PERSUASIVE STRATEGIES USED IN BURGER KING’S

INSTAGRAM POSTS CAPTION

1
Yeremia Yori Rudito, 2Anita
1,2
English Department, Faculty of Letters and Cultures, Gunadarma University
1,2
Jl. Margonda Raya No. 100, Depok 16424, Jawa Barat
1
yorirudito@gmail.com 2poponitalovely@gmail.com

Abstract
Burger King is the one of the most successful fast food restaurant in the world. According to
Wikipedia, there are 17,796 locations of Burger King all over the world in 2018. Burger King
also has its Instagram account. Now this account has been followed by 1,6 million people and
has posted 938 posts. That statistic shows that Burger King is active in social media especially
in Instagram platform. The writer see the indication of the using of Persuasive Strategies
because in promoting their product. In this research the writer wants to know the persuasive
strategies that applied in Burger King’s Instagram post caption and the most used strategy. This
research applied Qualitative Method as research method. This research has two results, first,
there are 13 strategies that appear in Burger King’s Instagram post caption they are, Anecdote,
Assonance, Cliché, Connotation, Evidence, Everyday/Colloquial Language, Hyperbole,
Imagery, Inclusive Language, Pun, Repetition, Rhetorical Question, and Simile. Second, the
most used strategy is Everyday/Colloquial Language.

Keywords: Discourse analysis, instagram post, persuasive strategies

INTRODUCTION Burger King also has its Instagram account.

Persuasion is the one of the ways of Now this account has been followed by 1,6
how human being communicates each other. million people and has posted 938 posts. The
Bebbe (2012) stated in his work that reason of choosing Instagram is because
persuasion is the process of modifying and Instagram is the most popular social media
confirming other people attitudes, belief, this day.
value, or behavior. When someone persuade, There are three previous researches
they are influencing their hearer’s attitudes, that the writer found to be a relevant research
belief, value, or behavior. The researcher to this research. First is Hilda Yumnawati
wants to find out the persuasion strategies. In Nurrosyidah’s Persuasive Strategies in Joko
this research, the researcher will analyze Widodo’s Political Speeches (2016). There
persuasion strategies within Burger King’s are two objectives, to classify the kinds of
Instagram post caption. The reason of persuasive strategies used by Joko Widodo in
choosing this topic and the subject because his speech and to describe how Joko Widodo
Burger King is the one of the most successful used persuasive strategies in his speech. The
fast food restaurant in the world. According to method that is employed is qualitative
Wikipedia, there are 17,796 locations of method. This research uses the Aristotle’s
Burger King all over the world in 2018. theory of persuasion strategies (pathos, logos,

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& ethos) as a guiding theory. There are some strategies in slogan of iPhone advertisement.
results, first, all the three appeals of The last previous research is Izzah
persuasive strategies (pathos, logos, & ethos) Shabrina’s “Persuasive Strategies Used in
are equally important to persuade the audience Hillary Clinton’s Political Campaign Speech”.
in the area political speeches. Second, the There are two objectives of this research, they
most frequent persuasive strategies that are, to identify the kinds of persuasive
appear in Joko Widodo’s political speeches strategies used in Hillary Clinton’s speech
are pathos and logos strategies. and to describe the persuasive strategies
Second previous research is a hand- occurred in Hillary Clinton’s speech. This
work of Nuckfi Mukarromah, Persuasive research uses Aristole’s theory of persuasion
Strategies Used in Slogan of iPhone (pathos, logos, & ethos) as guiding theory to
Advertisements. There are two objectives, to formulate the data and employs qualitative
identify the kind of persuasive strategies used method. This research found that Hillary
in slogan of iPhone advertisements and to Clinton uses all of the persuasive strategies
describe the way of the persuasive strategies proposed by Aristotle in her speech in order
applied in slogan of iPhone advertisements. to persuade her hearer.
The method that is employed in this research
is qualitative method. This research employs METHODS
Keraf’s seven strategies to persuade people This research employs the qualitative
(rationalization, identification, hypnotic, approach. Cresswell (2013) stated in his book
conformity, compensation, projection, and that Qualitative method is type of method that
displacements) and Aristole’s theory of depends on text and image data, also has a
persuasion (pathos, logos, & ethos) as guiding distinctive step of analyzing the data and
theory. This research produces some draws on various data. The writer uses this
conclusion. First, the researcher found that method for this research because this research
there are six kinds of persuasive strategies uses text as data and uses some steps in
used in slogan of iPhone advertisements. analyzing the data. The data was taken from
They are rationalization, identification, the internet in post caption form at this website
hypnotic, conformity, compensation, and https://www.instagram.com/burgerking/. The
displacement. Second, the most frequent data that the writer uses to be analyzed in this
strategy used in slogan of iPhone strategy is research is in the form of post caption, which
rationalization, compensation, and hypnotic are sentences and phrases. In collecting the
strategy. Third, the writer found that the data, the writer uses three steps, they are, read
advertiser used pathos, logos, & ethos in the post caption in order to understand the
implementing the persuasive the persuasive content of the caption, sort the post caption in

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order to pick the post which introducing new We asked bacon where it
menu, and make the list of data that have been wanted to go next. It said,
picked. In analyzing the data, the first thing “cheesy tots”. Introducing
that the writer did is to classify the data Bacon Cheesy TotsTM now
according to persuasive strategies by Lamb at BK.
(2014). The next thing is to interpret the data
that have been classified. The last on is to This data is introducing a new menu
make a conclusion of the analysis. Cheesy Tots. It is a melted cheese potato bites
covered in crunchy bread crumb coating.
RESULTS AND DISCUSSION Anecdote strategy is implied in this data. We
There are 25 strategies that Lamb has can see from statement, “We asked bacon
revealed in his persuasive strategies, those are where it wanted to go next. It said, “cheesy
Alliteration, Analogy, Anecdote, Appeals, tots”. This statement is a brief story that
Assonance, Attacks, Cliché, Connotation, Burger King brings before revealing the new
Emotive Language, Euphemism, Everyday/ product. The story itself is not a real story and
Colloquial Language, Evidence, Expert it tends to be a humorous story. The story is
Opinion, Hyperbole, Generalization, Inclusive used to guide the reader to the point. The
Language, Imagery, Jargon, Logic/Reason, point is the new product Bacon Cheesy Tots.
Metaphor, Pun, Repetition, Rhetorical Question,
Sarcasm, Simile. Assonance
There are 13 strategies of persuasive Assonance the repetition of words
in 39 data which are taken from the caption of which have similar vowel sounds that can
the post which introducing new menu in make a pleasing sound and can emphasize the
Burger King’s Instagram post caption. Those main topic.
strategy are Anecdote, Assonance, Cliché, Rise and fire. New
Connotation, Evidence, Everyday/Colloquial #FieryChickenFries
Language, Hyperbole, Imagery, Inclusive are here
Language, Pun, Repetition, Rhetorical
Question, and Simile. This data is introducing the new
menu, Fiery Chicken Fries. It uses Assonance
Anecdote strategy. The uses of Assonance strategy can be
Anecdote is the short story that is seen from statement “Rise and fire”. There is
used to illustrate the thing that we want to a similar vowel sound in “Rise” and “Fire”.
explain to the reader and can engage the That vowel sound is “ai”. It is used to make
reader emotionally. the reader familiar with the product and can

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be easy to remember. The words “Rise” and This data is introducing a new
“Fire” also describe the new menu which is a product Spicy Crispy Sandwich. In this data,
spicy dish. the writer uses Connotation strategy to
persuade the reader. The using of Connotation
Cliché strategy can be seen in the word heat. The
A cliché is an overused phrase or word heat has a literal meaning as high
statement. Writers are often use this strategy temperature, but in this context, the word heat
in order to be more effective and simpler to is associated with the idea of spicy. This data
convey ideas to the hearers. is promoting a spicy dish, so it is fit if we use
Crunchy, cheesy tacos word heat to represent spicy. The data said
didn’t used to be our meat the perfect amount of heat, that means
thing. Now they are. the customer will get a perfect amount or the
Introducing the $1 complete spiciness of the Spicy Crispy
Crispy Taco, now Sandwich.
available at Burger
King Evidence
Evidence is a strategy of using
This data is introducing new menu, statistics data or other forms of data in an
Cheesy Taco. The use of Cliché strategy can argument in order to support the argument of
be seen from word Crunchy. If we ask people the topic and persuade the reader when they
how is taco tastes, they will answer that the read the argument about the topic.
Taco is crispy and crunchy. It is obvious and With 175% more flame-
we have known that the taco is crispy and grilled beef *than the Big
crunchy. Crunchy has overly used to describe Mac. Just calling it ‘big’
Taco and it is a usual description of taco. didn’t really cut it.
Introducing the Big King
Connotation XL* (based in pre-
Connotation is the meanings that is cooked patty weight; Big
not the literally meaning where the words are King XL 8.8 oz. v. Big
associated with the feelings and ideas. Mac 3.2 oz.)
Meet the perfect amount
of heat. The Spicy This statement uses Evidence
Crispy Sandwich has strategy. It can be seen from statement “based
arrived in pre-cooked patty weight; Big King XL 8.8
oz. v. Big Mac 3.2 oz”. This statement shows

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the comparison of the measurement of the Colloquial Language strategy because it is a
pre-cooked patty weight of Big King XL informal written form. The uses of hashtag is
(burger product of Burger King) and Big Mac popular in social media, not in the formal
(burger product of Mc’Donalds). This written text.
measure-ment is used to show that Big King
XL is bigger and more satisfying that Big Hyperbole
Mac. This strategy can be an effective way to Hyperbole is the synonym of
persuade the reader to choose Burger King exaggeration. This strategy is used by the
rather than their competitor Mc’Donalds. writer to heighten the effect issue or the main
point of the discussion. The result of that
Everyday/Colloquial Language heightening the effect of the issue is
Everyday/Colloquial Language is a mobilization of the reader to agree to the
language that can be found in daily life. The issue.
writer use it in order to make them seem U always remember
realistic, down-to-earth, and practical. every sip of BK café
because our coffee is
Burger King’s next big carefully brewed to
thing isn’t a burger. perfection so as soon as
It’s a #GrilledDog. And u smell the sweet
it’s made with 100% Arabica-nesss u know
beef. you’re in for the coffee
of a lifetime except u get
This data is introducing a new to have it every day an d
product Grilled Dog which is a hotdog. It is even set reminders with
really new for Burger King to sell a hotdog your phone
product since we know that the main product
of Burger King is burger. In introducing and The using of Hyperbole can be seen
promoting Grilled Dog, Burger King’s from the statement “u know you’re in for the
Instagram account uses Colloquial Language coffee of a lifetime except u get to have it
strategy. The Colloquial Language can be every day an d even set reminders with your
seen from the word “isn’t” and “it’s”. Those phone”. They say that when the reader smell
words are the informal style of “it is” and “it the aroma of the coffee they want to get the
is not”. Those words are used in everyday life coffee every day and even they will set a
situation where and not in the formal reminder in their phone to get a coffee. The
situation. #GrilledDog can be included into writer argues that this statement is

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exaggerated because they say that people will language is the using of “we” and “our” to
set a reminder just for a cup of coffee every create impression of the similarity of opinion
day. That is exaggerating. between writer and reader.
Sweet or savory breakfast?
Imagery We solved the biggest
This strategy is the using of morning question with a
descriptive writing that makes the reader sandwich– introducing the
create an image in their mind. The writing new French Toast Sandwich
gives a clear image that can help the reader to
think about the topic in a certain way. We can see Inclusive Language
Two flame-grilled patties, strategy in statement “We solved the biggest
cheese, bacon, six onion morning question with a sandwich”. In this
rings, and BBQ sauce. statement, Burger King uses word “we” in
The RODEO® KING™ order to create an impression that they are in
has arrived the same side with the readers or customers
and they have the same issue and they
The using of Imagery strategy can be understand about it. The issue that they face is
seen from statement two flame-grilled patties, the question that always come when they
cheese, bacon, six onion rings, and BBQ have to decide to choose the breakfast menu.
sauce. This statement describes ingredients With this strategy, Burger King try to inform
that contained in the dish like, two flame- to the other that they have solved this issue
grilled patties, cheese, bacon, six onion rings, and it will be the happiness of the customers
and BBQ sauce. This statement can lead the which is also their happiness.
reader to imagine when they are eating the
dish with flame-grilled patties cheese, bacon, Pun
onion rings, with BBQ sauce. It will raise their Pun is the using of a word or words
appetite and makes the reader wants to try the that has similar sounds but the meanings are
dish. different. The difference of the meaning can
create a joke in order to make light of an
Inclusive Language issue.
The kind of language which can Donut worry, these are
create an impression that the writer and the real. Whooper Donuts
reader are in the same side of the issue. The are now available (for
reader and the writer have the same opinion one day only) at select
about the issue. The characteristic of this BK locations

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 This data is introducing a new menu emphasizing of the product uses the repetition
Whooper Donuts. It is a modification of of the characteristics of the dish. The dish is
Whooper Burger. The bun is not an ordinary got a sweet taste because of the waffle buns.
burger bun but it is a Donut shape bun. This The dish brings a fun when the customers eat
data uses Pun strategy in promoting the new the dish because it has a contrast between
menu. The uses of Pun strategy can be seen sweet flavor that comes from the buns and
from the first sentence “Donut worry, these savory taste that comes from the filling which
are real”. The word “Donut” in that are egg and sausage. The last is it’s got
statement has a function as “Do not” but the waffles as a bun. In opposite with others
researcher plays with sound. The reader read sandwich, this sandwich uses waffles as a
it like “Do” as in “Do” and “nut” as in buns while the others use ordinary bun.
“walnut” and “peanut”. So it sounds “Do
not”. The use of the strategy is to attract the Rhetorical Question
readers to the new menu. So the reader can Rhetorical Question is the using of
catch easily that the new menu is a Donut question that does not need to be answered
(Whooper Donut). So it is a play of different because the answer is made obvious. It is
meanings of a word. used to bring the hearer to the conclusion and
it is used to reveal the point rather than to get
Repetition an answer.
Repetition is the using of repeated You want more? We got
words or phrases in order to emphasize the you. You want less? We
main topic. The writer has a hope that when got you. Basically, we
the words or phrases are repeated, it will always got you. The
persuade the reader to agree with the issue. stacker king is here in
It’s sweet, it’s fun, it’s three delicious sizes
got waffles for buns.
Try the new Maple This data is promoting Stacker King
Waffle Sandwich, now at Burger. It uses Rhetorical Question strategy.
Burger King In this statement Burger King ask the reader if
they want to have more size of stacker king
Repetition strategy can be seen from burger or just the smaller size. This rhetoric
statement “It’s sweet, it’s fun, it’s got waffles question is used to show that Burger King can
for buns”. There is a repetition of “It’s”. “It” afford all the customer’s preferences of menu,
refers to Maple Waffle Sandwich. The writer whether they love to have the big one in order
wants to emphasize the product. The to get satisfying dish or the small one in order

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to just taste the dish without getting very full. Opinion, Hyperbole, Generalization, Inclusive
Language, Imagery, Jargon, Logic/Reason,
Simile Metaphor, Pun, Repetition, Rhetorical
Simile is a comparison between two Question, Sarcasm, Simile, the writer only
different things. In simile, we often use the found 13 out of 25 they are Anecdote,
help of words “as” and “like” Assonance, Cliché, Connotation, Evidence,
Introducing the new Everyday/Colloquial Language, Hyperbole,
#SteakhouseKing. It’s Imagery, Inclusive Language, Pun,
like a steakhouse, that Repetition, Rhetorical Question, and Simile
you can eat with the elaboration 3 data of Anecdote, 1
data of Assonance, 1 data of Cliché, 2 data of
This data is introducing a new menu Connotation, 2 data Evidence, 9 data of
Steakhouse King burger. This data uses Everyday/Colloquial Language, 2 data of
Simile strategy. The use of Simile strategy Hyperbole, 7 data of Imagery, 1 data of
can be seen from statement “It’s like a Inclusive Language, 2 data of Pun, 2 data of
steakhouse, that you can eat”. It refers to the Repetition, 5 data of Rhetorical Question, and
Steakhouse King. The writer wants to 2 data of Simile. The strategy that is dominant
compare the dish like a real steakhouse is Everyday/Colloquial Language.
because the dish uses a slap of steak meat
which is a steak meat that is available in a real REFERENCES
steak house in the burger. The writer wants to Bebbe, S. A., & Bebbe, S. J. 2012. Public
tell the reader that it is like a steakhouse and it Speaking: An Audience Centered
feels like at a steakhouse while you are eating Approach-8th Edition. Boston:
the dish. Pearson Education, Inc
Cresswell, J. W. 2013. Research Design:
CONCLUSION Qualitative, Quantitative, and Mixed
In this research the writer analyzes Method Approaches. California :
the persuasive strategies in Burger King’s SAGE Publications
Instagram post caption. The writer has found Lamb, B. 2014. Persuasive Language.
39 data that applied persuasive strategies. Sydney : Creative Content Australia
From 25 types of speech act which are Miles, J. 2019. Instagram Power-2nd Edition.
Alliteration, Analogy, Anecdote, Appeals, New York : McGraw-Hill
Assonance, Attacks, Cliché, Connotation, Mukarromah, N. 2016. Persuasive Strategies
Emotive Language, Euphemism, Everyday/ Used in Slogan of iPhone
Colloquial Language, Evidence, Expert Advertisement. Malang : Maulana

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University
Nurrosyidah, H. Y. 2016. Persuasive
Strategies in Joko Widodo’s Political
Speeches. Malang : Maulana Malik
Ibrahim State Islamic University
Shabrina, I. 2016. Persuasive Strategies Used
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