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ASHLITION JOURNAL: Ash-Shahabah English Literature, Linguistics & Education
Published by Universitas Islam Makassar
ISSN : 29855675     EISSN : 29855675     DOI : https://doi.org/10.59638/ashlition
Core Subject : Humanities, Education, Social,
Humanities Education Languange, Linguistic, Communication & Media Social Sciences
ASHLITION JOURNAL: Ash-Shahabah English Literature, Linguistics & Education is a journal published by English Literature Study Program, Universitas Islam Makassar. This journal aims to promote research on language, English literature, Linguistics, Applied Linguistics, English education, and any language-related research. Thus, it welcomes contributions from the following areas such as English language teaching and learning; language planning, language testing; curriculum design and development; multilingualism and multilingual education; discourse analysis; academic writing; genre analysis; translation; applied linguistics; English literature.
Arjuna Subject : Seni dan Humaniora - Bahasa dan Linguistik
Articles 2 Documents
 1 
Search results for , issue "Vol. 3 No. 2 (2025): July - December" : 2 Documents clear
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
An Exploration of Power Reflected in BTS “Love Myself” Campaign Aisyah, Nur; Rijal, Andi Samsu; Dahniar, Dahniar
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.v3i2.2129

Abstract

This study examined how power is reflected in BTS’s Love Myself campaign, which have had significant emotional and social impact, especially among their fans, ARMY. Using Norman Fairclough’s three-dimensional model of discourse analysis, this study analyzed how RM’s speech at the UN in 2018 constructed power relations. The data set consists of six selected excerpts from the speech, supported by news articles and selected screenshots of fans’ social media posts. Findings showed that the data demonstrated different forms of horizontal power between BTS and audience: one symbolic, one persuasive, two normative, and the other two were a combination of all three. The active participation of ARMY further strengthens the campaign in the digital space. The results also showed that the campaign helped shift shame-oriented cultural norms toward a more open and accepting environment regarding insecurity, self-worth, and mental health.

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