Penggunaan Bahasa Advertensi Dalam Iklan Penerimaan Mahasiswa Baru Pada Media Instagram Perguruan Tinggi Di Madura

FEBRIAN ARI WISNU, FAW (2024) Penggunaan Bahasa Advertensi Dalam Iklan Penerimaan Mahasiswa Baru Pada Media Instagram Perguruan Tinggi Di Madura. STKIP PGRI Bangkalan.

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Abstract

This study examines the use of advertising language in advertisements for new student admissions on Instagram by higher education institutions in Madura. The main objective is to describe the characteristics and techniques of persuasive language used in these advertisements. The study utilizes a qualitative descriptive approach by collecting data from posts on the official Instagram accounts of higher education institutions in Madura. The findings reveal four main characteristics in the use of persuasive language: invitation, command, conviction, and affirmation. A total of 44 instances were analyzed, consisting of 10 examples of invitation characteristics, 7 examples of command characteristics, 12 examples of conviction characteristics, and 15 examples of affirmation characteristics. These data were gathered from 9 sources, which are posts on the Instagram accounts of higher education institutions in Madura. Additionally, the study identifies 27 examples of advertising persuasion techniques, including rationalization technique (4 instances), identification technique (4 instances), suggestion technique (2 instances), conformity technique (13 instances), and compensation technique (4 instances). These persuasion techniques were also derived from the same 9 data sources.

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