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An Analysis Of Persuasive Techniques Used In Advertisements Published At Corporate Website (Case Study At Nestle Global Corporate Website)
Anissa Nurainy (2018) | Tugas Akhir | -
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This study entitled An Analysis of Persuasive Techniques Used in Advertisements Published at Corporate Website (Case Study at Nestle Global Corporate Website) aims to find the most persuasive techniques frequently used and to explore the meaning and the intended effect of the texts in the 21 advertisements published at Nestle Global Corporate Website. Qualitative research method is operated because this research probes the meaning and the intended effect of the persuasive techniques applied. The object of this research is the 21 advertisements published at Nestle Global Corporate Website which are classified into three categories; baby care (5 advertisements), chocolate and confectionery (9 advertisements), and pet care (7 advertisements). The results of the analysis showed that the most persuasive techniques dominantly employed are Glittering Generalities and Emotive Language. Moreover, the text of apiece advertisement mostly has positive meaning and the intended effect provokes reader's interest to read the advertisements or even directly think to purchase the product advertised. Keywords: Persuasive Techniques, Advertisements, Corporate Website, Nestle Global Corporate Website.