Persuasive strategies used in AXE advertisements

ABSTRACT

Persuasion is a communicative strategy that can be pursued in many different settings, ranging from face to face interaction to mass communication. Mass media persuasion takes three primary overt forms: commercial advertising social advertising, and political advertising.The advertisements are classified as good advertisements if that can complete six characteristics, namely; simple, entertaining, persuasive, unexpected, relevant, and acceptable (Hakim, 2005). In this case the researcher focuses on the strategies used by Perfume AXE. To analysis AXE advertisements the researcher uses Keraf‟s theory which focuses on strategies of persuasive, namely rationalization, identification, suggestion, conformity, compensation, projection and displacement.

The advertisements are analyzed by using the descriptive qualitative approach in finding and analyzing discourse. It is qualitative because the design is to obtain the information concerning the persuasive strategies used in advertisements. It is used to explore the implementation process of persuasive strategies. For this research the researcher takes seven data to the Perfume AXE it is in order to be specific on the field study and it must be AXE because AXE is classified as active and creative producing the advertisements. The research the researcher has found three strategies used in AXE advertisements, namely; rational strategy, giving solution or suggestion to the problem, and providing the point of justification.

Finally, the researcher suggests to other researchers and students of English Department who are interested in similar topic to discuss about persuasive strategies more deeply. The researcher proposes the following researcher provides several advertisements to make a large discussion and broad findings till it can give general understanding in the process of persuasive strategies.