<![CDATA[This study explores the pragmatic aspects of promotional language used in Instagram marketing, focusing on the account @tan_panama.coffee, a local coffee brand from Bali. In today’s digital economy, Instagram functions not only as a platform for sharing images but also as a space where brands communicate with audiences and shape persuasive messages and identities. Although research on digital marketing has grown significantly, there is still limited attention to how pragmatic strategies influence audience interpretation and engagement on social media. The purpose of this study is to identify and analyze the speech acts, implicatures, politeness strategies, and multimodal elements found in the brand’s promotional posts. This research uses a qualitative descriptive approach and is guided by Speech Act Theory (Austin; Searle) and Multimodal Discourse Analysis (Kress & van Leeuwen). The data were collected through purposive sampling of 20 promotional posts from the account, with five recent posts selected for more detailed analysis. The analysis focuses on captions, emojis, hashtags, and visual elements that appear in the posts. The results show that the account frequently uses directive and expressive speech acts, along with conversational implicatures and inclusive language, to build a sense of closeness with the audience. Words such as “we” and “our,” as well as community-oriented expressions, help create a feeling of authenticity and engagement. In addition, visual elements such as images, typography, and emojis support the persuasive message and strengthen the brand’s friendly and relatable identity. Overall, the study highlights the importance of pragmatic strategies in making digital promotional content more persuasive and in strengthening connections between brands and audiences within Indonesia’s growing creative economy.]]>
