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All Journal Seminar Nasional Hasil Riset dan Pengabdian (SNHRP)
Zahra Pramatatya Soenarko
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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

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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 Emilia Areq Izzaditya Dharmaputra Mikail Muhammad Ihsan Aryo Prakoso Pasopati, Rommel Utungga