Abstract:
This research dealth with the use of An Analysis of Persuasive Strategies Used in
Slogan Woman Cosmetic Products Wardah Advertisement on Facebook. The
objectives were to find out the types of Persuasive Strategies used in slogan of
Wardah cosmetic and describe the way apply Persuasive Strategies in slogan of
Wardah woman cosmetic advertisement on facebook. Qualitative research is
applied to analyze the data. The research used text soure of data was the text in the
slogan of the advertisement of Wardah product in the Persuasive of statements
and phrase. The result of the research was seven types of Persuasive Strategies:
Rationalization 12 data, identification 10 data, suggestion 10 data, conformity 4
data, compensation 6 data, displacement 5 data, and projection 3 data. The way to
apply Persuasive Strategies (the way persuade consumer) were: ethos (the way
how to convince the audience that they are a credible source), pathos (The way
how to attract sympathy or appeal to the audience) and logos (The way how to cite
facts so that the audience believes in the information conveyed).
