An Analysis of Persuasive Language Found in TXTURE and Dr. Martens Instagram Advertisement
Keywords:
persuasive language, instagram advertisement, TXTURE, Dr.MartensAbstract
This thesis examines the persuasive language techniques used in Instagram advertisements by two leather shoe brands, TXTURE and Dr. Martens, from 2021 to 2023, highlighting how social media has transformed brand communication strategies. Using qualitative content analysis and a survey to assess audience perceptions, the study identifies a range of persuasive appeals—emotional, logical, and social—used in varying styles and frequencies by both brands. TXTURE primarily relies on suggestion (39.28%) and rationalization (33.14%), while Dr. Martens employs a broader array of techniques, with suggestion (51.31%) being most dominant, followed by displacement, identification, and conformity. The findings offer valuable insights into digital marketing strategies, particularly the use of persuasive language to boost audience engagement on social media platforms.
References
Alhabash, S., & Ma, M. (2017). A tale of four platforms: Motivations and uses of Facebook, Twitter, Instagram, and Snapchat among college students. Social Media + Society, 3(1), 1–13. https://doi.org/10.1177/2056305117691544
Barker, A. (2010). Improve your communication skills. Kogan Page.
Brogan, C. (2019). Social media 101: Tactics and tips to develop your business online. John Wiley & Sons.
Feralina, N. (2013). Analisis semiotika makna pesan nonverbal dalam iklan Class Mild versi “Macet” di media televisi. eJournal Ilmu Komunikasi, 1(4), 353–365. https://ejournal.ilkom.fisip-unmul.ac.id
Goddard, A. (1998). The language of advertising: Written texts. Routledge.
Grayam, L. (2010). Writing photo captions. Redbubble Artistic Journal.
Hasanah, A. U. (2019). Persuasive techniques used by travel agent online “Traveloka” advertisement on YouTube (Undergraduate thesis). UIN Sunan Ampel Surabaya.
Ilhamsyah. (2021). Pengantar strategi kreatif. Andi.
Janoschka, A. (2004). Web advertising: New forms of communication on the Internet. John Benjamins.
Jansen, M. P. (2023). Time for transparent targeting: An investigation of targeting disclosures, coping mechanisms, credibility, and political attitude (Doctoral dissertation).
Kavaratzis, M. (2009). Cities and their brands: Lessons from corporate branding. Place Branding and Public Diplomacy, 5(1), 26–37. https://doi.org/10.1057/pb.2008.3
Keraf, G. (2004). Argumentasi dan narasi. PT Gramedia Pustaka Utama.
Miles, M. B., & Huberman, A. M. (2014). Qualitative data analysis (2nd ed.). SAGE Publications.
Padgett, D. K. (2008). Qualitative methods in social work research (2nd ed.). SAGE Publications.
Padgett, D. K. (2017). Qualitative methods in social work research (3rd ed.). SAGE Publications.
Rahmawati, W. A. (2008). A final report using photos and English. IR–Perpustakaan Universitas Airlangga.
Silubun, Y. (2019, March 9). Komunikasi sosial di era industri 4.0. BeritaSatu. https://www.beritasatu.com/opini/6334/komunikasi-sosial-di-era-industri-40
Smock, J. (n.d.). Photo captions & keywords.
Thomas, G. (2019). Case study. SAGE Publications.
Persuasive advertising: Techniques to influence your audience. (2019, June 20). Direct Online Marketing. https://www.directom.com/persuasive-advertising-techniques-to-influence-your-audience/
Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). SAGE Publications.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal Linguistik Terapan
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
