Persuasive Utterances in Selected Tourism Advertisements on Indonesia.Travel YouTube Channel

AIJOSH | This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License Vol. 3 No. 1 (2021) Andalas International Journal of Socio-Humanities ISSN: 2715-601X (Online) Available at: http://aijosh.lppm.unand.ac.id/index.php/aijosh/index DOI: https://doi.org/10.25077/aijosh.v3i1.19 Article Persuasive Utterances in Selected Tourism Advertisements on Indonesia.Travel YouTube Channel Siti Mardiyah & Sawirman* Faculty of Humanities, Universitas Andalas, Indonesia Article Information Abstract Received : April 25, 2021 This study aims to identify the mode of persuasion and persuasive strategies used in Indonesia.Travel YouTube Channel. Ten videos among 256 ones were selected as data sources. Data collection was done by the non-participant method. Based on the research, the speakers used 38 persuasive utterances. The modes of persuasion used are pathos and logos. The most dominant mode of persuasion is pathos, with a percentage of 92%. Furthermore, there are three persuasive strategies were found namely: 1) quasilogical was found in 3 utterances (8%), 2) presentational was found in 33 utterances (87%), and 3) repetition was found in 2 utterances (5%). The results showed that the most dominant presentational strategy was found with a percentage of 87%. Therefore, it can be concluded that pathos and presentational strategies are used when speakers want to persuade their listeners by targeting their feelings and emotions. Revised : July 4, 2021 Accepted : July 12, 2021 Published : July 15, 2021 Keywords persuasive strategies; persuasive utterances; tourism; Indonesia.Travel channel, modes of persuasion *Correspondence INTRODUCTION In 21st-century language usage with advanced technology supports people to communicate efficiently in any aspect of human life. Language plays a crucial role in conveying a message; its language can influence people and their behavior (Johannessen et al., 2010; Delin, 2000). The language uses widely accepted applied to commerce, services, and goods. The language uses can be seen by people in the advertisement everywhere these days. Advertisement derives from the Latin verb 'advertere,' which means 'to turn towards' (Goddard, 1998:6; ZemackRugar, Moore, & Fitzsimons, 2017). The advertisement is commonly used to persuade the audience to buy and act based on the advertisement content. The ads can consist of pictures and videos to deliver a better message besides the language. This research aims to identify the modes of persuasion and persuasive strategies used in all wonderful Indonesia English version videos from 2017 to March 2020 on YouTube's Indonesia.Travel channel. There are several steps applied in collecting the data. Firstly, open the YouTube website and continue by searching Indonesia Travel videos from 2017 to March 2020. Afterward, the writer watched all of the videos where repetitions were done to understand the contents better and collected the videos that use English with modes of persuasion. In the final stages, the videos were transcribed, and the data were classified, leading to the writer's step to take notes and mark the data of persuasive utterance. The advertisement is not entirely about the promotion of products. It can comprise an idea to increase an organization's image, individual, or group (Goddard 1998:10; Darweesh, 56 AIJOSH | This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License Vol. 3 No. 1 (2021) A.D. & Mehdi, 2019; Al Qudah, et al., 2020). Nonetheless, to deliver a concrete message of the advertisement, features such as images, sentences, and a slogan is essential. People actively use the platforms to commerce services, goods, and create advertisements (Goddard 1998; Hsuan and Min, 2018; Flores, Chen, & Ross, 2014). Moreover, in this era where all life aspects exposed quickly make ads reach their goals. The ads have many options to make them wellknown in public. Persuasion is an essential feature to make the advertisement appealing and remarkable. Persuasion is a crucial feature by considering the aim of an ad is to persuade the audience: the listener or the reader. Mostly, persuasion occurs in daily life, in negotiation, offering help, and academic life such as in communication, economic field, and linguistics. Persuasion is the listener's belief in what the speaker shows and explains (Aristotle, 2008:6; Cook, 1983; John, 2015). The Ministry of Tourism of the Republic of Indonesia uses YouTube as the platform to advertise tourism objects. It creates videos to highlight Wonderful Indonesia and has a YouTube channel, namely Indonesia.Travel. A persuasive utterance in this channel is interesting to analyze. A persuasive utterance is an utterance that has an intention to make the audiences or listeners believe and act toward the speaker's utterance. Thus, Halmari and Virtanen add persuasion as the linguistic choice that has the purpose of changing, affect others' behavior or enhance the existing beliefs and actions of the persuader included (Halmari and Virtanen, 2005:5). Usually, persuasive utterances are used in political campaigns to get the audience to be on the same side as the speaker. Alongside the political campaign, persuasive utterances are usually used in the advertisement. In order to advertise a product or a service, persuasive utterances must be included in the ad. The advertisement's intention commonly persuades the listener to buy the product or use the services related to the speaker's utterance. Furthermore, persuasion is a verbal art to convince someone toward the speaker's intention and attempt to create conformity or agreement through trust (Keraf, 2000:118; Dessart, 2018; Llaudet, E. 2018; Windels, et al., 2018). Furthermore, the purpose of the advertisement to persuade the audience by several factors influence whether the audiences accept or reject an advertisement message. They are the source, message, channel, and receiver suggested by Claude Shannon and Warren Weaver in 1949 as the essential elements (Larson, 2009:25). The simple of communication model in Larson; the SMCR model of persuasion, contains the essential elements: (a) a source (S), the source is a persuader who brings the message; it can be verbal, nonverbal, visual or musical, or in some other modality; (b) a message (M), the code that is conveyed by the source's meaning; (c) a channel (C), the one carries the message and might have noise; and (d) a receiver (R), the persuade who interprets the message and tries to filter the channel by adding his or her own interpretation (Larson, 2009:25). Modes of persuasion Spoken words furnish three modes of persuasion; firstly, the utterances depend on the speaker's character and credibility. Secondly, the statements put the audience into a specific frame of mind refers to the listener's emotions; lastly, the utterance is based on the proof or apparent proof provided by the speaker' (...truncated)