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
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:
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
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 = �(�)
� X 100 %
N = percentage of types
F(x) = total types of the sub category n = total types of all categories
4. Conclusion Drawing and Verification
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
Table 4.1: Technique of Persuasion
The dominant technique of persuasion found in Oriflame’s Catalogue is Suggestion, applied by using this general formula.
N = �(�)
� X 100 %
N = 19
30X 100 %
= 0,63 x 100 % = 63 %
No. Technique of Persuasion ∑ Percentage
(%)
1 Suggestion 19 63 %
2 Identification 11 37 %
3. Conformity - -
4 Compensation - -
5 Projection - -
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 advertisement
Text Advertisement Technique of persuasion 1. The One Triple
Colour lipstick
Top beauty buys. Gives lips a glossy finish. All-day moisture-feel. Helps leave lips noticeably softer. Delivers colourimpact , 89% woman agree.
Identification
Table 4.3: Identification Technique in Perfume
No .
Perfume advertisement
Text Advertisement Technique of persuasion
1. Divine Idol Eau De Parfum
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 divine- you are an idol.
Identification
2. Giordani
White Gold Eau De Pafum
For a dinner with friend. Vibrant, confident yet simply chic - inspired by Italian woman.
Identification
3. Paradise Eau De Parfum
For a magical getaway. Whether you’re 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.
Identification
4. Love Potion Secrets Eau De Parfum
For a romantic rendez-vous. Celebrate your feminine side with a tantalizing mixture of the intriguing White strawberry, white flowers and an exquisite white chocolate.
Identification
5. Flamboyant Prive Eau De
For the moment for two. Flamboyant Prive is an irresistible choice for men
Toilette who know success, style and themselves! A very fresh perfume with a strong character that enhances your masculinity.
6. Power Woman
Eau De Toilette
For a business meeting. Power Women embodies the dynamic charisma of the modern woman with spicy ginger, feminine rose and sexy patchouli.
Identification
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 advertisement
Text Advertisement Technique of persuasion 1. Royal Velvet 40+ for all skin types.
This is my moment of pure pleasure. Royal Velvet is my Cherished Skin-Firming Ritual in the busy world of today. Spending time with myself is precious.
Identification
2. True Perfection Perfecting Day Moisturizer
Recommended For 20+. 11x more radiance. Clinically Proven
Identification
3. Ultimate Lift Advanced
Lifting
Recommended for 40+. 70% more bounce in 12 weeks. clinically proven
Identification
4. Milk & Honey Gold
Cherished, luxurious nourishment. Blended with organically sourced
Nourishing Cream
milk and honey extract, our milk & 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.
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
advertisement
Text Advertisement Technique of persuasion 1. Giordani Bronzing
Pearls
Pressed palette of our best-selling bronzing pearls to illuminate your skin.
Suggestion
2. The One Bold Intensity Eye Palette
The Bolder, the better. Make intensity your unique signature, with the latest jet-black Wonder Lash Mascara and must-have Eye shadows in the trendiest hues of the season.
Suggestion
3. The One Power Shine Lipstick
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.
4. The One Everlasting Foundation Extreme SPF 30
Full Coverage foundations. That out last your day.
Suggestion
5. The One Colour Match Eye Shadow Duo
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!
Suggestion
6. Giordani Gold Iconic All-in One Mascara
Supreme Length, Lavish volume, divine curl
Suggestion
7. Giordani Pressed Powder
Sensationally smooth pressed powder with light-diffusing particles to blur the appearance of fine lines and mattify skin.
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
Table 4.6: Suggestion Technique in Perfume No Perfume
advertisement
Text Advertisement Technique of persuasion
1. Miss Giordani Eau De Parfum
Daytime luxury. Top notes of tangerine and rose surround you with the feeling of pure Italian luxury.
Suggestion
2. Signature Zoom Eau De Toilette
To unleash your creativity. Open your mind, set your senses free and experience life with a heightened sense of awareness.
Suggestion
3. Ascendant Eau DE Toileete
To express confidence. Overflowing with energy and sensuality. Ascendant combines fresh notes of bergamot with sweet fennel and soft vanilla fora modern interpretation of a classic oriental scent.
Suggestion
4. Architect Eau D,e Toilette
To ignite your imagination. Your vision gives shape to the design of the future. Forgoing the conventional as you create a world of wonder.
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
Table 4.7: Suggestion Technique in Skin Care No. Skin Care
advertisement
Text Advertisement Technique of persuasion out. Feel beautifully confidence as your skin regains youthful plumpness resilience and luminosity. number. With time reversing, I look and feel my best, and I love the confidence that gives.
Suggestion
3. Optimals Body Hydrating Lotion
All season body care tailored for you. Suggestion
4. Optimals Even Out Cream
Perfectly Even skin tone. Thanks to it 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.
Suggestion
and uplift your senses with love nature mask containing delightful natural extracts. Relax and treat your skin to pure indulgence.
6. NovageEcollagen set
7x Better Result with the Novage youth Enhancing Skin Care Routine.
Suggestion
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.
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 %
Total 30 100 %
The dominant strategy of persuasion found in Oriflame’s Catalogue is Pathos, applied by using this general formula.
N = �(�)
� X 100 %
N = 20
30X 100 %
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 advertisement
Text Advertisement Strategy of persuasion
1. The One Bold Intensity Eye Palette
The Bolder, the better. Make intensity your unique signature, with the latest jet-black Wonder Lash Mascara and must-have Eye shadows in the trendiest hues of the season.
Pathos
2. The One Power Shine Lipstick
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.
Pathos
3. The One Colour Match Eye
I love the confidence make up gives me. I love the shades that fill me
Shadow Duo with the self-assurance of a true diva, so that all eyes will be on me!
4. The one Lip-balm
Buy it. Try it. Love it .For lips that look like they had a spa day out!
Pathos
5. Veryme No
Time For Shine Powder
Good bye shine, hello perfect! Pathos
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
Table 4.10: Pathos Strategy in Perfume
No .
Perfume advertisement
Text Advertisement Strategy of persuasion 1. Divine Idol Eau
De Parfum
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 divine- you are an idol.
Pathos
2. Miss Giordani Eau De Parfum
Daytime luxury. Top notes of tangerine and rose surround you with the feeling of pure Italian luxury.
Pathos
3. Giordani White Gold Eau De Pafum
For a dinner with friend. Vibrant, confident yet simply chic- inspired by Italian woman.
Pathos
4. Paradise Eau De Parfum
For a magical getaway. Whether you’re 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.
Pathos
5. Love Potion Secrets Eau De Parfum
For a romantic rendez-vous. Celebrate your feminine side with a tantalizing mixture of the intriguing
White strawberry, white flowers and an exquisite white chocolate.
6. Flamboyant Prive Eau De Toilette
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.
Pathos
7. Signature Zoom Eau De Toilette
To unleash your creativity. Open your mind, set your senses free and experience life with a heightened sense of awareness.
Pathos
8. Ascendant Eau DE Toileete
To express confidence. Overflowing with energy and sensuality. Ascendant combines fresh notes of bergamot with sweet fennel and soft vanilla for a modern interpretation of a classic oriental scent.
Pathos
9. Architect Eau De Toilette
To ignite your imagination. yourvision gives shape to the design of the future. Forgoing the conventional as you create a world of wonder.
Pathos
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 divine-
you 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
Table 4.11: Pathos Strategy in Skin Care
No. Skin Care advertisement
Text Advertisement Strategy of persuasion out. Feel beautifully confidence as your skin regains youthful plumpness resilience and luminosity.
Pathos
With time reversing, I look and feel my best, and I love the confidence that gives.
Pathos
3. Royal Velvet This is my moment of pure pleasure. Royal Velvet is my Cherished Skin-Firming Ritual in the busy world of today. Spending time with myself is precious.
Pathos
4. Optimals Body Hydrating
Lotion
All season body care tailored for you.
Pathos
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 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”.
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 advertisement
Text Advertisement Strategy of persuasion 1. Giordani
Bronzing Pearls
Pressed palette of our best-selling bronzing pearls to illuminate your skin.
Logos
2. The One Power Shine lipstick
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.
Logos
3. Giordani Gold Iconic All-in One Mascara
Supreme Length, Lavish volume, divine curl
Logos
mattify skin.
5. The One Triple Colour lipstick
Top beauty buys. Gives lips a glossy finish. All-day moisture-feel. Helps leave lips noticeably softer. Delivers colour impact -89% woman agree.
Logos
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
Table 4.13: Logos Strategy in Skin Care
No. Skin Care advertisement
Text Advertisement Strategy of persuasion 1. Milk & Honey
Gold Nourishing Cream
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 pampering.
Logos
2. Love Nature Clay Mask
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.
Logos
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.
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
Table 4.14: Ethos Strategy in Skin Care
No. Skin Care advertisement
Text Advertisement Strategy of persuasion 1. True Perfection
Perfecting Day Moisturizer
Recommended For 20+. 11x more radiance. Clinically Proven
Ethos
2. Ultimate Lift Advanced Lifting
Recommended for 40+. 70% more bounce in 12 weeks. clinically proven
Ethos
3. NovageEcollagen set
7x Better Result with the Novage youth Enhancing Skin Care Routine.
Ethos
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.
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
