A Cultural Analysis of Malaysian Youtube Advertisements Using Aristotle’s Persuasive Techniques

Nurul Izzati Ahmad Shahrul, Nor Azah Mohd Rathi, Haliza Abdul Ghani and Zaemah Abdul Kadir
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Nurul Izzati Ahmad Shahrul: Academy Of Language Studies, Mara University Of Technology
Nor Azah Mohd Rathi: Academy Of Language Studies, Mara University Of Technology
Haliza Abdul Ghani: Academy Of Language Studies, Mara University Of Technology
Zaemah Abdul Kadir: Academy Of Language Studies, Mara University Of Technology

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 8, 1024-1033

Abstract: Most companies utilise technological advancement to broaden their reach to larger-scale audiences with the presence of various social media platforms. YouTube which is a free online sharing website has been used by advertisersas their top choice to execute their marketing strategies. Marketing managers need to advertise their products with charming persuasive strategies and incorporate appeals that connect to audiencesto persuade the audiences’ purchase decisions. The main purpose of this study is to analyse Aristotle’s Persuasive Techniques used in Malaysian YouTube video advertisements from a cultural perspective. This study adopted a qualitative approach involving data samples from three video advertisements from different brands selected from their official YouTube channel. Data is analysed using content analysis from a cultural perspective, with Aristotle’s persuasive appeals as the foundation. The findings showed each advertisement employs persuasive strategies to engage its audiences. These findings are hoped to offer a better understanding of the use of persuasive strategies and to prove that culture is also an appeal that can be incorporated into persuasive strategies to successfully deliver intended messages to the audiences.

Date: 2024
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