TEKNIK PERSUASIF PADA IKLAN KARTU SELULER

Abstract

This study aimed to describe the persuasive techniques used in cellular card advertisements. This study used billboards and mobile card advertising flyers as the objects. The method in this study was descriptive qualitative. Data collection in this study was carried out by means of documentation in the form of billboards and pamphlets. The collected data were grouped based on persuasive techniques. The meaning of the data were analyzed using the Van Dijk model discourse analysis theory, after that the data were analyzed according to persuasive techniques used in cellular card advertisements. Persuasive techniques within XL card advertisements were suggestion, compensation and substitution techniques. The sentence forms used were brief and easy to understand. Persuasive techniques wich were used in Telkomsel card advertisements included suggestion techniques and compensation techniques. The advertisement included explanatory sentence to make it easier for the reader to understand the advertisement. In addition, the advertisement also included images as related back used ground. Indosat card advertisements persuasive suggestion and compensation techniques. Indosat advertisements used sentence form or short word selection. The advertisement preferred to use the application logo image and tables as an explanation for the reader or viewer.