Persuasive strategies and gender responsiveness in Janji Jiwa Coffee Shop advertisement

This item is published by Universitas Islam Negeri Sunan Ampel Surabaya

Sholichah, Marchatus (2022) Persuasive strategies and gender responsiveness in Janji Jiwa Coffee Shop advertisement. Undergraduate thesis, UIN Sunan Ampel Surabaya.

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Abstract

This study examines persuasive strategies in coffee shop advertisement. Numerous academics have evaluated the various forms of advertisingandcommonly selected slogans, jingles, and other elements. In addition, people areonly attentive to the advertiser's speech. This study focuses not only onthelanguage of persuasion but also on the mode of advertisement and gender responsiveness in the Janji Jiwa Coffee Shop advertisement. This study used a descriptive qualitative method to describe the results of the analysis of five advertisement videos from YouTube. The data was obtainedfrom the screenshot of each scene that consisted of the advertiser's words andsentences. The writer uses Guy Cook and Aristotle's theory about the persuasivestrategy to analyze the data. Based on the data analysis, the writer shows that pictures, speech, andwriting modes are applied in this advertisement. Indeed, music modes are alsoindicated in Janji Jiwa Coffee Shop. Still, it does not affect the advertising processbecause they need to use music as a jingle to convey their slogan. Another result of this research is that all persuasion strategies are applied, and the most frequently used is logos or showing evidence to attract consumer attention. Theadvertiser used this strategy because they could provide information about their product's details and features. The writer found that advertiser has paid attentionto gender equality reflected in consumers and baristas.