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Tira Nur Fitria, Tira Nur
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Journal : Journal of Pragmatics Research

 1 
Persuasive Strategies in Selected Brand Products’ Advertisement on Instagram: Rationalization Aspect Fitria, Tira Nur
Journal of Pragmatics Research Vol 3, No 2 (2021): Journal of Pragmatics Research
Publisher : State institute of islamic studies salatiga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18326/jopr.v3i2.108-130

Abstract

The objective of this research is to find the reason for using persuasive strategies in Selected Brand Products’ Advertisement on Instagram”.In Instagram Captions’ found in the selected brands' product, it is found the persuasive strategy used in “Mineral Water” products, “Medicine” products, “Food and Drink” products, “Household” products, and “Beauty and Skin Care” products. In “Mineral Water” products, these advertisements try to persuade consumers to focus on the quality and technology of the product used. In “Medicine” products, these advertisements try to persuade consumers to focus on the ingredients in the medicine and its uses, also tries to get consumers to focus on the causes and drugs that must be consumed. In “Food and Drink” products, these advertisements try to persuade consumers to focus on the high standards and technology to produce the product and quality of ingredients of the products that can be consumed. In “Household” products, these advertisements try to persuade consumers to focus on the ingredients in it and its benefits to be used. In “Beauty and Skin Care” products, these advertisements try to persuade consumers to focus on the ingredients in it and its benefits to be used. Those advertisements use rationalization in their persuasion strategy. Rationalization in persuasion work because the advertiser knows what the consumers’ needs and wants. There is the involvement of reasons, deep thought, making a sense and logical statements that expected can be accepted by the consumers.
Co-Authors Abdullah Zailani Afdaleni Agus Marimin, Agus Aisah, Tutik Al Azizah, Khansa Al Muslim, Mujahid Azizah, Fadillah Nur Bayu Kurniawan Damayanti, Putri Ayu Dewi Muliasari Dewi Setyoningsih Eko Ari Wibowo Fatihah Wari Nurjanah Fitria Wulandari Hadi Samanto Hadi Samanto, Hadi Hadi, Samanto Hidayatullah, Bima Ifan Iskandar Indra Lila Kusuma Indra Lila Kusuma, Indra Lila Kartika Cahyaningtyas Lisa Anggraini Marimin , Maryanti, Adelina Maya Widyana Dewi Muqorobin, Muqorobin Muqorobin, Muqorobin Muqorobin Ninuk Lustyantie Nurcahyani, Mariska Bening Pratiwi, Jheniar Pudjiati, Danti Rukmini Rukmini Sabila, Renata Seva Sahid, Ariyanto Saniago Dakhi, Saniago Setiyowati, Maisa Simbolon, Nurmala Elmin Sri Laksmi Pardanawati, Sri Laksmi Suhesti Ningsih, Suhesti Sumadi SUMADI SUMADI Sumadi, Sumadi Sumadi Suryani, Nyayu Yayu Susanti, Amrih Susilo, Andri Tho'in, Muhammad Tino Feri Efendi Triwahyuniastuti Yustin Henina Oktaviani Zania, Rosse Firli Zulfa Khoirul Ummah