The advertisement language in persuasive captions of @jeffreestarcosmetics and @kyliecosmetics instagram accounts

Instagram is, nowadays, the most popular social media application compared with others, such as Facebook and Twitter. The content of Instagram is providing news, entertainment, personal post, and advertisement. As well content with advertisements is known as Instagram business accounts. To convince the audience, administrator or person who managed Instagram account might have to write the persuasive captions with the use of linguistic features of advertisement. Two these business accounts of @Jeffreestarcosmetics and @Kyliecosmetics are became the object of this study. The data are taken from the Instagram captions dated from January 01 to 10, 2019. The aim of this study is to examine the kinds of persuasive techniques and to explore the linguistis features of advertisement in the both Instagram accounts. The theory used in this study is linguistic features of advertisement coined by Grey (2008) and to examine persuasive techniques use theory adapted from J. Scott Armsrong (2010). From the main data, there were only a few persuasive techniques and linguistic features which appeared in captions of @Jeffreestarcosmetics and @Kylieccosmetics Instagram accounts. Persuasive techniques in the captions of each Instagram accounts are different. In @Jeffreestarcosmetic the captions are to provide information, influence the customers, appeal emotions, deliver the message, ensure acceptance, and attract attention. However, the captions of @Kyliecosmetics accommodate persuasive techniques such as mentioning mere exposure, providing information, influencing the customers, and ensuring acceptance. Then, linguistic features of advertising language proposed by Grey (2008) are lexical and syntactical features. Lexical feature are hyperbole, weasel word, familiar language, simple vocabulary, repetition, euphemism, humor, glamorization, and potential word. Syntactical features are short sentence, long noun phrase, imperative, present tense, simple and colloquial, ambiguity, and incomplete sentence