PERSUASIVE TECHNIQUE OF COMMERCIAL ADVERTISEMENTS ON BILLBOARD IN MEDAN

Authors

  • Reza Saputra Rambe and Busmin Gurning

DOI:

https://doi.org/10.24114/jalu.v6i2.7587

Abstract

This study deals with Persuasive Technique of Commercial Advertisement on Billboard in Medan. This study is aimed at analyzing: (1) persuasive technique applied in the commercial advertisement on billboard in Medan, and (2) the reason of using the persuasive technique in the billboard commercial advertisement. It employs descriptive qualitative research method to conduct this study with. The data of this study are pictures and writings in 33 the commercial advertisements which were displayed at Jl. Gatot Subroto and Jl. Gadjah Mada, Medan. The data is analyzed by using the theories from Keraf (1991) about the persuasive techniques. There are seven techniques were applied in the billboard commercial advertisements, they are Rationalization (10 of 33 advertisements), Identification (13 of 33 advertisements), Suggestion (20 of 33 advertisements), Conformity (7 of 33 advertisements), Compensation (9 of 33 advertisements),  Displacement (1 of 33 advertisements), and Projection (7 of 33 advertisements). One advertisement could use more than one persuasive techniques. Furthermore, the reason why the persuaders applied the persuasive techniques is to make their readers believed what they said and wanted to buy and consume the products.

Downloads

Published

2017-04-01

How to Cite

Busmin Gurning, R. S. R. and. (2017). PERSUASIVE TECHNIQUE OF COMMERCIAL ADVERTISEMENTS ON BILLBOARD IN MEDAN. LINGUISTICA, 6(2). https://doi.org/10.24114/jalu.v6i2.7587

Issue

Vol. 6 No. 2 (2017): (APR-JUNE)

Section

Articles

License

Copyright (c) 2017 Reza Saputra Rambe and Busmin Gurning

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal the right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
  2. 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.
  3. 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 (See The Effect of Open Access).
  4. This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.