Persuasive Strategies Used in Slogan Woman Cosmetics “Wardah” Advertisement on Instagram

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).