ANALYSIS OF PERSUASIVE MESSAGES IN SHOPEE ADVERTISEMENTS ON YOUTUBE (Content Analysis Study on Shopee “Garansi Tepat Waktu” Advertisement) - Dalam bentuk buku karya ilmiah

SHERANIAGO ALIFIAH ATHENA

Informasi Umum

Kode

25.04.6257

Klasifikasi

659.1 - Advertising

Jenis

Karya Ilmiah - Skripsi (S1) - Reference

Subjek

Advertising-marketing Strategy

Dilihat

29 kali

Informasi Lainnya

Abstraksi

This research aims to analyze the persuasive messages embedded in Shopee's “Garansi Tepat Waktu” advertisement published on YouTube. Using a qualitative content analysis method grounded in the constructivist paradigm, the study applies Aristotle's rhetorical triangle—ethos, pathos, and logos—alongside the Multimodal Rhetoric in Digital Endorsement theory as the analytical framework. The advertisement was selected for its strategic use of Vidi Aldiano as a brand ambassador, who is publicly perceived as credible, relatable, and emotionally engaging. The analysis reveals that ethos is conveyed through Vidi’s trusted public persona; pathos is evoked by illustrating consumer frustration with delivery delays; and logos is reflected in the rational offer of a voucher guarantee for late shipments. The endorsement of Vidi Aldiano also demonstrates how celebrity credibility can be visually and verbally constructed to enhance the emotional and logical appeal of the message. The findings indicate that the synergy between Aristotelian rhetoric and multimodal digital endorsement significantly strengthens the persuasive impact of e-commerce advertisements. This study contributes to the theoretical development of marketing communication in digital media and offers practical implications for advertisers seeking to design more credible, emotionally resonant, and service-oriented campaigns on video-based platforms like YouTube. Keywords: persuasive message, digital advertising, Shopee, rhetorical theory, multimodal rhetoric, Vidi Aldiano, YouTube advertisement.