Persuasive strategies of illocutionary acts in the advertisements of global brands

Maulana, Mohammad Irfan (2022) Persuasive strategies of illocutionary acts in the advertisements of global brands. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

This study analyzes persuasive strategies seen in global brand ads that are gathered from a variety of sources. The advertisement from McDonald's, Lifebuoy, Nescafe, Google, Pepsi, Clear, Nike, and Rexona are employed as research subjects. The data collected from global brand advertisements is expressed verbally. The method that was used in the research was qualitative descriptive. This technique generates descriptive data in the shape of spoken words from the advertisement's speaker. The brand's advertisements use persuasive strategies and illocutionary acts, which the researcher uses to analyzes 64 pieces of data. The first research issue is addressed in this study using Searle's (1979) theory, and the second question is addressed in this study using Beebe's (2018) method of analysis. According to the study's findings, there are 64 pieces of data that may be divided into 20 representational acts, 28 directive acts, 8 commissive acts, 8 expressive acts, and no declarative acts. Thirty-one emotional appeals are employed as part of the persuasive methods, whereas fourteen are used to increase credibility. Therefore, it can be inferred that the most frequently utilized types of persuasive strategies are Use Emotional Appeal with 31 data and Directive Act, which had 28 data. Because they are more successful at getting the audience to purchase the advertised product, illocutionary actions and persuasive techniques are frequently used.

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