This study aimed to describe persuasive techniques and structures in commercial advertisements for various coffee drinks on YouTube in October 2022. The type of research was descriptive qualitative using 30 persuasive discourses used in coffee drink advertisements broadcast via YouTube media in October 2022.
This research used a straightforward method at each stage in three stages. The data provision stage used the observation method with noting techniques. The data analysis phase used referential and contextual equivalents. The informal method was used to present the research results.
From the results of the study, it can be concluded: the persuasive techniques found in persuasive discourse in commercial advertisements of various coffee drinks on YouTube for the October 2022 period are variations with the Rationalization of Suggestion Identification pattern (4 data), Identification-Suggestion-Compensation (1 datum), Identification-Rationalization (2 data), Identification of Suggestion (6 data), Identification of Compensation (1 data), Rationalization of Suggestion (3 data), Identification (1 data), Rationalization (4 data), Suggestion (6 data), Compensation (2 data), Conformity (1 datum), while the persuasive structure variations consist of Introduction to Issues Series of Arguments Calling Statements (7 data), Introduction to Issues-Solicitation-Reaffirmation Statements (2 data), Introduction to the Issues of Arguments Reaffirmation (1 datum), Introduction to Issues to Series of Arguments (2 data), Introduction to Issues to Statements of Solicitation (3 data), Series of Arguments Statements to Calls for (1 datum), Series of arguments (10 data), Statements of Solicitation (4 data ). In making advertisements for various coffee drinks that are shown on YouTube, the data that the author has obtained has fulfilled persuasive techniques and structures.