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"Persuasion In Sophie Paris' Catalogue: A Critical Discourse Analysis"
Cumlaudia Oktaviani ZF1518351060
English Department Non-Regular
Faculty of Arts
University of Udayana
This paper entitled "Persuasion in Sophie Paris' Catalogue: A Critical Discourse Analysis" is a study about techniques and strategies of persuasion found in Sophie Paris' Catalogue. The theory which is used in this paper are a theory proposed by Larson (1986) and a theory proposed by Aristotle in a book "Persuasion; reception and responsibility". The objective of this study: (1) to describe the types of persuasion technique used in Sophie Paris' Catalogue, (2) to describe the strategies of persuasion applied in Sophie Paris' Catalogue, (3) to find the dominant technique and strategies of persuasion in Sophie Paris' Catalogue. This paper is qualitative descriptive research. The result of the analysis is found there are three types of persuasion techniques on Sophie Paris' Catalogue. They are identification, suggestion and confromity. And there are two strategies of persuasion. They are pathos & logos. The dominant technique of persuasion found in Sophie Paris' Catalogue is Suggestion, and the dominant strategy of persuasion is pathos.
Keywords: Critical Discourse Analysis, Persuassion, Sophie Paris, Advertisement
Advertisement as a promotion tool has an important role in the effort to make marketing of products to be successful. It is used to convey certain information about products, services, or ideas to the target markets. A good advertisement can attract the target markets to be aware of the product, and then to encourage them to buy it. As a result, it has a beneficial effect to increase the sale of products. Russell and Lane, in Kazmi (2004:12) have defined "Advertising is a message paid for by an identified sponsor and delivered though some medium of mass communication. Advertising is persuasive communication." Therefore, it can be conclude that advertisement has some elements: (1) messages, (2) sponsor, (3) mass media, and (4) persuade or influence.
Advertising can be done in two ways. It can be electronic advertisements (by using electronic media such as television, radio, or computer), and display advertisement (such as newspaper, posters, catalogues, magazines, etc.) As a promotion tool, in order to give information and to attract the reader, advertisements do not only consist of words but also pictures and illustrations. So, there are usually limited words used in the display advertisement.
Nowadays, various kinds of products are being promoted in advertisements, from big vehicles like cars to small stuff such as cotton bud. One of those various products is beauty and fashion product. Advertisements about products which claim their ability to make women look prettier are commonly seen recently, not only in magazines or television, but also in the internet. People can easily access the website of beauty products' producers and learn information about the products.
Many people think that advertisements are used just to persuade people to purchase certain products. They expect that advertising is only about promoting products so the seller can get more benefits. Actually, it is not that simple. Advertisement is not only about promoting branded products, but also conveying the idea of texts which are planned to make the image of an individual, group or organization (Goddard, 1998, p. 8). In addition , advertising has huge impact in society. It can be a stimulus for talking a big variation of current issues: the wealth gap, the destruction of environment, the value of capitalism and socialism, the improvement of world culture, the struggle of certain social groups, as well as the consequences of mass communication and high technology (Cook, 2001, p. 2).
The image of ideal women is delivered through beauty product advertisements. Beauty products advertisements display pictures of "ideal" women and convince the readers to buy the products in order to fulfill the criteria of being "ideal" women. Sutton (2009) argues that advertisers consciously put ad together with image and text to create significant sign system associated with beauty (p. 70).
Since advertising can be easily found almost everywhere, people rarely think about the nature of advertising as a form of discourse and a system of language use (Goddard, 1998, p. 5). This statement implies the important role of language in advertising. Language is used to
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