An analysis of techniques of persuasion used in children product advertisements on RCTI

ABSTRACT

Advertisement is a medium to present information concerning the idea, service or product so provocatively in order to be familiar with consumers. In informing about the product, an advertiser needs a certain language to convince the audiences, that is persuasive language. In addition, the advertiser also needs some techniques to deliver a message. There are three kinds of techniques of persuasion which might be used in advertisement. They are; 1) Rationalization, 2) Identification, and 3) Suggestion.

This research is conducted to find out the techniques of persuasion used in children product advertisements on RCTI.

The research design used in this study was descriptive qualitative. The subjects of this study were fifteen advertisements in four categories, they are; the category of pharmacy, food, milk, and baby care advertisement. To obtain the data, the researcher only used one kind of instrument, that was observation. In this doing observation, the writer used a tape recorder to record all words or utterances delivered in children product advertisements on RCTI. Besides, the writer also took a note on non verbal communications of the advertisers.

After analyzing and discussing the data, the writer found out that the technique of persuasion which are mostly used in children product advertisements on RCTI were identification and rationalization technique. The identification technique is used to introduce the product to the audiences by presenting the form of the product or giving some evidences, so that the audiences could identify the new product advertised. .While in rationalization technique, the advertisers gave the persuasive words to capture the audiences’ attention, then they could control the audiences’ emotion in order to buy or to use the product. On the other hand, there was one advertisement that is used suggestion technique. Here, the advertiser did not present evidence as the data or the proof.

Based on the data analysis, the suggestion is purposed for next researchers who intend to investigate the same research from another media, such as radio,' magazines, newspapers, etc. In addition, the result of the data analysis of this research can be used as additional reference for them who want to conduct the same research using different point of view.