Persuasive Language Analysis in Advertising in the Daily Print Media Serambi Indonesia

Abstract

This study aims to describe persuasive language in print media advertisements in the Serambi Indonesia Daily. The method used in this study uses a descriptive analytical approach with a qualitative research type. The data in this study is persuasive language found in advertisements displayed in print media with data sources from the Serambi Indonesia Daily print media. The data collection techniques used in this study are observation and documentation. While the data analysis technique used in this study is a qualitative analysis technique with stages 1) re-reading the advertisements that have been collected, 2) identifying the language used in the advertisements, 3) classifying advertisements containing persuasive language based on persuasive language techniques identification, suggestion, rationalization, compensation, and conformity, 4) analyzing the meaning and implications of persuasive language, 5) describing the use of persuasive language in advertisements. The results of the study indicate that there are four persuasive language techniques in print media advertisements in the Serambi Indonesia Daily, namely persuasive language techniques identification, suggestion, rationalization, compensation, and conformity, and only one persuasive language technique is not found, namely the compensation persuasive language technique.