The Power Of Persuasive Language In Political And Food Advertisements

Henry James Rantung; Caroline Tobing

Authors

Henry James Rantung Universitas Advent Indonesia
Caroline Tobing

Keywords:

Food Advertisement, Political Campaign, Persuasive Language

Abstract

This study analyses how persuasive language is used in food and political advertisements, emphasizing how language techniques influence audience perception and behavior. The study finds important rhetorical strategies, such as emotional appeals, repetition, and nostalgia, by examining commercials from food brands (KFC and McDonald's) and political campaigns (Trump and Harris) between 2016 and 2024. Food advertising uses nostalgia, price, freedom to pick what kind of menu customers want, and convenience to draw in customers, whereas political campaigns frequently use fear, hope, and unity to connect with voters and non-voters. According to the research, persuasive language changes as society does, mirroring adjustments in political environments, consumer expectations, and the norm of today’s language use. This study emphasizes more toward the need for strategic messaging in advertising and offers suggestions for future campaigns that modify their language to better meet the needs of shifting target audiences.

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