Persuasive Techniques Used In Samsung Galaxy Smartphones Advertisement On Youtube : Based on Samsung.Com Website Smartphone Released From 2018-2020

An undergraduated thesis, Department of English Literature, Faculty of Adab and Humanities, State Islamic University of Sunan Gunung Djati. Advisor Dedi Sulaeman, M.Hum. and co- advisor H Lili Awaludin, S.S., M.A.This study discusses persuasive techniques used by Samsung Galaxy Smartphones. This research involves advertisements from Samsung Galaxy Smartphones released in the period 2018-2020. The data is obtained from advertising videos uploaded on the YouTube platform by Samsung. Data were analyzed descriptively. The researcher studied the data using Martin Lindstorm's theory. Types of persuasive techniques are shown from voice over which states phrases or sentences in the video ad and also the visuals of the ad. The findings of this study indicate that the types of persuasive techniques used by Samsung are fear, addiction and obsession, sex, fame, faith and hope. The most widely used technique in this Samsung advertisement is faith and hope. Therefore, video ad makers in Samsung Galaxy smartphone advertisements often show elements that will make potential consumers feel faith and hoping for the best from the smartphone