PERSUASIVE TECHNIQUES IN DIGITAL POSTER SLOGANS OF ENVIRONMENT AND ANIMAL CONSERVATION: A SEMANTIC STUDY

Abstract

This research aims to identify and analyze the persuasive technique and type of connotative meaning in slogans about animal and environmental digital posters retrieved through the Pinterest Platform. This research uses descriptive qualitative methods. As stated by Brett Lamb (2019) in Persuasive Language Teaching Resources, “Writers can use numerous strategies to convince you of their point-of-view.” Based on Brett Lamb's theory, there are 25 persuasive techniques. Besides that, this research focuses on identifying and analyzing the various types of persuasive techniques that appear in slogans. In addition, the study analyzes the types of connotative meaning based on Parera (2004), “Connotative, which can be categorized into two types: positive and negative connotations.” Through collecting, categorizing, classifying, and analyzing the data based on descriptive qualitative methods. The research found 12 persuasive techniques shown in 40 data, including, alliteration, appeal, assonance, emotive language, evidence, hyperbole, inclusive language, metaphor, pun, rhetorical question, repetition, and simile. The data are dominated by the repetition technique because it helps to strengthen memory and influence the perception of the message consistently. On the contrary, a negative connotation is a type of connotative meaning that is mostly used in the slogan. The study found that negative connotations can be more effective in persuading because negative connotations can give a stronger emotional reaction compared to positive ones