Persuasive Language Strategies in the Advertisement of Female Sexual Health Supplemental Products toward the Shopee Online Platforms Persuasive Language Strategies in the Advertisement of Female Sexual Health Supplemental Products toward the Shopee Online Platforms

Abstract

The objective of this research was to analyze the language strategies in the advertisement from the Online Platforms collected data between December,18-31,2023 including one-hundred pieces of the text. The persuasive language strategies framework postulated by Suwanchang,N (2010) was applied upon the data analysis.

The result found thirty-three strategies; Qualification or property mentioning, Educating, Sexual health problems talking, Scientific terms, rhetorical questions, claiming, target group identifying, News appealing, Safety signaling, discounting and rewarding or sales promoting, Metaphor, Hyperbole, and sexually private female terms. All strategies revealed a significant purpose of advertising producers in order to persuade or attract message receivers’ interest and decision for purchasing products.