Abstrak: Penelitian ini menganalisis wacana persuasi iklan broadcast di aplikasi BBM. Penelitian ini bertujuan untuk mendeskripsikan teknik persuasi serta bagaimana tahap-tahap persuasi yang terdapat pada wacana iklan broadcast di aplikasi BBM. Penelitian ini merupakan penelitian deskriptif kualitatif. Data dalam penelitian berupa wacana persuasi yang terdapat pada iklan broadcast di aplikasi BBM. Sumber data penelitian yakni iklan broadcast di aplikasi BBM. Teknik pengumpulan data yang digunakan yaitu teknik dokumentasi dan teknik catat. Teknik analisis data yang digunakan yaitu 1) reduksi data, 2) penyajian data, dan 3) penarikan simpulan. Keabsahan data diperoleh menggunakan triangulasi sumber. Hasil penelitian ini menunjukkan bahwa terdapat lima teknik persuasi yang digunakan pada penulisan iklan broadcast di aplikasi BBM, yakni teknik asosiasi misalnya Frozen, teknik integrasi misalnya sist, teknik ganjaran misalnya free ongkir, teknik tataan misalnya BATARI, dan teknik red-herring misalnya dengan mencantumkan harga. Selanjutnya, tahap-tahap persuasi dalam penelitian ini menggunakan tahap persuasi secara utuh dan menggunakan tahap persuasi secara tidak utuh. Penggunaan tahap persuasi secara utuh dengan menggunakan lima tahap persuasi, yaitu tahap attention, interest, desire, decision, dan action. Sedangkan penggunaan tahap persuasi secara tidak utuh menggunakan dua sampai empat tahap. Penggunaan dua tahap persuasi diantaranya dengan menggunakan tahap desire dan action, tahap attention dan tahap action, serta tahap attention dan desire. Penggunaan tiga tahap diantaranya dengan menggunakan tahap (attention, interest, dan desire), tahap (attention, desire, dan action), dan tahap (attention, interest, dan action). Penggunaan empat tahap diantaranya dengan menggunakan tahap (attention, interest, desire, dan action) serta tahap (attention, interest, decision, dan action). Kata kunci: wacana, persuasi, iklan

Abstract: The research analizes persuasion discourse of broadcast advertisement in BBM application. This research aims to describe the technique of persuasion and how the stage of persuasion are included in discourse of broadcast advertisement in BBM application. This research is considered as descriptive qualitative research. The data of this research is persuasion discourse which is included in broadcastadvertisement in BBM application. The source of data of this research is broadcast advertisement in BBM application. Technique of collecting data wich is used in documentation and noted technique. Technique of analyzing data which are used 1) data reduction, 2) data display, 3) conclusing drawing. The validity of data is obtained through triangulation. The result of this study points out that thre are five technique of persuasion which is applied on the writing of broadcast advertisement in BBM application. They are, application technique such as Frozen, integration technique such as sist, reward technique such as Free ongkir, arrangement technique such as BATARI, and red-herring technique such by putting down the price. Furthermore, the stages of persuasion in this research use intact and non intact persuasion atage. The using of intact persuasion stage by five stage, they are attention, interest, desire, decision, and action. while the using of non-intact persuasion stage by two until four stage. The using of two persuasion stage by desire and action stage, attention and action, then attention and desire. the using of three stage by (attention, interest, and desire), (attention, desire, and action), and (attention, interest, and action). While the using of four stages by (attention, interest, desire, and action) and (attention, interest, decision, and action). Keywords: discourse, persuasion, advertisement

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