EKSPLORASI PERANGKAT RETORIS PADA AKUN INSTAGRAM @shopee_id: EXPLORATION OF RETORIES DEVICES ON @shopee_id's INSTAGRAM ACCOUNT

Fitrahnanda Ayubadiah

Authors

Fitrahnanda Ayubadiah Sekolah Tinggi Ilmu Ekonomi Balikpapan Author

Keywords:

Rhetorical Devices, Linguistics, Marketing Communication, Instagram Promotions, Digital Marketing

Abstract

This study explores the use of rhetorical devices in Shopee’s Instagram promotions, focusing on their role in marketing communication. By examining a selection of posts, the research identifies and analyzes key rhetorical devices, including metaphors, hyperbole, rhetorical questions, calls to action (CTAs), incentives, and urgency. The study employs a qualitative descriptive method, analyzing the language strategies used in promotional content to understand how these devices enhance consumer engagement and influence behaviour. The findings reveal that metaphors create vivid imagery, hyperbole captures intention, rhetorical questions foster interactions, CTAs drive actions, incentives address consumer concerns and urgency motivates quick decisions. The analysis demonstrates that these rhetorical devices are crucial in crafting effective marketing messages that resonate with consumers, drive engagement, and enhance the overall impact of promotional campaigns.

References

Brown, A. & Taylor, S. (2019). The Impact of Rethorical Questions in Digital Marketing: Engagement and Effectiveness. Journal of Digital Marketing, 34 (2),, 45-46

Brown, L. (2019). The Art of Persuasion: Rhetorical Techniques in Advertising. Roultedge.

Cialdini, R.B. (2009). Influence: Science and Practice (5th ed.) Pearson Education.

Creswell, J. W. (2014). Research Design: Qualitative, Quantitative; and Mixed Methods Approaches (4th ed.). Sage Publications.

Gao, L., & Zhang, Y.(2020) Metaphor in Marketing: The Role of Figurative Language in Consumer Perception. International Journal of Marketing Studies, 52(1), 67-80

Gao, X., & Zhang, Y. (2020). The impact of hyperbole in advertising: A study on consumer perceptions and behavior. Advertising Research Journal, 60(2), 112-125.

Johnson, M. & Lee, K. (2023). Incentives and Consumer Behavior: The effectiveness of promotional guarantee. Journal of Consumer Research, 49 (1), 45-59.

Jones, A. (2017). Hyperbole in Advertising: Exaggeration as a Marketing Tool. Cambridge University Press.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.

Lakoff, G., & Johnson, M. (1980). Metaphors We Live By. University of Chicago Press.

Lee, J., & Eastin, M.S (2021). The Impact of Social Media Marketing on Consumer Engagement: A Study of Instagram. Journal of Marketing Communications, 27 (2), 123-139. https://doi.org/10.1080/13527266.2020.1745 083

Marshall, C. & Rossman, G.B. (2016). Designing Qualitative Research (6th ed.). Sage Publications.

Miller, R., & Tuten, T.L. (2019). Social Media Marketing: Principles and Strategies. Business Expert Press.

Smith, J. (2015). Metaphors and Meaning: Language in Marketing. Palgrave Macmillan.

Smith, R., & Joines, T. (2021). Hyperbole and Its Effect on Consumer Behavior in Advertising. Journal of Advertising Research, 39 (4), 89-102.

Solomon, M.R. (2018). Consumer Behavior: Buying, Having and Being (12th ed.). Pearson.

White, H., & Lewis, D. (2022). The Effectiveness of Call to Action in E- Commerce Marketing. E-Commerce Insight, 15 (1), 22-35.

Williams, E., & Carter, J. (2022). Creating Urgency: The Role of Time-Sensitive Offers in Digital Marketing. Marketing Science, 48(2), 56-70.

Yadav, M.S, & Pavlou, P.A (2020). Marketing in Computer-Mediated Environments: Research Synthesis and New Directions. Journal of Marketing, 84 (1), 20-44. https://doi.org/10.1177/0022242919882613

Zhang, Y., Zhang, Z. & Yang, S. (2020). The Growth of E-Commerce in Emerging Markets: The Role of Digital Platforms. E- Commerce Research and Applications, 40, 100929. https://doi.org/10.1177/0022242919882613