Analisis Penggunaan Bahasa Persuasif dalam Poster Iklan Scarlett Whitening untuk Menarik Minat Konsumen

  • Ade Yustina Univeristas Negeri Makassar
  • Sahban Nur Politeknik Nusantara Makassar
  • Karina Karina Universitas Negeri Makassar
  • Made Puspitawati Universitas Negeri Makassar
Keywords: Iklan, bahasa persuasif, Scarlett Whitening, media sosial, minat beli

Abstract

Penelitian ini bertujuan untuk menganalisis penggunaan bahasa persuasif dalam iklan Scarlett Whitening sebagai alat komunikasi pemasaran yang efektif dalam memengaruhi minat beli konsumen. Melalui pendekatan deskriptif kualitatif, data dikumpulkan dari berbagai konten iklan digital Scarlett di media sosial seperti Instagram, Pinterest, dan Google. Data dikumpulkan menggunakan metode dokumentasi dengan menelusuri, mengidentifikasi, serta menganalisis poster iklan yang mengandung unsur bahasa persuasif. Setiap teks dalam iklan dianalisis berdasarkan strategi persuasif yang digunakan, seperti pemilihan diksi, gaya bahasa, serta ajakan yang menonjolkan manfaat produk. Hasil penelitian menunjukkan bahwa penggunaan bahasa persuasif, ajakan, dan frasa yang menonjolkan manfaat produk secara langsung mampu membentuk persepsi positif dan membangkitkan dorongan emosional konsumen. Selain itu, dukungan visual turut memperkuat efek persuasi dalam iklan. Penggunaan bahasa persuasif ini terbukti efektif dalam meningkatkan daya tarik iklan, menciptakan hubungan emosional dengan konsumen, serta mendorong keputusan pembelian

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Published
2025-05-21
How to Cite
Ade Yustina, Sahban Nur, Karina, K., & Made Puspitawati. (2025). Analisis Penggunaan Bahasa Persuasif dalam Poster Iklan Scarlett Whitening untuk Menarik Minat Konsumen. DEIKTIS: Jurnal Pendidikan, Bahasa Dan Sastra, 5(2), 777-785. Retrieved from https://www.dmi-journals.org/deiktis/article/view/1518
Issue
Vol. 5 No. 2 (2025)
Section
Articles

Copyright (c) 2025 Ade Yustina, Sahban Nur, Karina Karina, Made Puspitawati

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