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Online Language of Persuasion A Case Study of Sunsilk
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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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