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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.
43 Practically, the advertisers want to prove that the advertised product is better than
the others. Therefore, the advertisers will show the specialty of the advertised product in order to compete in attracting the consumers to buy that advertised
product. The advertiser of You C 1000 did not use the competitive stage to convince the consumers because You C 1000 advertisements focused on the
product itself. The advertisements of You C 1000 only described their own specialty without contrasting with the other brands. Instead, Lane, King, and
Reichert 2011 state that once consumers accept a pioneering product, there is going to be competition p. 98.
c. Retentive Stage
The advertisers usually use the retentive stage when the advertised product is already marketed in marketing area. Therefore, the retentive stage is
used to keep the existence of the advertised product. Retentive stage is also known as reminder stage because it can be a reminder for the audience about the
existence of the advertised product, Lane, King Reichert, 2011, p. 100. The researcher found 66.67 or six of You C 1000 advertisements which used the
retentive stage to persuade the consumers. Almost all of You C 1000 advertisements had a brief description about the advertised product. To enhance
the consumers, the advertiser lifted the Indonesian culture up. It is seen on some advertisements of You C 1000 which talked about something which were familiar
with Indonesian people, such as dance, rice, batik, Borobudur, Bali. Stefania Fernandez
‟s version talked about rice, Leila Lopes‟ version talked about color means skins, Olivia Culpo
‟s version talked about Borobudur, Gabriela Isler
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