Persuasion technique used in the winner of Indonesian Bright Awards Advertisements 2016

This study attempts to identify the way the advertiser of The winner of Indonesian Bright Awards Advertisements in using picture, speech and writing, toward the four winners. It also examines the technique of persuasion which is applied on The winner of Indonesian Bright Awards Advertisements. Persuasion is an art of communication which uses more language to persuade people. It is usually used on mass media to offer their product or service to the customer, especially on television commercial. Related to the explanation above, it was interesting to conduct a persuasive research entitled “Persuasion Technique Used on The Winner Indonesian Bright Awards Advertisements 2016”. This study focuses to identify the verbal modes of advertisement and how the way the persuasion techniques are applied on the advertisements. This research was designed by using descriptive qualitative method because the data of this research were in the form of spoken and written text. It also a kind of Discourse studies because the writer wants to identify how the way language is used to persuade people through advertising. The writer uses Guy Cook and Gorys Keraf Theory to describe the relation of advertisement’s verbal modes on attracting people attention. The result of the analysis, the writer found that most of The winners advertisements combine pictures, speech and writing in its commercials. The pictures almost show present an activity in the kitchen , field, house and also the products which is going to introduce in the form of images. The songs are jingles of their products. Then speech and writing in this commercials denote some persuasion techniques, they are: rationalization, identification, conformity, suggestion and projection. The combination of those modes evokes a certain effect to the viewer. Therefore, the way of applying persuasion techniques are supported by principle of persuasion, such as: personal character, ability to control emotion and showing evident. Those ways can be presented through certain pictures and music. Thus, there are five appeals that used by the advertisers on The winners of advertisements, such as: features appeal, news appeal, popular appeal and competitive advantage appeal. Finally, the writer hopes that this research gives a contribution for the next researchers who are interested to conduct persuasion research by using other theories that more complete and better.