A study on persuasion used in cosmetic advertisements on Indonesia Private Television

ABSTRACT

Communication is part of our live. By communication we can socialize with another people. Advertising presents communication between the advertiser and the audience indirectly. By the advertisement, the advertiser sends his message to the people as consumer. The advertiser has to persuade the consumer in order to change their opinion about the product if the advertising objective is persuasive advertising. Finally they will buy and use the product In persuading, there are three fundamentals of persuasion that have to fulfill by the advertisement. They are, 1) The personal character of advertiser, 2) The ability of the advertiser to control the audiences’ emotion, and 3) Showing the evidence or proof.

This research is conducted to describe the fundamental of persuasion used in cosmetic advertisements on Indonesian private Televisions and to find out the message that is conveyed in cosmetic advertisements on Indonesian private televisions.

The research design used in this study is descriptive qualitative. The data sources of this study are sixteen advertisements in five categories, they are; category of cologne product, category of shampoo product, category of moisturizer or facial foam product, category of body lotion product and category of powder product. To obtain the data, the researcher only uses one kind of instrument, that is the researcher her self. She directly observes to obtain the data. In doing the observation, the researcher uses a tape recorder to record all words or utterances delivered in cosmetic advertisements on Indonesian private televisions. Besides, the researcher also takes a note in helping the researcher to transcribe the data if the recording was not clear. Furthermore, to derive the valid data, the researcher used investigator triangulation.

After analyzing and discussing the data, the researcher concludes that thirteen advertisements in the data have already fulfilled the requirements in persuading. Those advertisements are She Body Spray Cologne, Fresh And Natural Cologne Gel, Putri Body Splash Cologne, Eskulin Ice Splash Cologne, Sunsilk Gingseng dan Telur Shampoo, Biore Bright White Moisturizer, Biore Anti Acne Facial Foam and Moisturizer, Biore Soft Scrub Facial Foam, Shinzui Facial Wash, Nivea Body UV, Viva Hand and Body Lotion Avocado, Venus Powder, and Mark Powder. While another three of advertisements cannot be said as persuasive advertisement because they do not fulfill the fundamentals of persuasion. Those are ،She Bluette Splash Cologne’, ،Clear Shampoo’ and ،Citra Hand and Body Lotion’. And the message of the advertisements is got by the viewers in order to know the benefit or information about the product.

Finally, this study may be useful for other students who want to conduct the same research especially the fundamentals of persuasion, they can analyze it from another media, it can be on the radio or in the printed media such as magazines, newspaper, etc. And for businessmen, advertisers, or agencies in order to make good advertisement, they should choose interesting and convincing words in order to make the consumers or the viewers persuaded and get the information about the product easily.