Persuasive strategies used in Scarlett’s copywriting on Instagram 2023

Ningrum, Adinda Cahya (2024) Persuasive strategies used in Scarlett’s copywriting on Instagram 2023. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

This research investigates the strategic use of persuasive language in scarlett's Instagram captioning to effectively engage her target audience. Based on Brett Lamb's theory of persuasive language and J. Scott Armstrong's advertising persuasion, this study used a descriptive qualitative approach with content analysis techniques. The main findings reveal the frequency of the most frequently used techniques are ppeals and alliteration among others. However, the absence of specific types, such as analogy, anecdote, attacks, cliché, connotation, euphemism, colloquial language, evidence, expert opinion, generalisation, jargon, logic/reason, pun, sarcasm, and simile, indicates a choice to maintain simplicity of clarity in message delivery. In addition, the analysis shows a strong emphasis on the functions of providing information, influencing customers, emotions of persuasive advertising, defining a clear strategy for communicating product details, persuading customers to take action, as well as emotional appeal in connecting with the audience on a personal level. While the function of mere exposure strategy is less frequent, it plays an important role in strengthening Scarlett's identity as a beauty brand. This research demonstrates that Scarlett's Instagram copywriting is consistent with the visual and concise nature of Instagram as a platform, where concise yet impactful communication is key. Scarlett's use of persuasive language on Instagram reflects a well-considered approach that balances creativity with directness, catering to the preferences of their target audience and ensuring effective communication of Scarlett's brand message.

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