Language of Persuasion in Airline Advertisements Appearing in Travel Magazines

Abstract

This research aims to study the composition of the airline advertisement and the language strategies for persuasive in the airline advertisement from 3 travel magazines such as Osotho magazine, Traveller’s Companion Magazine and Travel around the World Magazine from January 2015 to December 2016 for 72 copies and 57 advertisements. The research found that there is 6 components of airline advertisement such as; headlines, text, caption, slogan, images and colors.There are 2 language strategies for persuasive in the airlines advertisement which is: (1) Using Verbal language such as mentioning desirable things, specifying promotion period, making reference, metaphor, word repetition, pronouns, hyperbole, rhyme, rhetorical questions, slang, and order or offer. (2) Using Non-verbal language such as language strategies for image use, presenter image, indicating target customer image, destination attractions image, service image, symbolic image; and the language strategies for color using, we found that they using organization colors and complementary colors. From the study, we have found that airline advertisement had some various components; with the different ways of strategies that used for a persuasive customer. The most strategies that have been used in airline advertisement are the mention of desirable things by reason of persuasive customer to convince them to use product or service. Which this strategyis matched with the purpose of advertising; both service information, providing service prices and destination information.