A Promotional Discourse Analysis of Erigo’s Campaign and How It Has Reached Their Intended Audience

DOI

10.2991/978-2-38476-140-1_25How to use a DOI?

Keywords

promotional discourse; Erigo; fashion advertisement; consumer behavior

Abstract

Advertising and promotion are one of the aspects in which language plays an important role. To make sure that their intended message can be conveyed properly to their target audience, companies need to be mindful of their lexical choices. As advertisements display the advantages, features, and values of the products it is used in most brands, one of them is Indonesian fashion brand Erigo. Erigo is well-known among young people, apart from the fact that the items sold are of high quality and suit the style and budget of students, but also because of the way they promote the brand itself. The purpose of this study is to analyze the language used by Erigo in their promotional campaigns and to determine whether their intended target audience is really familiar with their products or not. The data is collected from Erigo’s About Us page and written interview with the questions developed around Foxall’s four key strengths of cognitivism as a means of explaining consumer behavior in [5]. From this research, we can conclude that Erigo wants to present itself as “confident”, “young”, and “international”. Some of these messages have reached their audience, but some of them still need further improvement in the promotional tactics so that they will reach the audience better.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Theresia Felita Andita Putri
AU  - Hanna Najmi
PY  - 2023
DA  - 2023/11/07
TI  - A Promotional Discourse Analysis of Erigo’s Campaign and How It Has Reached Their Intended Audience
BT  - Proceedings of the 5th International Conference on Language, Linguistics, and Literature (COLALITE 2023)
PB  - Atlantis Press
SP  - 238
EP  - 248
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-140-1_25
DO  - 10.2991/978-2-38476-140-1_25
ID  - Putri2023
ER  -