Analyzing Persuasive Strategies Applied in Rare Beauty's Donation Campaign on Instagram

Abstract

This research aims to analyze the persuasive strategies applied in the Rare Beauty’s donation campaign on Instagram. This research was analyzed using three persuasive strategies; Ethos, Logos, and Pathos by Aristotle’s theoretical framework. The examination process was investigated using a qualitative descriptive method. The data was collected from the official Instagram of Rare Beauty. Since the data was in the form of videos, the researcher transcripts the data for further analysis. The research results showed that there were 4 data indicated pathos, 1 data indicated ethos, and 2 data indicated logos. Pathos is the most persuasive strategy applied in the videos of Rare Impact Fund with Sephora. The study found that pathos was a suitable strategy to persuade the audience with activity related to humanity. Pathos is used to persuade audience through emotion appeal. In addition, ethos is used as a strategy to persuade people through the image of the speaker, and logos is utilized to provide actual information to enhance audience trust. The use of these persuasive strategies has a significant role in influencing audience behavior, particularly in building trust, eliciting sympathy, and shaping the image of a brand. The persuasive strategies influence the audience's beliefs and consequently contribute to donations.