AN ANALYSIS OF PERSUASIVE LANGUAGE USED IN ONLINE MARKETPLACE ADVERTISING

Sariana julista (2021), AN ANALYSIS OF PERSUASIVE LANGUAGE USED IN ONLINE MARKETPLACE ADVERTISING. Skripsi, Universitas Samudra.

ABSTRAK

In this study, the researcher did the research to investigate kinds of persuasive language used in Online Marketplace Advertising. .Persuasive language is the languages which are used to persuade and convince consumer to think as the messages which are shared by the producer. There are some of techniques which are used to persuade others. The techniques are used by the producer as the persuasive language in the advertisements. These techniques are rationalization, identification, suggestion (hypnotic), conformities, compensation, displacement and projection techniques. In this thesis, the researcher will conduct case study. The research belonged to study case that use descriptive qualitative approach. . In this case, the researcher focused the study on the Ebay and Amazon marketplace. The researcher did the research during March until April 2021. Based on the result of the data analyses, the researcher concluded some result to answer the problem of study. There are some techniques of persuasive language used by the international marketplace. The Ebay market used four technique of persuasive language to promote the product, they are rationalization, displacement, conformities, and suggestion. Among the four technique of persuasive language, rationalization and displacement as the techniques which are used dominantly. Both of techniques of persuasive language is used to mention the price and describing the function of product clearly. Based on the result of data analyzing of the using of persuasive language in Amazon international marketplace, there are four techniques of persuasive language used to promote the products they are rationalization, compensation, identification and displacement. In using the technique of persuasive language, both of Ebay and amazon marketplace used rationalization displacement and identification technique of persuasive language dominantly. The three techniques of persuasive is used by marketplace advertisement almost in every items product

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