Detail Exposing psychological effect of constumer in advertisement texts   Oleh:  Andanty, Ferra Dian Jenis: Article from Proceeding Dalam koleksi: KOLITA 6: Konferensi Linguistik Tahunan Atma Jaya: Tingkat Internasional, Jakarta 12-13 Mei 2008, page 193. Fulltext: exposing psychological effect.pdf (232.34KB) Ketersediaan Perpustakaan PKBB Nomor Panggil: 406 KLA 6 Non-tandon: 1 (dapat dipinjam: 1) Tandon: 1    Reserve Lihat Detail Induk Isi artikel Advertisements are the tools used in the process to inform and persuade the selected market (Bolen, 1984 cited in Cook, 1992:125). Advertisements appear in all media forms; radio, television, print (newspaper, magazines, billboards, etc), and on the internet. The development of all those media allowed advertising to persuade people. In the broad domain of advertising, the most basic function of advertisements is to communicate and in this case to inform, persuade or do both. The advertisement has main function to persuade the potential consumer (receiver) that she or he needs to buy a product or use a service. Advertisements seem to play important roles in positioning certain products in consumers’ mind. In the broadest sense of advertisements either persuade or inform receivers, the main function is to persuade consumer to take a specific action, in other words the consumer is directly manipulated to change or modify his or her (consumer) behavior. Mostly, advertisements consist of two; picture and text. Text plays important role in communication process. Text can be defined as the visible evidence of a reasonable purposeful interaction among author, writer, and readers (Hoey, 2001:15). The author has a purpose in communicating to the audience and authorities the writer to produce a text which is supported by picture that will achieve that purpose. In order to increase consumption, the text must contain specific discourse that can influence the readers from their psychological side. In order to make the consumers interested to buy the offered products, the advertisers have some strategies to expose the products. One of the strategies is by exposing the psychological effect on consumerism. Usually, the advertisers suggest that the text of advertisement can transfer the power of product and awaken the desire of customers to own the products. Advertiser can also expose the product as a problem solver or emphasize the qualities that the products have. Besides, advertisers can sometimes exploit the identity of consumers, so when they buy the products, it is because they want to have the same identity as represented by the products. Consumers may also choose certain products because the exclusivity, uniqueness and tradition that enable them to distinguish themselves. Lifestyle may be showed when the product represented. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Kembali

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