Abstract—This study aims at analysing the copywriting
strategies of slimming product advertisements in determining
consumers’ information seeking action. The study was
conducted qualitatively via a focus group. Women who actively
seek for slimming products in
Facebook were selected through
the purposive sampling technique. The findings indicated that
most of the informants were attracted to read the body copy of
the advertisements because of the unique headlines as well as
the use of striking, contrasting colours for fonts and the
background. Testimonials, the word ‘repeat order’ and
language usage on the other hand were elements that enhanced
the informants’ interest towards the native advertisements.
Most importantly, the desire to own the advertised products
came after the informants saw the believable comparative
pictures and weight reduced text which then stimulates them to
click on the advertisements’
Facebook pages to look for more
details about the products. Nevertheless, some of the
informants ignored some of the advertisements shown to them
because they doubted the product’s unique selling proposition
(USP). Provocation statements in the advertisements, on the
other hand were perceived as unfavourable among the
informants, thus led them not to click on its’
Facebook page.
Index Terms—AIDA model, copywriting strategies,
information seeking action, native advertisements, online
consumers.
Hani Zulaikha Zulkifly is with the Faculty of Arts and Social Sciences,
Universiti Malaya (UM), Malaysia (e-mail: hani_zulaikha@ymail.com).
Norsham Firdaus is with the Faculty of Communication and Media
Studies, Universiti Teknologi MARA, Shah Alam, Malaysia (e-mail:
sham1505@salam.uitm.edu.my).
[PDF]
Cite: Hani Zulaikha Zulkifly and Norsham Firdaus, " Persuasion and the Online Consumers: Investigating
Copywriting Strategies in Native Advertisements," International Journal of Social Science and Humanity vol. 4, no. 6, pp. 430-434, 2014.