Analysis of Persuasive Strategies used in Advertisement Column in Time Magazine And The Jakarta Post Newspaper

ABSTRACT

Persuasion is an important aspect of communication that is used in many areas. It is an art of communication process to persuade others using stimuli to get the response from listener. One of the areas that apply persuasion is an advertisement, especially mass media advertisement. It is the media that uses persuasive language to promote and persuade consumers to buy the product.

Every media has their own ways to promote the advertisements, they use the techniques of persuasive absolutely by understanding the conditions of the consumers first, and one of them is in terms of the language used. While British or western people speak English language as the first language, Asian people, for example Indonesian use English language as a second language. In this case, the way how to persuade people is definitely different. Therefore the researcher observe Time magazine and The Jakarta Post as a subject because both mass media has unique languages to persuade the readers with their own language used.

This research used Discourse Analysis because the researcher wanted to know how language used to persuade another in advertising. Here, it was also designed by using descriptive qualitative method because the data of this research were in the form of utterances or speeches, which were not statistically analyzed. In collecting the data, what the researcher has done is firstly downloading the utterance of advertisement for the official website of both mass media, reading data several times, then classifying the appropriate advertisements. Further, the researcher uses Keraf’s theory of persuasive technique in analyzing the data.

The results of this research show that both mass media have similarities and also differences in the using of persuasive strategies, the common similarities of the technique used by both media are rationalization where the advertisers promote a product by mentioning the quality of it, then he justifies the problems of the consumers and after that he give a smart solution to solve the problem by introducing his product. And the differences are in the variety of techniques used, while in Jakarta Post commonly uses rationalization technique, Time magazine apply various techniques, just like displacement, suggestion, conformity and so on. It means that each mass media has to know the conditions of their readers or consumers before they are applying the strategies used. By this way the consumers will successfully be influenced by the advertisers in order they will believe what the advertisers say and they will uses the products which have been advertised by them.

The researcher suggests the next researchers who are interested in analyzing and comparing some objects by using persuasive strategies to analyze and compare in other objects, like in political campaign or national speeches. Therefore, it will help them to find the new results in the using of persuasive strategies.