IJSSH 2014 Vol.4(6): 430-434 ISSN: 2010-3646
DOI: 10.7763/IJSSH.2014.V4.393

Persuasion and the Online Consumers: Investigating Copywriting Strategies in Native Advertisements

Hani Zulaikha Zulkifly and Norsham Firdaus
Abstract—This study aims at analysing the copywriting strategies of slimming product advertisements in determining consumers’ information seeking action. The study was conducted qualitatively via a focus group. Women who actively seek for slimming products in Facebook were selected through the purposive sampling technique. The findings indicated that most of the informants were attracted to read the body copy of the advertisements because of the unique headlines as well as the use of striking, contrasting colours for fonts and the background. Testimonials, the word ‘repeat order’ and language usage on the other hand were elements that enhanced the informants’ interest towards the native advertisements. Most importantly, the desire to own the advertised products came after the informants saw the believable comparative pictures and weight reduced text which then stimulates them to click on the advertisements’ Facebook pages to look for more details about the products. Nevertheless, some of the informants ignored some of the advertisements shown to them because they doubted the product’s unique selling proposition (USP). Provocation statements in the advertisements, on the other hand were perceived as unfavourable among the informants, thus led them not to click on its’ Facebook page.

Index Terms—AIDA model, copywriting strategies, information seeking action, native advertisements, online consumers.

Hani Zulaikha Zulkifly is with the Faculty of Arts and Social Sciences, Universiti Malaya (UM), Malaysia (e-mail: hani_zulaikha@ymail.com).
Norsham Firdaus is with the Faculty of Communication and Media Studies, Universiti Teknologi MARA, Shah Alam, Malaysia (e-mail: sham1505@salam.uitm.edu.my).

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Cite: Hani Zulaikha Zulkifly and Norsham Firdaus, " Persuasion and the Online Consumers: Investigating Copywriting Strategies in Native Advertisements," International Journal of Social Science and Humanity vol. 4, no. 6, pp. 430-434, 2014.

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