The Language of Persuasion in Grammarly's Advertisements on YouTube
DOI:
https://doi.org/10.33772/x0prwz29Keywords:
advertisements, grammarly, linguistic tools to persuade, persuasion strategy, youtubeAbstract
This research analyzed the persuasion strategies in Grammarly’s advertisements on YouTube. The types of persuasion strategies derived from McPheat's linguistic tools to persuade (2010). This research focused on the linguistic tools to persuade, which include reframing, using someone’s name, mind reading, lost performative, cause and effect relationships, presupposition, universal beliefs, tag questions, and embedded commands.
Therefore, this research aims to describe the types of persuasion strategies in Grammarly’s advertisements on YouTube based on McPheat linguistic tools to persuade (2010) theory. This research used a descriptive qualitative method. The source of data was taken from Grammarly’s advertisements published on YouTube in
February 2019-Oktober 2022. The researcher collected data by downloading, transcribing, watching videos and reading the script, capturing, conducting data reduction, coding, and then analyzing by presenting, describing, and interpreting the data using McPheat then concludes the data. The results showed that only 7 out of 17 types of persuasion strategies were found in a total of 20 data. Those are presupposition, cause and effect relationships, embedded commands, lost performative, universal beliefs, and reframing: change the time frame, and reframing: appeal to the positive intention behind the belief. The most dominant strategy is presupposition, which features other strategies in one data set. The conclusion is that effective communication relies on a successful exchange of information, and Grammarly achieves this through a diverse range of persuasive
strategies, ensuring its message is well-received by the targeted audiences.
References
Arens, W. F., Weigold, M. F., & Arens, C. (2008). Contemporary Advertising. Boston: McGraw–Hill Irwin.
Asenahabi, B. M. (2019). Basics of Research Design: A Guide to Selecting Appropriate Research Design. International Journal of Contemporary Applied Researches, 6(5), 76-89.
Briggs, D. L., & Proszek, J. (2015). Persuasive Speeches.
Creswell, J. W. (2012). Educational Research: Planning, Conducting, And Evaluating Quantitative And Qualitative Research. UK: Pearson Education, Inc.
Gultom, E. S. (2021). The Peduli Lindungi application: an overview of digital society by Kurt Lewin. IX Political and Economic Self-Constitution: Education for Digital Citizenship in Post-Pandemic Times, 51.
Gultom, E. (2023). Adapting the Graphic Novel to Improve Speaking Fluency for EFL Learners. Al-Hijr: Journal of Adulearn World, 1 (1)-June 2022 46-54.
Gultom, E. (2023). The Sustainable Tourism of Lumban Suhi–Suhi Village Samosir after The Pandemic. Humaniora, 35(1), 24-32.
Lewis, B. (2012). The Magic of NLP Demystified. Crown House Publishing.
McPheat, S. (2010). Advanced Communication Skills. UK: MTD Training & Ventus Publishing APS.
Mozafari, A., El-Alayli, A., Kunemund, A., & Fry, T. (2019). Impressions of Businesses with Language Errors in Print Advertising: Do Spelling and Grammar Influence The Inclination to Use A Business?. Current Psychology, 38, 1721-1727.
Nazim, H., & Yousaf, M. (2021). Neuro-Linguistic Programming: A Corpus-Based Critical Analysis Of Motivational Speeches. CORPORUM: Journal of Corpus Linguistics, 4(1), 45-59.
Nirwati, Vivin. (2020). An Analysis of Persuasive Language in Facebook Advertising. A Thesis Strata I Degree. Faculty of Humanities, Language and Literature Department, English Literature Study Program. Kendari: Universitas Halu Oleo.
Praftiwi, Gleydhis Ayu Anjani. (2022). Figurative And Persuasive Language in Nivea Advertisement on Instagram. A Thesis Strata I Degree. Faculty of Humanities, Language and Literature Department, English Literature Study Program. Kendari: Universitas Halu Oleo.
Reardon, K. K. (1991). Persuasion in Practice. Sage.
Romanova, I. D., & Smirnova, I. V. (2019). Persuasive Techniques in Advertising. Training, Language and Culture, 3(2), 55-70.
Sanders, T. (2005). Coherence, causality and cognitive complexity in discourse. In Proceedings/Actes SEM-05, First International Symposium on the exploration and modelling of meaning (pp. 105-114). Toulouse: University of Toulouse-le-Mirail.
Sanders, T., & Sweetser. (2009). Causal Categories In Discourse And Cognition (Vol. 44). Walter de Gruyter.
Wardani, Aprilia Ayu. (2019). An Analysis of Persuasion Models in Cosmopolitan Magazine. A Thesis Strata I Degree. Faculty of Humanities, Language and Literature Department, English Literature Study Program. Kendari: Universitas Halu Oleo.
Young, S. C. (2016). Brilliant persuasion: Everyday techniques to boost your powers of persuasion. Pearson UK.

Downloads
Published
Issue
Section
License
Copyright (c) 2024 ELITE: Journal of English Language and Literature

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.