Persuasive strategies of the illocutionary act in 9 international food and beverage brand’s advertisement

Marwah, Afifa (2021) Persuasive strategies of the illocutionary act in 9 international food and beverage brand’s advertisement. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

This study describes the persuasive strategies used in illocutionary act food and beverage advertisements collected from Youtube. The research subjects used were advertisements from Nestle (KitKat and Nescafe), Pepsico (Tropicana and Coke), Mars, Coca cola Company (Fuze Tea), Danone, Mondelez International (Cadbury), Kraft Heinz Company (Kraft), Unilever (Lipton Tea and Hellmann’s Ketchup), and Kellogg’s Company. The data obtained from advertisements for food and beverage brands are expressions in the form of utterances. The research method used a qualitative descriptive approach. This method produces descriptive data in the form of spoken words from the speaker in the advertisement. The researcher generated 64 data from the brand’s ads that contained persuasive strategies and illocutionary acts. This research uses Searle’s (1979) theory to answer the first research question and Beebe’s (2012) approach to answer the second research question. The results of this research show that from 64 data, it is found that the types of the illocutionary act are categorized into 27 representative acts, 17 directive acts, five commissive acts, 15 expressive acts, and no one of declarative act. The persuasive strategies are used in the form of 16 enhancing credibilities, 29 use emotion to persuade, and 19 use logic and evidence to persuade. Therefore it can be concluded that the most widely used Illocutionary Act type was Representative act 27 data and Persuasive Strategies, the most commonly used was Use Emotion to Persuade 29 data. Illocutionary acts and persuasive strategies are widely used because they are more effective in influencing the audience to buy the advertised product. Keywords: Illocutionary act, persuasive strategies, advertisements.

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