The style of persuasive in Home Shopping Network (HSN) of the United States

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Wijayanti, Triana Putri (2020) The style of persuasive in Home Shopping Network (HSN) of the United States. Undergraduate thesis, UIN Sunan Ampel Surabaya.

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Abstract

Many studies are focused on the style of persuasion in advertising. Previous researchers have analyzed the various types of advertisements, and they frequently chose the slogan of commercial, the jingle, and more. However, previous studies in this field have disregarded one type of advertisement that is home shopping. Besides, they are only focused on the advertiser's speech. So, this present study is not only focused on the analysis of the persuasion language but also the mode of advertisement in the Home Shopping Network (HSN) home shopping channel of the United States, which consists of visual, verbal, and music. This study uses a qualitative approach to explain the results of the analysis in two advertisements of HSN channel, Slinky and Blendtec episodes. Data were taken from each scene in the forms of images, texts, sound, and transcription of the advertiser utterances. The analysis of advertising mode is applied by a multimodal approach from Kress and van Leeuwen (2006) and Halliday (1994). Moreover, the study of the persuasion language in HSN advertisements is applied through seven techniques from Keraf (2004). The result shows that both advertisements indicate visual and verbal mode. In contrast, the use of music and sound mode is rarely implemented because only a few advertisements use instrumental music for the opening. Then for the technique of persuasions, all methods are applied, and the most commonly used is displacement, projection, and conformity technique. In essence, this study shows that home shopping advertisements in the HSN channel only emphasize the viewer's first impression through the product appearance, the advertiser's expression, and the product's advantages.