The Persuasion Techniques in Magnum Advertisements

B. The Persuasion Techniques in Magnum Advertisements

Asher 1994: 42-44 states that the advertising language should be able to entice people to purchase an advertised product. To persuade consumers, advertisers usually use some techniques of persuasion in order to achieve predetermined goals of advertising. Kleppner 1986 classifies three kinds of persuasion technique based on marketing situation and human characteristics. Each Magnum advertisement could be categorized into Kleppner‟s classification by analyzing diction and sentences uttered by the speakers. Based on the data analysis, Magnum advertisements used different persuasion techniques to distinguish the purposes of advertising. It could be seen in the word choices and the sentences which were spoken by the speakers from each advertisement. Table 4.1 is the result of the analysis of the persuasion techniques which were applied in Magnum advertisements. Table 4.1 The Persuasion Techniques in Magnum Advertisements Persuasion Techniques Percentage Magnum Advertisements Pioneering Stage 40 Magnum Ecuador Magnum Infinity Magnum Temptation Magnum Temptation Hazelnut Competitive Stage None Retentive Stage 60 Magnum Mini Magnum Classic Magnum Selecta Magnum advertisement in 1994 Magnum advertisement in 1993 Magnum advertisement in 1992

a. Pioneering Stage

The purpose of the pioneering stage is to introduce a new product to consumers. Kleppner 1986 says that the characteristic of the pioneering stage is the statement of how the product will make the consumers satisfied. There were 40 of Magnum advertisements which used the pioneering stage to advertise the new ice cream tastes of Magnum. Those advertisements had the word new to tell the audience that the product had just been released. Another characteristic of the pioneering stage is the description related to the satisfaction which the consumers will feel when they consume the product. Generally, the slogan of Magnum which said “ For pleasure seekers ” was suitable for this characteristic. From that slogan, the advertisers told the consumers that they would feel the pleasure from Magnum as the satisfaction when they were eating Magnum.

b. Competitive Stage

The persuasion technique of the competitive stage sometimes indirectly contrasts the advertised product with similar products from different brands. Advertisers want to prove that the advertised product is better than the others are. Therefore, advertisers should show the specialty of the advertised product. Magnum advertisements did not use the competitive stage to persuade the audience because Magnum advertisements focused on the product itself. Magnum advertisements only described their own specialty without contrasting with other brands.

c. Retentive Stage

If a product is already marketed in a marketing area, the retentive stage will be an appropriate way to keep the existence of the advertised product. The majority of Magnum advertisements used the retentive stage to advertise the products. The total was 60 of Magnum advertisements. The simplicity of Magnum advertisements sometimes made the advertising language style very limited. Almost all of Magnum advertisements had a brief description about the special ingredients of Magnum ice cream. Cracking chocolate became the identity of Magnum besides the slogan For pleasure seekers. Many Magnum advertisements included cracking chocolate to remind people about Magnum‟s uniqueness.

C. The Power Relation in Magnum Advertisements