The Study of rhetoric of fashion product advertisement on Instagram

Advertisement is a medium that gives the information about product or service. Keep in mind, that the advertisement is so important for promotion and to get the desired target, it need a strategy in using a language that is called rhetoric to persuade consumer. Therefore this study analyze the rhetoric of fashion product advertisement on instagram. There are three problem to be solved in this study, namely: (1) What kinds of rhetoric that contain in the fashion product advertisement on Instagram; (2) What is the function of rhetoric of fashion product advertisement on instagram. \nThe writer used descriptive qualitative method. This study was called descriptive qualitative because the researcher explained the data descriptively and produced a comprehensive summary of the rhetoric in fashion products advertisement on Instagram. The researcher used the sentences, clauses and phrases of advertisement on Instagram as the data. It was taken on the eight different online shops on Instagram, which were considered from each product advertisement to represent various types of fashion products. The data was collected by selecting eight advertisement caption from each onlin shop, then conducted screen shoot by a mobile phone, after that transcribed the data to the document. The transcription was analyzed of the kinds of rhetorics by giving the colour, and then the researcher calculated the number of each kind of rhetoric and found the dominant rhetoric of fashion product advertisement on instagram. Finally, the reason why certain types of rhetoric was used in fashion product advertisement on instagram was identified by looking the language of the advertisement. The results of this study indicate that there are 15 types of rhetoric found in fashion product advertisements uploaded on Instagram, according to Edward and Mick’s classification. The most dominant type of rhetoric that was found, is Rhetorical Question. Rhetorical question is to attract the attention of others. This type is mostly found on Instagram because Instagram itself is an application that has comment column feature to response the question that is asked by the advertiser on caption of their posting. In conclusion, the rhetoric in advertisement is an important part of the promotional activities, because rhetoric in advertisement can motivate, encourage, persuade readers to remember, to like, to choose and then to persuade them to purchase the product or service.