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