Publisher

JOURNAL UIM MAKASSARJOURNAL UIM MAKASSAR

Journal ASHLITION : Ash-Shahabah English Literature, Linguistics, & EducationASHLITION : Ash-Shahabah English Literature, Linguistics, & Education Abstract

This study analyzes the rhetorical structures employed in beauty brand sales videos on Instagram aiming to understand how they engage viewers and influence purchasing behaviour. Using a genre-based analytical approach, especially the model suggested by (Warsidi, Adnan, et al., 2024), the study identifies three main rhetorical moves across 15 selected sales videos. These videos were chosen based on data sets criteria. The findings reveal that establishing customer interest is the most dominant move in all samples, with strategies such as presenting product benefits and using persuasive interaction language appearing most frequently. Conversely, strategies like greeting the audience or providing taglines appeared less often and were considered optional. The study explores language frames used to increase engagement on social media platforms, including emotionally resonant queries, descriptive product language, personal suggestions, and urgent calls to action. By combining qualitative and quantitative methods, this study provides valuable insights into how rhetorical strategies influence consumer behavior on social media platforms. The research emphasizes the importance of creating content and the strategic role of language and appearance in selling products effectively. This research contributes to understanding digital marketing and offers implications for rhetorical studies, social media marketing, and English for Business Purposes (EBP).

Conclusion

The study confirms that beauty brand sales videos on Instagram consistently utilize rhetorical structures to attract and engage audiences.The findings demonstrate that rhetorical moves and language frames influence consumer behavior through social media content.The most common rhetorical move identified was establishing customers interest, highlighting the importance of clearly emphasizing product value and influencing purchasing decisions.

Future Research

Further research should broaden the data set to include diverse product categories and social media platforms to enhance the generalizability of the findings. Investigating audience responses to specific rhetorical strategies could provide deeper insights into the effectiveness of different techniques. Additionally, exploring the cultural nuances in rhetorical approaches across various regions could reveal valuable adaptations for targeted marketing campaigns. Considering these points, future studies could examine how the integration of augmented reality (AR) filters in beauty brand sales videos impacts consumer engagement and purchase intent, potentially revealing new rhetorical strategies for immersive marketing experiences. Another avenue for research could focus on the ethical implications of persuasive language in beauty marketing, particularly concerning body image and self-esteem, to promote responsible advertising practices. Finally, a comparative analysis of rhetorical strategies employed by beauty brands on different social media platforms, such as TikTok and YouTube, could uncover platform-specific best practices for maximizing engagement and driving sales.

References

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2. IJRETAL. rhetorical analysis contestant speeches speech contest stec festival bahasa competition iain... jurnal.iain-bone.ac.id/index.php/ijretal/article/view/2442IJRETAL rhetorical analysis contestant speeches speech contest stec festival bahasa competition iain jurnal iain bone ac index php ijretal article view 2442
3. Response of Da’wah Activists to Rethorical Training with Waste Recycling Materials | Atlantis Press.... atlantis-press.com/proceedings/sores-21/125973421Response of DaAowah Activists to Rethorical Training with Waste Recycling Materials Atlantis Press atlantis press proceedings sores 21 125973421

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