Persuasion In Oriflame’s Catalogue Headline : A Discourse Analysis

PERSUASION
IN
ORIFLAME’S
CATALOGUE
HEADLINE : A DISCOURSE ANALYSIS

A THESIS

BY
ERVIKA YANTI SINAGA
REG. NO. 120705075

DEPARTMENT OF ENGLISH
FACULTY OF CULTURAL STUDIES
UNIVERSITY OF SUMATERA UTARA
MEDAN 2017

Universitas Sumatera Utara

PERSUASION IN ORIFLAME’S CATALOGUE HEADLINE : A
DISCOURSE ANALYSIS

A THESIS
BY
ERVIKA YANTI SINAGA
REG. NO. 120705075
SUPERVISOR

CO-SUPERVISOR

Dr. Nurlela, M.Hum.
NIP. 19590419 198102 2 001

Dr. Masdiana,. M.Hum.
NIP. 19570626 198303 2 001

Submitted to Faculty of Cultural Studies University of Sumatera
Utara Medan in partial fulfillment of the requirements for the
degree of Sarjana from Department of English

DEPARTMENT OF ENGLISH
FACULTY OF CULTURAL STUDIES

UNIVERSITY OF SUMATERA UTARA
MEDAN 2017

Universitas Sumatera Utara

Approved by the Department of English, Faculty of Cultural Studies University
of Sumatera Utara (USU) Medan as thesis for The Sarjana Sastra Examination.

Head,

Secretary,

Dr. Deliana, M.Hum.

Rahmadsyah Rangkuti, M.A., Ph.D

NIP. 19571117 198303 2 002

NIP. 19750209 200812 1 002


Universitas Sumatera Utara

Accepted by the Board of Examiners in partial fulfillment of requirements for
the degree of Sarjana Sastra from the Department of English, Faculty of
Cultural Studies University of Sumatera Utara, Medan.

The examination is held in Department of English Faculty of Cultural Studies
University of Sumatera Utara on April 21th , 2017

Decan of Faculty of Cultural Studies
University of Sumatera Utara

Dr. Budi Agustono, M.S.
NIP.19600805 198703 1 001

Board of Examiners
Dr. Deliana, M.Hum.

___________________


Rahmadsyah Rangkuti, M.A. Ph.D.

___________________

Dr. Masdiana, M.Hum.

___________________

Dr. Eddy Setia, M.Ed, TESP

___________________

Universitas Sumatera Utara

AUTHOR’S DECLARATION
I, ERVIKA YANTI SINAGA DECLARE THAT I AM THE SOLE AUTHOR
OF THIS THESIS EXCEPT WHERE REFERENCE IS MADE IN THE TEXT
OF THIS THESIS. THIS THESIS CONTAINS NO MATERIAL PUBLISHED
ELSEWHERE OR EXTRACTED IN WHOLE OR IN PART FROM A
THESIS BY WHICH I HAVE QUALIFIED FOR OR A WARDED ANOTHER

DEGREE. NO OTHER PERSON’S WORK HAS BEEN USED WITHOUT
DUE ACKNOWLEDGMENTS IN THE MAIN TEXT OF THIS THESIS. THIS
THESIS HAS NOT BEEN SUBMITTED FOR THE AWARD OF ANOTHER
DEGREE IN ANY TERTIARY EDUCATION.

Signed :
Date

: April 21th, 2017

Universitas Sumatera Utara

COPYRIGHT DECLARATION

NAME

: ERVIKA YANTI SINAGA

TITLE OF THESIS


: PERSUASION

IN

ORIFLAME’S

CATALOGUE HEADLINE : A DISCOURSE
ANALYSIS
QUALIFICATION

: S-1 / SARJANA SASTRA

DEPARTMENT

: ENGLISH

I AM WILLING THAT MY THESIS SHOULD BE AVAILABLE FOR
REPRODUCTION AT THE DISCRETION OF THE LIBRARIAN OF
DEPARTMENT OF ENGLISH, FACULTY OF CULTURAL STUDIES,
UNIVERSITY OF SUMATERA UTARA ON THE UNDERSTANDING THAT

USERS ARE MADE AWARE OF THEIR OBLIGATION UNDER THE LAW
OF THE REPUBLIC OF INDONESIA.

Signed

:

Date

: April 21th, 2017

Universitas Sumatera Utara

ACKNOWLEDGMENT
Firstly, I would like to express my gratitude to the Almighty God, Jesus
Christ, who blessed me all the time in every situation.
Secondly, I would like to express my gratitude and appreciation to those who
have given me pray, advice, motivation, and help in accomplishing my thesis. They
are:
1. The Dean of Faculty of Cultural Studies University of Sumatera Utara Dr.

Budi Agustono, M.S who has supported my study in this university.
2. Dr. Deliana, M.Hum. as the head of English Department and Rahmadsyah
Rangkuti, M.A., Ph.D as the Secretary of English Department who have
shared many knowledge and experience.
3. Dr. Nurlela, M.Hum. as my supervisor and Dr. Masdiana, M.Hum as cosupervisor who have share their valuable ideas, times, guidance, and
patience in process of completing this thesis.
4. My beloved parents, Roben Sinaga, Annirida Purba who always held my
hand in every situation. Thank you for all prays, understanding,
motivations, supports, and the special thing, your unconditional love for
me. I couldn’t do anything without you. I am really proud having parents
like them who always tried their best to support all things that I need. I
really love you, dad and mom.
5. My beloved best friends, Eflora Sinaga, Riando Sitorus, Nia Tarigan,
Friska Sitanggang, Grace Tampubolon, Kristin Siregar, Rapika
Marpaung, Anastasya Damanik, Monica Pangaribuan, Candira Sulastri,
Heleri Sinabutar, Niel Gultom, Rehiya, Marthin Marbun, Pandu, Samuel
Siagian, Jony Nederend who always support me. Thank you guys. I love
you.
6. My beloved friends CG25 (connect group) who always motivate me and
pray for me. I love you my all. You all are my second siblings.

7. My beloved team YES BN Oriflame. Thanks guys. You really support me
to fix my thesis. I hope we can reach our dream soon. Amen
8. Last but not least, for all my friends that I can’t mention name by name
and people who know me, i hope we all success in the future.
Finally, may this thesis be worthwhile for all the readers, may the grace and
the love of God be with us forever. Amen

Medan, April 21th 2017

Ervika Yanti Sinaga
Reg. No. 120705075

Universitas Sumatera Utara

ABSTRACT
This thesis entitled “ Persuasion in Oriflame’s Catalogue Headline : A Discourse
Analysis” is a study about techniques and strategies of persuasion found in
Oriflame’s Catalogue. The theory which is used in this thesis are a theory proposed
by Larson (1986) and a theory proposed by Aristotle in a book “Persuasion;
reception and responsibility”. The objective of this study: (1) to describe the types of

persuasion technique used in Oriflame’s Catalogue, (2) to describe the strategies of
persuasion applied in Oriflame’s Catalogue, (3) to find the dominant technique and
strategies of persuasion in Oriflame’s Catalogue. This thesis is qualitative descriptive
research. The result of the analysis is found there are two types of persuasion
techniques on Oriflame’s Catalogue. They are suggestion and identification. There
are also three strategies of persuasion. They are pathos, logos, ethos. The dominant
technique of persuasion found in Oriflame’s Catalogue is Suggestion, and the
dominant strategy of persuasion is pathos.

Keyword: Persuasion, Technique of Persuasion, Strategy of Persuasion

Universitas Sumatera Utara

ABSTRAK
Skripsi ini berjudul “Persuasion In Oriflame’s Catalogue Headline: A Discourse
Analysis” merupakan sebuah kajian tentang techniques of persuasion dan strategy of
persuasion yang ditemukan di setiap headline katalog Oriflame. Adapun teori yang
digunakan dalam skripsi ini adalah teori yang dikemukakan oleh Larson (1986) dan
sebuah teori yang dikemukakan oleh Aristotle yang dimuat dalam bukunya
“Persuasion; reception and responsibility”. Tujuan dari kajian ini (1) untuk

menguraikan jenis technique of persuasion yang digunakan di dalam katalog
Oriflame (2) untuk menguraikan stategy of persuasion yang diterapkan di dalam
katalog Oriflame (3) untuk menemukan technique of persuasion yang paling
dominan dan strategy of persuasion yang paling dominan di dalam katalog Oriflame.
Skripsi ini adalah penelitian kualitatif deskriptif. Dari hasil penelitian ini, ditemukan
dua jenis technique of persuasion dan tiga jenis stategy of persuasion. Jenis
technique of persuasion tersebut terdiri dari suggestion dam identification. Jenis
stategy of persuasion terdiri dari pathos, logos, ethos. Technique of persuasion yang
paling dominan adalah suggestion dan stategy of persuasion yang paling dominan
adalah pathos.

Kata kunci : Persuasion, Technique of Persuasion, Strategy of Persuasion

Universitas Sumatera Utara

LIST OF TABLE
Table 2.1: Persuasion Technique Indicators ................................................................... 13
Table 4.1: Technique of Persuasion ................................................................................ 21
Table 4.2: Identification Technique in Make Up ............................................................ 22
Table 4.3: Identification Technique in Perfume ............................................................. 23
Table 4.4: Identification Technique in Skin Care ........................................................... 25
Table 4.5: Suggestion Technique in Make Up ............................................................... 27
Table 4.6: Suggestion Technique in Perfume ................................................................. 30
Table 4.7: Suggestion Technique in Skin Care ............................................................... 32
Table 4.8: Strategy of Persuasion ................................................................................... 34
Table 4.9: Pathos Strategy in Make Up .......................................................................... 35
Table 4.10: Pathos Strategy in Perfume .......................................................................... 37
Table 4.11: Pathos Strategy in Skin Care ....................................................................... 40
Table 4.12: Logos Strategy in Make Up ......................................................................... 42
Table 4.13: Logos Strategy in Skin Care ........................................................................ 44
Table 4.14: Ethos Strategy in Skin Care ......................................................................... 45

Universitas Sumatera Utara

TABLE OF CONTENTS
AUTHOR’S DECLARATION....................................................................................... v
COPYRIGHT DECLARATION .................................................................................. vi
ACKNOWLEDGMENT .............................................................................................. vii
ABSTRACT .................................................................................................................. viii
ABSTRAK ...................................................................................................................... ix
LIST OF TABLES .......................................................................................................... x
TABLE OF CONTENTS .............................................................................................. xi
CHAPTER I INTRODUCTION
1.1 Background of the Study ..................................................................... 1
1.2 Problems of the Study .......................................................................... 2
1.3 Objectives of the Study ........................................................................ 3
1.4 Scope of the Study ............................................................................... 3
1.5 Significances of the Study ................................................................... 3
CHAPTER II REVIEW OF RELATED STUDY
2.1 Advertisement...................................................................................... 4
2.2 Persuasion ............................................................................................ 6
2.2.1 Form, Style and Tones of Persuasion ............................................... 7
2.2.2 Persuasion Language ........................................................................ 8
2.3 Persuasion Process .............................................................................. 9
2.3.1 Techniques of Persuasion ............................................................... 10
2.3.1.1 Identification ............................................................................... 11
2.3.1.2 Suggestion .................................................................................. 11
2.3.1.3 Conformity ................................................................................. 11
2.3.1.4 Compensation ............................................................................. 12

Universitas Sumatera Utara

2.3.1.5 Projection .................................................................................... 12
2.3.2 Strategies of Persuasion.................................................................. 13
2.3.2.1 Pathos ......................................................................................... 14
2.3.2.2 Logos .......................................................................................... 14
2.3.2.3 Ethos ............................................................................................ 14
2.4 Previous Studies ................................................................................ 15
CHAPTER III METHOD OF RESEARCH
3.1 Method of the Study .......................................................................... 16
3.2 Data and Data Source ....................................................................... 16
3.3 Data Analysis Method ...................................................................... 17
CHAPTER IV FINDING AND DISCUSSION
4.1 Introduction ..................................................................................... 21
4.2 Technique of Persuasion in Oriflame’s Catalogue ......................... 21
4.2.1 Identification ................................................................................ 23
4.2.2 Suggestion .................................................................................... 28
4.3 Strategies of Persuasion in Oriflame’s Catalogue........................... 35
4.3.1 Pathos .......................................................................................... 36
4.3.2 Logos ............................................................................................ 43
4.3.3Ethos.............................................................................................. 46
4.4Discussion ........................................................................................ 48
CHAPTER V CONCLUSION AND SUGGESTION
5.1 Conclusion ..................................................................................... 49
5.2 Suggestion ...................................................................................... 49
REFERENCES .............................................................................................................. 50
APPENDICES

Universitas Sumatera Utara