Isi pesan persuasif dalam advertorial media massa cetak

Martutik, Martutik

Jurnal bahasa, sastra, seni, dan pengajarannya
Vol. 41, No. 1

In general, the goal of this research is to explain persuasive messages in advertorial forms found in printed advertisements. The study employs a qualitative approach oriented toward discourse analysis theory. The research findings indicate that messages of product superiority, promises of fulfillment, factual status, and opinion status are used to establish a positive image of products. The content of persuasive messages in advertorial advertisements is engineered by capitalists to build the hegemony of potential customers and encourage consumptive actions.