Persuasive Rhetoric in Osoushiki Service Advertisements of Sougisha Tenrei Kaikan Company in Japan

Abstract

Introduction: This study examines Aristotle's persuasive rhetoric in osoushiki advertisements, or funeral ceremonies in Japanese culture, made by sougisha (companies that serve funeral ceremonies). The increase in funeral service providers has prompted companies to create advertisements to attract prospective customers. Advertising, then, becomes a medium to convey messages in the form of verbal and iconic messages.

Objectives: The purpose of this research is to discover how sougisha persuades prospective customers of funeral services through osoushiki advertisements published in electronic mass media. To be more detailed, the objectives of this study are: 1) revealing the company's honesty in selling service products to influence potential customers; and 2) understanding the myths built by sougisha in osoushiki advertisements

Methods: At varius vel pharetra vel turpis nunc eget lorem. Feugiat scelerisque varius morbi enim nunc. Cras semper auctor neque vitae tempus quam pellentesque nec. Faucibus purus in massa tempor nec feugiat nisl. Congue nisi vitae suscipit tellus mauris a. Est sit amet facilisis magna etiam tempor. Dictum varius duis at consectetur. Purus semper eget duis at tellus at urna. Ipsum consequat nisl vel pretium. Viverra maecenas accumsan lacus vel facilisis volutpat est. Bibendum arcu vitae elementum curabitur vitae nunc sed. Nisl tincidunt eget nullam non nisi est. Ac turpis egestas integer eget aliquet nibh praesent. Auctor augue mauris augue neque gravida in fermentum et sollicitudin. Turpis egestas integer eget aliquet nibh praesent tristique magna. Libero justo laoreet sit amet cursus sit amet dictum.

Results: The research data were in the form of words, expressions, phrases, symbols, and metaphors. The data source was obtained from online osoushiki advertisements made by the Tenrei Kaikan company. The theory used was Aristotle's rhetoric to see how elements of ethos, logos, and pathos were represented in soushiki advertisements by the company Tenrei Kaikan in an effort to attract potential users of its services. The research method used is a qualitative research method.

Conclusions: The research results show: 1) The Tenrei Kaikan Company honestly persuades customers who are mixed in ethos, logos, and pathos; and 2) The company provides information on the products and services offered in an honest and transparent manner, with visual signs that reinforce the company's competence in the services offered.