Abstract:
This study deals with the analysis of Persuasive Strategies Used in Slogan
Woman Cosmetics “Wardah” Advertisement on Instagram. Wardah is the one
famous brand of the beauty from local brand and also every woman use the
product of Wardah. It is be a reason why the researcher use a Wardah as an
object in the product can be the research. Wardah product has a several slogan
in to advertising their product. The objectives of this research is to identify the
kinds of persuasive strategies and describe the way or modes persuasive
strategy used in slogan advertisement of Wardah Cosmetics. Qualitative
research is applied to analyze the data. That the qualitative research is focused
on analyzing the data in the form of words, and not about numerical data. The
researcher is used 14 slogan advertisement on official account Wardah on
Instagram. In collecting the data the researcher browsed the slogan
advertisement by search on Wardah official account on Instagram, and then the
researcher chosen the slogan advertisement of Wardah to be analyzed. The
next, the researcher identified the slogan, understanding what the kinds of
persuasive strategies used in the slogan and the way or modes to persuade
consumers. The result of the data analysis show the researcher found and
analyzed. The types of persuasive strategies, there are: rationalization (5 data),
identification (7 data), suggestion (11 data), conformity (5 data) and
compensation (3 data). And the way to persuade consumers, those are: ethos (7
data), pathos (2 data) and logos (5 data).
