CHAPTER I INTRODUCTION
1.1. Background of Study Persuasion
is sometimes called changing behavior. It can also be defined as changing attitudes or belief; such as
winning friends, influencing people, gaining
cooperation, or selling a product or an idea. Persuasive is having the power of persuading or tending to persuade or
influence (Grolier Webster International
Dictionary: 708). Language is what the members of particular society speak (Wardaugh, 1986: 1). It means
that when we want to talk to each other
we need a language as a tool of communication. Related to this definition, we can conclude that persuasive language is a
language or a tool to persuade other people.
The technique of persuasion in
advertisement is used to persuade consumer,
so people will be interested in buying the product and also they have problems in comparing the product with other.
To find the road to success, the advertiser
should introduce the product by using label, pack, and slogan; make the product different from other; bind consumer
with the product and engagement; and
present the advertisement words with the identification, differentiation, association and repetition.
Introducing the product using
label, pack, and slogan to consumer is a symbol to tell the consumer who is the owner
of theproduct. Nokia is a label for mobile
phone, when people hear someone says “Nokia”so in their mind it is a mobile phone. Another example is the label for
Honda. Honda is used for motorcycle,
people will not misunderstand to with this label; people will not think that this product is for snack, medicine or
fashion. Usually the advertiser takes slogan
from the product itself. For example, the slogan of Honda Vario itself is taken from the word of label, I am Vario What
AboutYou. The purpose of doing this is
to make people easier to remind the product.
In making the different product
from other, the differentiation product is still needed for the advertiser when the
advertiseradvertises the product because each product has a unique thing. Rosser
Reeves, oneof the advertisement pioneers,
claimed about “the Unique Sale Proposition” (Asmajasari, 1997: 33).
The unique sale proposition is
claimed as a way which differentiates one advertisement from other. In this era there
are many advertisement which use interesting
words to catch the consumer’s attentionand demands, so what the advertiser should do is to make “the unique
sale proposition” which introduces the identity
of the product, because it could be the other firm use the same claim. The advertiser can take the other firm claims then
compare with what he has. This way is
taken because the advertiser needs his product to be different from other products and it will create good image in the
consumers’ mind. So if it has a good image,
the consumer will enchant the product.
Association is a way of the
advertiser puts on the product with the slogan or character’s product then the advertiser
tries torelate the product, slogan, and brand
and also the character of the advertisers’ business with his experience.
Advertisement creates the
consumers’ demand and changes it to be the need then relate the product with the consumer’s
experiences.The consumers’ experiences which
are described should be different from and better than the competitor’s engagement. If the advertisement is
successful, it will create good association in their experiences in the advertisement and
product itself. Advertisement itself will be successful if it is supported by repetition
way.Repetition is an advertisers’ way to
make the advertisement easier to remind. The advertiser will present his advertisement again and again, because of this
advertisement presented on television so
consumer will watch it again and again and they do not need an extra effort to think and remind the advertisement.
Advertisement needs a certain
language to attract the consumers’ attention.
The language that is used to send
an advertisement should be suitable with the consumer. Ogilvy in Weilbacher (1984: 193)
argues that “If you try to persuade people
to do something or to buy something, it seems to me that you should use their language, it means that the language
they useeveryday and also the language in
which they think. So, the advertisement matter should have high creativity and strong imaginations to make the advertisement
more interesting”.
In advertisement, the verb to
persuade does not mean to present information
so provocatively that people will make their own minds up in favor of the product advertised (Whittler, 1958: 38).
The goal of persuasion is to convince the
target to internalize the persuasive argument and adopt this new attitude as a part of their core belief system.
Many advertisements use humor,
sexual appeals, or celebrities which capture
consumers’ attention but result in poor recall of their brand name or message. Advertiser that deals with this
problem will use sources (actors, athletes, rocks stars, or attractive models) who will
attractthe target audience’s attention.
The term source means the person
involved in communicating a marketing message,
either directly or indirectly (Belch and Belch, 2001: 172). A direct source is a spokes person who delivers a
message ordemonstrates a product or service.
An indirect source is a model who does notactually deliver a message but draw attention or enhance the appearance of
the advertisement. Some advertisements
use either a direct or an indirect source. Indonesian advertisement firm uses an idol as a spokes man and woman to
capture the attention of consumers when
they see their performance in commercials and this is the international quality product and the best
quality symbol. The advertiser tries to select
the individuals whose traits will maximize message influence.
Advertisement is one form of
communication that uses written or oral language
to send its messages. Advertisement is theway to publicize some goods or services. Spriegel in Susanto (1974: 199)
statedthat advertisement is any paid form
of non-personal presentation of goods or ideasto a group. In other word, in advertisement, the advertiser informs the
products or ideas by using media and the advertiser has to pay the media because of
renting out the space and time.
In Indonesia, television becomes
the first choice to entertain people because
television is more interesting than other mass media and also television provides both sound and visual, so people can
enjoythe real life more than other mass
media that are limited by single dimension of sight or sound. When people read magazine, they must watch and focus their
mindon reading and illustrate what they
got from reading by imagining it, but if they watch television they can save their energy because television gives
real andlife description.
The wide usage of television and
the interest of television as one of the media of communication in the society make
television more interesting than other
mass media for advertisers to advertise theirproducts. According to Jefkins (1994: 110) advertisement in television has
severaladvantages. (1) it is realistic for
the viewers; it is caused by the effect of visualization that combines the
color, sounds and actions; therefore,
television advertisement looks live and real, (2) it is easier to address the society. Society enjoys
watching advertisement on television more
than other media because advertisement on television is accepted in comfortable situation and condition, for
example athome, and (3) there are many repetitions
of advertisement on television because the advertiser tends to make advertisements short one but it will appear
many times a day. Television is often called
“king” of the advertisement media, since people like to spend more hours watching television per day than paying
attention to any other media.
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