TEKNIK PERSUASIF PADA CAPTION INSTAGRAM @RAZERDEUTSCHLAND

Abstract

This study is motivated by the use of persuasive techniques found in the captions of the Instagram account @razerdeutschland as a form of digital communication strategy in the marketing of gaming products. The captions are not merely visual complements but also play an important role in shaping the audience’s perception of the Razer brand. Based on this, the focus of the research is on the persuasive language techniques used in the captions of the Instagram account @razerdeutschland. This research uses a descriptive qualitative approach with data in the form of captions posted by the @razerdeutschland Instagram account from January to August 2024. The data were collected using documentation techniques and analyzed using an approach based on Lamb’s theory (2019), which identifies 25 persuasive techniques. The analysis results show that the captions on the @razerdeutschland account contain various persuasive techniques such as emotional appeal, sound association, cliché, emotive language, logic, evidence, metaphor, and rhetorical questions. The most dominantly used technique in these captions is emotional appeal. The use of this technique strengthens the brand’s position in the minds of the readers by forming an affective attachment that stimulates interest in the product.

Keywords: Persuasive techniques, Instagram captions, Razer Deutschland