Persuasive Strategies Used In "Naked Cosmetics" Advertisement

Istiqomah, . (2022) Persuasive Strategies Used In "Naked Cosmetics" Advertisement. Other thesis, Universitas Pamulang.

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Abstract

This study aims to determine the kind of persuasive strategies and how they are applied in Naked cosmetics advertisements. This study applied the descriptive qualitative method. The theory by Keraf (2004) was used to analyze the kinds of persuasive strategies and the theory by Aristotle (1989) was used to analyze the ways persuasive strategies are applied in Naked cosmetics advertisements. The data were taken from Naked cosmetics website. The result of the study showed, that there are 25 advertisements for Naked featured products on the Naked website, and the writer found 5 types of persuasive strategies such as rationalization, hypnotic, conformity, displacement, and identification. While compensation and projection strategies were not found in the advertisement. Rationalization was found in 4 advertisements, hypnotic was found in 9 advertisements, conformity was found in 4 advertisements, displacements were found in 4 advertisements, and identification was also found in 4 advertisements. Furthermore, the way Naked Cosmetic advertised its product, can be found in 3 ways: ethos, pathos, and logos. There are 6 advertisements applying ethos, 15 advertisements applying pathos, and 4 advertisements applying logos. Keywords: Naked Cosmetics, Persuasive Strategy, The way to advertise.

Item Type: Thesis (Other)
Uncontrolled Keywords: Naked Cosmetics, Persuasive Strategy, The way to advertise
Subjects: P Language and Literature > PR English literature
Divisions: Faculty of Law, Arts and Social Sciences > School of Humanities
Depositing User: Agus Sugiarto
Date Deposited: 05 Apr 2024 04:36
Last Modified: 05 Apr 2024 04:36
URI: http://repository.unpam.ac.id/id/eprint/12309

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