Online Language Of Persuasion A Case Study Of Sunsilk -PDF Free Download

Online Language of Persuasion A Case Study of Sunsilk

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products of Unilever Company. It was carried out to find out the advertising techniques in terms of communicative strategies for hyping up the products. The essential data for the study were seven pieces of quotations collected from the official website of Unilever Company. Theories of language of persuasion were




7th International Conference on Humanities and Social Sciences
ASEAN 2015 Challenges and Opportunities
Proceedings
Background
Many business firms have invested a lot of money on advertisements to promote
their products or services as part of marketing strategies to increase the competitive
edge over others The information technology and the internet then have been utilized
as a potential channel for almost all business sectors to launch their advertisements to
the public The CMO Council 2014 a global network of executives reported that
16 10 billion were spent last year 2014 for worldwide online marketing increasing
more than 45 3 from 2013 This figure in fact is probably lower than the accurate
number of the whole world s digital marketing which covers all kinds of online
activities The 2015 Digital Trends Briefing a research conducted by Consultancy
2015 a marketing and ecommerce company states that two thirds of companies
worldwide 64 higher than 2014 is going to work heavily with digital marketing
along this year Thus the influence of the digital marketing is considerably significant
for all business organizations these days
As the online advertisements can be easily accessed worldwide the Sunsilk
Company Unilever has actively levered up its competitiveness to be a global leading
brand by making people to recognize the company and images through plenty of
communicative strategies Up until 2014 it is still the world s top five hair care
manufacturers Wood 2014 and it is also ranked as one of the billion dollar brands
Wikipedia 2015 Therefore to study those strategies on the perspective of language
analysis will enable us to understand the Sunsilk Company s advertisements better This
is because the communicative strategies will indicate the advertisers goals of the
advertisements and how the goals can be effective O Guinn Allen and Semenik 2009
Since the advertising is the process of telling people about a particular product
or service it can be made up with several formats such as a text an image and
organization of those elements Sells 2012 One of the most famous theories to deal
with studying advertising is working through persuasive techniques analysis which we
will focus on the employment of those techniques National Council of Teachers of
English 2015 The techniques which the advertisers use to to grab our attention to
establish credibility and trust to stimulate desire for the product or policy and to
motivate us to act buy vote give money etc called the language of persuasion
MediaLiteracy Project 2015
Faculty of Liberal Arts Prince of Songkla University June 5 6 2015
7th International Conference on Humanities and Social Sciences
ASEAN 2015 Challenges and Opportunities
Proceedings
Hence the researcher is interested in investigating the persuasive techniques
employed on the online advertisements of the Sunsilk Company in order to find out how
these advertisements play significant roles on persuading customers to buy the
products and with what kinds of intentional purposes
Objectives
1 To study the online persuasive techniques employed on the advertisements of
the Sunsilk Company s website
2 To analyze those persuasive techniques as to describe the functions they
perform on the advertisements of the world s leading hair care products manufacturer
in the era of digital marketing
Research Question s
What are the different kinds of online persuasive techniques intentionally used
by Sunsilk Company and with what purposes for hyping the products and creating
positive images
Research Methodology
The study is the utilization of the persuasive techniques in describing the textual
information of the advertisements obtained from the website of Sunsilk Company
http www sunsilk com my index aspx The primary sources of information are the
seven pieces of advertisements quotations while the secondary ones are the
persuasive techniques and the theories of language of advertising
2 The seven pieces of advertisements in the format of quotations are the samples
of this study
3 Research Criteria
4 The textual information of the selected advertisements will be scrutinized by the
theories of the language of persuasion of Media Literacy Project in order to find out the
types of the persuasive techniques and intended purposes of launching those
advertisements
5 Data Analysis
6 The persuasive techniques will be used to analyze the advertisements
Faculty of Liberal Arts Prince of Songkla University June 5 6 2015
7th International Conference on Humanities and Social Sciences
ASEAN 2015 Challenges and Opportunities
Proceedings
7 The study will investigate the textual information on the advertisements only
8 The explanation of the persuasive techniques used on the advertisements will be
provided as to describe the characteristics and the insightful meaning
9 The frequency of the employed persuasive techniques on those advertisements
will be calculated and organized into orders from the most to the least
The study revealed that the advertisers of Sunsilk Company employ several
prominent persuasive techniques on the seven pieces of advertisements in order
communicate their marketing messages with the customers The top five obvious
persuasive techniques are Present Tense Alliteration or Assonance and Transfer the
Emotive Appeal Loaded Language and Simple Solutions First of all it is definitely clear
that the employment of the Present Tense technique becomes the highest frequency of
the employment of persuasive techniques 91 9 among the seven pieces of
advertisements making the products fresh and timeless For example I see things in
3D most people don t notice what I do This technique is used for maintaining the
trend of the products to be alive and active all the time Secondly the use of Alliteration
or Assonance and Transfer 50 are to capture customers attention towards the
products For example To get the most out of our curls there are three crucial things
we girls need to get into our heads and our hair The techniques are intentionally used
to trigger customers attention to the products Third the Emotive Appeal 43 55 is
used to fascinate customers by hyping up the products more attractive For example
With Sunsilk I want to bring brilliant black shine to girls worldwide In addition to
create the positive images towards the products the technique of Loaded Language
29 04 is implemented For example All women deserve to have soft smooth and
manageable hair And the Simple Solutions 29 04 is also used to create the positive
perceptions about the products For example It is so easy to keep your hair look
perfect You just need keep the surface of hairs as healthy as possible and Sunsilk can
help you Other techniques such as Fear Technique Band wagon and Figurative
Language are fragmentally used in all pieces of the advertisements and they are used
for a specific purpose of their kind
Faculty of Liberal Arts Prince of Songkla University June 5 6 2015
7th International Conference on Humanities and Social Sciences
ASEAN 2015 Challenges and Opportunities
Proceedings
Discussions
The advertisements of hair care products play a very potential role in our daily
lives and on our decision of cosmetic products consumption The Sunsilk Company and
its business still become outstanding on the market of cosmetics as well as being the
world s leading companies because of the effective online marketing through various
types of advertisements Throughout the investigation of the seven pieces of
advertisements it is empirically clear that several types of persuasive techniques are
intentionally used by the advertisers of the Sunsilk Company Focusing on the overall
picture of the study it indicates that all types of those persuasive techniques are used to
either to hype the products or lure customers into buying the products This
phenomenon is accorded with Dayaporn 2001 and Phanomwan Na Ayutthaya 2008
who pointed out that advertisers used different types of appeal and techniques for
example alliteration and consonance figurative language and positive sentences to
deliver their persuasive messages to audiences while Cogalniceanu 2011 emphasized
that a message to act in a persuasive manner enables the advertisers to increase
perspective customers Apparently the revelation of this study is substantially related
to the results of other researches on the language of persuasion and advertising The
study has also reaffirmed that the development of employing persuasive techniques in
the world of advertising are likely in accord with the contemporary ones The most
well known persuasive techniques such as Rational Appeals Emotional Based
Techniques and Figurative Language still play the key leading roles in the world of
advertising today Zaidi 2012
Recommendations
1 This study only focuses on the advertisements of the Unilever Company s
website It might be interesting to do a study on the advertisements of other cosmetic
companies such as Pantene and Head and Shoulder as to make the comparison
2 This study only focuses on the textual information Other elements such as colors
and images and layout designs may be necessary to be investigated as well as the video
3 Other sources of media of Sunsilk Company s advertisements such as posters
product containers and TV advertisements may need to be focused on as long as other
types of products such as detergent and skin care products
Faculty of Liberal Arts Prince of Songkla University June 5 6 2015
7th International Conference on Humanities and Social Sciences
ASEAN 2015 Challenges and Opportunities
Proceedings
4 This study can be a rich source of information for studying the language of
advertising in various different situations
References
CMO Council 2014 Marketing spend Online Retrieved January 13 2015 from
http www cmocouncil org facts stats categories php category marketing
Cogalniceanu Natalia 2011 The impact of persuasive communication in advertising
Online Retrieved January 13 2015 from http rmci ase ro no12vol1s Vol
12 No 1S Article 36 pdf
Diyaporn Wisamitanan 2001 Persuasive Techniques in the Cover Story of Thailand
South Guide Magazine M A Thesis Chulalongkorn University
Econsultancy 2015 Quarterly Digital Intelligence Briefing 2015 Digital Trends
Online Retrieved January 13 2015 from
https econsultancy com reports quarterly digital intelligence briefing
2015 digital trends
Media Literacy Project 2015 Media Literacy Project Online Retrieved May 13 2015
from http medialiteracyproject org language persuasion
National Council of Teachers of English 2015 Persuasive Techniques in Advertising
Online Retrieved January 13 2015 from
http www readwritethink org classroom resources lesson
plans persuasive techniques advertising 1166 html Tab 4
O Guinn C Thomas Allen T Chris and Semenik J Richard 2009 Advertising and
Integrated Brand Promotion 5th Ed U S A South Western Cengage Learning
Pawinee Phanomwan Na Ayutthaya 2008 A Study of Advertising Language in the
Billboards in Bangkok M A Thesis Srinakharinwirot University
Sells Peter 2012 The Language of Advertising Online Retrieved May 13 2015 from
http www stanford edu class linguist34
Wikipedia 2015 Sunsilk Online Retrieved January 13 2015 from
http en wikipedia org wiki Sunsilk
Faculty of Liberal Arts Prince of Songkla University June 5 6 2015
7th International Conference on Humanities and Social Sciences
ASEAN 2015 Challenges and Opportunities
Proceedings
Wood Laura 2014 Top Five Global Hair Care Product Manufacturers Performance
Strategies and Competitive Analysis 2013 Online Retrieved January 13
2015 from http www reuters com article 2013 09 03 research and
markets idUSnBw036436a 100 BSW20130903
Zaidi Hussain 2012 Examples of Advertising Techniques Online Retrieved January
13 2015 from http www sales and marketing for you com advertising
techniques html
Faculty of Liberal Arts Prince of Songkla University June 5 6 2015


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