ABSTRAKrnNingrum, A.D. 190511100084. Program Studi Sastra Inggris. A Study of Persuasive Techniques Used in Pay Later Advertisements. Universitas Trunojoyo Madura. Penelitian ini mengkaji tentang teknik persuasif serta persamaan dan perbedaan teknik yang digunakan pada iklan Pay Later. Penelitian ini melibatkan iklan dari tiga layanan Pay Later yaitu Traveloka PayLater, GoPayLater, dan SPayLater. Data ini diperoleh dari video komersial yang disajikan oleh ketiga layanan tersebut yang di ambil dari Youtube.com. Data ini diperoleh dengan menggunakan metode deskriptif kualitatif karena penelitian ini lebih berfokus pada kata kata. Penelitian penggunaan teknik persuasif yang dilakukan pada iklan Traveloka PayLater, GoPayLater, dan SPayLater ini diteliti berdasarkan teori dari Keraf (2010) yang ditunjukan dari ucapan berupa frasa, kalimat, maupun tulisan yang ada dalam iklan video tersebut. Hasilnya, peneliti menemukan tujuh tipe teknik persuasif yang digunakan dalam iklan Pay Later. Teknik tersebut yaitu rasionalisasi, identifikasi, sugesti, persesuaian, penggantian, pemindahan, dan proyeksi. Teknik yang paling sering digunakan oleh iklan Traveloka PayLater, GoPayLater, dan SPayLater adalah teknik sugesti dan proyeksi. Peneliti juga berhasil menemukan (3) tipe teknik persuasif yang digunakan pada iklan Traveloka PayLater, GoPayLater, dan SPayLater. Pada perbedaan penggunaan teknik persuasif, peneliti berhasil menemukan (4) perbedaan tipe teknik persuasif yang digunakan pada Traveloka PayLater, GoPayLater, dan SPayLater. Secara keseluruhan, temuan ini berkontribusi pada pemahaman yang lebih baik tentang bagaimana layanan Pay Later membujuk pelanggannya melalui iklan mereka.rnKeywords: Teknik Persuasif, Iklan, Pay Later


Deskripsi Lain

ABSTRACTrnNingrum, A.D. 190511100084. English Study Program. A Study of Persuasive Techniques Used in Pay Later Advertisements. Universitas Trunojoyo Madura. This research examines persuasive techniques well the similarities and differences used in Pay Later advertisements. This research involved advertisements from three Pay Later services, namely Traveloka PayLater, GoPayLater, and SPayLater.rnThis data is obtained from the commercial videos presented by the three services which are taken from Youtube.com. This data uses a qualitative descriptive method because this research focuses more on words. This research uses persuasive techniques in Traveloka PayLater, GoPayLater, and SPayLater advertisements based on the theory of Keraf (2010) which is shown from the utterances in the form of phrases, sentences, and written text in the video advertisement.rnAs a result, the researcher found seven types of persuasive techniques used in Traveloka PayLater, GoPayLater, and SPayLater advertisements. There are rationalization, identification, suggestion, conformity, compensation, displacement, and projection. The techniques most frequently used by Traveloka PayLater, GoPayLater, and SPayLater advertisements are suggestion and projection techniques. The researcher also managed to find (3) similar types of persuasive techniques in the use on Traveloka PayLater, GoPayLater, and SPayLater advertisements. Regarding differences in the use of persuasive techniques, the researcher managed to find (4) different types of persuasive techniques in the use on Traveloka PayLater, GoPayLater, and SPayLater. Overall, the findings contribute to a better understanding of how Pay Later services persuade customers through their advertisements. Keywords: Persuasive Technique, Advertisement, Pay Later

• A Study Of Persuasive Techniques Used in Pay Later Advertisements