The Analysis of Persuasive Technique in The North Face and Columbia Video Advertisement

Abstract

This study examines the persuasive techniques used in video advertisements for well-known outdoor brands, namely The North Face and Columbia. The main objective of this research is to describe the persuasive strategies employed by these brands to increase brand awareness and encourage consumer action (call to action) through video advertisements on their official YouTube channels. This research uses a qualitative method with a case study approach to analyze the phenomenon in depth. Ten videos from both brands were analysed, completed by direct observation and a questionnaire distributed to potential customers to understand how audiences perceive the persuasive aspects of the advertisements. The researcher applied Lamb’s Theory (2014) and the combination of Ekman’s Theory (2019) and Adler & Rodman’s Theory (2006). The analysis revealed that the most frequently used verbal persuasive technique in both brands is Imagery, which appeared 11 times. Regarding non-verbal persuasive techniques, Gesture was the most common, appearing 13 times. Overall, there were 82 findings which identified by the researcher. Furthermore, more than 50% of respondents, who were outdoor enthusiasts and brand users confirming the effectiveness of these persuasive techniques in capturing attention and influencing consumer attitudes toward the advertised products.