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This study was motivated by the phenomenon of increasing anti-feminism and digital misogyny in Germany, where constitutionally guaranteed equality has suffered a practical setback in the form of a decline in female representation in the Bundestag to 32,4%. This situation has triggered an urgent need for persuasive communication through state addresses. This study aims to analyze the emotional rhetoric (pathos) and intonation strategies in the Ansprache zum Welt-Frauentag in order to raise audience awareness. The method used is a mixed method of qualitative analysis of rhetoric by Aristoteles (2007) and quantitative digital acoustic analysis using Praat software supported theory by Kohler (1995). The data for this analysis are transcripts and audio recordings of the Ansprache zum Welt-Frauentag delivered by Bundespräsident Steinmeier. The results of the study identified three typologies of relationships between diction and intonation, namely contradiction, in which emotional diction is delivered in a flat tone to maintain objectivity; compensation, in which neutral legal references are given emotional weight through a rise in tone (late peak); and parallelism, which is the harmony between emotional diction and the highest voice frequency to build strong authority. Thus, this study confirms that the effectiveness of persuasion in a speech does not only depend on the text, but also on the flexibility of manipulating voice frequency, which strategically functions as an instrument for navigating the audience’s emotions.

From the beginning of creation, God had forbidden the fruit of the knowledge of good and evil, warning that anyone who ate it would face death. However, this warning was ignored when Eve, tempted by Satan's persuasion, chose to disobey God's command. This action led to sin, as it reflected a wrong decision and went against God's will. Originally, Adam and Eve lived in a state of holiness and freedom from sin. God Himself stated that humans were created in His image and likeness, meaning they possessed a purity and nobility that reflected His love. However, their decision to eat the forbidden fruit removed that purity. As a result, humans were separated from God's holiness and fell into sin. This is the basis for the teaching affirmed in Romans 3:23, which states that "all have sinned and fall short of the glory of God." This wrong choice had profound consequences, illustrating the importance of obedience to God's commands for maintaining purity and an intimate relationship with Him.

This research aims to describe the forms and functions of representative speech acts found in the YouTube video “The Basic Concept of Understanding Humans” by Cania Citta. The study arises from the phenomenon of digital communication, which demonstrates a shift in speech patterns from merely delivering information to constructing intellectual discourse that is both reflective and argumentative. A descriptive qualitative method with a pragmatic approach was employed. The data, consisting of representative utterances, were collected through observation and note-taking techniques on video transcripts, then analyzed using Miles and Huberman’s interactive model, which involves data reduction, data presentation, and conclusion drawing. The findings reveal that the dominant representative speech acts include stating, explaining, reporting, concluding, and speculating. Each utterance functions not only to convey information but also to build rational argumentation and foster critical awareness among audiences regarding the concept of humanity. Illocutionarily, these utterances perform informative, argumentative, and reflective functions, emphasizing the speaker’s epistemic responsibility toward the truth of the propositions delivered. The perlocutionary effects include an increased interest and heightened critical awareness among audiences concerning philosophical issues about human nature. This study contributes to the development of pragmatic studies, particularly in understanding the role of language as an instrument of knowledge and persuasion in digital media.

This qualitative literature review examines the role of strategic communication and persuasive signaling in syndicated capital raising. Drawing from interdisciplinary sources in finance, economics, and organizational behavior, the review synthesizes how lead investors utilize narrative framing, information asymmetry reduction, and trust-based messaging to influence co-investor commitment. The findings reveal that persuasion in syndication is not only a matter of financial signaling but also a communicative process that shapes collective investment decisions. Furthermore, the review highlights the critical role of communication strategies in aligning investor interests, mitigating uncertainty, and facilitating decision-making under bounded rationality. Implications for investor coordination, capital structuring, and future research directions are discussed

This article proposes Marketing 0.0 as a fundamental conceptual repositioning of marketing theory rooted in the Trust Economy framework. Unlike mainstream marketing theory, which positions trust as an outcome of communication, persuasion, or brand reputation, cross-disciplinary studies in economics, sociology, and neuroscience suggest that trust functions as a pre-decisional condition that precedes market exchange. This research employs a conceptual-theoretical methodology, synthesizing transaction cost theory, social capital, neuroeconomics, and contemporary trust literature. The article's primary contribution is formalizing the shift in trust's position from a dependent variable to an ontological gateway in marketing decision-making. Marketing 0.0 is positioned not as a stage in marketing evolution, but rather as a conceptual ground zero that enables continuous tactical adaptation without reliance on pseudo-novelty. The article concludes with theoretical and practical implications for the development of marketing science in an era of uncertainty and information saturation.

This study explores the persuasive linguistic techniques used in 50 Instagram advertisements by Anomali Coffee, a prominent Indonesian specialty coffee brand. The research aims to identify and analyze the linguistic strategies embedded in captions, hashtags, slogans, and textual elements in promotional visuals using Lamb’s (2011) 21 category persuasive language framework. A descriptive qualitative approach was adopted for this purpose. The analysis reveals 46 instances of persuasive techniques, with the most common being inclusive language, imagery, hyperbole, connotation, and colloquial expressions. These findings suggest that Anomali Coffee strategically employs emotional engagement, community oriented language, and sensory appeals to strengthen brand identity and resonance. Additionally, credibility enhancing strategies such as expert opinion and evidence are also evident. The study contributes to the application of Lamb’s taxonomy in Indonesian digital marketing, particularly in the specialty coffee industry, showing how linguistic persuasion can amplify consumer interaction on social media platforms. However, the study’s focus on a single brand and textual features limits its generalizability. Future research should consider cross brand comparisons, multimodal analyses, and consumer response studies to further explore the effectiveness of persuasive techniques. Overall, the findings offer valuable insights into the role of persuasive language in shaping digital marketing strategies for local coffee brands in Indonesia.

Animated cartoons transcend mere entertainment, offering a rich linguistic landscape that mirrors real-world interactions. This study investigates the pragmatics of directive speech acts, focusing on command strategies in Hey Arnold!, a series celebrated for its realistic portrayal of childhood social dynamics. The episode "Full Moon" serves as a case study, capturing relatable scenarios of peer influence, authority, and moral dilemmas frequently encountered in communities. Using frameworks from Leech (1983), Brown and Levinson (1987), and Blum-Kulka (1987), commands are categorised into direct, indirect, politeness-enhanced, and justification-driven forms. Results reveal that institutional figures employ bald-on-record commands to assert dominance, while peer interactions favour indirect and mitigated directives. Justification-based strategies emerge as tools for subtle persuasion, reinforcing Blum-Kulka’s claim that rationalisation fosters compliance. This research underscores that animated cartoons are not simplistic; they act as linguistic laboratories reflecting real-world discourse. By decoding how commands function in fictional dialogue, we gain deeper insights into the nuanced mechanics of directive speech act strategies in everyday communication. Hey Arnold! exemplifies how language shapes social hierarchies and power dynamics, offering valuable perspectives on the interplay between speech acts and social behaviour.

This qualitative literature review examines the role of strategic communication and persuasive signaling in syndicated capital raising. Drawing from interdisciplinary sources in finance, economics, and organizational behavior, the review synthesizes how lead investors utilize narrative framing, information asymmetry reduction, and trust-based messaging to influence co-investor commitment. The findings reveal that persuasion in syndication is not only a matter of financial signaling but also a communicative process that shapes collective investment decisions. Furthermore, the review highlights the critical role of communication strategies in aligning investor interests, mitigating uncertainty, and facilitating decision-making under bounded rationality. Implications for investor coordination, capital structuring, and future research directions are discussed

This study aims to analyze the forms of assertive persuasion found in a collection of song lyrics by The Peal by employing a pragmatic approach, specifically Searle’s classification of speech acts. The focus of the research is to examine how the lyrics represent assertive functions as a means of conveying messages, attitudes, and perspectives intended by the songwriter. This study uses a descriptive qualitative method involving several stages: listening closely to the lyrics, identifying linguistic indicators of assertive persuasion, and explaining the meanings and communicative functions embedded in the utterances.The findings reveal that six selected songs by The Peal contain various forms of assertive persuasion. The song Isak Tangis demonstrates an assertive act of warning, while Berbahagialah reflects an act of suggesting. The song Porak Poranda represents the act of complaining, whereas Kehancuran shows elements of asserting or criticizing. The song Cinta Mana yang Kau Bela? contains elements of boasting, and Belum Waktunya reflects the act of reporting or presenting information. These results indicate that The Peal’s song lyrics function not only as artistic expressions but also as persuasive communicative media that convey social and emotional messages through diverse assertive speech acts.

This paper explores the use of Milton's Language Pattern Model in English Language Teaching (ELT) advertisements on Instagram. Drawing upon Ellerton's (2006) Milton Model framework and Searle's (1969) Speech Act Theory, with a specific focus on illocutionary acts, this research aims to identify the types of Milton Model patterns present in these advertisements and analyse how they are utilized to influence potential learners. Qualitative content analysis was applied to 30 ELT advertisements from Indonesian Instagram accounts. The results show that 15 out of 20 Milton Model language patterns have been identified, accumulating 78 instances. There were four patterns that become the most common patterns, which are Universal Quantifier (13%), Pace Current Experience (13%), Presupposition (12%), and Unspecified Verb (12%). The findings of the present study demonstrate that advertisers use of Milton Model language patterns in order to implicitly make claims, develop connections with their audience, and guide the audience to the direction of desired actions. This is accomplished by using vagueness, emotional connection, and assumed truths to enhance the persuasive impact, while also utilizing linguistic functions as assertive and directive illocutionary acts. This research expands a valuable insight by uniquely integrating the analysis of Milton Model language patterns with illocutionary functions as assertive and directive acts and specific advertising objectives, offering a novel, multi-layered framework for understanding digital persuasion in the English Language Teaching (ELT).

Environmental issues are becoming increasingly urgent, particularly the worsening clean water crisis, which requires effective mass communication to raise awareness and encourage community involvement. Social media has emerged as a strategic platform for disseminating information and promoting environmental actions. PandawaraGroup, a dedicated TikTok account focusing on environmental issues, utilizes persuasive communication to encourage positive actions. This study aims to examine the influence of persuasive communication by the @PandawaraGroup TikTok account on followers’ interest in participating in social actions. The research employed a quantitative method with data collected through an online questionnaire (Google Form) distributed to 100 respondents who are followers of the account. Data analysis was conducted using simple linear regression along with descriptive tests, validity, reliability, and dimensional analysis. The findings reveal that persuasive communication from @PandawaraGroup has a moderate influence on followers’ interest in engaging in social actions. Based on these results, the study suggests that @PandawaraGroup should strengthen follower engagement through active interactions, such as responding to comments and direct messages, as well as organizing regular Q&A or discussion sessions. Furthermore, diversifying content with creative approaches is essential to maintain audience interest and relevance. These strategies are expected to enhance the effectiveness of @PandawaraGroup in promoting environmental awareness and public participation.

Museums as cultural preservation institutions have the responsibility to convey information about collections in an informative manner to the public. One of the historical events displayed at the Brawijaya Museum is Operation Trident in 1968. This research aims to design collection labels as an effective communication medium by considering aspects of archive classification, material selection, label design, and information readability. The method used is action research which is carried out through the planning and action stages. The label is designed using Art Paper material with a combination of black-and-white colors and Times New Roman fonts. This research not only emphasizes the aesthetic aspect, but also pays attention to the functional aspect in conveying messages to visitors. The label design process is carried out by paying attention to the suitability between historical content and the form of visual presentation, so that information can be conveyed in a concise, clear, and interesting manner. Effectiveness evaluation was carried out through the EPIC model approach to 105 respondents, including empathy, persuasion, impact, and communication indicators. The results of the study showed that the label was designed to be very effective as a communication medium for museums with high scores on all four indicators. The implication of this research is to improve the visitor experience in understanding the historical value of collections and the efficiency of archive management in the museum environment. In addition, the design of this label can be a reference for other museums in developing information media based on a visual communication approach that is right on target. Thus, the museum serves not only as a repository of artifacts, but also as an interactive and communicative educational center. Furthermore, this research emphasizes the importance of integration between information technology and visual communication strategies in the management of modern museums. The use of professionally designed labels based on the results of empirical evaluation contributes to the improvement of the image of museum institutions in the eyes of the public. It is hoped that this approach can encourage museums to be more innovative in creating participatory learning experiences, especially for the younger generation.

Indonesia ranks fourth globally in terms of active Instagram users, with approximately 103 million users, positioning this platform as a strategic medium for hospitals to conduct promotion, health education, and audience engagement. Hospitals, particularly private institutions, have increasingly recognized the potential of social media in fostering strong brand images and maintaining public trust. This study aims to analyze the influence of marketing content on the brand image of Indriati Solo Baru Hospital, a private hospital that is active on Instagram and holds verified status. Employing a quantitative approach with an associative method, the research involved 100 respondents drawn from followers of the hospital’s official Instagram account, selected through incidental sampling. Data were collected via questionnaires and subsequently analyzed using simple linear regression. The results demonstrate that marketing content exerts a positive and significant impact on brand image, as reflected in the regression equation Y = 3.838 + 0.267X. Statistical analysis further revealed a significance value of 0.001 (<0.05) and a t-calculated score of 10.048, exceeding the t-table value of 1.984. The coefficient of determination (R²) was 0.507, indicating that marketing content accounts for 50.7% of the variance in brand image, while the remaining 49.3% is influenced by other factors beyond the scope of this study. Among the tested indicators, Decision Making and Life Factors demonstrated significant contributions, underscoring their role in shaping perceptions of brand image. Meanwhile, Persuasion, Reader Cognition, and Sharing Motivation functioned as supportive elements that reinforce but do not independently drive outcomes. These findings highlight the critical role of strategic content development in strengthening hospital brand image within digital spaces.

In addition to improving interpersonal communication skills, this training also emphasized the importance of strategic communication in the context of advocacy and social mobilization. NGO administrators were trained to design campaign messages tailored to audience segments, including potential donors, corporate partners, and government stakeholders. An understanding of the importance of framing and emotional appeal was also emphasized, so that the messages delivered were not only informative but also able to inspire empathy and concrete action from the audience. During the training process, participants were also equipped with a basic understanding of digital communication, particularly in utilizing social media platforms as a tool to expand the reach of messages. Creative content strategies, effective posting scheduling, and the use of visual storytelling were introduced so that NGO administrators could build a positive image of their institutions in the digital space. These skills are crucial considering that the dynamics of public communication today are influenced by the speed and reach of social media.The positive impact of this activity was felt not only individually, but also institutionally.The NGO "Kakak Asuh" began to show an increase in public engagement through social media, an increase in the number of new volunteers, and the opening of opportunities for partnerships with external parties. This demonstrates that persuasive communication is not merely a means of conveying a message, but also a strategy for building strong, credible, and sustainable relationships with the wider community. Going forward, the sustainability of this training program is designed through a system of ongoing mentoring and support. This approach is expected to strengthen the implementation of the communication strategies learned and enable a comprehensive transformation of organizational communication. Thus, this PKM activity will not only have a short-term impact but also build a solid communication foundation to support the NGO's social mission in the future.

In addition to improving interpersonal communication skills, this training also emphasized the importance of strategic communication in the context of advocacy and social mobilization. NGO administrators were trained to design campaign messages tailored to audience segments, including potential donors, corporate partners, and government stakeholders. An understanding of the importance of framing and emotional appeal was also emphasized, so that the messages delivered were not only informative but also able to inspire empathy and concrete action from the audience. During the training process, participants were also equipped with a basic understanding of digital communication, particularly in utilizing social media platforms as a tool to expand the reach of messages. Creative content strategies, effective posting scheduling, and the use of visual storytelling were introduced so that NGO administrators could build a positive image of their institutions in the digital space. These skills are crucial considering that the dynamics of public communication today are influenced by the speed and reach of social media.The positive impact of this activity was felt not only individually, but also institutionally.The NGO "Kakak Asuh" began to show an increase in public engagement through social media, an increase in the number of new volunteers, and the opening of opportunities for partnerships with external parties. This demonstrates that persuasive communication is not merely a means of conveying a message, but also a strategy for building strong, credible, and sustainable relationships with the wider community. Going forward, the sustainability of this training program is designed through a system of ongoing mentoring and support. This approach is expected to strengthen the implementation of the communication strategies learned and enable a comprehensive transformation of organizational communication. Thus, this PKM activity will not only have a short-term impact but also build a solid communication foundation to support the NGO's social mission in the future.

The phenomenon of buzzers in digital advertising has become a critical concern in contemporary communication dynamics, due to their role in spreading covert messages for commercial and political purposes. This study aims to analyze the persuasive strategies and communication tactics of buzzers, algorithmic amplification patterns, and audience perceptions toward the disseminated content. Using a qualitative method through a systematic literature review, the study identifies three dominant buzzer strategies: native advertising, pseudo-influencer testimonials, and clickbait-based disinformation. These are often amplified through algorithmic tactics such as bot networks, trending hashtags, and endorsements by constructed influencer personas. Findings show that buzzer content is effective when perceived as authentic and emotionally engaging, but tends to generate resistance once users detect manipulation. The study’s implications highlight the need for greater transparency in digital communication, regulation of sponsored content, and improved media literacy to mitigate disinformation and public distrust. The research also emphasizes the importance of ethical approaches in digital communication practices to safeguard democratic integrity and sustainable brand–public relationships.

This research examines the persuasive strategies used by student candidates in the 2020 Head Boy election at The Fulham Boys School in London, England. Specifically, on how teenagers convey persuasive messages in a formal school-based leadership context to persuade their peers. The study aims to identify and categorize the persuasive elements of their campaign speeches through Petty and Cacioppo's the Elaboration Likelihood Model (ELM) which differentiates between central (logical, content driven) and peripheral (emotional, stylistic) routes to persuasion. With a qualitative descriptive approach, the campaign speeches were collected in video format and transcribed, then they were content analyzed according to several categories. Each persuasive statement was classified according to the ELM principles. All four candidates were found to be applying center and peripheral routes and had responsibility of both audience demands and the leadership image. Some candidates were predisposed to use rational solutions, while others made more use on emotional appeals. This highlights the complexities involved in a student speaker's role in a leadership speech that balanced the appeal of the message against the message itself.  

Leadership in modern organizations has undergone a significant paradigm shift. No longer solely understood as a formal power inherent in a structural position, leadership is now examined as an interpersonal process that is complex, dynamic, and full of nuances of influence. In an increasingly horizontal, collaborative, and network-based organizational environment, a leader's effectiveness is not only determined by formal authority, but also by his ability to influence others strategically and ethically. There are nine main tactics used by leaders to influence the behavior and decisions of others: legitimacy, rational persuasion, inspirational pleas, consultation, exchange, personal pleas, ingratiation, pressure, and coalition. This study explores these nine influence tactics, using an exploratory qualitative approach through document studies and narrative analysis.  The results show that the influence tactics carried out by the Leader must be effective and able to adapt the tactics to the social context and ethical values. Influence tactics in carrying out leadership are not prohibited but must be done responsibly and elegantly.

As the largest political event in Indonesia, elections are closely tied to mass political communication strategies. In the digital era, social media has emerged as a new arena for political actors to convey campaign messages. This study examines how propaganda techniques are applied in political advertisements on social media, focusing on the dynamics between manipulation and persuasion efforts targeting voters. Through a literature review of various journals and reports, this paper explores forms of propaganda, visual symbolism, celebrity involvement, and regulatory issues concerning political advertisements on social media. The findings indicate that propaganda techniques in digital ads not only appeal to voters' emotions but also create spaces for bias and misinformation that can disrupt the quality of democracy.​

This study aims to analyze the pragmatic aspects and persuasive strategies in a public service advertisement entitled "Throw Trash in Its Place. The Earth is Not Your Trash Can." This study uses a pragmatic approach with a focus on the theory of speech acts, implicature, deixis, and politeness of language to reveal how to convey messages effectively and persuasively in the context of public communication. The advertisement is analyzed as a form of directive communication that aims to encourage changes in people's behavior towards issues of cleanliness and environmental concern. The results of the analysis show that this advertisement utilizes strong but polite directive speech acts, normative implicatures to instill values, the use of personal deixis to build closeness with the audience, and positive and negative politeness strategies to maintain social relations. Thus, advertisements not only function as a medium for conveying information, but also as an instrument for forming collective awareness through a communicative approach that is contextual, efficient, and emotionally and rationally appealing to its audience.