Analysis of Rhetorical Techniques Used in @Miniso.Official Instagram Posts as Marketing Communication Strategy

ABSTRACT

This research is motivated by the importance of effective marketing

communication strategies in the digital era, especially through Instagram social

media. The problem studied is how rhetorical techniques and language styles are

used by the @Miniso.Official Instagram account to attract consumer attention. This

research aims to identify rhetorical techniques and language styles used as

marketing communication strategies. The method used is descriptive qualitative

with observation techniques on 30 posts of @Miniso.Official Instagram uploads

published from June to December 2023. The results showed that the most dominant

rhetorical techniques used were metaphor, hyperbole, and repetition, as well as the

use of informal language styles, call to action, emoji, and hashtags. The findings

reveal that visual and verbal rhetorical techniques combined in a multimodal

manner can increase posts appeal and audience engagement. The new thing

presented in this research is a systematic mapping of the use of digital rhetoric

techniques on the Instagram platform as a marketing strategy.

Keywords: Rhetorical Techniques, Instagram Posts, Marketing Communication,,

Digital Marketing, Language Style, Miniso.official