LANGUAGE IN SHOPEE AND TOKOPEDIA ADVERTISEMENTS: PERSUASIVE STRATEGIES USED

Abstract

This study explores the persuasive language strategies used in advertisements by two major Indonesian e-commerce platforms, Shopee and Tokopedia. Using a qualitative approach, the research applies Discourse Analysis—specifically Critical Discourse Analysis (CDA) and rhetorical persuasion theory (ethos, pathos, logos)—to identify how language is used to influence consumer behavior. A total of ten advertisements (five from each platform) were analyzed from various sources including YouTube, Instagram, and website banners. The findings reveal that both platforms employ emotional appeal (pathos) through words associated with urgency, exclusivity, and lifestyle aspirations. Shopee tends to use a more casual and entertaining tone, often relying on repetition and celebrity endorsements, while Tokopedia adopts a more informative and benefit-focused approach. The study concludes that language plays a vital role in shaping consumer perception and highlights the need for strategic linguistic choices in digital marketing.