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CHAPTER II REVIEW OF RELATED LITERATURE
In this chapter, an overview will be presented as an extension regarding the theories used to serve as the basis of analyzing the data in this study. The
overview is divided into the following: review of the previous studies; review of the theoretical studies; and theoretical framework.
2.1 Review of the Previous Studies
Discussion by many writers and researches about persuasion and its analysis is not a new topic of research. Lee 2010
,
Professor of Department of Communication Studies from Cheongju University, designed the study to decode the persuasion
strategies in the advertising targeted for children. He investigated Korean print media advertising for children from a semiotic perspective. Semiotic approach to
―decoding advertising text‖ allows us to classify advertising sign and sign systems in relation to the way they are transmitted and communicated. The study reveals 7
most frequent employed expressive technique, 10 major types of persuasive appeals and premises, and the structure of ideology governing the sign and
signification system in advertising targeted for children. Another research was conducted by Pishghadam and Rasouli 2011
entitled A Cross-Linguistic Study of Persuasive Strategies used in Persian and English Languages. The study aimed to recast the issue of production of speech
act of persuasion in English and Persian languages. This study first attempts to analyze the types of persuasive strategies used in English and Persian. The
participants‘ responses were analyzed and the influences of gender and culture on the speech act of persuasion were discussed. Results indicate some differences
and similarities between Persian and English native speakers in employment of this speech act which provide some pedagogical solution to pragmatics difficulties
of English language learners in classrooms and their miscommunications in general.
Krok 2009 also did research about the influence of persuasion which focus on cultic groups in the context of forewarning. To examine the impact of
persuasive strategies, an experiment was conducted in which 212 full-time and part-time students were randomly assigned to one of two conditions
—either warned or not warned of the group‘s identity, and to three kinds of strategies:
existential, cultural-religious, and protective. The most negative effects occurred under the protective strategy, and the least negative effects under the existential
strategy. Forewarning caused more negative cognitive processes and attitudes from students toward the message and speaker and decreased the
speaker‘s persuasive impact.
Some researchers mentioned above conducted the research from various perspective and strategies while my analysis focuses on the classification of
persuasion based on the identification of idea. The identification uses theory from Hart 1983 who had categorized the strategies into sixteen different types. Based
on the review above, I have found that my analysis in this final project is different with the previous studies.
2.2 Review of Theoretical Studies
Kategori