AN ANALYSIS OF PERSUASIVE STRATEGIES USED IN SLOGAN WOMAN COSMETIC PRODUCTS “WARDAH” ADVERTISEMENT ON FACEBOOK

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).