Persuasive technique used by by Lazeta skin care advertisement on Instagram.
PERSUASIVE TECHNIQUE USED BY LAZETA SKIN CARE
ADVERTISEMENT ON INSTAGRAM
THESIS
Submitted as a partial fulfillment of the requirements for the
Sarjana Degree of English Department Faculty of Arts and
Humanities the State Islamic University of Sunan Ampel
Surabaya
By :
Ukhti Zumrotil Aminah
NIM : A73213135
ENGLISH DEPARTMENT
FACULTY OF ARTS AND HUMANITIES
THE STATE ISLAMIC UNIVERSITY SUNAN AMPEL
SURABAYA
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Declaration
This thesis contains materials which have been accepted for the award
of Sarjana degree of English Department Faculty of Arts and Humanities UIN
Sunan Ampel Surabaya. And to the best for my knowledge and belief if, it
contains no material previously published or written by other person except
where due reference is made in the text of the thesis.
Surabaya, July 10th, 2017
Writer,
Ukhti Zumrotil Aminah
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THESIS APPROVAL SHEET
This thesis by Ukhti Zumrotil Aminah entitled “Persuasive technique
used by Lazeta skin car advertisement on Instagram” has been approved by the
advisor and could be proposed to fulfill the requirements of Strata 1 Degree of English Department Faculty of Art and Humanities UIN Sunan Ampel Surabaya.
Surabaya, July 10th, 2017
Thesis Advisor
Murni Fidiyanti, M.A. NIP: 198305302011012011
Acknowledged by: The Head of English Department
Dr. Mohammad Kurjum, M. Ag. NIP: 196909251994031002
ENGLISH DEPARTMENT
FACULTY OF ART AND HUMANITIES
STATE ISLAMIC UNIVERSITY SUNAN AMPEL SURABAYA 2017
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THESIS EXAMINERS APPROVAL SHEET
This thesis has been approved and accepted by the board of examiners, english department, faculty of arts and humanities State Islamic University of Surabaya,
28th July 2017
The Dean of faculty OF Arts and Humanities
Dr. H. Imam Ghazali, M. A. NIP. 196002121990031002
The Board of Examiners:
Examiner I: Examiner II:
Murni Fidiyanti, M.A. Dr. Mohammad Kurjum, M. Ag. NIP. 198305302011012011 NIP. 196909251994031002
Examiner III: Examiner IV:
Dr. A. Dzo’ul Milal, M.Pd. Muhammad Thoriqussuud, M.Pd NIP: 196005152000031002 NIP. 198011182009121002
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I can be pretty persuasive if I believe in
something strongly enough
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ABSTRACT
Zumrotil Aminah, Ukhti. 2017. Persuasive Technique Used By Lazeta Skin
Care Advertisement on Instagram. Thesis, Faculty of Letters
and Humanities, State Islamic University of Sunan Ampel
Surabaya.
Advisor : Murni Fidiyanti, M. A
Keyword : persuasion, Lazeta skin care, advertising, Instagram
This research is conducted to analyze the persuasive technique used by Lazeta skin care advertisement. This research focuses to find out the kind of persuasive technique in Lazeta skin care advertisement and also the modes of persuasion in Lazeta skin care product on Instagram.
The researcher uses Larson and Aristotle theory to describe the relation of advertisement mode on attracting costumer attention and also to know the technique of persuasion that is used by Lazeta skin care advertisement. Larson (2004) states that there are two techniques in Persuasion, they are intensification and downplaying. Intensification is divided into three categories: repetition, association, composition. Downplaying also divided into three categories: omission, diversion, and confusion.
The researcher found that Lazeta skin care advertisement used five techniques of persuasion. To intensify good quality of the product, they used techniques of Repetition, Association, and Composition. While, to downplay bad quality of their product, they used techniques of Omission and Confusion. On the other hand, Association techniques was used to associate the product with celebrities or others to attract the costumers. Composition technique was used to change the physical appearance of the message. Omission techniques was used to eliminate bad quality of Lazeta skin care product. Confusion was used to make confusion to the costumer's mind. Thus, the researcher found the modes of persuasion in Aristotle theory such as: personal character, put the audiences into a certain frame of mind, and shows the evidences.
Finally, the researcher hopes this research can give a contribution to the next researchers who are interested to conduct the persuasion research by using another theory that is more better and complete.
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TABLE OF CONTENTS
Inside Cover ... i
Inside Title ... ii
Declaration ... iii
Thesis Advisor’s Approval Sheet... iv
Thesis Examiner’s Approval sheet ... v
Motto ... vi
Dedication ... vii
Acknowledgment ... viii
Table of Contents ... x
Abstract ... xiii
CHAPTER 1: INTRODUCTION ... 1
1.1 Background of the Study ... 1
1.2 Statement of the Problems ... 4
1.3 Objectives of the Study ... 5
1.4 Significance of the Study ... 5
1.5 Scope of the Study ... 5
1.6 Definition of Key Terms ... 6
CHAPTER 2: REVIEW OF LITERATURE.7 2.1 Theoritical Framework ... 7
2.1.1 Discourse analysis ... 7
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2.1.3.1 Personal character ... 9
2.1.3.2 Putting the audience into a certain frame of mind/Ability to control emotion ... 10
2.1.3.3 Apparent Proof or Evidence ... 11
2.1.4 Technique of persuasion ... 11
2.1.4.1 Intensify ... 12
2.1.4.1.1 Repetition ... 12
2.1.4.1.2 Association ... 13
2.1.4.1.3 Composition ... 13
2.1.4.2 Downplay ... 14
2.1.4.2.1 Omission ... 14
2.1.4.2.2 Diversion ... 15
2.1.4.2.3 Confusion ... 15
2.1.5 Advertisement ... 16
2.1.5.1 Types of Advertisement ... 17
2.1.6 Previous Study ... 18
CHAPTER 3: RESEARCH METHODOLOGY ... 22
3.1 Research Approach ... 22
3.2 Technique of Data Collection ... 22
3.2.1 Source of Data ... 22
3.2.2 Research Instrument ... 23
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3.3 Data Analysis ... 24
CHAPTER 4: FINDINGS AND DISCUSSIONS ... 26
4.1 Findings ... 26
4.1.1 The persuasive types used in Lazeta skin care advertisement ... 26
4.1.1.1 Intensification ... 26
4.1.1.1.1 Repetition ... 27
4.1.1.1.2 Association ... 28
4.1.1.1.3 Composition ... 37
4.1.1.2 Downplaying ... 39
4.1.1.2.1 Omission ... 39
4.1.1.2.2 Confusion ... 41
4.1.2 Modes of persuasion ... 44
4.1.2.1 Personal Character ... 44
4.1.2.2 Putting The Audience Into a Certain Frame Of Mind/ Ability To Control Emotion ... 47
4.1.2. Apparent Proof or Evidence ... 48
4.2 Discussion ... 49
CHAPTER 5: Conclusion and Suggestion ... 53
5.1 Conclusions ... 53
5.2 Suggestions ... 54
REFERENCES APPENDIX
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CHAPTER 1 INTRODUCTION
1.1 Background of Study
Persuasion is the ability to achieve an agreement or conformity of the
speaker’s and the addressee’s willingness. It is a process to persuade others
to accept what the speaker or writer wants (Gani, dkk., 1987: 99). According
to W.IJsselsteijn, et al (2006: 1) persuasive is the efforts to influence our
behavior and attitudes, to convince us for spending our money on one
product rather than another, to vote for a particular political party, to stop
drinking or smoking, etc. Persuasive can be interpreted as an activity that is
performed by someone either spoken or written in order to influence others
to do something desired by the speaker or writer.
Persuasion is one of important linguistics studies which is connected
closely to society because persuasion became exist in every aspect in social
life for example persuasion can convince an addicts to seek professional
help, or persuasion can be a tool used by parents to urge children not to
accept rides from stranger, etc. Persuasion is also used in advertising product
and politics campaign where persuasion is used to persuade certain target of
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The technique of persuasion in advertisement is used to persuade the
consumer for consume and buy their product. Advertisement is a message to
recommend and to persuade the entire society to be interesting in the goods and
services offered (Kasali,1992: 16).. Advertising is an attempt to influence
consumers in the form of writing, picture , sound or a combination of all that is
directed at the entire society (Nitisemito 1994: 134). In this era, advertisement
becomes popular in our society. Many products are promoted by the company
using advertisement. Advertisement has a lot of influences on product sales.
Without advertisement, the companies have the difficulty to introduce their
products to the society. Advertisement present to make people interested and
know more about the product or service that the company want to sale.
Advertising is a form of marketing communication that uses media mass to
convey their message (Soemanagara,2006: 49). But nowadays advertising uses
not only media mass but also social media. In this case we can see that some
companies, travel agencies, traders, etc promote their product and their Services
in social media. According to Chris Brogan (2010:11) social media is a new
combination of communication and collaboration tools which allow the types of
interaction that were previously not available for the common person. It can be
explain that social media is an aplications or website that enable user to
participate or share and create content in social networking. Social media that
are frequently used to promote and sell their products are facebook, twitter,
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The companies use social media as a tool to advertise their product offered.
For example, Lazeta skin care by MD Clinic informs the products through
social media especially instagram. Instagram is a social media that is currently
popular. It makes companies and service interested to promote their product in
this social media.
Researcher about persuasive has been done by several researchers in various
genres, such as: Persuasive Strategies and Hats Off for Cancer Donations
(Janae, 2013), The Persuasive Strategies Produced By Zoe And Stan While
Dating In The Black Up Plan Movie (Tjong, 2010), Persuasion In International
Journals: Pragmatic Analysis ( Madya, 2016 ), Watch your Emissions:
Persuasive Strategies and Choice Architecture for Sustainable Decisions in
Urban Mobility ( Efthimios, et al, 2014 ).
There are three studies of persuasive that are used in advertisement. First, it
is conducted by Antony (2014) from Bharathiar University of India. This study
focuses on Indian printed media as the subject in this research. The second
researcher is done by Yunita ( 2014 ) from Indonesia who conducted a study
which took advertising on television as her subjects. The third researcher is
Umi ( 2015 ) that focuses on persuasive technique that is used in Colours
magazine. Most researchers used a persuasion of advertisement is that used in
printed media like magazine, newspaper and also television as the electronic
media. However there is still limited research that takes advertisement on social
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Yet, this research with the same tittle has been done by Lilis (2014) where
did a research titled “A discourse analysis on persuasion technique used in
smartfren advertisement”. This research conducted by students of UIN Sunan
Ampel Surabaya She focuses to identify the mode of advertisement and how
the way the persuasion techniques are applied on television commercial. She
takes the data from the website of Smartfren. She use Guy Cook and Gorys
Keraf theory to describe the relation of advertisement mode on attracting people
attention. This study focus on Smartfren advertisement but her researcher take
the data from website of Smartfren.
Here, the researcher tried to explore the previous research with this research.
Based on the previous explanation, the researcher intends to analyze the
persuasive techniques used by lazeta skin care advertisement on Instagram. The
researcher investigate what are types of persuasive techniques and the intended
meanings of the persuasion modes used by Lazeta skin care on Instagram. The
researcher limits the analysis focuses on the persuasive techniques that used by
Lazetya skin care advertisement on instagram.
1.2 Research Problem
1. What are the types of persuasive techniques used by Lazeta skin care on Instagram ?
2. What are the intended meanings the modes of persuasion used by
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1.3 Research Objective
1. To describe the type of persuasive techniques used by Lazeta skin care on Instagram.
2. To find out function of each persuasive techniquesused by Lazeta
skin care on Instagram.
1.4 Significant of the Research
The writer hopes this research can provide the benefits to study in
linguistics field, especially about the techniques of persuasive that use
persuasive theory and discourse analysis. The writer expects to help the
readers understand the techniques of persuasive. So, this research
becomes a reference for students that are interested in this topic and
want to organize further research.
1.5 Scope and Limitations
In this research, the researcher focuses on persuasion techniques
used by Lazeta skin care. The researcher limits the subject in this
research only for product Lazeta skin care by MD clinic. She focuses
her research in the modes of persuasion and the intended meanings of
the persuasion types shown by Lazeta skin care. The writer only
chooses four different products from lazeta skin care as the subject in
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1.6 Definition of key terms
To avoid any misunderstanding in deliverin the terms, the researcher
explains the meaning of terms used. Some terms are defined as follows :
Persuasion persuasion as the process of/skill of symbolic message
transmissions in order to appeal to emotions and to modify the persons
attitude or behavior (Dillard & Pfau, 2002: 11).
Lazeta skin care is Facial products from MD clinic in Bandung that are
freely sold on social media especially on instagram.
(www.justsimplereview.wordpress.com)
Advertising is impersonal communication of information about
products, services or ideas through the various media, and it is usually
persuasive by nature and paid by identified sponsors (Bovee, 1992:5).
Instagram is a free online photo sharing and social network platform
that was acquired by Facebook in 2012. (Margaret Rouse IT
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Chapter II
Review of related literature
2.1 Theoretical Framework 2.1.1 Discourse Analysis
Brown and Yule (1983:1) states that discourse analysis is committed to
investigation of what and how the language is used for. It means that the study
of discourse analysis is concerned about the language which is used for
interaction and how the addressee understand about the message. Brown and
Yule also argued that discourse analysis is the fundamentally concern with the
general principle of interpretation by which people normally make sense of
what they hear and read. It can be said that discourse analysis is the study that
concern with the written or spoken text. Then discourse analysis also has
relationship with the context. Context is a world filled with the people
producing utterances people who have social, cultural and personal identities
knowledge, beliefs, goals and wants, and who interact with one another in
various socially and culturally defines situation ( Schiffrin, 1994:364). It is
explain that discourse analysis involves the study of text and context. Context
related situation or conditions in which something occurs or exists
According to Kineavy ( 1971: 39 ) there are four types of discourse such
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referential discourse. Persuasive discourse focuses on the audience, the aim is
not to designate reality but to induce some practical choice or to prompt an
action (physical, intellectual or emotional). Unlike persuasive discourse,
expression makes little effort to bring about change in the audience.
Furthermore is literary discourse that refers to the types of discourse in which
the text or the product or the work itself is the focus of the process as worthy of
being appreciated in its own right. The last is referential discourse is a type of
discourse in which the use of language stresses the ability of language to
designate or reproduce reality, in a manner of speaking.
Thus, in this research the writer focuses on persuasive discourse only.
Persuasive almost found in advertisement as an effective way to introduce
product and service to the costumer. While creating an advertisement,
advertiser should use a correct technique to attract the customer intention.
2.1.2 Persuasion
Persuasion is used to influence other people to believe or to do
something. Larson (2004: 11) argued that persuasion is process changes
attitude, beliefs, opinion, or behavior. In this definition the process of
persuasion gets attention from the receiver. It explained that the purpose of
persuasion is the speaker tried to influence the receiver or the reader to do the
idea’s speaker without violence and coercion. According Aristotle persuasion
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logical appeals (logos) or combination of them ( Larson, 2004: 11). The formal
study of persuasion is called rhetoric. It explained as arts of discourse or more
precisely as the art of persuasive discourse ( Cockcroft, 1992: 3).
Larson ( 2004: 14) states that the focus of persuasion is not only on the
sender, the message, or the receiver, but all of them are equally focused on. All
of them have to make cooperative in making persuasive process. So, it can be
explained that persuasion is a result combined efforts of source and receiver.
From this explanation it can be concluded that persuasion is an effort to
persuade people by using the data or evidence and understanding the
psychological fact from receiver.
2.1.3 Mode of persuasion
Aristotle (1954: 24-26) classified that modes of persuasion furnished by
a spoken word into three types. The first type depend on the personal character
of the speaker , the second depends on the way of putting audience into a
certain frame of mind and the third depends on the apparent proof or evidence,
provided by the word of the speech itself.
2.1.3.1
Personal CharacterPersuasion is achieved by the speaker personal character when
the speech is spoken to make us think that the speaker is credible. Keraf
(2003:21) suggests that in human relationship, character is one of the
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audiences recognize that the speaker has good character and has high
credibility.
Mainly the speaker’s character is almost able to be called the
most effective way in persuasion. The speaker’s character and
personality can also be seen from their speech, and styles they used,
such as diction; sentence structure and others that become the speaker’s
totality. Such as personal character of someone who talks in television,
it can be measured from his language and his character. To make the
audiences credible with the speakers, the speakers have to know well
the problem that will be talked.
2.1.3.2
Putting the audience into a certain frame of mind/ Ability to control emotionPersuasion may come through the audiences when the presenters
stir their emotion. In using such appeals, persuaders assess the
emotional state of their consumers and design artistic appeals for those
statements. The presenters also should stimulate consumer’s emotion if
necessary. The ability of controlling emotion is not only depends on the
consumers but also the presenters itself. In addition, the presenters
should prepare the content of the persuasion that is suitable with the
purpose intended (Keraf, 2003: 22). However, controlling the
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2.1.3.3
Apparent Proof or EvidenceGiving apparent proof is used to prove or empower the truth of
the object that persuaded. A requirement to be successful in persuasion
is that the persuader should provide sufficient evidence. Persuasion that
is done by persuader should show the truth that can guarantee the
product is better than other and it should not be too abstract for
consumers. One simple way of giving evidence is taking the society
with the product.
2.1.4 Technique of persuasion
All advertisements use persuasive techniques its used to convince us to
purchase a product or service or to support a cause. Larson ( 2004: 18) argued
that techniques of persuasion divided into two categories. Firstly, is intensify
their own good points and the weak point of the opposition. Secondly, is
downplay their own bad or weak point and the good point of the opposition.
The persuader can use repetition, association and composition to intensify their
own good point or the bad point of the opposition or they can use omission,
diversion and confusion to downplay their own bad point or the good point of
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2.1.4.1
IntensifyThis technique has two sub strategies. Those are intensifying their own
good points and intensifying the weak point of the opposition. All persuader
want to look good in the eyes of the audience. in this technique the persuader
intensifies the own good points, for example: he is always been a willing and
honest servant for good causes. And other intensify the bad point of other
people, for example: he is got shifty eyes, I would not trust him ( Larson,
2004:20 ). It means this technique compared with the own idea and other
people idea. In the advertisement, this strategy used to claim the advantages of
the product or service. This technique divided into three techniques such as:
repetition, association, and composition.
2.1.4.1.1 Repetition
One way to intensify good or bad point about a product, person or
candidate is by repeating them over and over. It occurs in a slogan, jingle and
logo type. For example, in product of energizer battery “just keeps going and going”. It presents in Television spot or on the packaging for the battery. This repetition intensifies the good aims and emphasizes that the ultimate success
depends on each individual reader making an effort to end the slaughter of the
seals. Therefore, repetition is purposed to make a cognitive sense and also
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2.1.4.1.2 Association
Another technique for intensify is association. Larson (2004:21) states
that this technique relies on a there part process. Firstly, a cause, product or
candidate is linked. Second, to something already liked or disliked and the third
is by audience. Than the cause, product or candidate is identified with the thing
liked or disliked. In this technique persuader used careful audience analysis to
identify the fear, want and bias of the target audience, for example is in shoe
advertisement the persuader associates with well know professional athlete who
use them. It might associate the shoe with everyday people who are athlete.
It proves that the products associate with the condition of the audience or the
receiver.
2.1.4.1.3 Composition
The third technique of intensify is composition. It means emphasizing
one is own good characteristic or the other people is bad characteristic by
changing the physical makeup of the message ( Larson. 2004: 21 ). Larson
(2004: 21) argue that this change comes across through the use of nonverbal or
visual means and take several forms, for example: the makeup of the printed
word can be changed as in changing “ U.S.A” to “ U$A” or “ America” to “
Amerika”. This technique also allows persuader to compare and emphasize that the own product is different with others.
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2.1.4.2
DownplayIn this technique the persuaders want to downplay their own bad point
at the same time downplay competitor good point. It is the opposite of the first
technique, for example ford and general motors firstly downplay a number of
Chrysler specially, Chrysler invented factory, rebate 7/70.000 warranties, the
minivan front wheel drive although both ford and general motor tried to match
Chrysler effort., firstly downplaying the opposite but after that left the two
latecomers with a “me too” image to be downplaying (Larson, 2004: 22). This techniques are divided into three categories such as: omission, diversion and
confusion.
2.1.4.2.1 Omission
In this technique persuader simply leaves out critical information to
avoid highlighting the own shortcoming ( Larson, 2004: 22). However, this
technique tries to omit telling costumers about their own bad thing and the other
is good point. The purpose of this technique is to omit the bad point of the
message in order to influence the receiver, for example: is in Claussen Pickle
Company intensified its own good points when it advertised that its pickles are
refrigerated rather than cooked and are therefore much crisper than Vlasic
pickles, its major competition. They did this in television advertisement that
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Claussen pikle and the brust of juice from it really intensified Claussen is good
points. However, Claussen omitted telling consumers that, in order extend the
shelf life of the pickles, they contain more sodium that Vlasic pickles (their
own bad point) and that refrigeration is not necessary for Vlasic pickles
(the other is good point) (Larson, 2004: 23).
2.1.4.2.2 Diversion
This technique consists of shifting attention away from another good
point or one is own bad point. The basic purpose is to provide a substitute issue.
In this case persuader also used humor to divert attention. The key of the using
humor is to make a point that no one is perfect. In the other hand, it also used
highly emotional appeal sometimes called the ad hominem argument. For
example: ford motor company used of emotional appeals to divert attention
away from its own shortcoming in the design of the explorer. “ the vehicle had
a dangerous tendency to roll over, and a number of death or injuries resulted”
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2.1.4.2.3
ConfusionThe last technique in downplaying is making confusion in the audience
mind. It used the highly technical terminology or jargon that the receiver does
not understand and creates confusion. Larson (2004: 24) argued that another
device for downplaying one is own weaknesses or the competition is strengths
through confusion is the use of faulty logic, for example: “She is beautiful! She engaged! She use earth balsam hand crème!” the supposed logical progression
is that because “she” used the hand cream, she is beautiful and because she is
beautiful, she met and won the man of her dream (Larson 2004: 23). Therefore,
this technique is purposed to downplay the own bad point by using confusion.
2.1.5 Advertisement
Advertisement here equated with the concept of advertising. Belch and
Belch (2001:15) stated that Advertising is any delivery of information about
goods or services by using paid non personal media. Advertising is a process of
communication that has important strengths as marketing tools, help service, as
well as ideas and ideas through certain channels in form of information that is
persuasion.
Jones (2002:2) gives definitions of advertisement as a perpetually and
relentlessly commercial enterprise. It builds or protects business, which
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to do these tasks. Another definition about advertising as a paid non personal
communication, from an identified sponsor using mass media to persuade or
influence an audience (William lewis, 2000:4)
From the explanation above it can be concluded that the advertising is
the delivery of information of public about the goods or services offered
through the mass media and through the media posted in public places.
2.1.5.1
Types of advertisementAccording to Kotler (2002: 658) there are three types of advertisement
such as:
1. Informative advertising
These advertisements have the following characteristics:
Purpose to establish or create awareness or recognition and
knowledge about, the product or new features of existing
products, Inform the price changes and product packaging,
Explain how the product works, Reduce the fear of consumers,
Correct.
2. Persuasive advertising
These advertisements have the following characteristics: Aiming
to create joy, preferences, and beliefs so that consumers want to
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choose a particular brand, Advise to buy, Changing consumer
perceptions, Persuade to buy now.
3. Reminder advertising
This advertisement has the following characteristics: Purpose to
encourage repeat purchases of goods and services, Remind that a
product has the possibility to is needed in the near future,
Remind the buyer where to buy the product, Maintain awareness
of products (consumer's state of mind), Establish a good
relationship with the consumer.
2.1.6
Previous study
The researcher find some of persuasive strategies that is used in
advertisement. it has been done by several researchers such as Antony (2014).
He conducts a research tittle “Language persuasion: a discourse approach to
advertising language”. The subject in this research is advertisements that
published in Indian print media. He uses discourse analysis approach to analyze
how the advertisement affect the human mind through their language that is
explored in the three levels : 1) Cohesion and coherence, 2) Speech acts and 3)
Ideology. The finding of this research is not necessary the advertisement used
an image. Because, the more number of cohesive and coherence markers use
textual level. These markers at textual level itself create persuasion among the
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answer method, problem- solution methods, suspense creating methods are
some of the most influencing attractive methods used in many of the textual
advertisements. There are no advertisements without ideology. If the ideology
is powerful the ads will be compatible. The weak ideology advertisement
remains stale and less persuasive.
Second researcher is Nuckfi from Maulana Malik Ibrahim State
University Malang (2016), she conducted a research tittle “Persuasive strategies
used in slogan of iphone advertisement”. This research focuses on the kind of
persuasive strategies in slogan of Iphone advertisements and the way the
advertiser implemented persuasive strategies in slogan of Iphone advertisement.
The researcher used Gory’skeraf and Aristotle theory about persuasive
strategies. The finding of this research is there are six kind of persuasive
strategies that used in slogan of Iphone advertisement, they are : rasionalization,
identification, compensation, hypnotic, conformity, and displacement strategy,
but the most frequent that used in this slogan is rasionalization, compensation
and hypnotic strategy. The adviser in this research used ethos, pathos and logos
technique to implementing the persuasive strategies in slogan of Iphone
advertisement.
The third researcher is done by Umi ( 2015 ) from Sunan Ampel State
University of Surabaya. She conducted to analyze persuasive technique that is
used in colours magazine. The researcher uses the theory from Larson (2014)
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the using of persuasive techniques that used in advertisement of colours
magazine and describing of those function. The result of this research is the
colours magazine advertisement uses five technique in persuasion they are
repetition, association, and composition to increase their own good point and
the bad point of the opposition. While used the techniques of omission and
diversion to downplay their own good point and the bad point of the opposition.
The last research is Madya from Muhammadiyah University of
Surakarta ( 2016 ) where did a research titled “ Persuasion In International
Journals: Pragmatic Analysis.” Her research is about the persuasive strategies and hedging the strategies that applied in persuasive sentences used by native
and non-native English author in journals International. This research used
documentation method by using content analysis techniques. The writer
aanalyze 25 journals written by native English author and 25 jounals written by
non-native author using Aristotle’s persuasive strategies theory and Hyland’s
hedges strategies theory. The result from this study the native authors used 481
persuasive strategies which consist of 186 Ethos, 132 Pathos, and 189 logos. In
non-native author found 397 persuasive strategies which consist of 157 Ethos,
32 Pathos, and 208 Logos. In the use of hedges strategies the native authors use
803 hedges which consist of 62 Attribute Hedges, 463 Reliability Hedges, 149
Writer Oriented hedges, and 129 Reader Oriented Hedges. On the other hand,
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Reliability Hedges, 113 Writer-Oriented hedges , and 133 Reader Oriented
Hedges.
Unlike the previous studies, this research studies about technique
persuasive of advertisement on Instagram only focus on technique persuasive
that use on social media especially on instagram of Lazeta skin scare. The
researcher take and collect the data from Instagram of Lazeta skin care. This
study examines the types of persuasive techniques and the intended meanings
of the persuasion modes used by Lazeta skin care on Instagram. Though, this
present study applied Larson and Aristotle technique and modes of persuasion.
Larson suggest there are two categories of techniques persuasion they are
intensify and downplaying. There are 3 types techniques persuasion to intensify
their own good point or the bad point of the opposition such as: repetition,
association and composition. There are also 3 types technique persuasion to
downplay their own bad point or the good point of the opposition such as:
omission, diversion and confusion. And there are three types in modes of
persuasion such as: depends on the personal character , the second depends on
the way of putting audience into a certain frame of mind and the third depends
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Chapter III Research method
3.1Research Approach
In this research, the writer used descriptive qualitative approach.
Daymon and Holloway (2002:14) stated “Qualitative research focuses
on words rather than numbers, although occasionally numbers are used
to indicate the frequency that a theme is found in transcripts or the
extent to which a form of action occurs”. It means that the qualitative
research is describe the data in the form of word it is reasonable for this
research.
3.2Technique of Data Collection 3.2.1 Source of data
The data of this research were all of the language that
Lazeta skin care used for their advertisement which contains the
persuasive language. The data source is the picture some
products of Lazeta skin care advertisement on Instagram. The
researcher found all the advertisement of Lazeta skin care from
@mdglowingskin account on instagram. It is the official account
that give all information about Lazeta skin care start from the
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promote their products, etc. The resercher took the caption and
picture that they used for promote their product become the main
sources in this research.
3.2.2 Research instrument
The main instrument is the researcher herself as the data
collector, conduct and analyze the data based on the theory.
Maleong (2013:168) states that researcher is a planner, analyzer,
the data interpreter, the data collector and the reporter of their
research. It means that the researcher is the main tool to
conducted this research. The data from this research were
collected by searching on instagram account used mobile phone
or laptop.
3.2.3 Data Collection
The researcher used some steps for collecting the data which
consist of:
1. Selecting advertisement that contains advertisement mode
based on picture and caption that is used or writing on
instagram account @Mdglowingskin
2. Taking the data source with screenshot advertisement picture
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3. Classifying the data into two categories of persuasive
technique and three categories modes of persuasion used by
Lazeta skin care product.
3.3Data Analysis
In analyzing the data the researcher uses some steps which
consist of:
1. Identifying the kinds of persuasive technique on the picture
and caption (writing) of Lazeta skin care advertisement on
Instagram.
2. Classifying the data and data source based on two persuasion
techniques by Larson. That is intensifying which is decided
into three categories such as repetition, association and
composition. Then the downplaying also is decided into
three categories such as: omission, diversion and confusion.
3. Describing the picture and caption based on the theory.
4. Analyzing the data and discusses it clearly.
5. Analyzing the modes of persuasion by Aristotle theory.
6. Making a conclusion about the finding of the persuasive
techniques used by Lazeta skin care advertisement in their
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modes of persuasion that exist in this advertisement based on
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Chapter IV
FINDING AND DISCUSSION
This chapter presents the finding that is obtained from the research and
the discussion of the result. It includes the kind of persuasive techniques and
the modes of persuasion which are applied by Lazeta skin care products.
4.1 Findings
4.1.1 The persuasive types used in Lazeta skin care advertisement
The researcher uses persuasive techniques by Larson, such as
intensification and downplaying technique. Intensification technique consists of
repetition, association and composition. Downplaying technique consists of
omission, diversion and confusion. And it will be explained on analysis below:
4.1.1.1 Intensification
In this research, Lazeta skin care uses intensification technique to attract
the consumen and then buy the product of Lazeta skin care. To intensify the
brand name and the quality of skin care by Lazeta, there are three categories of
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4.1.1.1.1 Repetition
The first technique of Lazeta skin care advertisement is Repetition. In
order to persuade people, the advertiser uses repetition on a single word or
sentence. The researcher finds this technique in data 1 below:
Picture 1
The advertiser shows picture 1 included the brand name and slogan for
the advertisement. The advertiser repeats “Md glowing as the brand name of this product” and shows it in every picture to imprint on memory of the reader
or consumer especially the users of Instagram to identify, to recognize, and to
respond. Thus, the advertiser purposely wants to make the reader easier to
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The researcher also finds the same sentences that use in all pictures of
the product in this advertisement. The advertiser chooses the good diction in
their advertisement “ always listening to your skin". It indicates that the
advertiser tries to give information that their product can make skin good, clean
and another benefits that we want about our skin. Therefore, the advertiser uses
this slogan. Moreover, this slogan becomes the characteristic of Lazeta skin
care product and makes people easier to remember this advertisement. Hence,
this advertiser uses repetition technique for this advertisement. Thus, the next
point explains about the second category of intensification that is association.
4.1.1.1.2 Association
To intensify the quality of the Lazeta skin care product, this
research uses association technique. This technique tries to link the
product with the readers' like or dislike. It means that the advertiser
associates the emotional appeal of the reader. The researcher finds the
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Picture 1 Picture 2
Picture 1 shows the teenage actress called Randy Martin and the second
picture shows Randy Martin with Casandra Lee as his girl friend. In the first
picture, Randy martin wears a white t-shirt with the neat hair and put his hand
beside his head and Lazeta skin care product in front of him. It indicates how
clean his face is because of this product. The advertiser endorses Randy martin
and uses this picture for the advertisement to show that this product is intended
to the teenagers or young man. On the other hand, in the second picture, the
advertisement shows Randy and Casandra as the model. It indicates that this
product is not only intended to the boys but also for girls. Here, the advertiser
also tries to make their costumer realize that there is an interesting thing which
makes Randy and Casandra have a good skin as on the picture above. It can be
inspired all of the teenagers that they can have a good skin like their idol. The
advertiser wants all teenagers feel that they have connection with their idol by
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Picture 3
The third picture above, Lazeta skin care as the famous product on
instagram is endorsed by Aghnia Punjabi as the brand ambassador or model of
Md glowing skin Luxury cream by Lazeta for teenager. The advertiser knows
that Selebgram now becomes famous on Instagram especially for woman
teenager. In the picture above, Aghnia holds the Luxury cream from Lazeta, she
wears pink clothes, headcarf and also sunglasses on her head. Actually, this
style now becomes a trend fashion on beauty blogger, selebgram or among
other woman teenager. Indirectly, the advertiser wants to give an information
through the picture that this product is produced for teenegers. Therefore, this
advertisement applies the technique of association to influence the costumer
especially for woman teenager. The advertiser also give an information that this
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Picture 4
In picture 4, the advertiser also uses Nikita Willy as endorsee for their
product. In the picture above, Nikita looks beautiful with long hair and her left
hand touches her left cheek with smile on her lips. Besides, she also shows the
Md glowing luxury cream from Lazeta. From the picture, the advertiser wants
to show that looks clean using Md glowing luxury cream because the product
makes her skin soft and glow. The advertiser uses Nikita to persuade the
costumers easily through her personal character. As we know that she is a
famous entertainer so she has a she has 2,4 million followers in her Instagram
account, so it will be easy to affect the costumers especially her followers to
buy product which is endorsed by her. Hence, this advertisement links the
Luxury cream with Nikita as a famous entertainer from Indonesia. Therefore, if
common people like Nikita, they will link her to Luxury cream. So, they will
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Picture 5
From the picture 5, the advertisement shows the picture of Nagita
Slavina. She posses and holds the milk cleanser product by Lazeta beside her
cheek. The advertiser links Milk cleanser product by Lazeta with Nagita
Slavina to intensify a good point of this product. From this picture, the
costumer can see that Nagita looks glowing and also has a good skin. The
advertiser actually knows that Nagita has a lot of followers on her Instagram
account, then it makes easier for her to attract the attention of her followers or
fans to buy this product. So, this advertisement gives the fundamental idea for
the costumers if they want to be cool and beautiful, they have to use this
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Picture 6
In the next picture, the advertiser shows Amy R Qanita as the model for
Md glowing sun screen cream by Lazeta. The picture shows that Amy poses
with holding the Md glowing product by wearing sunglasses and also standing
around the date palm tree as her background. In this picture, Amy wears
sunglasses which means that Amy stands in the hot weather. This picture also
looks bright, it means that the advertiser wants to give information that this
picture is taken in the afternoon and also there is no lighting around her because
she wears sunglasses. The advertiser links this picture to the Md glowing sun
screen product that shows through this picture about when we have to use this
product. In addition, the advertiser also tries to give information that the
product can protect our skin from the sunshine. This advertiser influences the
old woman like Amy to uses this product and buy product which is endorsed by
her.
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Picture 7
From this picture, it gives the information that Md glowing skin by
Lazeta presents the event Ramadhan called “Ramadhan Ngangenin”. The
process of persuasion is begun by showing its visual effect which indicates that
the event is attended by Makuta Princess (Laudya Cynthiabella) and also shows
the arrangement in this event such as tausiah, music performance and we can
break fasting together with Makuta princess. Besides that, the picture also
presents all of the sponsors for this event. It means that the advertiser tries to
intensify its excellence. It associates this advertisement with the big event
which is very attractive to readers. The advertiser also associates to the readers
who like Princess Makuta, so they can be interested on this event and know
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Data 5
In data 5 shows the picture of Medina Zain in the brochure. This
brochure contains of invitation for all the costumers from Md glowing for the
exclusive break fasting together with @medinazein on Friday 16th June 2017 in
Numericca 29 botolempangan street, Makassar. The advertisement affects the
customers to come and join on this event that is attended by Medina Zein as the
CEO. People who are wondering about the CEO of Md glowing by Lazeta
surely be interested and attend on this event. Hence, the advertiser associates
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Picture 8
Picture 8 shows all of the brand ambassadors of Md glowing skin by
Lazeta. The advertiser links all of the Celebrities and Selebgrams as the brand
ambassadors with Md glowing skin product by Lazeta. It identifies between the
brand ambassador with Md glowing skin, so it can affect and attract the
costumer who adore them to buy Md glowing skin by Lazeta. Therefore, the
advertiser links the brand ambassadors in their advertisement.
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Picture 9
Picture 9 shows Medina Zein as the CEO from Md glowing by Lazeta.
She smiles and holds the Md glowing product by Lazeta. The advertiser uses
Medina to show the costumers that CEO of Md glowing also uses th e product.
It also shows her looks which is glowing and having a good skin because of
using the product. However, the advertiser wants to make sure that the product
has been tasted and proved by the CEO before it is sold. The advertisement
intensifies the good quality from this product by associating Md glowing
product with her CEO.
4.1.1.1.2 Composition
The researcher also finds the technique of Composition in Md glowing
product. This technique emphasizes the own good characteristic by changing
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Picture 11
As from the picture, the advertiser tries to give the information about
products of Lazeta skin care. The advertiser tries to intensify the good point of
Lazeta skin care. It can be seen in writing of “ Lazeta ”. The advertiser changes
the name of brand Lazeta with a new symbol that is more beautiful and makes
easy to remember by the readers or the costumers. It is supposed to make
Lazeta different from another skin care and also explains the quality of Lazeta
skin care with changing the physical appearance. Hence, this advertisement
uses technique of composition.
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Picture 12 shows the old packaging from Md glowing Toner by Lazeta
skin care. And now they use a simply packaging but elegant, and brighter than
before. They also change the picture with different background. It can be seen
on pictures 12 and 13. The new picture has a match background with new
packaging of toner product. It is more attractive than the old er picture.
Whereas, the second is about taking the picture and editing before they upload
on instagram. Picture 12 is accustomed than picture 13. It surely makes the
costumers are not interested with this product. Therefore, the advertiser changes
the physical makeup (visual elements) of this product to promote their product
in order to attract the customers so they are interested to buy this product.
4.1.1.2 Downplaying
This technique is divided into three categories such as omission,
diversion and confusion. This technique is used to downplay the weakness of
the quality for this skin care product, but at the same time downplay is a good
quality than other products.
4.1.1.2.1 Omission
Omission technique is the technique that is used to give an
information about the bad quality by saying something detail with omit
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to underestimate other products by sublimating the language. This
technique is presented as the data below:
Picture 14
Picture 14 shows the machine of Lazeta skin care that is used in
their factory to produce Md glowing skin. It shows the detail
information about production of the products. In this picture, advertiser
only shows the machine of this product, but they do not show the
process of production and packaging (negative points). The advertiser
downplays the negative point by persuading and giving the information
for costumer that they have a good product which is produced by the
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about the packaging and process of production Md glowing products
by Lazeta.
4.1.1.2.2 Confusion
This technique uses confusion technique to make customers' mind.
It uses the highly technical terminology that makes the costumer does
not understand and creates confusion. It is presented as below:
Picture 15
Picture 15 shows Kartika Putri as the other brand
ambassador from Lazeta product. She poses with showing her
long hair that blows by the wind, but it still looks neat. When the
costumers see this picture, they will think that Lazeta wants to
show the new product that relates with her hair. They will think
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makes confusion for the costumers after they see this picture. In
this case, the advertiser appeares the faulty logic of the
costumers to downplay the fact that this advertisement or
message from this pictures is less persuasive as negative point
from Lazeta skin care product. Therefore, the advertiser uses
technique of confusion in their advertisement.
Picture 16 Picture 17
From the pictures of 15 and 16, there are two of women
who pose and show similar hair colors. Picture 15 shows the
long hair of Shanty and picture 16 shows the short hair of Angel.
When the costumers see this picture, they will think that Lazeta
wants to show the new product that has a connected with their
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advertisement that released by Lazeta. Therefore, it makes
confusion for the costumers after they see this picture. In this
case, the advertiser appeares the faulty logic of the costumers to
downplay the fact that this advertisement or message from this
pictures are less persuasive as negative points from Lazeta skin
care product. Therefore, the advertiser uses technique of
confusion in their advertisement.
Data 1
From the caption above, it is said that “travel is like knowledge, the more you see, the more you know you haven’t see the world”. And then “ Let’s see the world with our daily skincare product that you
already seen with us”. The supposed logical progression is that because
you have already seen the healthy skincare products you can see the
world. Hence, this technique makes the readers are confused with the
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world with daily skincare product. This technique is purposed to
downplay the negative point by using technique of confusion.
4.1.2 Modes of persuasion
The researcher uses mode of persuasion by Aristotle that is divided into
three types. The first type depends on the personal character of the speaker, the
second type depends on the way of putting audience into a certain frame of
mind. And the third depends on the apparent evidence that is provided by the
word of the speech itself.
4.1.2.1 Personal character
The personal character of the speaker is the mode of persuasion
that is defined by someone who has good character and high credibility.
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Video 1
In video 1, the presenter of this advertisement is Hamidah
Rahmayanti. The advertiser uses Hamidah as the presenter to give
information about Md glowing luxury series because of her personal
character. As we know that Hamidah is the one of the famous hijaber,
beauty blogger and also Selebgram who has a lot of followers. In this
product, Hamidah also able to use persuasive language for the
advertisement. She catches the consumers' attention and make them feel
that they need to but this product. She also gives some evidences to
strengthen her statement and reveals why she uses persuasive language
advertisement. This is the way to answer the intended meaning, modes
of persuasion language advertisement in using the way to persuade
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Video 2
The personal character of this research can be seen from the
profile of the presenter itself. Nikita Willy as an actress who has a good
performance, good self-confidence, and also has a great ability to speak
as the scenario. In this video, Nikita shows about the tutorial of using
Md glowing platinum by Lazeta skin care. it also gives an information
about the benefit of each product in Md glowing platinum product. In
the last scene, Nikita shows on the mirror that after using the Md
glowing series see looks more fresh and glowing. Here, Nikita tries to
catch the consumers' attention through the evidence that she has
obtained after using the product itself. Thus, the next modes of
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4.1.2.2 Putting The Audience Into a Certain Frame Of Mind/ Ability To Control Emotion
The advertiser assess the emotional state of their
consumers and design artistic appeals for those statements. The
presenters also should stimulate consumer’s emotion if
necessary. It is presented below:
Picture 18 Picture 19
Pictures of 18 and 19 show Nikita Willy and Nagita Slavina as
the celebrities from Indonesian who have a lot of followers on their
Instagram accounts. The advertisement uses these pictures to make the
costumers think that their idols have healthy skin and look glowing
because of using this product. Thus, the customers will need to buy this
product to make their skin healthy and look glowing as their idols. This
advertisement contains the persuasive language because of its intended
meaning. So, it will make the consumers buy and grab the product in
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The advertiser uses pictures of the famous Selebrities such as
Nagita slavina, Randy Martin, Casandra Lee and Nikita Willy on
Instagram account of Lazeta to catch the costumers' attention, so they
can be interested and thinking about famous actresses who use this
product. Customers will think that these actresses look clean and
glowing because of this product. They will also need this product to
become more beautifull or handsom and also have a glowing, healthy
and good skin like their idol.
4.1.2.3 Apparent Proof or Evidence
Persuasion that is done by persuader should show the truth that
can guarantee the product is better than other and it should not be too
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Picture 14 Picture 15
This advertiser shows the evidence of using this product by
showing those pictures. The advertiser shows the girl who has used
the product of Lazeta skin care. From picture 14, it shows the girl
who has dull skin before uses this product and becomes glowing
after using MD glowing by Lazeta skin care. Picture 15 shows the
face which has a lot of acne before uses this product and then
becomes glowing and the acne from her face is faded after using this
product.
4.2 Discussion
Based on the finding which is described above, there are several things
that can be noted from each research problem. The first research problem is
“what are the types of persuasive techniques used by Lazeta skin care on
Instagram?”. The researcher uses technique of persuasion by Larson. There are two
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persuader can use repetition, association and composition to intensify their
good point or bad point from the competitor or they can use omission, diversion
and confusion to downplay the negative point. But, in this research, the
researcher finds three types of intensify technique such as repetition,
association and composition. And two types of downplay, they are omission
and confusion.
The result of the finding of the first research question is contrast with
the result by Umi (2015). Umi (2015) examines the technique of persuasion and
its function on Colours magazine. The result showed this research in uses five
technique in persuasion they are repetition, association, and composition to
increase their own good point and the bad point of the opposition. While used
the techniques of omission and diversion to downplay their own good point and
the bad point of the opposition. Meanwhile, the result of the finding in this
research shows that the researcher do not find the technique of diversion in
Lazeta skin care advertisement. Diversion is the technique which consists of
shifting attention away from another good point or the own negative point.
On the other hand, the researcher finds the most common type which is
used by this advertisement, it is association. Association technique uses to link
the product with the readers' like or dislike. It means that the advertiser
associates the emotional appeal of the reader.. In this advertisement, the
researcher finds that the advertiser tries to associate or link several famous
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Almost the entire products of Lazeta use association technique to make the
consumers believe and interested to buy this product. Other reason is because
there are several actresses who have good skin after using product from Lazeta
skin care.
The second research problem is “what are the function of each persuasive techniques used by Lazeta skin care on Instagram?”. Basically,
technique of persuasion involves three kinds of intended meanings of modes
persuasion such as personal character, putting the audience into a certain frame
of mind or ability to control emotion and apparent the evidence.
Personal character is one of fundamental ideas in persuasion shown on
the picture2, picture 3, picture 4, picture 5, picture 6, and video 1. It shows that
this advertisement uses personal character to catches the consumer attention and
make them feel that they need to buy this products. The second fundamental of
persuasion is putting the audience into a certain frame of mind or ability to
control emotion. The advertiser shows the picture 4 and picture 5 to makes the
consumers think that their idols use product skin care from Lazeta and have
beautiful and healthy skin. So, they are interested to buy and use this product
too. The third is apparent the proof and evidence. The evidences are needed in
showing to consumers that this advertisement is surely true. Besides that, the
evidences are needed to make successful in persuading the consumers. The
advertiser shows picture 14 and picture 15 to makes the costumer believe about
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Thus, this research present the technique of persuasion and modes of
persuasion in media social advertisement especially the famous product skin
care on instagram. The researcher finds the confusion technique to downplay
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Chapter V
CONCLUSION AND SUGGESTION
5.1 Conclusion
After the findings of the data in chapter IV, the researcher makes
conclusion for this research including the answer for each research problem.
For common advertisement, persuasion is important thing to make consumers
are interested with the product. It can be seen from Lazeta skin Care
advertisement which becomes popular product on Instagram because the
persuasive technique that they use to promote their product. In Lazeta skin care
advertisement, there are two techniques to influence the consumers. To
intensify their own good point or the bad point of the opposition, the advertiser
uses repetition, association and composition technique. And then to downplay
their bad or good point of the opposition, they use omission and confusion
technique. The writer also finds common techniques that Lazeta skin care used
in their advertisement, it is association technique.
Secondly, another technique that is used to persuade the costumers also
depends on the intended meaning of persuasion modes such as personal
character, putting the audience into a certain frame of mind or ability to control
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The other techniques to persuade the consumers are also depend on the intended meaning of using Modes persuasion, they were the personal character of the speakers, the presenters ability in controlling the consumers emotion, and the the advertisers should give the evidences.
5.2 Suggestion
Finally, the researcher hopes this research can give contribution to other
researchers especially for those who will conduct a similar research with the
same topic in order to use other theory and more complete and better. The
researcher also suggests for the next researcher to take another subject for
persuasive technique such as use film, phenomenon in our environment,
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www.justsimplereview.wordpress.com
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Thus, this research present the technique of persuasion and modes of persuasion in media social advertisement especially the famous product skin care on instagram. The researcher finds the confusion technique to downplay the own negative quality from this product.
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Chapter V
CONCLUSION AND SUGGESTION
5.1
ConclusionAfter the findings of the data in chapter IV, the researcher makes conclusion for this research including the answer for each research problem. For common advertisement, persuasion is important thing to make consumers are interested with the product. It can be seen from Lazeta skin Care advertisement which becomes popular product on Instagram because the persuasive technique that they use to promote their product. In Lazeta skin care advertisement, there are two techniques to influence the consumers. To intensify their own good point or the bad point of the opposition, the advertiser uses repetition, association and composition technique. And then to downplay their bad or good point of the opposition, they use omission and confusion technique. The writer also finds common techniques that Lazeta skin care used in their advertisement, it is association technique.
Secondly, another technique that is used to persuade the costumers also depends on the intended meaning of persuasion modes such as personal character, putting the audience into a certain frame of mind or ability to control emotion and apparent the proof and evidence.
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The other techniques to persuade the consumers are also depend on the intended meaning of using Modes persuasion, they were the personal character of the speakers, the presenters ability in controlling the consumers emotion, and the the advertisers should give the evidences.
5.2
SuggestionFinally, the researcher hopes this research can give contribution to other researchers especially for those who will conduct a similar research with the same topic in order to use other theory and more complete and better. The researcher also suggests for the next researcher to take another subject for persuasive technique such as use film, phenomenon in our environment, newspaper, or other subject.
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