An Analysis of Persuasive Strategies Used in Slogan Woman Cosmetic Products "WARDAH" Advertisement on Fecebook, Skripsi. English Education Program at the Faculty of Teacher Education and Training, Universitas Muhammadiyah Sumatera Utara. This research deals with the use of an analysis of persuasive strategies used in Slogan Woman Cosmetic Products Wardah Advertisement on Facebook.
The text source of data used by the study was the text in the slogan of the advertisement for the Wardah product in the Persuasive of Statements and Phrases. The ways in which you can use Persuasive Strategies (the way you can convince the consumer) are: ethos (the way you can convince the audience that they are a credible source), pathos (the way you can create sympathy or audience) and logos (the way you can convince the audience; how to quote facts so that the audience believes in the information conveyed). This research entitled “An Analysis of Persuasive Strategies Used in Slogan Woman Cosmetic Product Wardah Advertisement on Facebook” to fulfill one of the requirements to obtain the degree of Sarjana Pendidikan in the Faculty of Teacher Training and Education at Universitas Muhammadiyah Sumatera Utara.
As rector of Universitas Muhammadiyah Sumatera Utara, AP has led the campus and successfully achieved UMSU A accreditation. All the lectures of the English Department of FKIP UMSU and all the administrative staff of the English Department of FKIP UMSU who had given valuable knowledge as information and new experience in teaching English during her academic years at UMSU.
INTRODUCTION
The Background of The Study
In other words, advertising is a way to get consumers interested in the form of writing, images, sounds and is intended to persuade consumers. The use of slogans in advertising has increased so significantly that they are a very large part of today's advertising and in advertising slogans. When promoting products, the beauty of advertising makes different types of strategies to persuade consumers.
A slogan is also made using strategies to make consumers interested in their product so that consumers would want to buy their products. The popularity of this slogan becomes the reason for the researcher to conduct a research related to persuasive strategies in slogan advertisements. Since everything can be taken from digital media, the researcher decides to take all of Wardah's slogans that were about persuasive strategies from his official Facebook account.
The researcher also uses Aristotle's theory (1954) on how to persuade consumers through ethos, pathos and logos. Therefore, this research aims to determine the types of persuasive strategies and their meaning used in slogans of Wardah cosmetic product advertisements on Facebook.
The Identification of The Problem
The Scope and Limitation
The Formulation of The Study
The Objective of The Study
The Signification of The Study
- Persuasive Strategies
- The Way to Persuade Consumers
- Slogan
- Advertisement
- Language of Advertisement
- The Function of Advertisement
Rationalization as a persuasive method is limited as the procedure of using motive to provide a rationale for an issue where the basis or motive is now not the direct motive of the issue. Rationalization aims to prevent the benefits of a product to attract buyers so that viable customers will choose the product. The difference in the identification of the speaker presents only a few things that concern them with the target market, while the conformity of the speaker shows that they were also able to do and act as an audience.
Pathos is most effective when the author or speaker shows agreement with the underlying value of the reader or listener. A slogan created as fascinating as it is actionable, so that human beings are fascinated to analyze it, and experiences are called upon to elevate the essence of the slogan. The slogan in the ad guarantees the quality and reliability of the product or service.
Its language is also used to describe or show how something or an object is formed or presented, and to describe the feeling of the object. Advertising is one of the most popular and widely used forms/models of advertising communication using different companies.
The Relevance of The Study
The researcher analyzed the data through describing and explaining the data based on the persuasive strategy from Aristotle (1954). The results of this study revealed that 32 statements categorized as Ethos, 12 as Pathos and 6 as Logos. The difference between this research and Dewi's research was the use of theory and data.
Dewi only used Aristotle's theory and the cosmetics advertisements in television commercials, while this study used Keraf and Aristotle's theory and the cosmetics slogans on Facebook. The Analysis of the Language Style used in Maybeline New York’s Written Advertisements” by Martha Lovina Melynda (2017), published by the Faculty of Teacher Training and Education Sanata Dharma University Yogyakarta. The linguistic features found in the Maybelline New York brochure were analyzed based on Gray's theory.
Ten features were also used in the Maybelline New York brochure, namely short sentence, long noun phrase, ambiguity, use of adverb, present tense, association and in the whole sentence. The difference between this research and Martha's research was the use of theory and data. Martha used Gray's theory and Maybelline cosmetics in a written advertisement, and in this research, Keraf and Aristotle's theory and cosmetics slogans on digital advertising (Facebook).
Conceptual Framework
Research Design
Source of the Data
Technique of Collecting The Data
Technique of Analyzing The Data
Data Collection
Convince consumers that by using the pillow they will be free of oily face. They are labeled as simple and useful products that consumers can bring at any time. Suggesting to consumers that they can feel or treat the scent of Wardah perfume well with the different scents they have.
The product identified itself as an expert in color that consumers could use. Recognize that the product was always ready when consumers wanted to wear it. The goal is to motivate consumers to stay beautiful by continuing to use their product even if they didn't have to eat and.
It offered the quality of a nighttime treatment that consumers could use every day. The product is identified as a lipstick that cannot be easily broken if consumers wear it. To provide consumers with the benefit of feeling that the skin is well treated even when using it as makeup.
They wanted to illustrate that consumers could have the feeling of painting their lips like the sky by using their lipstick products. To find out that this product will not worry consumers if they wear lipstick. It suggests consumers use skin preparation products to make their skin look better than before.
To give benefit as the fresh products that can be used for the consumers' daily routine. Offer the benefit to the consumers that the products would remain during the day even in Ramadan. To identify that the product can make the consumers look bold, sharp and lively in their appearance.
Data Analysis
- The Types of Persuasive Strategy
- The Way to Persuade Consumers
The above data could be classified as a rationalization strategy, since the slogan emphasized the words "our hero!". The above data could be defined as a rationalization strategy as the tagline described their product as permanent skin care that could provide consumers with glowing skin. The above data could be defined as a suggestion strategy because the slogan suggested choices or preferences to consumers about the lipstick that suits their needs.
The above data could be classified as suggestion strategy because the slogan suggested that consumers should use the SPF (Sun Protection Factor) gel to protect their skin. The above data could be classified as propositional strategy because the slogan suggested using Wardah mask products to relax the consumer's skin face. The above data could be classified as suggestion strategy because the slogan suggested consumers not to skip their skin care routine at night.
The above data could be classified as conformity strategy because the slogan tried to fit the condition of the consumer who felt uncomfortable using lipstick. The above data could be classified as projection strategy because the slogan was different from other products. The above data could be classified as displacement strategy because the slogan aimed to change consumers to look more beautiful and healthy by using their product.
The above data can be classified as ethos type because the slogan emphasized on “the main character” of the Wardah product, which showed the credible product that they should be offered to give a perfect smooth texture, just like the lipstick. The above data can be classified as ethos type because the slogan emphasizes “the best lipstick” to create an ombre style. The above data can be classified as ethos type because the slogan emphasizes 'campus look'.
The above data can be classified as pathos because the slogan branded the product as a hero. The above data can be classified as pathos because the slogan emphasized that the product would provide peace and protection to consumers. The above data can be classified as pathos because the slogan emphasizes that the product would give a comfortable and calm feeling when the consumer wears the lipstick.
The above data could be classified as logotypes because the slogan offered the products that could be chosen by the consumers according to their own need and intention. The above data could be classified as logotypes because the slogan informed a logical information that consumers should wear the sunscreen gel to avoid sunburn.
Research Findings
The data above can be classified as a type of logo because the slogan informed a logical information about the new lipstick color would also give the new formula.
Conclusion
Suggestion
2018), "Why consumers in developing countries prefer foreign brands: a study of Japanese brands in Vietnam", Journal of Promotion Management, Vol. Perbandingan Pengungan Local Name Brand Then Foreign Name Brand Pada Product Fashion Di Kota Malang.
APPENDICES
CURRICULUM VITAE
