IMPERATIVE TYPES OF SHAMPOO ADVERTISING ON YOUTUBE
Abstract
This study aims to determine the types of imperatives used in shampoo advertisements in Indonesia. Researchers in this study refer to the types of imperatives according to Kunjana Rahardi totaling 17 of them: imperatives of orders, orders, requests, requests, requests, urges, persuasions, appeals, invitations, requests for permission, prohibitions, expectations, swearing, giving, advising, and ngelulu. However, this study only focused on 8 types of imperatives, including: imperatives of commands, orders, insistences, morals, solicitations, prohibitions, expectations, and swearing. The method used is a qualitative descriptive method by describing the results of ad discovery sourced from YouTube using listening, recording, and reviewing techniques. Thus, the results found in this study that the type of imperative that is often encountered in advertising is the command imperative type rather than other imperative types.
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