Persuasive Language in Public Service Announcements on the Indonesian Ministry of Health’s YouTube Channel (@Ayo Sehat)

Abstract

This research aims to delineate the elements of persuasive language within public service announcements featured on the @Ayo Sehat YouTube channel of the Indonesian Ministry of Health, and to implement these findings as instructional materials for advertisement texts at the junior high school level. The study employs a qualitative approach utilizing a descriptive methodology. The data corpus comprises ten health-themed public service announcement videos published on the aforementioned YouTube channel. Data acquisition was conducted via documentation techniques, followed by an analytical framework encompassing data reduction, data display, and conclusion drawing. The analysis is predicated on the elements of persuasive communication, encompassing the communicator (verbal and nonverbal), the message (explicit, implicit, and argumentative), the channel (primary and secondary), and the recipient (persuadee), specifically, the characteristics and underlying conditions thereof. Furthermore, the advertisement texts were evaluated based on their functional capacities disseminating information, persuading or influencing, generating an impression, and satisfying desires. The findings indicate that all examined advertisements comprehensively incorporate persuasive elements, albeit with minor instances lacking discernible expressions, gestures, or explicit and implicit meanings. All advertisement texts fulfill the four principal functions of advertising, thereby effectively conveying the intended health messages.