Gender responsiveness of persuasion strategies used in Fashion Online Shop Advertisement

This research investigates gender responsiveness of persuasion strategies used in fashion online shop advertisement. It examines the modes of advertisement and the strategy used by the advertiser. The objective of this research is to describe the modes of advertisement, to identify the persuasion strategies used in advertisement and the gender responsiveness persuasion strategy based on the advertisement. The researcher focuses in Guy Cook and Aristotle theory in this research. The methodology that used in the research is descriptive qualitative since the data of this research is in form of picture and transcription from the advertisement. The result of this research shows that most of the researcher has discovered almost the advertiser applied picture, speech and writing in their advertisement. no one of them are using music as the mode of their advertisement, because they do not present their slogan through music as a jingle, but in the form of picture and writing instead. Another result of this research is, the researcher found that the most frequently used if persuasive strategies from Aristotle is in show an evidence. The advertisers used that strategy because they can give the information about their detail and the feature of the product clearly. So, it can make the consumer influenced easily. Then, by analyzed the strategy of persuasion the researcher found most of the gender targets by the advertisers are both men and women. They serve unisex clothes, so that it suitable for all genders.