AN ANALYSIS OF PERSUASIVE LANGUAGE FOUND IN SKINCARE INSTAGRAM CAPTIONS
No Thumbnail Available
Date
2025-03-01
Journal Title
Journal ISSN
Volume Title
Publisher
Prodi Pend. Bahasa Inggris, FKIP, Universitas Muhammadiyah Purworejo
Abstract
This paper presents the results of a study analyzing the persuasive language found
in Instagram captions of four skincare advertisements: Pond’s (@pondsindonesia),
Skintific (@skintificid), Somethinc (@somethincofficial), and The Originote
(@theoriginote). The types of persuasive language were identified based on
Lamb’s theory (2014). Using a descriptive qualitative method, the researcher
collected forty data samples from the four skincare brands, with each brand
contributing ten Instagram posts. From the forty captions analyzed, the
distribution of persuasive language features was as follows: alliteration (1
caption), allusion (4 captions), analogy (2 captions), appeals (3 captions), cliché
(1 caption), colloquial language (1 caption), connotation (1 caption), emotive
language (3 captions) , evidence (4 captions), hyperbole (2 captions), imagery (1
caption), inclusive language (3 captions), jargon (2 captions), metaphor (3
captions), pun (3 captions), and rhetorical question (6 captions). Among all the
persuasive language features identified, rhetorical questions were the most
frequently used in skincare advertisements. This highlights the strategic role of
rhetorical questions in engaging consumers through Instagram captions. Building
on these findings, future research could expand the dataset, compare platforms or
product categories, and examine audience responses to evaluate the effectiveness
of such strategies.
Keywords: advertisement, analysis, persuasive language, skincare
DOI: