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

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.