A DISCOURSE ANALYSIS ON THE PERSUASIVE TECHNIQUES USED IN ENGLISH COURSE ADVERTISEMENTS AT INSTAGRAM

MUHAMAD, CAHYO NUGROHO (2024) A DISCOURSE ANALYSIS ON THE PERSUASIVE TECHNIQUES USED IN ENGLISH COURSE ADVERTISEMENTS AT INSTAGRAM. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRACT The objective of this study was to investigate persuasive techniques used in English course advertisement at instagram. Instagram is one of the most widely used social media nowadays. most people use social network as a forum to communicate, both with family or friends, both near and far, social network is not only used as a communication tool. but can also be used as a tool to sell online. This data uses descriptive qualitative research and Philip Kotler theory that explain about persuasive technique that used on advertisemnet. In Philip Kotler’s theory there are 4 (four) techniques. There are attention, interest, desire and action. All of the data chosen from advertisement in Instagram described linguistically. The data collected from three English course Instagram account, namely English First, LIA Official and English Today. The data in this study are 12 (twelve) captured images and caption from three English course Instagram accounts. From the data analysis, the result of this study showed that there are 4 (four) types of persuasive techniques. And the majority of techniques used in the advertisement at Instagram are attention and interest persuasive techniques because these techniques used more attractive the consumer to buy the product. Keywords: Advertisement, Instagram, Persuasive Techniques.

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