Stylistic analysis of persuasive techniques in male skincare advertising on Instagram

Darmawan, Rewin and Indah, Rohmani Nur ORCID: https://orcid.org/0000-0002-6176-048X (2025) Stylistic analysis of persuasive techniques in male skincare advertising on Instagram. Linguistik: Jurnal Bahasa dan Sastra, 10 (4). pp. 445-456. ISSN 2548-9402

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Abstract

This study explores the persuasive techniques employed in advertisements for male skincare products on Instagram. Specifically, it examines the types and functions of these techniques as used in Instagram captions from beauty product accounts, focusing on the official L’Oréal Paris account. The research data were sourced from several Instagram captions on the official L’Oréal Paris account. A descriptive method was used to analyze the data, drawing on Lamb's theory (2019) and Keraf's theory (2004). The dataset comprises 24 Instagram captions advertising male skincare products on the L’Oréal Paris official account. Lamb's theory (2019) offers a framework for analyzing emotive and inclusive language, while Keraf’s theory (2004) emphasizes identification, suggestion, and compensation techniques. The analysis reveals that the persuasive techniques identified using Lamb's theory (2019) include emotive language (8 instances), everyday/colloquial language (7), inclusive language (1), evidence (3), rhetorical questions (2), appeals (2), and hyperbole (1). Meanwhile, applying Keraf’s theory (2004) identified techniques such as identification (8 instances), suggestion (13), and compensation (3). The findings indicate that emotive language and suggestion are the most frequently employed persuasive techniques, emphasizing the emotional and suggestive appeals in L’Oréal Paris’s male skincare advertisements. Future research could explore additional persuasive theories or examine a broader range of product categories to gain a more comprehensive understanding of advertising strategies on social media.

Item Type:	Journal Article
Keywords:	persuasive techniques; male skincare products; Instagram advertisements; emotive language
Subjects:	20 LANGUAGE, COMMUNICATION AND CULTURE > 2003 Language Studies > 200302 English Language 20 LANGUAGE, COMMUNICATION AND CULTURE > 2004 Linguistics > 200403 Discourse and Pragmatics 20 LANGUAGE, COMMUNICATION AND CULTURE > 2003 Language Studies 20 LANGUAGE, COMMUNICATION AND CULTURE > 2004 Linguistics
Divisions:	Faculty of Humanities > Department of English Language and Letters
Depositing User:	Rohmani Nur Indah
Date Deposited:	31 Dec 2025 13:57

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