Persuasion In Oriflame’s Catalogue Headline : A Discourse Analysis Chapter III V
CHAPTER III
METHOD OF RESEARCH
3.1 Method of the Study
The researcher use descriptive qualitative approach in this thesis. Hamidi
(2008: 12) explains in his book that qualitative method is a procedure which results a
descriptive data. Moleong (2004:3) says that qualitative research is the research that
the data collected consist of words, pictures, and not number, and the background of
descriptive research is interpretative paradigm, and does not on result but in the
prioritizes the process of research. In this thesis, this method will be applied
analysis of Persuasion in Oriflame’s Catalogue.
3.2 Data and Data Source
The data in this analysis are the headline referring persuasive language that
used in the Oriflame’s catalogue advertisement. The data have been taken from the
catalogue as the source of data. Catalog is taken from website www.oriflame.com.
The selected catalogue is the 11th edition published in October 1st 2016. I choose
edition because this edition use different language and really unique. It is sale in
special Christmas. The catalogue very colorful and the headline find a lot in the
catalogue. The catalogues used as data source in this research are the English
version. The data were selected from the advertisements in the catalog. Oriflame has
various kinds of products. Actually, there are five categories of products in the
catalogue. They are Personal Care, Skin Care, Make Up, Perfume, and Wealth Care.
But in this thesis, there were three kinds of product were analyzed. They are Make
Up, Skin Care, and Perfume products. It was because on the three products are
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mostly using the headline to advertise them, while the others product just mention
the prize, picture and the ingredient.
3.3 Data Analysis Method
This research uses descriptive qualitative method. Qualitative research is
conducted to describe the form of narrative without using a statistic procedure. As
approaches in qualitative method, the writer uses Miles, Huberman and Saldana’s
qualitative research method. Miles, Huberman and Saldana’s (2014) consist that
there are four components of data analysis in qualitative research. The outlined of
components of data analysis are below:
Figure 3.1 Components of Data Analysis: Interactive Model
(Miles, Huberman and Saldana, 2014:33)
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1. Data Collection.
There are six types of methods in collecting data, i.e.test, questionnaire,
observation, interview, upgraded scale, and documentation method. The data
collecting methods was applied in thisthesis that is documentation method. It means
collecting data based on document. The steps of collecting the data are explained as
follows:
a. Search and find the catalogue Oriflame in English version from internet.
b. Download the catalogue.
c. Read the catalogue
d.
Choose and label make up, skin care, and perfume advertisement.
e. Write down all the data into some tables
2. Data Condensation
Data condensation refers to the process of selecting, focusing, simplifying,
abstracting, and/or transforming the data that appear in the full corpus (body) of
written-up field notes, interview transcripts, documents, and other empirical
materials (Milles, Huberman and Saldana, 2014:31). The data is taken only the
headline in the catalog Oriflame. There are 48 data selecting the catalogue that
consists as persuasion. Then, the researcher focusing the data on the make-up, skin
care, and perfume products. There are 22 perfume headline, 10 make up, and 12 skin
care. Then, the researcher simplifies the data by choosing 10 samples from every
product by using random sampling. Finally, the researcher put the data in the tables.
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3. Data Display
After doing condensation of the data, data display is the second phase to
analyze the data. A display is an organized, compressed assembly of information that
permits conclusion drawing and action. The most frequent form of display for
qualitative data is an extended text. Using only extended text; a researcher may find
it easy to jump, to hasty, partial, unfounded conclusion.
In the qualitative research, the data can be displayed in the form of table,
graphic, phi chard, pictogram and other equivalent of them. The researcher used the
table to display the data.
Count the dominant technique of persuasion and strategy of persuasion that
found in the catalogue Oriflame and applied it in the percentage by using this general
formula (Bungin, 2001 :189) :
N=
N
�(�)
�
X 100 %
= percentage of types
F(x) = total types of the sub category
n
= total types of all categories
4. Conclusion Drawing and Verification
The final of steps in data analysis does not occur until data collection is over.
Conclusion is the goal to answer the questions as completely the previous studies and
verification is as brief as a fleeting to develop notion about this research more
explicitly. In this step, the writer gives the clear information of the result, and then
the writer draws the conclusion/ verification the result.
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CHAPTER IV
FINDING AND DISCUSSION
4.1 Introduction
This chapter describes the analysis and findings of the research. They are to
describe the types of persuasion technique that used in Oriflame’s Catalogue, to
describe the strategies of persuasion that is applied in Oriflame’s Catalogue, and to
know the dominant technique and strategies of persuasion that find in Oriflame’s
catalogue. This research used the theory of Larson about persuasion techniques.
Larson theory states that there are five technique of persuasion; Identification,
Suggestion, Conformity, Compensation, and Projection (Larson 1986:294-295). This
research used theory of Aristotle about persuasion strategies. Aristotle theory states
that there are three strategies of persuasion; pathos, logos, and ethos.
4.2 Techniques of Persuasion in Oriflame’s Catalogue
Based on the data analysis, it is found that there are only two techniques of
persuasion in Oriflame’s Catalogue. They are identification and suggestion. The
percentage of suggestion found in Oriflame’s Catalogue is 63% and the percentage
of identification is 37%. So, the dominant technique of persuasion found in the
Oriflame’s Catalogue is suggestion. Meanwhile, the other techniques; conformity,
compensation, and projection are not found in the Oriflame’s Catalogue.
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Table 4.1: Technique of Persuasion
No.
Technique of Persuasion
∑
Percentage
(%)
1
Suggestion
19
63 %
2
Identification
11
37 %
3.
Conformity
-
-
4
Compensation
-
-
5
Projection
-
-
30
100 %
Total
The dominant technique of persuasion found in Oriflame’s Catalogue is
Suggestion, applied by using this general formula.
N=
N=
�(�)
�
19
X 100 %
X 100 %
30
= 0,63 x 100 %
= 63 %
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4.2.1 Identification
Identification means recognized the circumstances. The advertisers have to
analyze the consumers and the situation accurately. Whether they are adult, teenager,
children, even identify their job, businessmen, student, teacher, and etcetera. This
technique is important for advertiser because they will be able to promote the
products easily. Identification technique is needed in advertisement to identify the
object of the product.
Table 4.2: Identification Technique in Make Up
No. Make Up
Text Advertisement
Technique of
advertisement
1.
persuasion
The One Triple
Top beauty buys. Gives lips a glossy
Colour lipstick
finish. All-day moisture-feel. Helps
Identification
leave lips noticeably softer. Delivers
colourimpact , 89% woman agree.
The data above show that the product used technique of persuasion that is
called as identification. From the sentences above, it can be seen that the Oriflame
knows the object of the product. As Larson said that Identification technique
persuade the customer. The costumers are the woman. Besides that, the data above
also show the situation accurately. Larson said the advertiser have to show the
situation and circumstance of using the product. The data show that that the product
used in all day moisture-feel and gives lips a glossy finish. So, from the sentence
above show that the costumers are the women who need moisture feel in their lips.
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Table 4.3: Identification Technique in Perfume
No
Perfume
Text Advertisement
.
advertisement
1.
Divine
Technique
of
persuasion
Idol To wear with a party dress. Oozing
Identification
Eau De Parfum shameless glamour, audacious confidence
and hypnotic sensuality, you eclipse even
the most decadent room with your
presence. You are more than divine- you
are an idol.
2.
Giordani
White
For a dinner with friend. Vibrant,
Gold confident yet simply chic - inspired by
Eau De Pafum
3.
Identification
Paradise
Italian woman.
Eau For a magical getaway. Whether you’re
De Parfum
Identification
looking to bring panache to the poolside
or elegance to your sunset beach date.
This is the scant you need. The perfect
blend of seductive spice and sweet floral.
4.
Love
Potion For a romantic rendez-vous. Celebrate
Identification
Secrets Eau De your feminine side with a tantalizing
Parfum
mixture
of
strawberry,
the
white
intriguing
flowers
White
and
an
exquisite white chocolate.
5.
Flamboyant
For the moment for two. Flamboyant
Identification
Prive Eau De Prive is an irresistible choice for men
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Toilette
who know success, style and themselves!
A very fresh perfume with a strong
character
that
enhances
your
masculinity.
6.
Power Woman For a business meeting. Power Women
Eau
Toilette
Identification
De embodies the dynamic charisma of the
modern woman with spicy ginger,
feminine rose and sexy patchouli.
The data above show that the product used technique of persuasion that is
called as identification. For example, in the sixth line of the table above, it is a
perfume product, Power Woman Eau De Toilette. From the sentences above,
Oriflame used identification technique. Larson said that identification technique
persuade the customer by identify the object and show the situation accurately. It can
be seen from the words “For a business meeting”, Oriflame advertised the product
for a specific customers. The situation is meeting for business. It was made for the
modern women who always got a business meeting. It can make the charisma up of
that woman cause that perfume has good sense. Oriflame says that after using this
perfume, they will know their own power to get what they want in that meeting. So,
Oriflame recommended this perfume for all business women.
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Another example in the second line,Giordani White Gold Eau De
Pafum,Oriflame advertised its product by saying “For a dinner friend. Vibrant,
confident yet simply chic-inspired by Italian woman.”It can be seen that Oriflame
used identification technique to advertise its product. The perfume is used for dinner
with friends. Oriflame is not only identified the use of this products but also from
whom it was inspired. It was inspired from the Italian woman.
Table 4.4: Identification Technique in Skin Care
No. Skin Care
Text Advertisement
Technique of
advertisement
1.
Royal Velvet
persuasion
Identification
40+ for all skin types.
This is my moment of pure pleasure.
Royal Velvet is my Cherished SkinFirming Ritual in the busy world of
today. Spending time with myself is
precious.
2.
True Perfection Recommended For 20+. 11x more
Identification
Perfecting Day radiance. Clinically Proven
Moisturizer
3.
Ultimate
Advanced
Lift Recommended for 40+. 70% more
Identification
bounce in 12 weeks. clinically proven
Lifting
4.
Milk & Honey Cherished,
Gold
luxurious
nourishment.
Suggestion
Blended with organically sourced
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Nourishing
milk and honey extract, our milk &
Cream
honey day and night cream are all you
need for intense nourishment with a
soft, natural touch of pampering.
The data above shows that the product used technique of persuasion that is
called as identification. Larson said that it is technique to persuade by know the
customer. For example, in the first line of the table above, it is a skin care product,
Royal Velvet. From the sentences above, Oriflame identified who their customers
are. This product produced for old people. Oriflame has specifically targeted
woman over 40+ and concern for their skin. The product is comfortable for all skin
types. That’s the point in this advertisement.
In the second line, Oriflame also used identification technique to advertise its
product. it can be seen from its advertisement. Oriflame used sentences,
“Recommended For 20+. 11x more radiance .Clinically Proven.” It means that the
product is produced for the customers who are over 20. Oriflame identified for who
this product was produced. Not only for whom it was produced, but Oriflame also
identified the quality of the product by saying 11x more radiance.
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4.2.2
Suggestion
Suggestion is an attempt to persuade people. Suggestion is used by the
advertiser to influence the customers thereby they can receive the advertiser’s
conviction. The form of suggestion is usually given by words or speech. It is used to
influence the customers by giving stimulation. In suggestion advertisement you will
see these words; how about..., what about..., you should..., let´s..., why don´t you...,
shall we..., hope you´ll like it, make, buy, try, love, like,.. and the others words that
taking the attention of the customers.
Table 4.5: Suggestion Technique in Make Up
No. Make Up
Text Advertisement
Technique of
advertisement
1.
2.
persuasion
Giordani Bronzing
Pressed palette of our best-selling
Pearls
bronzing pearls to illuminate your skin.
The One Bold
The Bolder, the better. Make intensity
Intensity Eye
your unique signature, with the latest
Palette
jet-black Wonder Lash Mascara and
Suggestion
Suggestion
must-have Eye shadows in the trendiest
hues of the season.
3.
The One Power
I am rarely without my signature
Shine Lipstick
lipstick. Its bold crimson colour is my
Suggestion
source of strength. I put it on and
suddenly
feel
powerful
without
compromising my feminine side.
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4.
The One
Full Coverage foundations. That out
Everlasting
last your day.
Suggestion
Foundation
Extreme SPF 30
5.
The One Colour
I love the confidence make up gives
Match Eye
me. I love the shades that fill me with
Shadow Duo
the self-assurance of a true diva, so that
Suggestion
all eyes will be on me!
6.
Giordani Gold
Supreme Length, Lavish volume,
Iconic All-in One
divine curl
Suggestion
Mascara
7.
Giordani Pressed
Sensationally smooth pressed powder
Powder
with light-diffusing particles to blur the
Suggestion
appearance of fine lines and mattify
skin.
8.
The one Lip-balm
Buy it. Try it. Love it.For lips that
Suggestion
look like they had a spa day out!
9.
Veryme No Time Good bye shine, hello perfect!
Suggestion
For Shine Powder
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The data above show that the product used technique of persuasion that is
called as suggestion. In suggestion advertisement you will see these words; how
about, what about, you should, let´s, why don´t you, shall we, hope you´ll like it,
make, buy, try, love, like and the others words that taking the attention of the
customers. For example, in the eight line of the table above, it is a lipstick product.
The One Lip-balm by using suggestion technique by saying “Buy it. Try it. Love it.
For lips that look like they had a spa day out. ” Oriflame suggested the customers to
buy, to try and to love the one lip-balm because it can make the customers feel like
they had a spa day out.
Another example, in the third line of the table above, it is a lipstick product.
The One Power Shine Lipstick..Oriflame tried to get interest from women by saying
that when women used the lipstick, they would get a new strength because it has a
beautiful colour. They also would not feel worry anymore about their performance
because the product gave women their feminine side. Oriflame suggested and gave a
new mind to women about a lipstick product by saying that the product could give a
new strength to the women because of the colour.
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Table 4.6: Suggestion Technique in Perfume
No
Perfume
Text Advertisement
Technique
advertisement
1.
of
persuasion
Miss Giordani Daytime luxury. Top notes of tangerine
Suggestion
Eau De Parfum and rose surround you with the feeling
of pure Italian luxury.
2.
Signature
To unleash your creativity. Open your
Suggestion
Zoom Eau De mind, set your senses free and experience
Toilette
3.
life with a heightened sense of awareness.
Ascendant Eau To express confidence. Overflowing
DE Toileete
Suggestion
with energy and sensuality. Ascendant
combines fresh notes of bergamot with
sweet fennel and soft vanilla fora modern
interpretation of a classic oriental scent.
4.
Architect Eau To ignite your imagination. Your vision
D,e Toilette
Suggestion
gives shape to the design of the future.
Forgoing the conventional as you create a
world of wonder.
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The data above show that the product used technique of persuasion that is
called suggestion. The form of suggestion is usually given by words that take the
attention of the customers. For example in the third line, Oriflame advertised one of
its perfumes, Signature Zoom Eau De Toilette by saying “to unleash your creativity.
Open your mind, set your senses free and experience life with a heightened sense of
awareness.”Oriflame tried to suggest the customers to buy that product by using
some words to get interest from the customers such as the perfume can unleash the
customer’s creativity and also open their mind. It means that when the customers
used the perfume, they would feel sense of freedom.
The other example, in the fourth line, oriflame advertised its Perfume,
Architect Eau De Toilette by saying “To ignite your imagination. Your vision gives
shape to design of the future. Forgoing the conventional as you create a world
wonder. ”Oriflame suggest the customers by saying that its product can ignite their
imagination. It also can give a picture of their future. So from the sentences above, it
can be seen that Oriflame used suggestion technique to advertise its product.
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Table 4.7: Suggestion Technique in Skin Care
No. Skin Care
Text Advertisement
Technique of
advertisement
1.
persuasion
Time Reversing I feel happy in my skin, day in, day
Intense
out. Feel beautifully confidence as
SkinGenist
your skin regains youthful plumpness
Rejuvenating
resilience and luminosity.
Face
&
Suggestion
Neck
Serum
2.
Time Reversing When I look radiant, age is just a
Intense
number. With time reversing, I look
SkinGenist
and feel my best, and I love the
Day&
Suggestion
night confidence that gives.
Cream Spf 15
3.
Optimals
Body All season body care tailored for you.
Suggestion
Hydrating Lotion
4.
Optimals
Even Perfectly Even skin tone. Thanks to it
Out Cream
Suggestion
potent skin-lightening formula, our
world-renowned Even Out range puts
the power to transform your complexion
firmly within reach. Try it today and
say goodbye to dark spot.
5.
Love
Clay Mask
Nature Face masks with lovingly selected
Suggestion
ingredients. Restore beauty to your skin
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and uplift your senses with love nature
mask
containing
delightful
natural
extracts. Relax and treat your skin to
pure indulgence.
6.
NovageEcollagen 7x Better Result with the Novage
set
Suggestion
youth Enhancing Skin Care Routine.
The data above show that Oriflame used suggestion technique in advertising
its products. The form of suggestion is usually given by words that taking the
attention of the customers. For example, in the first line above, it is a Time
Reversering Intense Skin Genist Rejuvenating Face and Neck Serum. Oriflame says,
”I feel happy in my skin, day in, day out. Feel beautifully confidence as your skin
regains youthful plumpness resilience and luminosity.” Oriflame suggested the
customers to get the product because the product makes their skin will be day in and
day out. Beside that it gives a beautifully confidence to the customers. It also makes
their skins be youthful plumpness resilience and luminosity.
The other example, in the third line, Optimal Body Hydrating Lotion, also
used suggestion technique to advertise its product. It can be seen by the words all
season body care tailored for you. Oriflame suggest the customers to use its product
by saying that the skin care was produced specially for the customers.
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4.3 Strategies of Persuasion in Oriflame’s Catalogue
Larson (2004:20) said that persuasive strategy is the overall step by
step program for reaching some goal. Strategy of persuasion is the process of
influencing another person’s values, beliefs, attitudes, or behaviors. Based on the
data analysis, it is found that there are three strategies of persuasion in Oriflame’s
Catalogue. They are Pathos, Logos and Ethos. The percentage of Pathos found in
Oriflame’s Catalogue is 67% and the percentage of Logos is 23%, and the percentage
of Ethos is 10%. So, the dominant strategies of persuasion that is found in the
Oriflame’s Catalogue is Pathos. The analysis draws in the table below.
Table 4.8:Strategy of Persuasion
No.
Strategies of Persuasion
∑
Percentage
(%)
1.
Pathos
20
67 %
2.
Logos
7
23 %
3.
Ethos
3
10 %
30
100 %
Total
The dominant strategy of persuasion found in Oriflame’s Catalogue is Pathos,
applied by using this general formula.
N=
�(�)
N=
20
�
X 100 %
X 100 %
30
N = 0,67 x 100%
N= 67%
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4.3.1
Pathos
Pathos is an appeal to emotion (Aristotle, 1954:74). An advertisement using
pathos will attempt to evoke an emotional response in the consumer. Sometimes, it is
a positive emotion such as happiness: an image of people enjoying themselves while
drinking Pepsi. Other times, advertisers will use negative emotions such as pain: a
person having back problems after buying the “wrong” mattress. Pathos can also
include emotions such as fear and guilt: images of a starving child persuade you to
send money.
Table 4.9: Pathos Strategy in Make Up
No. Make Up
Text Advertisement
Strategy of
advertisement
1.
persuasion
The One Bold
The Bolder, the better. Make
Intensity Eye
intensity your unique signature,
Palette
with the latest jet-black Wonder Lash
Pathos
Mascara and must-have Eye shadows
in the trendiest hues of the season.
2.
The One Power
I am rarely without my signature
Shine Lipstick
lipstick. Its bold crimson colour is
Pathos
my source of strength. I put it on and
suddenly
feel
powerful
without
compromising my feminine side.
3.
The One Colour
I love the confidence make up gives
Match Eye
me. I love the shades that fill me
Pathos
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Shadow Duo
with the self-assurance of a true diva,
so that all eyes will be on me!
4.
The one Lip- Buy it. Try it. Love it .For lips that
balm
5.
Pathos
look like they had a spa day out!
Pathos
Veryme
No Good bye shine, hello perfect!
Time For Shine
Powder
The data above show that Oriflame used pathos strategies on Make Up
products. An advertisement using pathos will attempt to evoke an emotional response
in the consumer (Aristotle, 1954: 74). Sometimes, it is a positive emotion such as
happiness. For example, in the first line of the table above, The One Bold Intensity
Eye Palette,Oriflame tried to convince the customer about their feeling after using
the product with the sentence ‘The Bolder, the better”. It shows that the product
gives the happy mood after used the product. As nowadays trendy, every woman
want to bold their eyelash to looking good and stylish every day.
The other example, in the third line of the table above, The One Colour
Match Eye Shadow Duo, by saying “I love the confidence make up gives me. I love
the shades that fill me with the self-assurance of a true diva, so that all eyes will be
on me!” From the sentences above, Oriflame tried to evoke the emotional response
of the customers. It gave a positive emotion for the customer. It can be seen by the
word confidence above. When the customers used the product, they would feel
confident and self-assurance although all people looked at them. They would feel
like a dive.
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Table 4.10: Pathos Strategy in Perfume
No
Perfume
Text Advertisement
Strategy of
.
advertisement
1.
Divine Idol Eau
To wear with a party dress. Oozing
De Parfum
shameless
persuasion
glamour,
Pathos
audacious
confidence and hypnotic sensuality,
you eclipse even the most decadent
room with your presence. You are
more than divine- you are an idol.
2.
Miss Giordani
Daytime
luxury.
Top
notes
of
Eau De Parfum
tangerine and rose surround you with
Pathos
the feeling of pure Italian luxury.
3.
4.
Giordani White
For a dinner with friend. Vibrant,
Gold Eau De
confident yet simply chic- inspired by
Pafum
Italian woman.
Paradise Eau De
For a magical getaway. Whether
Parfum
you’re looking to bring panache to the
Pathos
Pathos
poolside or elegance to your sunset
beach date. This is the scant you need.
The perfect blend of seductive spice
and sweet floral.
5.
Love Potion
For
a
Secrets Eau De
Celebrate your feminine side with a
Parfum
tantalizing mixture of the intriguing
romantic
rendez-vous.
Pathos
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White strawberry, white flowers and
an exquisite white chocolate.
6.
Flamboyant
For the moment for two. Flamboyant
Prive Eau De
Prive is an irresistible choice for men
Toilette
who
know
success,
style
Pathos
and
themselves! A very fresh perfume
with
a
strong
character
that
enhances your masculinity.
7.
Signature Zoom
To unleash your creativity. Open your
Eau De Toilette
mind, set your senses free and
Pathos
experience life with a heightened
sense of awareness.
8.
Ascendant Eau
To express confidence. Overflowing
DE Toileete
with
energy
and
Pathos
sensuality.
Ascendant combines fresh notes of
bergamot with sweet fennel and soft
vanilla for a modern interpretation of a
classic oriental scent.
9.
Architect Eau
To ignite your imagination. yourvision
De Toilette
gives shape to the design of the
Pathos
future. Forgoing the conventional as
you create a world of wonder.
10. Power Woman
Eau De Toilette
For
a
Women
business
embodies
meeting.
the
Power
Pathos
dynamic
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charisma of the modern woman with
spicy ginger, feminine rose and sexy
patchouli.
The data above show that Oriflame tends to use pathos strategies in its
perfume products. An advertisement using pathos will attempt to evoke an emotional
response in the consumer (Aristotle, 1954: 74). Sometimes, it is a positive emotion
such as happiness. For example; in the first line of the table above, Oriflame
advertised its Divine Idol Eau De Parfum by saying, “To wear with a party dress.
Oozing shameless glamour, audacious confidence and hypnotic sensuality, you
eclipse even the most decadent room with your presence. You are more than divineyou are an idol”. Oriflame attempted to evoke the positive emotion of customers by
saying when they used that product, they would feel confidence. They wouldn’t feel
shame anymore. The products also gave a sense of hypnotic sensuality. They would
feel like an idol.
The other example, it can be seen in the sixth line, Flamboyant Prive Eau De
Toilette, Oriflame used sentences “For the moment for two. Flamboyant Prive is an
irresistible choice for men who know success, style and themselves! A very fresh
perfume with a strong character that enhances your masculinity. ”The strategy of
persuasion is Pathos. From the sentences above it clearly shows that Oriflame give
positive emotion after using that product. This perfume is very fresh and show the
strong character of a man. It can increase the masculinity feeling of well being in
every season.
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Table 4.11: Pathos Strategy in Skin Care
No. Skin Care
Text Advertisement
Strategy of
advertisement
1.
persuasion
Time Reversing I feel happy in my skin, day in, day
Intense
out. Feel beautifully confidence as
SkinGenist
your skin regains youthful plumpness
Rejuvenating
resilience and luminosity.
Pathos
Face & Neck
Serum
2.
Time Reversing When I look radiant, age is just a
Intense
number.
SkinGenist
With time reversing, I look and feel
Day&
3.
Pathos
night my best, and I love the confidence
Cream Spf 15
that gives.
Royal Velvet
This is my moment of pure pleasure.
Pathos
Royal Velvet is my Cherished SkinFirming Ritual in the busy world of
today. Spending time with myself is
precious.
4.
Optimals Body All season body care tailored for
Hydrating
Pathos
you.
Lotion
5.
Optimals Even Perfectly Even skin tone. Thanks to it
Out Cream
Pathos
potent skin-lightening formula, our
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world-renowned Even Out range puts
the
power
to
transform
your
complexion firmly within reach. Try it
today and say goodbye to dark spot.
The data above show that the product used strategy of persuasion that is
called pathos. An advertisement using pathos will attempt to evoke an emotional
response in the consumer (Aristotle, 1954: 74). Sometimes, it is a positive emotion
such as happiness. For example, in the first line of the table above, Time Reversing
Intense Skin Genist Rejuvenating Face & Neck Serum, Oriflame used sentence “I
feel happy in my skin, day in, day out. Feel beautifully confidence as your skin
regains youthful plumpness resilience and luminosity” to advertise that product. It
is clearly showed that the customers would feel happy day by day, would feel
beautifully and had self -confidence because their bright skin. It means that Oriflame
had evoked the positive emotion of their customers.
The other example, it can be seen in the fifth line, Optimals Even Out Cream,
Oriflame used sentences “Perfectly Even skin tone. Thanks to it potent skinlightening formula, our world-renowned Even Out range puts the power to transform
your complexion firmly within reach. Try it today and say goodbye to dark spot”.
From that sentences above, it can be seen that the positive emotion appear to the
customer after using that product. The customer said thanks because the dark spot in
their face is clear.
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4.3.2
Logos
Logos is an appeal to logic or reason (Aristotle, 1954:75). An advertisement
using logos will give you the evidence and statistics you need to fully understand
what the product does. The logos of an advertisement show the "straight facts" about
the product: One glass of Florida orange juice contains 75% of your daily Vitamin C
needs.
Table 4.12: Logos Strategy in Make Up
No. Make Up
Text Advertisement
Strategy of
advertisement
1.
persuasion
Giordani
Pressed palette of our best-selling
Bronzing Pearls
bronzing pearls to illuminate your
Logos
skin.
2.
The One Power
I am rarely without my signature
Shine lipstick
lipstick. Its bold crimson colour is my
Logos
source of strength. I put it on and
suddenly
feel
powerful
without
compromising my feminine side.
3.
Giordani Gold
Supreme Length, Lavish volume,
Iconic All-in
divine curl
Logos
One Mascara
4.
Giordani
Sensationally smooth pressed powder
Pressed Powder
with light-diffusing particles to blur
Logos
the appearance of fine lines and
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mattify skin.
5.
The One Triple
Top beauty buys. Gives lips a glossy
Colour lipstick
finish. All-day moisture-feel. Helps
Logos
leave lips noticeably softer. Delivers
colour impact -89% woman agree.
The data above show that Oriflame used logos strategies on both of its
products above. Aristotle said that he logos of an advertisement show the "straight
facts" about the product. For example, it can be seen in the second line, The One
Power Shine lipstick, Oriflame used sentence “I am rarely without my signature
lipstick. Its bold crimson colour is my source of strength. I put it on and suddenly
feel powerful without compromising my feminine side”. From that sentences, Logos
strategy shows in the words “signature lipstick” and “feminine side”. Oriflame
knew that Lipstick is a woman cosmetic to show the feminine side
The other example of Logos, in the third line of the table above, Giordan
Gold Iconic All-in One Mascara, Oriflame used sentences “Supreme Length, Lavish
Volume, divine curl.” From the sentences above, Oriflame told the truth about the
mascara. The fact, as a cosmetic product, mascara is a cosmetic commonly used to
enchance the eyelashes. So, this product is very recommended for customers who
want the supreme length, levish volume and divine curl of eyelashes.
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Table 4.13: Logos Strategy in Skin Care
No. Skin Care
Text Advertisement
Strategy of
advertisement
1.
persuasion
Milk & Honey Cherished,
luxurious
nourishment.
Gold
Blended with organically sourced
Nourishing
milk and honey extract, our milk &
Cream
honey day and night cream are all you
Logos
need for intense nourishment with a
soft, natural touch of pampering.
2.
Love
Nature Face masks with lovingly selected
Clay Mask
Logos
ingredients. Restore beauty to your
skin and uplift your senses with love
nature mask containing delightful
natural extracts. Relax and treat your
skin to pure indulgence.
From the data above show that Oriflame used logos strategies on both of its
products above. The logos of an advertisement show the "straight facts" about the
product. For examples, in the first line of the table above, Milk & Honey Gold
Nourishing Cream, Oriflame used sentences “Cherished, luxurious nourishment.
Blended with organically sourced milk and honey extract, our milk & honey day and
night cream are all you need for intense nourishment with a soft, natural touch of
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pampering.” From the sentences above, Oriflame showed straight facts about its
product. It contained the natural ingrediants. It contained of milk and honey extract
that was made in cream.
The other example in the second line, it can be seen that Oriflame used Logos
strategy in Love Nature Clay Mask, by saying “Face masks with lovingly selected
ingredients. Restore beauty to your skin and uplift your senses with love nature
mask containing delightful natural extracts. Relax and treat your skin to pure
indulgence”. From the sentences above, Oriflame showed the straight facts about its
product. it contained the selected natural extract ingredient to restore beauty in the
skin.
4.3.3
Ethos
Ethos is an appeal to credibility or character (Aristotle, 1954:76). An
advertisement using ethos strategy will try to convince you that the company is more
reliable, honest, and credible; therefore, you should buy its product. Ethos often
involves statistics from reliable experts, such as nine out of ten dentists agree that
Crest is the better than any other brand or Americas dieters choose Lean Cuisine.
Often, a celebrity endorses a product to lend it more credibility: Catherine Zeta-Jones
makes us want to switch to T-Mobile.
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Table 4.14: Ethos Strategy in Skin Care
No. Skin Care
Text Advertisement
Strategy of
advertisement
1.
True
persuasion
Perfection Recommended For 20+. 11x more
Perfecting
Ethos
Day radiance. Clinically Proven
Moisturizer
2.
Ultimate
Lift Recommended for 40+. 70% more
Ethos
Advanced Lifting bounce in 12 weeks. clinically proven
3.
NovageEcollagen 7x Better Result with the Novage
set
Ethos
youth Enhancing Skin Care Routine.
From data above, it can be seen that Oriflame used ethos strategies on three
Skin Care of its products above. Ethos is an appeal to credibility. It can be seen from
the word clinically proven above. The three products above have proven by the
experts. So, those are examples of ethos strategy .
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4.4 Discussion
This thesis is a study about techniques and strategies of persuasion found in
Oriflame’s Catalogue. The result of the analysis is found there are two types of
persuasion techniques on Oriflame’s Catalogue. They are suggestion and
identification. That’s the point of the technique of persuasion found in Oriflame’s
Catalogue. It means, suggesting and understanding the customers is the way to
persuade the customer. The more the advertiser know about the customer and their
needs, the easier it is to identify opportunities to sell them the products and suggest
them with quality products. Based on technique of persuasion found in the Oriflame
Catalogue, it’s clear that the advertiser focuses on the words that were used in the
catalogue where most of the products suggest the customers to buy the products.
There are also found three strategies of persuasion in Oriflame’s Catalogue.
They are pathos, logos, and ethos. The dominant strategy of persuasion that is found
in the catalogue is pathos because most of the advertisements show how the feeling
when the customers used the products. It is very important to the customer because
they will interest, eager to use and to try the product. It is the way to change their
mindset and think positive about the cosmetic of Oriflame.
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CHAPTER V
CONCLUSION AND SUGGESTION
5.1 Conclusion
Having conducted analysis on the data presented in chapter IV, the researcher
is able to draw the conclusion. Based on the analysis, it is concluded:
1. There are two techniques of persuasion found in Oriflame’s Catalogue. They
are suggestion (20) and identification (10).
2. There are three strategies of persuasion applied in Oriflame’s Catalogue.
They are logos (7), pathos (20), and ethos (3).
3.
The dominant technique of persuasion found in Oriflame’s Catalogue is
Suggestion (67%). The dominant strategy of persuasion found in Oriflame’s
Catalogue is Pathos (67%).
5.2 Suggestion
Based on the research result, the researcher would like to give some
suggestion to the readers. Firstly, it will be helpful to know the type of persuasion
techniques clearly and the strategies used in Oriflame’s Catalogue and can
understand about persuasion in advertisement. Secondly, the researcher hopes that
people who interested in discourses field are challenged to continue this research
better. Thirdly, the researcher hopes this researcher can give a beneficial contribution
to people and reader especially to the researcher who will conduct a research with the
same topic as this research by using other theories that more complete and better.
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METHOD OF RESEARCH
3.1 Method of the Study
The researcher use descriptive qualitative approach in this thesis. Hamidi
(2008: 12) explains in his book that qualitative method is a procedure which results a
descriptive data. Moleong (2004:3) says that qualitative research is the research that
the data collected consist of words, pictures, and not number, and the background of
descriptive research is interpretative paradigm, and does not on result but in the
prioritizes the process of research. In this thesis, this method will be applied
analysis of Persuasion in Oriflame’s Catalogue.
3.2 Data and Data Source
The data in this analysis are the headline referring persuasive language that
used in the Oriflame’s catalogue advertisement. The data have been taken from the
catalogue as the source of data. Catalog is taken from website www.oriflame.com.
The selected catalogue is the 11th edition published in October 1st 2016. I choose
edition because this edition use different language and really unique. It is sale in
special Christmas. The catalogue very colorful and the headline find a lot in the
catalogue. The catalogues used as data source in this research are the English
version. The data were selected from the advertisements in the catalog. Oriflame has
various kinds of products. Actually, there are five categories of products in the
catalogue. They are Personal Care, Skin Care, Make Up, Perfume, and Wealth Care.
But in this thesis, there were three kinds of product were analyzed. They are Make
Up, Skin Care, and Perfume products. It was because on the three products are
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mostly using the headline to advertise them, while the others product just mention
the prize, picture and the ingredient.
3.3 Data Analysis Method
This research uses descriptive qualitative method. Qualitative research is
conducted to describe the form of narrative without using a statistic procedure. As
approaches in qualitative method, the writer uses Miles, Huberman and Saldana’s
qualitative research method. Miles, Huberman and Saldana’s (2014) consist that
there are four components of data analysis in qualitative research. The outlined of
components of data analysis are below:
Figure 3.1 Components of Data Analysis: Interactive Model
(Miles, Huberman and Saldana, 2014:33)
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1. Data Collection.
There are six types of methods in collecting data, i.e.test, questionnaire,
observation, interview, upgraded scale, and documentation method. The data
collecting methods was applied in thisthesis that is documentation method. It means
collecting data based on document. The steps of collecting the data are explained as
follows:
a. Search and find the catalogue Oriflame in English version from internet.
b. Download the catalogue.
c. Read the catalogue
d.
Choose and label make up, skin care, and perfume advertisement.
e. Write down all the data into some tables
2. Data Condensation
Data condensation refers to the process of selecting, focusing, simplifying,
abstracting, and/or transforming the data that appear in the full corpus (body) of
written-up field notes, interview transcripts, documents, and other empirical
materials (Milles, Huberman and Saldana, 2014:31). The data is taken only the
headline in the catalog Oriflame. There are 48 data selecting the catalogue that
consists as persuasion. Then, the researcher focusing the data on the make-up, skin
care, and perfume products. There are 22 perfume headline, 10 make up, and 12 skin
care. Then, the researcher simplifies the data by choosing 10 samples from every
product by using random sampling. Finally, the researcher put the data in the tables.
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3. Data Display
After doing condensation of the data, data display is the second phase to
analyze the data. A display is an organized, compressed assembly of information that
permits conclusion drawing and action. The most frequent form of display for
qualitative data is an extended text. Using only extended text; a researcher may find
it easy to jump, to hasty, partial, unfounded conclusion.
In the qualitative research, the data can be displayed in the form of table,
graphic, phi chard, pictogram and other equivalent of them. The researcher used the
table to display the data.
Count the dominant technique of persuasion and strategy of persuasion that
found in the catalogue Oriflame and applied it in the percentage by using this general
formula (Bungin, 2001 :189) :
N=
N
�(�)
�
X 100 %
= percentage of types
F(x) = total types of the sub category
n
= total types of all categories
4. Conclusion Drawing and Verification
The final of steps in data analysis does not occur until data collection is over.
Conclusion is the goal to answer the questions as completely the previous studies and
verification is as brief as a fleeting to develop notion about this research more
explicitly. In this step, the writer gives the clear information of the result, and then
the writer draws the conclusion/ verification the result.
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CHAPTER IV
FINDING AND DISCUSSION
4.1 Introduction
This chapter describes the analysis and findings of the research. They are to
describe the types of persuasion technique that used in Oriflame’s Catalogue, to
describe the strategies of persuasion that is applied in Oriflame’s Catalogue, and to
know the dominant technique and strategies of persuasion that find in Oriflame’s
catalogue. This research used the theory of Larson about persuasion techniques.
Larson theory states that there are five technique of persuasion; Identification,
Suggestion, Conformity, Compensation, and Projection (Larson 1986:294-295). This
research used theory of Aristotle about persuasion strategies. Aristotle theory states
that there are three strategies of persuasion; pathos, logos, and ethos.
4.2 Techniques of Persuasion in Oriflame’s Catalogue
Based on the data analysis, it is found that there are only two techniques of
persuasion in Oriflame’s Catalogue. They are identification and suggestion. The
percentage of suggestion found in Oriflame’s Catalogue is 63% and the percentage
of identification is 37%. So, the dominant technique of persuasion found in the
Oriflame’s Catalogue is suggestion. Meanwhile, the other techniques; conformity,
compensation, and projection are not found in the Oriflame’s Catalogue.
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Table 4.1: Technique of Persuasion
No.
Technique of Persuasion
∑
Percentage
(%)
1
Suggestion
19
63 %
2
Identification
11
37 %
3.
Conformity
-
-
4
Compensation
-
-
5
Projection
-
-
30
100 %
Total
The dominant technique of persuasion found in Oriflame’s Catalogue is
Suggestion, applied by using this general formula.
N=
N=
�(�)
�
19
X 100 %
X 100 %
30
= 0,63 x 100 %
= 63 %
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4.2.1 Identification
Identification means recognized the circumstances. The advertisers have to
analyze the consumers and the situation accurately. Whether they are adult, teenager,
children, even identify their job, businessmen, student, teacher, and etcetera. This
technique is important for advertiser because they will be able to promote the
products easily. Identification technique is needed in advertisement to identify the
object of the product.
Table 4.2: Identification Technique in Make Up
No. Make Up
Text Advertisement
Technique of
advertisement
1.
persuasion
The One Triple
Top beauty buys. Gives lips a glossy
Colour lipstick
finish. All-day moisture-feel. Helps
Identification
leave lips noticeably softer. Delivers
colourimpact , 89% woman agree.
The data above show that the product used technique of persuasion that is
called as identification. From the sentences above, it can be seen that the Oriflame
knows the object of the product. As Larson said that Identification technique
persuade the customer. The costumers are the woman. Besides that, the data above
also show the situation accurately. Larson said the advertiser have to show the
situation and circumstance of using the product. The data show that that the product
used in all day moisture-feel and gives lips a glossy finish. So, from the sentence
above show that the costumers are the women who need moisture feel in their lips.
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Table 4.3: Identification Technique in Perfume
No
Perfume
Text Advertisement
.
advertisement
1.
Divine
Technique
of
persuasion
Idol To wear with a party dress. Oozing
Identification
Eau De Parfum shameless glamour, audacious confidence
and hypnotic sensuality, you eclipse even
the most decadent room with your
presence. You are more than divine- you
are an idol.
2.
Giordani
White
For a dinner with friend. Vibrant,
Gold confident yet simply chic - inspired by
Eau De Pafum
3.
Identification
Paradise
Italian woman.
Eau For a magical getaway. Whether you’re
De Parfum
Identification
looking to bring panache to the poolside
or elegance to your sunset beach date.
This is the scant you need. The perfect
blend of seductive spice and sweet floral.
4.
Love
Potion For a romantic rendez-vous. Celebrate
Identification
Secrets Eau De your feminine side with a tantalizing
Parfum
mixture
of
strawberry,
the
white
intriguing
flowers
White
and
an
exquisite white chocolate.
5.
Flamboyant
For the moment for two. Flamboyant
Identification
Prive Eau De Prive is an irresistible choice for men
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Toilette
who know success, style and themselves!
A very fresh perfume with a strong
character
that
enhances
your
masculinity.
6.
Power Woman For a business meeting. Power Women
Eau
Toilette
Identification
De embodies the dynamic charisma of the
modern woman with spicy ginger,
feminine rose and sexy patchouli.
The data above show that the product used technique of persuasion that is
called as identification. For example, in the sixth line of the table above, it is a
perfume product, Power Woman Eau De Toilette. From the sentences above,
Oriflame used identification technique. Larson said that identification technique
persuade the customer by identify the object and show the situation accurately. It can
be seen from the words “For a business meeting”, Oriflame advertised the product
for a specific customers. The situation is meeting for business. It was made for the
modern women who always got a business meeting. It can make the charisma up of
that woman cause that perfume has good sense. Oriflame says that after using this
perfume, they will know their own power to get what they want in that meeting. So,
Oriflame recommended this perfume for all business women.
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Another example in the second line,Giordani White Gold Eau De
Pafum,Oriflame advertised its product by saying “For a dinner friend. Vibrant,
confident yet simply chic-inspired by Italian woman.”It can be seen that Oriflame
used identification technique to advertise its product. The perfume is used for dinner
with friends. Oriflame is not only identified the use of this products but also from
whom it was inspired. It was inspired from the Italian woman.
Table 4.4: Identification Technique in Skin Care
No. Skin Care
Text Advertisement
Technique of
advertisement
1.
Royal Velvet
persuasion
Identification
40+ for all skin types.
This is my moment of pure pleasure.
Royal Velvet is my Cherished SkinFirming Ritual in the busy world of
today. Spending time with myself is
precious.
2.
True Perfection Recommended For 20+. 11x more
Identification
Perfecting Day radiance. Clinically Proven
Moisturizer
3.
Ultimate
Advanced
Lift Recommended for 40+. 70% more
Identification
bounce in 12 weeks. clinically proven
Lifting
4.
Milk & Honey Cherished,
Gold
luxurious
nourishment.
Suggestion
Blended with organically sourced
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Nourishing
milk and honey extract, our milk &
Cream
honey day and night cream are all you
need for intense nourishment with a
soft, natural touch of pampering.
The data above shows that the product used technique of persuasion that is
called as identification. Larson said that it is technique to persuade by know the
customer. For example, in the first line of the table above, it is a skin care product,
Royal Velvet. From the sentences above, Oriflame identified who their customers
are. This product produced for old people. Oriflame has specifically targeted
woman over 40+ and concern for their skin. The product is comfortable for all skin
types. That’s the point in this advertisement.
In the second line, Oriflame also used identification technique to advertise its
product. it can be seen from its advertisement. Oriflame used sentences,
“Recommended For 20+. 11x more radiance .Clinically Proven.” It means that the
product is produced for the customers who are over 20. Oriflame identified for who
this product was produced. Not only for whom it was produced, but Oriflame also
identified the quality of the product by saying 11x more radiance.
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4.2.2
Suggestion
Suggestion is an attempt to persuade people. Suggestion is used by the
advertiser to influence the customers thereby they can receive the advertiser’s
conviction. The form of suggestion is usually given by words or speech. It is used to
influence the customers by giving stimulation. In suggestion advertisement you will
see these words; how about..., what about..., you should..., let´s..., why don´t you...,
shall we..., hope you´ll like it, make, buy, try, love, like,.. and the others words that
taking the attention of the customers.
Table 4.5: Suggestion Technique in Make Up
No. Make Up
Text Advertisement
Technique of
advertisement
1.
2.
persuasion
Giordani Bronzing
Pressed palette of our best-selling
Pearls
bronzing pearls to illuminate your skin.
The One Bold
The Bolder, the better. Make intensity
Intensity Eye
your unique signature, with the latest
Palette
jet-black Wonder Lash Mascara and
Suggestion
Suggestion
must-have Eye shadows in the trendiest
hues of the season.
3.
The One Power
I am rarely without my signature
Shine Lipstick
lipstick. Its bold crimson colour is my
Suggestion
source of strength. I put it on and
suddenly
feel
powerful
without
compromising my feminine side.
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4.
The One
Full Coverage foundations. That out
Everlasting
last your day.
Suggestion
Foundation
Extreme SPF 30
5.
The One Colour
I love the confidence make up gives
Match Eye
me. I love the shades that fill me with
Shadow Duo
the self-assurance of a true diva, so that
Suggestion
all eyes will be on me!
6.
Giordani Gold
Supreme Length, Lavish volume,
Iconic All-in One
divine curl
Suggestion
Mascara
7.
Giordani Pressed
Sensationally smooth pressed powder
Powder
with light-diffusing particles to blur the
Suggestion
appearance of fine lines and mattify
skin.
8.
The one Lip-balm
Buy it. Try it. Love it.For lips that
Suggestion
look like they had a spa day out!
9.
Veryme No Time Good bye shine, hello perfect!
Suggestion
For Shine Powder
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The data above show that the product used technique of persuasion that is
called as suggestion. In suggestion advertisement you will see these words; how
about, what about, you should, let´s, why don´t you, shall we, hope you´ll like it,
make, buy, try, love, like and the others words that taking the attention of the
customers. For example, in the eight line of the table above, it is a lipstick product.
The One Lip-balm by using suggestion technique by saying “Buy it. Try it. Love it.
For lips that look like they had a spa day out. ” Oriflame suggested the customers to
buy, to try and to love the one lip-balm because it can make the customers feel like
they had a spa day out.
Another example, in the third line of the table above, it is a lipstick product.
The One Power Shine Lipstick..Oriflame tried to get interest from women by saying
that when women used the lipstick, they would get a new strength because it has a
beautiful colour. They also would not feel worry anymore about their performance
because the product gave women their feminine side. Oriflame suggested and gave a
new mind to women about a lipstick product by saying that the product could give a
new strength to the women because of the colour.
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Table 4.6: Suggestion Technique in Perfume
No
Perfume
Text Advertisement
Technique
advertisement
1.
of
persuasion
Miss Giordani Daytime luxury. Top notes of tangerine
Suggestion
Eau De Parfum and rose surround you with the feeling
of pure Italian luxury.
2.
Signature
To unleash your creativity. Open your
Suggestion
Zoom Eau De mind, set your senses free and experience
Toilette
3.
life with a heightened sense of awareness.
Ascendant Eau To express confidence. Overflowing
DE Toileete
Suggestion
with energy and sensuality. Ascendant
combines fresh notes of bergamot with
sweet fennel and soft vanilla fora modern
interpretation of a classic oriental scent.
4.
Architect Eau To ignite your imagination. Your vision
D,e Toilette
Suggestion
gives shape to the design of the future.
Forgoing the conventional as you create a
world of wonder.
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The data above show that the product used technique of persuasion that is
called suggestion. The form of suggestion is usually given by words that take the
attention of the customers. For example in the third line, Oriflame advertised one of
its perfumes, Signature Zoom Eau De Toilette by saying “to unleash your creativity.
Open your mind, set your senses free and experience life with a heightened sense of
awareness.”Oriflame tried to suggest the customers to buy that product by using
some words to get interest from the customers such as the perfume can unleash the
customer’s creativity and also open their mind. It means that when the customers
used the perfume, they would feel sense of freedom.
The other example, in the fourth line, oriflame advertised its Perfume,
Architect Eau De Toilette by saying “To ignite your imagination. Your vision gives
shape to design of the future. Forgoing the conventional as you create a world
wonder. ”Oriflame suggest the customers by saying that its product can ignite their
imagination. It also can give a picture of their future. So from the sentences above, it
can be seen that Oriflame used suggestion technique to advertise its product.
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Table 4.7: Suggestion Technique in Skin Care
No. Skin Care
Text Advertisement
Technique of
advertisement
1.
persuasion
Time Reversing I feel happy in my skin, day in, day
Intense
out. Feel beautifully confidence as
SkinGenist
your skin regains youthful plumpness
Rejuvenating
resilience and luminosity.
Face
&
Suggestion
Neck
Serum
2.
Time Reversing When I look radiant, age is just a
Intense
number. With time reversing, I look
SkinGenist
and feel my best, and I love the
Day&
Suggestion
night confidence that gives.
Cream Spf 15
3.
Optimals
Body All season body care tailored for you.
Suggestion
Hydrating Lotion
4.
Optimals
Even Perfectly Even skin tone. Thanks to it
Out Cream
Suggestion
potent skin-lightening formula, our
world-renowned Even Out range puts
the power to transform your complexion
firmly within reach. Try it today and
say goodbye to dark spot.
5.
Love
Clay Mask
Nature Face masks with lovingly selected
Suggestion
ingredients. Restore beauty to your skin
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and uplift your senses with love nature
mask
containing
delightful
natural
extracts. Relax and treat your skin to
pure indulgence.
6.
NovageEcollagen 7x Better Result with the Novage
set
Suggestion
youth Enhancing Skin Care Routine.
The data above show that Oriflame used suggestion technique in advertising
its products. The form of suggestion is usually given by words that taking the
attention of the customers. For example, in the first line above, it is a Time
Reversering Intense Skin Genist Rejuvenating Face and Neck Serum. Oriflame says,
”I feel happy in my skin, day in, day out. Feel beautifully confidence as your skin
regains youthful plumpness resilience and luminosity.” Oriflame suggested the
customers to get the product because the product makes their skin will be day in and
day out. Beside that it gives a beautifully confidence to the customers. It also makes
their skins be youthful plumpness resilience and luminosity.
The other example, in the third line, Optimal Body Hydrating Lotion, also
used suggestion technique to advertise its product. It can be seen by the words all
season body care tailored for you. Oriflame suggest the customers to use its product
by saying that the skin care was produced specially for the customers.
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4.3 Strategies of Persuasion in Oriflame’s Catalogue
Larson (2004:20) said that persuasive strategy is the overall step by
step program for reaching some goal. Strategy of persuasion is the process of
influencing another person’s values, beliefs, attitudes, or behaviors. Based on the
data analysis, it is found that there are three strategies of persuasion in Oriflame’s
Catalogue. They are Pathos, Logos and Ethos. The percentage of Pathos found in
Oriflame’s Catalogue is 67% and the percentage of Logos is 23%, and the percentage
of Ethos is 10%. So, the dominant strategies of persuasion that is found in the
Oriflame’s Catalogue is Pathos. The analysis draws in the table below.
Table 4.8:Strategy of Persuasion
No.
Strategies of Persuasion
∑
Percentage
(%)
1.
Pathos
20
67 %
2.
Logos
7
23 %
3.
Ethos
3
10 %
30
100 %
Total
The dominant strategy of persuasion found in Oriflame’s Catalogue is Pathos,
applied by using this general formula.
N=
�(�)
N=
20
�
X 100 %
X 100 %
30
N = 0,67 x 100%
N= 67%
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4.3.1
Pathos
Pathos is an appeal to emotion (Aristotle, 1954:74). An advertisement using
pathos will attempt to evoke an emotional response in the consumer. Sometimes, it is
a positive emotion such as happiness: an image of people enjoying themselves while
drinking Pepsi. Other times, advertisers will use negative emotions such as pain: a
person having back problems after buying the “wrong” mattress. Pathos can also
include emotions such as fear and guilt: images of a starving child persuade you to
send money.
Table 4.9: Pathos Strategy in Make Up
No. Make Up
Text Advertisement
Strategy of
advertisement
1.
persuasion
The One Bold
The Bolder, the better. Make
Intensity Eye
intensity your unique signature,
Palette
with the latest jet-black Wonder Lash
Pathos
Mascara and must-have Eye shadows
in the trendiest hues of the season.
2.
The One Power
I am rarely without my signature
Shine Lipstick
lipstick. Its bold crimson colour is
Pathos
my source of strength. I put it on and
suddenly
feel
powerful
without
compromising my feminine side.
3.
The One Colour
I love the confidence make up gives
Match Eye
me. I love the shades that fill me
Pathos
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Shadow Duo
with the self-assurance of a true diva,
so that all eyes will be on me!
4.
The one Lip- Buy it. Try it. Love it .For lips that
balm
5.
Pathos
look like they had a spa day out!
Pathos
Veryme
No Good bye shine, hello perfect!
Time For Shine
Powder
The data above show that Oriflame used pathos strategies on Make Up
products. An advertisement using pathos will attempt to evoke an emotional response
in the consumer (Aristotle, 1954: 74). Sometimes, it is a positive emotion such as
happiness. For example, in the first line of the table above, The One Bold Intensity
Eye Palette,Oriflame tried to convince the customer about their feeling after using
the product with the sentence ‘The Bolder, the better”. It shows that the product
gives the happy mood after used the product. As nowadays trendy, every woman
want to bold their eyelash to looking good and stylish every day.
The other example, in the third line of the table above, The One Colour
Match Eye Shadow Duo, by saying “I love the confidence make up gives me. I love
the shades that fill me with the self-assurance of a true diva, so that all eyes will be
on me!” From the sentences above, Oriflame tried to evoke the emotional response
of the customers. It gave a positive emotion for the customer. It can be seen by the
word confidence above. When the customers used the product, they would feel
confident and self-assurance although all people looked at them. They would feel
like a dive.
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Table 4.10: Pathos Strategy in Perfume
No
Perfume
Text Advertisement
Strategy of
.
advertisement
1.
Divine Idol Eau
To wear with a party dress. Oozing
De Parfum
shameless
persuasion
glamour,
Pathos
audacious
confidence and hypnotic sensuality,
you eclipse even the most decadent
room with your presence. You are
more than divine- you are an idol.
2.
Miss Giordani
Daytime
luxury.
Top
notes
of
Eau De Parfum
tangerine and rose surround you with
Pathos
the feeling of pure Italian luxury.
3.
4.
Giordani White
For a dinner with friend. Vibrant,
Gold Eau De
confident yet simply chic- inspired by
Pafum
Italian woman.
Paradise Eau De
For a magical getaway. Whether
Parfum
you’re looking to bring panache to the
Pathos
Pathos
poolside or elegance to your sunset
beach date. This is the scant you need.
The perfect blend of seductive spice
and sweet floral.
5.
Love Potion
For
a
Secrets Eau De
Celebrate your feminine side with a
Parfum
tantalizing mixture of the intriguing
romantic
rendez-vous.
Pathos
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White strawberry, white flowers and
an exquisite white chocolate.
6.
Flamboyant
For the moment for two. Flamboyant
Prive Eau De
Prive is an irresistible choice for men
Toilette
who
know
success,
style
Pathos
and
themselves! A very fresh perfume
with
a
strong
character
that
enhances your masculinity.
7.
Signature Zoom
To unleash your creativity. Open your
Eau De Toilette
mind, set your senses free and
Pathos
experience life with a heightened
sense of awareness.
8.
Ascendant Eau
To express confidence. Overflowing
DE Toileete
with
energy
and
Pathos
sensuality.
Ascendant combines fresh notes of
bergamot with sweet fennel and soft
vanilla for a modern interpretation of a
classic oriental scent.
9.
Architect Eau
To ignite your imagination. yourvision
De Toilette
gives shape to the design of the
Pathos
future. Forgoing the conventional as
you create a world of wonder.
10. Power Woman
Eau De Toilette
For
a
Women
business
embodies
meeting.
the
Power
Pathos
dynamic
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charisma of the modern woman with
spicy ginger, feminine rose and sexy
patchouli.
The data above show that Oriflame tends to use pathos strategies in its
perfume products. An advertisement using pathos will attempt to evoke an emotional
response in the consumer (Aristotle, 1954: 74). Sometimes, it is a positive emotion
such as happiness. For example; in the first line of the table above, Oriflame
advertised its Divine Idol Eau De Parfum by saying, “To wear with a party dress.
Oozing shameless glamour, audacious confidence and hypnotic sensuality, you
eclipse even the most decadent room with your presence. You are more than divineyou are an idol”. Oriflame attempted to evoke the positive emotion of customers by
saying when they used that product, they would feel confidence. They wouldn’t feel
shame anymore. The products also gave a sense of hypnotic sensuality. They would
feel like an idol.
The other example, it can be seen in the sixth line, Flamboyant Prive Eau De
Toilette, Oriflame used sentences “For the moment for two. Flamboyant Prive is an
irresistible choice for men who know success, style and themselves! A very fresh
perfume with a strong character that enhances your masculinity. ”The strategy of
persuasion is Pathos. From the sentences above it clearly shows that Oriflame give
positive emotion after using that product. This perfume is very fresh and show the
strong character of a man. It can increase the masculinity feeling of well being in
every season.
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Table 4.11: Pathos Strategy in Skin Care
No. Skin Care
Text Advertisement
Strategy of
advertisement
1.
persuasion
Time Reversing I feel happy in my skin, day in, day
Intense
out. Feel beautifully confidence as
SkinGenist
your skin regains youthful plumpness
Rejuvenating
resilience and luminosity.
Pathos
Face & Neck
Serum
2.
Time Reversing When I look radiant, age is just a
Intense
number.
SkinGenist
With time reversing, I look and feel
Day&
3.
Pathos
night my best, and I love the confidence
Cream Spf 15
that gives.
Royal Velvet
This is my moment of pure pleasure.
Pathos
Royal Velvet is my Cherished SkinFirming Ritual in the busy world of
today. Spending time with myself is
precious.
4.
Optimals Body All season body care tailored for
Hydrating
Pathos
you.
Lotion
5.
Optimals Even Perfectly Even skin tone. Thanks to it
Out Cream
Pathos
potent skin-lightening formula, our
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world-renowned Even Out range puts
the
power
to
transform
your
complexion firmly within reach. Try it
today and say goodbye to dark spot.
The data above show that the product used strategy of persuasion that is
called pathos. An advertisement using pathos will attempt to evoke an emotional
response in the consumer (Aristotle, 1954: 74). Sometimes, it is a positive emotion
such as happiness. For example, in the first line of the table above, Time Reversing
Intense Skin Genist Rejuvenating Face & Neck Serum, Oriflame used sentence “I
feel happy in my skin, day in, day out. Feel beautifully confidence as your skin
regains youthful plumpness resilience and luminosity” to advertise that product. It
is clearly showed that the customers would feel happy day by day, would feel
beautifully and had self -confidence because their bright skin. It means that Oriflame
had evoked the positive emotion of their customers.
The other example, it can be seen in the fifth line, Optimals Even Out Cream,
Oriflame used sentences “Perfectly Even skin tone. Thanks to it potent skinlightening formula, our world-renowned Even Out range puts the power to transform
your complexion firmly within reach. Try it today and say goodbye to dark spot”.
From that sentences above, it can be seen that the positive emotion appear to the
customer after using that product. The customer said thanks because the dark spot in
their face is clear.
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4.3.2
Logos
Logos is an appeal to logic or reason (Aristotle, 1954:75). An advertisement
using logos will give you the evidence and statistics you need to fully understand
what the product does. The logos of an advertisement show the "straight facts" about
the product: One glass of Florida orange juice contains 75% of your daily Vitamin C
needs.
Table 4.12: Logos Strategy in Make Up
No. Make Up
Text Advertisement
Strategy of
advertisement
1.
persuasion
Giordani
Pressed palette of our best-selling
Bronzing Pearls
bronzing pearls to illuminate your
Logos
skin.
2.
The One Power
I am rarely without my signature
Shine lipstick
lipstick. Its bold crimson colour is my
Logos
source of strength. I put it on and
suddenly
feel
powerful
without
compromising my feminine side.
3.
Giordani Gold
Supreme Length, Lavish volume,
Iconic All-in
divine curl
Logos
One Mascara
4.
Giordani
Sensationally smooth pressed powder
Pressed Powder
with light-diffusing particles to blur
Logos
the appearance of fine lines and
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mattify skin.
5.
The One Triple
Top beauty buys. Gives lips a glossy
Colour lipstick
finish. All-day moisture-feel. Helps
Logos
leave lips noticeably softer. Delivers
colour impact -89% woman agree.
The data above show that Oriflame used logos strategies on both of its
products above. Aristotle said that he logos of an advertisement show the "straight
facts" about the product. For example, it can be seen in the second line, The One
Power Shine lipstick, Oriflame used sentence “I am rarely without my signature
lipstick. Its bold crimson colour is my source of strength. I put it on and suddenly
feel powerful without compromising my feminine side”. From that sentences, Logos
strategy shows in the words “signature lipstick” and “feminine side”. Oriflame
knew that Lipstick is a woman cosmetic to show the feminine side
The other example of Logos, in the third line of the table above, Giordan
Gold Iconic All-in One Mascara, Oriflame used sentences “Supreme Length, Lavish
Volume, divine curl.” From the sentences above, Oriflame told the truth about the
mascara. The fact, as a cosmetic product, mascara is a cosmetic commonly used to
enchance the eyelashes. So, this product is very recommended for customers who
want the supreme length, levish volume and divine curl of eyelashes.
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Table 4.13: Logos Strategy in Skin Care
No. Skin Care
Text Advertisement
Strategy of
advertisement
1.
persuasion
Milk & Honey Cherished,
luxurious
nourishment.
Gold
Blended with organically sourced
Nourishing
milk and honey extract, our milk &
Cream
honey day and night cream are all you
Logos
need for intense nourishment with a
soft, natural touch of pampering.
2.
Love
Nature Face masks with lovingly selected
Clay Mask
Logos
ingredients. Restore beauty to your
skin and uplift your senses with love
nature mask containing delightful
natural extracts. Relax and treat your
skin to pure indulgence.
From the data above show that Oriflame used logos strategies on both of its
products above. The logos of an advertisement show the "straight facts" about the
product. For examples, in the first line of the table above, Milk & Honey Gold
Nourishing Cream, Oriflame used sentences “Cherished, luxurious nourishment.
Blended with organically sourced milk and honey extract, our milk & honey day and
night cream are all you need for intense nourishment with a soft, natural touch of
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pampering.” From the sentences above, Oriflame showed straight facts about its
product. It contained the natural ingrediants. It contained of milk and honey extract
that was made in cream.
The other example in the second line, it can be seen that Oriflame used Logos
strategy in Love Nature Clay Mask, by saying “Face masks with lovingly selected
ingredients. Restore beauty to your skin and uplift your senses with love nature
mask containing delightful natural extracts. Relax and treat your skin to pure
indulgence”. From the sentences above, Oriflame showed the straight facts about its
product. it contained the selected natural extract ingredient to restore beauty in the
skin.
4.3.3
Ethos
Ethos is an appeal to credibility or character (Aristotle, 1954:76). An
advertisement using ethos strategy will try to convince you that the company is more
reliable, honest, and credible; therefore, you should buy its product. Ethos often
involves statistics from reliable experts, such as nine out of ten dentists agree that
Crest is the better than any other brand or Americas dieters choose Lean Cuisine.
Often, a celebrity endorses a product to lend it more credibility: Catherine Zeta-Jones
makes us want to switch to T-Mobile.
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Table 4.14: Ethos Strategy in Skin Care
No. Skin Care
Text Advertisement
Strategy of
advertisement
1.
True
persuasion
Perfection Recommended For 20+. 11x more
Perfecting
Ethos
Day radiance. Clinically Proven
Moisturizer
2.
Ultimate
Lift Recommended for 40+. 70% more
Ethos
Advanced Lifting bounce in 12 weeks. clinically proven
3.
NovageEcollagen 7x Better Result with the Novage
set
Ethos
youth Enhancing Skin Care Routine.
From data above, it can be seen that Oriflame used ethos strategies on three
Skin Care of its products above. Ethos is an appeal to credibility. It can be seen from
the word clinically proven above. The three products above have proven by the
experts. So, those are examples of ethos strategy .
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4.4 Discussion
This thesis is a study about techniques and strategies of persuasion found in
Oriflame’s Catalogue. The result of the analysis is found there are two types of
persuasion techniques on Oriflame’s Catalogue. They are suggestion and
identification. That’s the point of the technique of persuasion found in Oriflame’s
Catalogue. It means, suggesting and understanding the customers is the way to
persuade the customer. The more the advertiser know about the customer and their
needs, the easier it is to identify opportunities to sell them the products and suggest
them with quality products. Based on technique of persuasion found in the Oriflame
Catalogue, it’s clear that the advertiser focuses on the words that were used in the
catalogue where most of the products suggest the customers to buy the products.
There are also found three strategies of persuasion in Oriflame’s Catalogue.
They are pathos, logos, and ethos. The dominant strategy of persuasion that is found
in the catalogue is pathos because most of the advertisements show how the feeling
when the customers used the products. It is very important to the customer because
they will interest, eager to use and to try the product. It is the way to change their
mindset and think positive about the cosmetic of Oriflame.
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CHAPTER V
CONCLUSION AND SUGGESTION
5.1 Conclusion
Having conducted analysis on the data presented in chapter IV, the researcher
is able to draw the conclusion. Based on the analysis, it is concluded:
1. There are two techniques of persuasion found in Oriflame’s Catalogue. They
are suggestion (20) and identification (10).
2. There are three strategies of persuasion applied in Oriflame’s Catalogue.
They are logos (7), pathos (20), and ethos (3).
3.
The dominant technique of persuasion found in Oriflame’s Catalogue is
Suggestion (67%). The dominant strategy of persuasion found in Oriflame’s
Catalogue is Pathos (67%).
5.2 Suggestion
Based on the research result, the researcher would like to give some
suggestion to the readers. Firstly, it will be helpful to know the type of persuasion
techniques clearly and the strategies used in Oriflame’s Catalogue and can
understand about persuasion in advertisement. Secondly, the researcher hopes that
people who interested in discourses field are challenged to continue this research
better. Thirdly, the researcher hopes this researcher can give a beneficial contribution
to people and reader especially to the researcher who will conduct a research with the
same topic as this research by using other theories that more complete and better.
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