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All Journal IJEE (Indonesian Journal of English Education) Ahmad Dahlan Journal of English Studies ELT Echo Voices of English Language Education Society NOTION: Journal of Linguistics, Literature, and Culture SCAFFOLDING: Jurnal Pendidikan Islam dan Multikulturalisme IJOLTL (Indonesian Journal of Language Teaching and Linguistics) English Language Education Reviews Indonesian Journal of EFL and Linguistics Studies in English Language and Education Journal of Islamic Studies and Education
Yunika Triana
Universitas Islam Negeri Raden Mas Said Surakarta
Religion Arts Humanities Education Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : NOTION: Journal of Linguistics, Literature, and Culture

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The Role of Pragmatic Strategies on University Campaign Yunika Triana; Maftukhin Maftukhin; Arif Nugroho
NOTION: Journal of Linguistics, Literature, and Culture Vol. 4 No. 1 (2022): NOTION: Journal of Linguistics, Literature, and Culture
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/notion.v4i1.5684

Abstract

This paper aims to provide information that pragmatic strategies is needed to offer university campaign and branding. Researcher used Aristotle’s argumentation, ethos, logos and pathos to gain target audiences at Universitas Raden Mas Said Surakarta website. The advertisement in the form of word organization that was distributed with Google Ads. It is perceived that this practical application will improve attention and awareness of google users. Narrative design was conducted to find the answers associated to the research problem and the result was analyzed using rhetorical discourse analysis. It revealed that the word form, word organization, and context are able to influence the audience. All of these techniques use a pragmatic strategy approach where the advertiser does not invite the target audience directly, but the university and the target audience are brought together based on core of (word organization) supply and (audiences’ need) demand. This way is very efficient and effective to use during the covid-19 outbreak. This is also a reflection that conventional advertising has begun to be replaced by digital advertising. If compared to the previous year, there will be a 41% increase in registrants in 2021. This strategy has a significant impact and is very influential.
Co-Authors Anum, Adelina Arif Nugroho Arif Nugroho Dewi Zulaiha Maftukhin Maftukhin Mariam Haghegh Sigit Apriyanto, Sigit