Analysing Aristotle’s Persuasive Strategies in Malaysian YouTube Advertisements

Advertisement functions as a medium used by companies to attract public attention to buy their products. Video advertisements serve as an effective channel for reaching broad audiences. The study determines Malaysian YouTube advertisements using Aristotle's persuasive strategies. Previous research has shown that advertisements regularly utilized ethos, pathos, logos to gain public attention. The data collected in this research was obtained from several company's respective YouTube channels. The selected videos were downloaded, transcribed and analysed using Aristotle’s persuasive strategies. The findings reveal that all advertisements incorporate ethos, pathos, and logos according to their theme and target audience, and the message that they want to portray. Pathos emerged as the dominant appeal as it is designed to have emotional impact towards the audience particularly in festive-season advertisements. The findings are expected to be impactful to the educators and for media companies in producing more effective advertisements in the future.

(persuasive strategies, ethos, pathos, logos, advertisement)

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