The Persuasive speech in business advertorial discourse
DOI: https://doi.org/10.30605/onoma.v8i2.2592
persuasive speech, advertorial discourse, business
Abstract
The study outlined in this article aimed to describe the language used in the advertisements discourse in the online daily news. This study analyzed the persuasive language used in the business advertorial which includes the choice of language forms and persuasion techniques in advertorial discourses that have persuasive power. The study was designed using a qualitative approach. The data source was the business advertorials text contained in online news media. Data of the study is in the form of words and sentences that are considered to have persuasive power in influencing the targeted audience. By applying content analysis, this study produced findings on language characteristics and persuasive techniques found in business advertorial discourses. The persuasive language forms in the advertorial discourses were represented in the choice of words and expressions. The persuasive words illustrated profits, self-image, heart responses. The style of words was hyperbolic, metaphorical, and language prestige. The expressions in the advertorial discourses have the meaning of suggestions for prospective customers, demeaning other products, emphasizing self-confidence, emphasizing product competition, giving evidence of product trust, and expressions to invite action. The words and expressions were chosen according to the context and product advertised to emphasize the emotional meaning of the ad reader. The persuasion techniques were used to achieve a number of changes, such as changing the knowledge, attitudes, and behavior of the readers.
Downloads
References
Downloads
Published
License
In submitting the manuscript to the journal, the authors certify that:
- They are authorized by their co-authors to enter into these arrangements.
- The work described has not been formally published before, except in the form of an abstract or as part of a published lecture, review, thesis, or overlay journal.
- That it is not under consideration for publication elsewhere,
- That its publication has been approved by all the author(s) and by the responsible authorities – tacitly or explicitly – of the institutes where the work has been carried out.
- They secure the right to reproduce any material that has already been published or copyrighted elsewhere.
- They agree to the following license and copyright agreement.
License and Copyright Agreement
Authors who publish with Onoma Journal: Education, Languages??, and Literature agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under Creative Commons Attribution License (CC BY 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
