Analyzing the Art of Persuasion in Advertising: A Study of Grand Prix's Bliblihome Launch with Ringgo and Sabai

Maisarah Maisarah; Achmad Fanani

doi:10.30829/komunikologi.v7i2.17939

Analyzing the Art of Persuasion in Advertising: A Study of Grand Prix's Bliblihome Launch with Ringgo and Sabai

Maisarah Maisarah, Achmad Fanani

Abstract

Abstrak

Penelitian ini bertujuan untuk menganalisis iklan Grand Prix: Peluncuran Bliblihome bersama Ringgo dan Sabai dari sudut pandang ethos, pathos, dan logos. Metode yang digunakan adalah deskriptif kualitatif dengan menggunakan data berupa adegan dan teks dalam iklan. Temuan penelitian menunjukkan bahwa ketiga elemen ethos, pathos, dan logos digunakan secara seimbang dalam iklan tersebut. Elemen ethos terlihat dalam penggunaan selebriti Ringgo dan Sabai sebagai duta merek yang dapat dipercaya dan berwewenang. Sementara itu, elemen pathos ditunjukkan melalui adegan yang membangkitkan perasaan positif pada penonton. Akhirnya, elemen logos muncul dalam informasi yang jelas dan rinci tentang produk Bliblihome yang sedang dipromosikan dalam iklan. Secara keseluruhan, penggunaan ketiga elemen ethos, pathos, dan logos dalam iklan Grand Prix: Peluncuran Bliblihome bersama Ringgo dan Sabai digunakan secara seimbang untuk memengaruhi penonton dalam
membentuk persepsi mereka terhadap merek dan produk yang dipromosikan dalam iklan tersebut.

Abstract

This research aims to analyze the advertisement of Grand Prix: Bliblihome Launch with Ringgo and Sabai from the ethos, pathos, and logos perspectives. The method used is descriptive qualitative by using data in the form of scenes and texts in the advertisement. The research findings show that the three elements of ethos, pathos, and logos are used in a balanced manner in the advertisement. The element of ethos is seen in the use of celebrities Ringgo and Sabai as trustworthy and authoritative brand ambassadors. Meanwhile, the element of pathos is shown through scenes that evoke positive feelings in the audience. Finally, the element of logos appears in clear and detailed information about the Bliblihome product being promoted in the advertisement. In conclusion, the use of the three elements of ethos, pathos, and logos in the advertisement of Grand Prix: Bliblihome Launch with Ringgo and Sabai are utilized in a balanced way to influence the audience in shaping their perception of the brand and product being promoted in the advertisement.

Keywords

Ethos, Pathos, Logos, Advertisement

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DOI: http://dx.doi.org/10.30829/komunikologi.v7i2.17939