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Emilia Areq
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EMPHASIZING EMOTIONAL APPEALS IN PERSUASIVE AUDIO AND VIDEO MATERIALS Azzahra Nazwa Syahirah; Muhammad Ihsan Aryo Prakoso; Astika R. Pratiwi; Emilia Areq; Rommel Utungga Pasopati; Anicleta Yuliastuti
Seminar Nasional Hasil Riset dan Pengabdian Vol. 8 (2026): Seminar Nasional Hasil Riset dan Pengabdian (SNHRP) Ke 8 Tahun 2026
Publisher : LPPM Universitas PGRI Adi Buana

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Abstract

This study explores the role of emotional appeals in persuasive audio-visual communication, emphasizing how specific emotional strategies influence audience perception, engagement, and behavioral response. Audio and video media possess a unique capacity to combine visual imagery, sound, and narrative, making them highly effective tools for evoking emotions such as fear, happiness, sadness, hope, love, guilt, pride, anger, nostalgia, and curiosity. Each of these appeals serves a distinct persuasive function: fear creates urgency, happiness builds positive association, sadness and guilt foster empathy and responsibility, while hope and pride inspire motivation and self-affirmation. The paper examines how these emotional triggers are strategically integrated into storytelling, advertising, and public messaging to shape audience attitudes. It also highlights the importance of balance, as excessive or manipulative use of emotional appeals may reduce credibility or lead to audience resistance. By analyzing the psychological mechanisms underlying emotional engagement, this study demonstrates that effective persuasion relies not only on logical argumentation but also on the careful orchestration of emotional experiences. In conclusion, the findings suggest that emotional appeals, when used ethically and thoughtfully, significantly enhance the persuasive power of audio-visual media.
HIGHLIGHTING CREDIBILITY APPEALS IN PERSUASIVE AUDIO AND VIDEO MATERIALS Izzaditya Dharmaputra Mikail; Zahra Pramatatya Soenarko; Astika R. Pratiwi; Muhammad Ihsan Aryo Prakoso; Emilia Areq; Rommel Utungga Pasopati; Anicleta Yuliastuti
Seminar Nasional Hasil Riset dan Pengabdian Vol. 8 (2026): Seminar Nasional Hasil Riset dan Pengabdian (SNHRP) Ke 8 Tahun 2026
Publisher : LPPM Universitas PGRI Adi Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study examines the role of credibility appeals in enhancing the effectiveness of persuasive communication in audio and video media. Drawing on classical rhetorical theory, particularly the concept of ethos, the research explores how speakers and content creators establish trust, authority, and reliability across different media formats. In audio contexts, credibility is primarily conveyed through vocal qualities, language use, and perceived expertise. In contrast, video media incorporate additional visual cues, including appearance, body language, and contextual imagery, which further reinforce or undermine credibility. Using a comparative analytical approach, this study identifies patterns in the construction and emphasis of credibility appeals. The findings suggest that while both media rely on consistent messaging and expertise to build trust, video content offers a more multidimensional platform for reinforcing credibility through visual verification and branding elements. In conclusion, this study contributes to the broader field of persuasive communication by highlighting how medium-specific characteristics influence the effectiveness of credibility appeals, offering practical insights for content creators, educators, and marketers seeking to optimize persuasive strategies
Co-Authors Anicleta Yuliastuti Astika R. Pratiwi Azzahra Nazwa Syahirah Izzaditya Dharmaputra Mikail Muhammad Ihsan Aryo Prakoso Pasopati, Rommel Utungga Zahra Pramatatya Soenarko