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

UTOMO, GABRIELLA TIARA and Suprajitno, Setefanus (2018) Packaging Consumption: Stylistic Devices and Persuasive Functions of American and Indonesian Advertising Slogans. K@ta, 20 (1). pp. 36-44. ISSN 1411-2639

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    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.

    Item Type: Article
    Uncontrolled Keywords: Stylistics devices; advertising slogans; buying motives; persuasive functions
    Subjects: P Language and Literature > PE English
    Divisions: UNSPECIFIED
    Depositing User: Admin
    Date Deposited: 14 Sep 2018 19:17
    Last Modified: 16 Jul 2019 10:42
    URI: http://repository.petra.ac.id/id/eprint/18102

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