Vol 20 No 1 (2018): JUNE 2018

Packaging Consumption: Stylistic Devices and Persuasive Functions of American and Indonesian Advertising Slogans

Utomo, Gabriella Tiara (Unknown)
Suprajitno, Setefanus (Unknown)

Article Info

Publish Date
01 Jun 2018


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.

Copyrights © 2018

Journal Info





Languange, Linguistic, Communication & Media


k@ta: a biannual publication on the study of language and literature is a refereed journal published twice a year in June and December by the English Department, Faculty of Letters, Petra Christian University, Surabaya, Indonesia. It presents articles on the study of language, literature and ...