Yuliarti, Yuliarti and Dr. Dwijani Ratna Dewi ,, M.Pd. and Sofi Yunianti ,, S.S., M.Pd. (2017) AN ANALYSIS OF PERSUASION IN HERBALIFE CATALOG. Other thesis, Universitas Muhammadiyah Surabaya.
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Abstract
Advertisements are texts that do their best to get our attention (Goddard, 2001:6). Further, the persuasion inside the advertisements influences people. The object of this research is the advertisement texts of Herbalife, an international company which sells food supplement. The brand which uses Multi Level Marketing (MLM) strategy is a popular brand which has around 3.2 million distributors, with annual income of 3.5 quintillions. The income is so wonderful considering the Herbalife products are expensive. Therefore it was interesting to have a study on how the advertisement convinces people. This research was conducted to find out the persuasion techniques used in Herbalife catalog and how the advertisement implements the techniques. Descriptive qualitative method was used because the data were in the form of texts of Herbalife catalog. The scope of this research was focused on the persuasion used in Herbalife catalog. The result of this study shows that the advertisement texts in Herbalife catalog use some persuasion techniques. They are Raising Awareness, Expressing Proximity, Sustaining Interest and Winning Consent, Performing Fear, Testimonial and Celebrity Endorsement. In implementing the techniques, it was found that the advertisement uses relevant persuading lexical choices and cohesion namely grammatical and lexical cohesion. Keywords: cohesion, lexical choice, persuasion
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | 06. Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Bahasa Inggris |
| Depositing User: | Users 270 not found. |
| Date Deposited: | 22 Nov 2017 12:28 |
| Last Modified: | 22 Nov 2017 12:28 |
| URI: | http://repository.um-surabaya.ac.id/id/eprint/1328 |
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