Persuasive Strategies in Slogans of Samsung Smartphones

Abstract

The aim of this research is to examine the strategies of persuasion employed in slogans of Samsung smartphones. Particularly, the objective of this study is to reveal how these strategies are utilized to influence recipients and convince them to make purchases. To realize this objective, 30 Samsung smartphones slogans were analyzed following Keraf’s (2004) model of persuasion to arrive at the most prevalent strategies applied in these slogans and Aristotle’s (1954) model of persuasion to reveal the way implemented to realize the goal of effective marketing.  The findings show that Samsung slogans utilized five persuasive strategies, namely rationalization, identification, hypnotic, conformity, and compensation.  Findings also show that the conformity technique is the most frequently employed one. Moreover, as for persuasive rhetorical modes, Ethos is the most commonly used one in Samsung slogans.  This study offers insights into the significant role of persuasion in digital marketing to successfully enthrall consumers.