An Analysis of Persuasive Techniques Used in Maybelline New York's Instagram Captions
Main Article Content
This study, entitled “An Analysis of Persuasive Techniques Used in Maybelline New York’s Instagram Captions” is about analyzing the persuasive techniques found in the Instagram caption of Maybelline New York. The aims are to find the persuasive techniques, the most persuasive techniques, and the meanings of the persuasive sentences used in Maybelline New York’s Instagram captions. Lamb and Bonacci’s theories are used in this study, and qualitative method is also applied in this study. This study found 11 persuasive techniques out of 33 techniques of Lamb’s theory used by Maybelline New York. They are Everyday/Colloquial Language, Emotive Language, Rhetorical Question, Hyperbole, Connotation, Imagery, Metaphor, Simile, Repetition, Assonance, and Analogy. The most used persuasive techniques are Everyday/colloquial language (16.12%), rhetorical questions (7.74%), hyperbole, and connotation have the same percentage (7.09%). Relating to the meaning, the use of everyday/colloquial language is to help conveys the point to readers. Rhetorical question is used to lead readers to understand the message. Hyperbole is used to raise readers’ interest, and connotation is used to help tell something differently.
Bonacci, T. (2022). How to Avoid Colloquial (informal) Writing. https://www.wikihow.com/Avoid-Colloquial-(Informal)-Writing#
Deshpande, I. (2020, August). What is social media advertising? Definition, practices, benefits, and examples. Toolbox. https://www.toolbox.com/marketing/social-media/articles/what-is-social-media-advertising/
Edmondson, B. (2020, August). What is Copywriting? Definition & Examples of Copywriting. Online Business. https://www.thebalancesmb.com/the-surprising-answer-to-what-is-copywriting-4056392
Ferreira, T. (2020, December). The ultimate checklist for writing Instagram captions as a business. Icono Square Blog. https://blog.iconosquare.com/the-ultimate-checklist-for-writing-instagram-captions-as-a-businness/
Indeed Editorial Team. (2021). 6 Persuasive Techniques To Strengthen Your Writing. https://uk.indeed.com/career-advice/career-development/persuasive-techniques#:~:text=Persuasive%20techniques%20are%20the%20methods,audience%2C%20motives%20and%20writing%20genre.
Katai, R. (2021). 4 benefits to advertising on Instagram. Neal Schaffer. https://nealschaffer.com/4-benefits-advertising-instagram/
Kirkpatrick, D. (2017). Study: Maybelline leads cosmetics brands in Instagram engagement. https://www.marketingdive.com/news/study-maybelline-leads-cosmetics-brands-in-instagram-engagement/508202/
Lamb, B. (2019). Persuasive Language Teaching Resource.
Romanova, I. D., & Smirnoca, I. v. (2019). Persuasive techniques in advertising. Training, Language and Culture, 3(2), 55–70.
Rudito, Y. Y., & Anita. (2020). Persuasive strategies used in Burger King’s Instagram posts. Journal of Language and Literature, 8(1), 96–104.
Sanjurj-Goncalers, H., Labrador, B., Ramon, N., & Alaiz-Moreton, H. (2013). Rhetorical structure and persuasive language in the subgenre of online advertisements. Elsevier.
Waickman, E. (2019). Persuasive advertising: techniques to influence your audience. C. Leveled. https://blog.c-leveled.com/persuasive-advertising-techniques-to-influence-your-audience
Yambao, K. (2020). 16 Effective Persuasive Language Techniques. https://www.lingualbox.com/blog/16-effective-persuasive-language-techniques
Yustian, A. M. (2017). An Analysis of Persuasive Language of Advertisement in Vogue Magazine.
