The Study of Persuasive Strategies in Advertising Headline in Giffarin’s Catalog.

Abstract

The objective of this research was to study persuasive strategies in advertising headlines in Giffarine’s catalog in 2019  by using a conceptual framework of Arirat Jitsakulchaidet (2013). The data were taken 77 message, but some message used more than one strategy, showing 119 messages. In this research, it was found that 8 out of 9 strategies were used based on the concept of Arirat Jitsakulchaidej (2013) were employee. The results were as follows: 1)  41 messages of persuasive strategies for quality (34.45%). 2) 23 messages of five common senses technique (19.32 %). 3)21 messages of emotional, sexual, love and social motivation strategies (17.64 %). 4) 9 messages of motivate with new interest technique  (7.54 %). 5) 4 messages of fear or anxiety inducing method (3.36 %). 6) messages of use celebrity influence and the third-party endorsement strategy (2.52 %). And 7) 1 messages of use subconscious motivation strategy and incentive praising strategies (0.84 %), respectively. For the strategy that wasn’t found is price or value incentives. It was found that persuasive strategies in addition to the concept of Arirat Jitsakulchaidet (2013), is the natural incentive strategy is 16 messages, 13.44 percent.