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All Journal IDEAS: Journal on English Language Teaching and Learning, Linguistics and Literature Seltics Journal: Scope of English Language Teaching, Literature and Linguistics Journal Didaktika: Jurnal Kependidikan Studies in English Language and Education ASH-SHAHABAH : Jurnal Pengabdian Masyarakat ASHLITION JOURNAL: Ash-Shahabah English Literature, Linguistics & Education
Alfiandy Kamal
Universitas Islam Makassar
Humanities Education Environmental Science Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Rhetorical Structures of Beauty Brands Sales Videos on Instagram Mulyani, Sri; Warsidi, Warsidi; Tahir, Tahir; Kamal, Alfiandy
ASHLITION : Ash-Shahabah English Literature, Linguistics, & Education Vol. 3 No. 1 (2025): January-June
Publisher : English Literature Studi Program Universitas Islam Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59638/ashlition.v3i1.1775

Abstract

This study analyze the rhetorical structures employed in beauty brand sales videos on Instagram aiming to understand how they engage viewers and influence purchasing behaviour. Using a genre-based analytical approach, especially the model suggested by (Warsidi, Adnan, et al., 2024), the study identifies three main rhetorical moves across 15 selected sales videos. These videos were chosen based on data sets criteria. The findings reveal that establishing customer interest is the most dominant move in all samples, with strategies such as presenting product benefits and using persuasive interaction language appearing most frequently. Conversely, strategies like greeting the audience or providing taglines appeared less often and were considered optional. The study explores language frames used to increase engagement on social media platforms, including emotionally resonant queries, descriptive product language, personal suggestions, and urgent calls to action. By combining qualitative and quantitative methods, this study provides valuable insights into how rhetorical strategies influence consumer behavior on social media platforms. The research emphasizes the importance of creating content and the strategic role of language and appearance in selling products effectively. This research contributes to understanding digital marketing and offers implications for rhetorical studies, social media marketing, and English for Business Purposes (EBP).
Integrating GenAI in Creating Digital Storytelling as STEAM-Based English Tenses Material on Social Media Kamal, Alfiandy; Imran, Muhammad Chairil
IDEAS: Journal on English Language Teaching and Learning, Linguistics and Literature Vol. 14 No. 1 (2026): IDEAS: Journal on English Language Teaching and Learning, Linguistics and Lite
Publisher : Universitas Islam Negeri Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/ideas.v14i1.8481

Abstract

This study aims to investigate the integration of GenAI in creating DSTs as a STEAM-based medium for learning English tenses and to determine students’ acceptance of the created DSTs by using a simplified R&D by Alessi. This method consists of three phases: planning, design, and development. During the phases, multiple GenAI tools were employed for activities such as scripting, image and audio generation, editing, and subtitling. The results show that each GenAI has its own role and produces different responses, which require a curation process to ensure pedagogical content and appropriateness. The DST was also validated by two experts in content and media using Aiken’s V, which confirmed strong validity (M = 0.98, M = 0.97). It was then disseminated through TikTok and Instagram. Furthermore, the thirty EFL learners participating in this study showed a significant improvement (p < 0.001) as determined by the Wilcoxon test. TAM results also showed a reliable score (0.87) and positive student acceptance (M = 4.12). These findings affirm that GenAI can effectively assist in creating DSTs, improve students’ tense understanding, and are positively received by students. The findings also provide a practical GenAI-assisted DST workflow for EFL-STEAM contexts.
The Rhetorical Model of Selling Skintific Cosmetic Products Posted on TikTok Suli, Rai Sahdai; Warsidi, Warsidi; Rijal, Andi Samsu; Kamal, Alfiandy
ASHLITION : Ash-Shahabah English Literature, Linguistics, & Education Vol. 3 No. 2 (2025): July - December
Publisher : English Literature Studi Program Universitas Islam Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59638/ashlition.v3i2.1707

Abstract

This study aims to examine the rhetorical model used in the promotion of Skintific beauty products on the TikTok platform. Employing a qualitative approach and a top-down method, this research analyzes 20 TikTok videos promoting Skintific products based on content relevance, view count, user engagement, and video duration. The analysis focuses on the rhetorical strategies and persuasive structures used to attract interest and increase consumer purchase intention. The results indicate that the appropriate use of a rhetorical model in promotional content on TikTok can enhance the appeal of Skintific products to consumers and influence their purchasing decisions. These findings provide important insights for marketing practitioners in designing effective communication strategies on social media. Keywords: Beauty product promotion, Persuasive strategies, Rhetorical model, Skintific, Social media marketing, TikTok
Co-Authors Adnan, Zifirdaus Andi Muhammad Irawan, Andi Muhammad Armayanti, Riska Dahniar Dahniar Halim, Abd Halim, Nur Muthmainnah Imran, Muhammad Chairil Irmayana S Iskandar Abdul Samad Jihan Aulia Dwi Saputri Marasno, Risal Muhammad Taufik Nur Mutmainna Halim Setiawan, Ince Prabu Sri Mulyani Suardi Bakri, Suardi Suli, Rai Sahdai Tahir, Tahir Warsidi