence “Computer Problems?” included as rhetorical question. It aims to get the reader awareness/attention and make the reader curious about the information. In the next information, it‟s talking about the business beneficiary

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such as; “Is your computer running slow?”, “Does it keep freezing?”, Are you getting annoying pop-ups when browsing the internet?”. All of them are rhetorical question and aims the reader interest.

The sentence “I can fix your computer problems” included as exaggeration, because the information tells that those make things sound better than the other. This sentence also triggers the readers desire, which is too exaggerate something.

In this pamphlet that is aiming the readers to take action is to call the technician itself, that is in the bellow of the pamphlet “(call us) Kory White 951-786-8629.

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Data 5

The data is taken from http://swa-roopa.com/2012/vacation-camp-2/vacation-camp-pamphlet-2/

The sentence “what are the 10 special talents?” included as rhetorical question, that is make the readers think about it. It aims to get the reader attention. The words “10 memory techniques” and “10 special talents”, aims to get the reader interest. This is example for repetition, words or phrases are repeated so that they stick in the reader‟s mind.

In this pamphlet, the information which is trigger the readers desire are the beneficiary from their study, the packages for each educational. Beside that,

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which is aim the readers to take action is to come directly to the camp, that is in the upper of the pamphlet “(visit us at) Swaroopa, Adhayaya kendra.

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Data 6

The data is taken from http://3.bp.blogspot.com

The sentence “Let us clean up for you!” included as common persuasive sentence, that aiming the reader to belief with the statement. It is aiming the reader‟s attention/awareness.

The sentence “we tailor our cleaning services to meet your needs” aims the reader interest and for the sentence “facilities we services:…”, it is the beneficiary from the company, so it‟s trigger the readers desire.

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To take the reader taking action, their use “For contact”, including phone number, e-mail, and location.

3.2 Problems and Solutions

During the job training, first the writer had a problem with the media that the writer will applies in his job training. Second, the writer also have a problem with determining where is a pamphlet and where is a brochure. The writer thought that both of them are same.

In order to find that problem, the writer must read many books about marketing and searching for the information in internet about kinds of mass media/media message for media promotion. For the second problem, the writer also read many books about the differences from both of them.

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CHAPTER IV

CONCLUSIONS AND SUGGESTIONS

4.1 Conclusion

Advertising is the important thing for the company to get customers. It aims to inform, evoke emotions, and trigger actions for the customers who read and view it. There are many ways for the company to promote their company. One of them is using media message pamphlet, beside it is no take any cost, pamphlet easy in use especially for a small business. Unfortunately, however, to make a good pamphlet or any kinds media message, we must know some aspects to be learned, first what model of advertising that we want to use and second what the device communication that we want to applies to our work. For example, the writer uses AIDA model of advertising as a basic guideline and persuasive as the device communication. Both of them have the same purpose. The purpose is that they persuade the costumers or the readers to try, think about and give the need or desire in the people who view, read or listen to it

26

4.2 Suggestions

There are some suggestions for both the English Department and the students as follows:

1. The English Department must give more knowledge and more experience about the project to the students before they do the real job training because it will encourage more students to take job training.

2. The students who promote the products or services must more carefully to make their promotion for specific customer because it will increase the customer from certain target market.

Data 5

The data is taken from http://swa-roopa.com/2012/vacation-camp-2/vacation-camp-pamphlet-2/

The sentence “what are the 10 special talents?” included as rhetorical

question, that is make the readers think about it. It aims to get the reader attention.

The words “10 memory techniques” and “10 special talents”, aims to get the

reader interest. This is example for repetition, words or phrases are repeated so

that they stick in the reader‟s mind.

In this pamphlet, the information which is trigger the readers desire are the beneficiary from their study, the packages for each educational. Beside that,

22

which is aim the readers to take action is to come directly to the camp, that is in

Data 6

The data is taken from http://3.bp.blogspot.com

The sentence “Let us clean up for you!” included as common persuasive

sentence, that aiming the reader to belief with the statement. It is aiming the

reader‟s attention/awareness.

The sentence “we tailor our cleaning services to meet your needs” aims

the reader interest and for the sentence “facilities we services:…”, it is the

24

To take the reader taking action, their use “For contact”, including phone number, e-mail, and location.

3.2 Problems and Solutions

During the job training, first the writer had a problem with the media that the writer will applies in his job training. Second, the writer also have a problem with determining where is a pamphlet and where is a brochure. The writer thought that both of them are same.

In order to find that problem, the writer must read many books about marketing and searching for the information in internet about kinds of mass media/media message for media promotion. For the second problem, the writer also read many books about the differences from both of them.

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CHAPTER IV

CONCLUSIONS AND SUGGESTIONS

4.1 Conclusion

Advertising is the important thing for the company to get customers. It aims to inform, evoke emotions, and trigger actions for the customers who read and view it. There are many ways for the company to promote their company. One of them is using media message pamphlet, beside it is no take any cost, pamphlet easy in use especially for a small business. Unfortunately, however, to make a good pamphlet or any kinds media message, we must know some aspects to be learned, first what model of advertising that we want to use and second what the device communication that we want to applies to our work. For example, the writer uses AIDA model of advertising as a basic guideline and persuasive as the device communication. Both of them have the same purpose. The purpose is that they persuade the costumers or the readers to try, think about and give the need or desire in the people who view, read or listen to it

26

4.2 Suggestions

There are some suggestions for both the English Department and the students as follows:

1. The English Department must give more knowledge and more experience about the project to the students before they do the real job training because it will encourage more students to take job training.

2. The students who promote the products or services must more carefully to make their promotion for specific customer because it will increase the customer from certain target market.