The characteristics of persuasion in the utterances of singers in advertising their new songs / Alifia Nur Hazisyah

v SUMMARY Hazisyah, Alifia Nur. 2019. The Deployment of Persuasive Techniques in the Utterances of Singers in Advertising Their New Songs. Thesis, English Language and Literature, Faculty of Letters, Universitas Negeri Malang, Malang. Advisors: (1) Dr. Johannes Ananto Prayogo, M.Pd., M.Ed., (2) Hasti Rahmaningtyas, S.Pd., M.A. Keywords: persuasion, persuasive techniques, singersOCO interviews Advertising is a crucial feature for a business as a whole. With its use of persuasive techniques, advertising can be operated much better in reaching goals. This research was conducted to examine the persuasive techniques used by singers in advertising their new songs in radio interviews. This research focused on the persuasive techniques and the way the techniques were applied. Persuasion itself is an attempt of one particular party to affect anotherOCOs behavior, feelings or intentions. This research used descriptive qualitative method since the study is intended to investigate the speech of the singers. Data were collected from the official YouTube channels of the radio program. Collected data were transcribed and analyzed with the use of the theories that are proposed by Keraf (2004) and Aristotle (1954). Keraf (2004) claimed that there are seven techniques of persuasion which are rationalization, identification, hypnotic, conformity, projection, compensation and displacement, meanwhile for the ways of persuasion, Aristotle proposed three ways namely Logos, Ethos and Pathos. The results show that out of seven techniques, only three techniques were employed which are rationalization, hypnotic, and conformity. The most frequentlyused is the hypnotic. Furthermore, ways Justin Bieber and Taylor Swift persuade the listeners are by using Logos, Ethos and Pathos that were proposed by Aristotle. It is suggested for the language users to broaden their knowledge regarding the characteristics and the application of persuasive. It is also advisable for the future researchers to conduct a paper in another field of persuasion that has yet to be touched such as Vlog advertising.