Best Journal of Administration and Management
Vol 2 No 2 (2023): Best Journal of Administration and Management

The Persuasive Strategies Found in Beauty Products Slogans on Instagram

Losi, Rizky Vita (Unknown)
Meliala, Moses Hirja (Unknown)
Izar, Julisah (Unknown)

Article Info

Publish Date
27 Oct 2023

Abstract

Language is essential to be used to advertise products. This study purposed to find the persuasive strategies used in beauty products slogans on Instagram. This study used descriptive qualitative as the research design and textual analysis was used to analyze the data. There were 50 data which were taken from the slogans of Wardah product advertisements. Based on the data analysis, it was found that there were ethos (16 data), pathos (11 data) and logos (11 data). The findings on the use of ethos became the most used strategy in the slogans. The advertisement used pathos to persuade the consumers’ feeling or emotion to be attractive to buy the products.

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Journal Info
Best Journal of Administration and Management
Website

Abbrev

Bejam

Publisher

International Publisher

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

Best Journal of Administration and Management is a periodical scientific journal published based on scientific journal principles aimed at publishing scientific works resulting from research, development and literature studies in the field of Administration and Management, and Scope this journal: ...