AN ANALYSIS OF PERSUASIVE LANGUAGE USED IN NEWSPAPER ADVERTISEMENT

DEA LISTIA BALQIS (2022), AN ANALYSIS OF PERSUASIVE LANGUAGE USED IN NEWSPAPER ADVERTISEMENT . Skripsi, Universitas Samudra.

ABSTRAK

In this study, the researcher analyzes persuasive language used in newspaper advertisement and what persuasive language dominantly used within. 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 content analysis study that use descriptive qualitative approach. The researcher focuses the study on the persuasive language used in Serambi Indonesia newspaper in period May 2022. Based on the result of the research, it can be concluded that there are seven techniques of persuasive language in every product, they are : the rationalization which are applied in YAMAHA, Shunda Plafon, New sanger white coffee, kopi Mocca tropica, Gear 125 Matic Multiguna, freego, Firdaus Oil, TRIBUKIT, CB 150 X, Apollo water pump machine, Merryland, vario 150. Then, the identification technique which are used by product Firdaus Oil, CBR 150, Genio, Astro Box. The suggestion techniques is used by Coffee Sanger. The conformity is applied by Merryland. The compensation technique is used in advertisement Freego and Genio. The last is the displacement and projection techniques of persuasive language is applied by product Freego. Among all of
techniques of persuasive language, rationalization is used in Serambi Indonesia advertisement dominantly, that about 41,66%.

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