ANALYZING PERSUASIVE LANGUAGE IN LE MINERALE ADVERTISEMENT: FOCUS ON HEALTH AND FAMILY

Abstract

This research aimed to conduct a comprehensive analysis of the persuasive language used in Le Minerale advertisement, with a special focus on increasing health and family values. This research explored understanding how persuasive linguistic strategies are used to influence audiences. The approach and theory were centered on discourse analysis in exploring persuasive language in the context of health-and family-oriented advertising. The research data were collected from Le Minerale advertisements broadcast on LeMinerale YouTube, especially from the advertisement “Komitmen Le Minerale untuk Sehatnya Keluarga”. Language analysis includes word choice, language style, rhetorical devices, and other persuasive language techniques and strategies in advertising. The research results revealed a spectrum of persuasive language strategies used in Le Minerale advertisements to convey the importance of health and family values. The finding involved word choices which included words that appeal emotional and words that has positive connotation; language style that included direct and personal, formal, and informative; rhetorical devices that involved repetition and enumeration; and the techniques and strategies of persuasive communication that found include association of the text and authority appealed and information richness and benefit that given. These findings explain how persuasive language is used to communicate health messages in the context of mineral water advertising, thereby influencing consumer perceptions and behavior, especially regarding family health.