AN ANALYSIS OF PERSUASIVE LANGUAGE IN WONDERFUL INDONESIA ADVERTISEMENTS ON INSTAGRAM

Abstract

This study examines persuasive language in digital tourism marketing through analysis of embedded textual elements in twenty Instagram posts from @wonderfulindonesia. The research employs Aristotle's classical rhetorical theory, combining three fundamental persuasive appeals of pathos, ethos, and logos with Lamb's framework of twelve specific persuasive language techniques. Through systematic qualitative discourse analysis, the study reveals significant patterns in strategic use of persuasive elements designed to enhance Indonesia's tourism brand image. The findings demonstrate clear hierarchical preference in rhetorical appeals application. Pathos emerges as the most dominant persuasive strategy, appearing in eleven posts, effectively targeting audience sentiments by evoking emotions including inspiration, tranquility, and cultural pride. Ethos appears in seven posts, establishing credibility through institutional recognition and expert endorsements. Regarding specific persuasive techniques, emotive language emerges as the most frequently implemented strategy, appearing in nine posts, while imagery follows in six posts. This research contributes valuable insights to digital marketing and tourism promotion, demonstrating how the Wonderful Indonesia campaign strategically combines emotional appeal, institutional credibility, and selective logical reasoning to maximize engagement.