Persuasive techniques used by Travel Agent Online "Traveloka" advertisement on Youtube

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Hasanah, Amalia Uswatun (2019) Persuasive techniques used by Travel Agent Online "Traveloka" advertisement on Youtube. Undergraduate thesis, UIN Sunan Ampel Surabaya.

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Abstract

This research is conducted to analyze persuasive techniques in advertisement of the best start-up companies that obtain a unicorn title called Traveloka. The researcher investigates the data based on two problems that are what types of persuasive techniques used in Traveloka advertisement and how the way persuasive technique are applied intravel agent online “Traveloka” advertisement. Persuasion is a communicative function used to persuade and convince someone in many different situations through language. This technique is often used by someone who wants to achieve goals based on what they want, for example in advertisements to persuade consumers for buy their products. This research is descriptive-qualitative reaseach. It means the research focuses more on words rather than number. Besides, this research uses theory to lead the analysis before collecting data. The data is taken from transcript of Traveloka advertisement on YouTube in six country of Southeast Asia. The data are in form of utterences which contain persuasive techniques uttered by advertiser. The researcher uses Gorys Keraf and Aristotle theory about persuasive techniqe to analyze the data. As the results, the researcher found seven types of persuasive technique used in Traveloka advertisement. They are rationalization, identification, hypnotic, conformity, compensation, projection and displacement. The most frequent technique used in Traveloka advertisement is identification and hypnotic technique. The advertiser used ethos, pathos, logos technique for persuading the consumer which applied in Traveloka advertisement. Mostly, the advertiser showed the evidence as the way to attract consumer attention (logos). The advertiser also chooses the creadibility and superiority models to show the superiority of the product and makes the consumer more believe (ethos). In addition, the advertiser also tried to take the consumer’s emotion to get their attention (pathos). That way makes the advertisement more attractive.