WORDINGS STRATEGIES FOR ADVERTISING COFFEE CAFES ON FACEBOOKS

Abstract

Abstract

This study aims to investigate the rhetorical strategies used in the wording of coffee shop advertisements on Facebook. Conducted as a descriptive research, data were collected from Facebook advertisements of 25 coffee shops, each with over 30,000 followers. The analysis focused on word choices, sentence structures, and figurative language based on a linguistic framework, and the findings were presented descriptively.

The results reveal that the rhetorical strategies can be categorized into three main aspects. First, word usage falls into eight types: (1) foreign words, the most frequently used (59.63%), (2) reduplications (19.82%), (3) rhyming words (6.24%),                                 (4) compound words (6.24%), (5) semantically incongruent word combinations (3.11%), (6) interjections (1.93%), (7) slang (1.74%), and (8) regional dialects, the least used (1.28%). Second, sentence structures are classified into: (1) declarative sentences, most common (69.12%), (2) imperative sentences (25.38%), and (3) interrogative sentences, the least used (5.41%). Third, the use of figurative language includes: (1) hyperbole, the most prevalent (40.29%), (2) simile (34.69%), (3) personification (14.29%), and                                     (4) metaphor, the least found (10.73%). These findings demonstrate that the rhetorical strategies employed in Facebook coffee shop advertisements play a significant role in creating a favorable impression among readers. Through strategic word choices that shape brand image, sentence patterns that elicit responses, and emotionally engaging figurative language, these advertisements align well with effective communication practices on contemporary digital platforms.