The Role of Pragmatic Strategies on University Campaign
DOI:
https://doi.org/10.12928/notion.v4i1.5684Keywords:
Pragmatic strategies , University advertising , University branding , University campaignAbstract
This paper aims to provide information that pragmatic strategies is needed to offer university campaign and branding. Researcher used Aristotle’s argumentation, ethos, logos and pathos to gain target audiences at Universitas Raden Mas Said Surakarta website. The advertisement in the form of word organization that was distributed with Google Ads. It is perceived that this practical application will improve attention and awareness of google users. Narrative design was conducted to find the answers associated to the research problem and the result was analyzed using rhetorical discourse analysis. It revealed that the word form, word organization, and context are able to influence the audience. All of these techniques use a pragmatic strategy approach where the advertiser does not invite the target audience directly, but the university and the target audience are brought together based on core of (word organization) supply and (audiences’ need) demand. This way is very efficient and effective to use during the covid-19 outbreak. This is also a reflection that conventional advertising has begun to be replaced by digital advertising. If compared to the previous year, there will be a 41% increase in registrants in 2021. This strategy has a significant impact and is very influential.
References
Abolfathiasl, H., & Abdullah, A. N. (2013). Pragmatic strategies and linguistic structures in making ‘suggestions’: Towards comprehensive taxonomies. International Journal of Applied Linguistics and English Literature, 2(6), p. 236–241. https://doi.org/10.7575/aiac.ijalel.v.2n.6p.236
Al-Hindawi, F. H., & Al-Tamimi, S. K. (2012). Pragmatic Structure and Pragmatic Strategies of Commercial Advertisements. Journal of Human Sciences, 1(12), p. 465–506. https://www.iasj.net/iasj/download/d90f413ab57c6c13
Aristotle. (2006). Poetics and rhetoric. Trans. S. H. Butcher & W. Rhys Roberts. New York: Barnes & Noble Classics.
Bhandari, R. S. (2017). Pay per click marketing strategies: A review of empirical evidence. Journal of Industrial Distribution & Business, 8(6), p. 7–16. https://doi.org/10.13106/ijidb.2017.vol8.no6.7
Bilá, M., & Kačmárová, A. (2014). Prosody pragmatics interface in the sitcom discourse. Russian Journal of Linguistics, 4, p. 178–187. https://doi.org/10.22363/2687-0088-9392
Chen, L. (2011). Pragmatic analysis of fuzziness in advertising English. Asian Culture and History, 3(2), p. 29–33. https://doi.org/10.5539/ach.v3n2p29
Cluley, R. (2017). Essentials of advertising. London: Kogan Page.
Goddard, A. (1998). The Language of advertising. London: Routledge.
Gorchels, L. M. (1995). Trends in marketing services. Library Trends, 43(3), p. 494–509. https://www.ideals.illinois.edu/bitstream/handle/2142/7960/librarytrendsv43i3p_opt.pdf
Grencíková, A., Krajco, K., & Sokol, J. (2018). Use of viral marketing by universities. Marketing and Branding Research, 5(2), p. 100–110. https://doi.org/10.33844/mbr.2018.60440
Haryani, S. (2009). A Pragmatic analysis of English advertisements: A case study. Bangun Rekaprima, 03(2), p. 22–32. https://doi.org/10.32497/bangunrekaprima.v3i2,%20Oktober.864
Jan, M. T., & Ammari, D. (2016). Advertising online by educational institutions and students’ reaction: a study of Malaysian Universities. Journal of Marketing for Higher Education, 26(2), p. 168–180. https://doi.org/10.1080/08841241.2016.1245232
Jin, Y., Shobowale, S., & Koehler, J. (2013). The incremental reach and cost efficiency of online video ads over TV ads. Google Inc. (2012), p. 1–17. http://research.google.com/pubs/pub40426.html
Kapoor, K. K., Dwivedi, Y. K., & Piercy, N. C. (2016). Pay-per-click advertising : A literature review. The Marketing Review, 16(2), p. 183–202. https://doi.org/10.1362/146934716X14636478977557
Marcotte, C., & Stokowski, P. A. (2021). Place meanings and national parks: A rhetorical analysis of social media texts. Journal of Outdoor Recreation and Tourism, 35, 100383. https://doi.org/10.1016/J.JORT.2021.100383
Maresova, P., Hruska, J., & Kuca, K. (2020). Social media university branding. Education Sciences, 10(3), p. 1–14. https://doi.org/10.3390/educsci10030074
Rabab’ah, G., & Abuseileek, A. F. (2012). The pragmatic functions of repetition in TV discourse. Research in Language, 10(4), p. 445–460. https://doi.org/10.2478/v10015-012-0004-x
Romanova, I. D., & Smirnova, I. V. (2019). Persuasive techniques in advertising. Training, Language and Culture, 3(2), p. 55–70. https://doi.org/10.29366/2019tlc.3.2.4
Saputri, D. (2018). Advertising pay per click (PPC) dengan google adsense perspektif hukum Islam. YUDISIA: Jurnal Pemikiran Hukum Dan Hukum Islam, 9(2). https://doi.org/10.21043/yudisia.v9i2.4767
Schwartz, S. (1992). Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries. Advances in Experimental Social Psychology, 25. https://doi.org/10.1016/S0065-2601(08)60281-6
Searle, J. R. (1979). Expression and Meaning: Studies in the Theory of Speech Acts. Cambridge University Press. https://doi.org/10.1017/CBO9780511609213
Septianasari, L., Baihaqi, Y., Abqoriyyah, F. H., & Syaputri, W. (2021). Language of Persuasion in Online Marketing of Cosmetic Products: A Glance of Netnography in Pragmatics. Prasasti: Journal of Linguistics, 6(1). https://doi.org/10.20961/prasasti.v6i1.44323
Svetlana, F. (2014). The Role of Advertising in Promoting A Product [Centria University of Applied Science]. https://www.theseus.fi/bitstream/handle/10024/80777/Frolova_Svetlana.pdf
Triana, Y., Sari, I. F., & Apriyanto, S. (2020). Language Features and Causes of Suicide Case from Forensic Linguistics Point of View. International Journal of Psychosocial Rehabilitation, 24(6). https://doi.org/10.37200/IJPR/V24I6/PR260803
Triana, Y., & Zulaiha, D. (2021). Investigating Aspects Affecting Joe Biden’s Speech on the Inauguration of the 46th President of The United States: A Political Discourse Analysis. Ahmad Dahlan Journal of English Studies, 8(2), p. 164. https://doi.org/10.26555/adjes.v8i2.19956
West, T. (2011). Going Viral: Factors That Lead Videos to Become Internet Phenomena. The Elon Journal of Undergraduate Research in Communications, 2(1), p. 76–84. https://www.elon.edu/docs/e-web/academics/communications/research/vol2no1/08west.pdf
Wróbel, S. (2015). Logos, Ethos, Pathos. Classical Rhetoric Revisited. Polish Sociological Review, 191(3), p. 401–422. https://polish-sociological-review.eu/Logos-Ethos-Pathos-Classical-Rhetoric-Revisited,119915,0,2.html
Yang, X., Sun, D., Zhu, R., Deng, T., Guo, Z., Ding, Z., Qin, S., & Zhu, Y. (2019). AIADS: Automated and intelligent advertising system for sponsored search. Proceedings of the ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, p. 1881–1890. https://doi.org/10.1145/3292500.3330782
Za, S. Z., & Tricahyadinata, I. (2017). An Analysis on the Use of Google AdWords to Increase E-Commerce Sales. International Journal of Social Sciences and Management, 4(1), p. 60–67. https://doi.org/10.3126/ijssm.v4i1.16433
Downloads
Published
Issue
Section
License
Copyright (c) 2022 Yunika Triana, Maftukhin, Arif Nugroho
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish their articles in NOTION: journal of Linguistics, Literature, and Culture agree to the following terms:
- Authors retain the copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.