p-Index From 2016 - 2021
0.408
P-Index
This Author published in this journals
All Journal k@ta
Utomo, Gabriella Tiara
Institute of Research and Community Outreach - Petra Christian University

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

Packaging Consumption: Stylistic Devices and Persuasive Functions of American and Indonesian Advertising Slogans Utomo, Gabriella Tiara; Suprajitno, Setefanus
k@ta Vol 20 No 1 (2018): JUNE 2018
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (21.805 KB) | DOI: 10.9744/kata.20.1.36-44

Abstract

This study discusses the significance of style in creating indelible and iconic slogans that endure time. By using qualitative content analysis, we examine the stylistic devices of the ten American and Indonesian food and beverages slogans in order to find out their persuasive functions. In our analysis, we utilize three levels of stylistic analysis, namely, lexical, grammatical, and phonological. Our findings show that stylistic devices such as idioms and proverbs, personification, humor, emotional appeal, and imagery, are used for invoking customers’ buying motives. By invoking customers’ buying motives, those devices try to manipulate the customers’ perception so that they would accept the advertised product as a means of satisfying their thirst and craving.
Packaging Consumption: Stylistic Devices and Persuasive Functions of American and Indonesian Advertising Slogans Utomo, Gabriella Tiara; Suprajitno, Setefanus
k@ta Vol 20 No 1 (2018): JUNE 2018
Publisher : The English Department, Faculty of Languages and Literature, Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (327.052 KB) | DOI: 10.9744/kata.20.1.36-44

Abstract

This study discusses the significance of style in creating indelible and iconic slogans that endures time. In this study, by using qualitative content analysis, I examine the stylistic devices of the ten American and Indonesian food and beverages slogans in order to find out their persuasive functions. In my analysis, I utilize three levels of stylistic analysis: phonological, lexical, and grammatical. My findings show that the most significantly used devices are the devices at the lexical level, then followed by those at grammatical and phonological level. My findings also show five recurring usages of the stylistic devices that help invoke the buying motives within the customers, namely idioms and proverbs, personification, humor, emotional appeal, and imagery. The usages serve a persuasive function by aided in influencing customers into purchasing the goods offered by the brand.