NDUN, Yeland Alvin (2025) AN ANALYSIS OF LEXICAL FEATURES AND PERSUASIVE TECHNIQUES IN ADVERTISEMENT FOR UMKM ON INSTAGRAM. Undergraduate thesis, Artha Wacana Christian University.
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Abstract
This study aims to identify types of lexical features based on Grey's theory (2008), persuasive techniques according to Cialdini (2007), and their functions in product advertisement captions for UMKM on Instagram based on Momayezalashjar & Shuraki's theory (2022). The method used is qualitative descriptive, with data collection through documentation and interviews. The results of the study show that there are nine out of ten lexical features used in UMKM captions in East Nusa Tenggara, namely: hyperbole, neologisms, ambiguous words, informal language, simple vocabulary, repetition, euphemisms, humor, and appeal to superiority. In addition, five out of six persuasive techniques were identified: reciprocity, social proof, authority, liking, and scarcity. The persuasive techniques not found in this study are commitment and consistency. Furthermore, it was found that lexical features were used to exaggerate product advantages, introduce new products, and explain the effects of product use. Meanwhile, persuasive techniques were used to convince consumers to buy new products, compete with other products, and manage product presence. These findings confirm that the integration of lexical features and persuasive techniques in Instagram captions is crucial for attracting consumer attention and enhancing product appeal.Therefore, UMKM marketing strategies in the digital era can be effectively supported through the use of simple vocabulary and persuasive techniques such as scarcity to increase customer appeal and loyalty. In addition, is recommended forfuture researchers to explore the use of lexical and syntactic features that function as persuasive techniques in other objects, such as advertisements on various platforms, films, or other social media.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Lexical features, persuasive techniques, advertisement, UMKM, Instagram |
| Subjects: | L Education > English Language |
| Divisions: | Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Bahasa Inggris |
| Depositing User: | Ms Sarce Henukh |
| Date Deposited: | 07 Jan 2026 02:44 |
| Last Modified: | 07 Jan 2026 02:44 |
| URI: | http://repo-ukaw.superspace.id/id/eprint/5941 |
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