Analysis of Persuasive Language and Strategies used in Kylie Cosmetics Video Review on YouTube

Hardi, Dea Aisyahra and Hasan, Diana Chitra (2024) Analysis of Persuasive Language and Strategies used in Kylie Cosmetics Video Review on YouTube. Diploma thesis, Universitas Bung Hatta.

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Abstract

This study analyses the persuasive language and strategies used in a video review of Kylie Cosmetics on YouTube. This study aims to identify the persuasive strategies used in Kylie Cosmetics video reviews on YouTube and analyze the types of persuasive language contained in these reviews. Qualitative research was conducted to analyze the data. The data were analyzed according to Beebe & Beebe (2015) persuasive strategy and the forms of persuasive language identified by Kannan & Tyagi (2013). The study shows that two video reviews used various persuasive strategies and language. There are two forms of data: one contains twenty-three persuasive strategies, and the other contains thirty-seven persuasive language data. Inductive reasoning was found to be the most commonly used strategy including (12) data of inductive reasoning, (8) data of deductive reasoning, and (3) data of causal reasoning. For persuasive language, contain (13) short sentences, (11) long noun phrase, (4) data points of alliteration, (3) repetition, (2) avoid negative, (2) data points of simple and colloquial language, and (1) the use of imperative, in this study short sentences were the most commonly used persuasive language. The study offers substantial insights on selecting the most suitable persuasive strategy and language to improve the effectiveness of video reviews.

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