ANALISIS WACANA PENGGUNAAN DAYA TARIK EMOSIONAL PADA IKLAN YOUTUBE PANTENE VERSI “INTERVIEW KERJA YANG TERBERAT†SEBAGAI KAMPANYE PERCAYA DIRI
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Institusion
Universitas Pembangunan Nasional Veteran Jakarta
Author
Prita Suryaningrum, .
Subject
AI Indexes (General)
Datestamp
2022-01-12 03:55:48
Abstract :
"Attractive" requirements are important for companies, especially for female job applicants. The term "looks good" raises the standard beauty stereotype in society which often creates self-confidence. Therefore we need a campaign to build self-confidence. One of them is through advertising with emotional appeal that is considered effective in ad campaigns. One of them is the Pantene advertisement "The toughest job interview" as a confident campaign. This ad gives the audience an understanding of how attractive they are and will invite them to appear confident. This study uses a qualitative method with Van Dijk's theory of discourse. The purpose of this study is to determine the use of the emotional appeal of Pantene ads by using Van Dijk analysis through scenes that include visuals and texts. The results of this study indicate that the use of emotional appeal explains the meaning of Pantene's advertising messages through the visualizations that are displayed, the writing and also through the choice of words used, thus illustrating the sadness experienced by female job applicants. Keywords: Van Dijk discourse analysis, emotional appeal, self confidence
"Attractive" requirements are important for companies, especially for female job applicants. The term "looks good" raises the standard beauty stereotype in society which often creates self-confidence. Therefore we need a campaign to build self-confidence. One of them is through advertising with emotional appeal that is considered effective in ad campaigns. One of them is the Pantene advertisement "The toughest job interview" as a confident campaign. This ad gives the audience an understanding of how attractive they are and will invite them to appear confident. This study uses a qualitative method with Van Dijk's theory of discourse. The purpose of this study is to determine the use of the emotional appeal of Pantene ads by using Van Dijk analysis through scenes that include visuals and texts. The results of this study indicate that the use of emotional appeal explains the meaning of Pantene's advertising messages through the visualizations that are displayed, the writing and also through the choice of words used, thus illustrating the sadness experienced by female job applicants. Keywords: Van Dijk discourse analysis, emotional appeal, self confidence
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