Using Persuasive Language in Toyota Car Advertisements on Social Media

Main Article Content

Ming Li
Suntaree Chotidilok


This Article aimed to study (1) study the components of TOYOTA car advertainments on social media and (2) to study strategies applied in language usage in TOYOTA car advertainments on social media. This is qualitative research, The researcher gathered the Toyota car advertainments on social media, which was from the main Facebook page of TOYOTA Thailand Motor Company during January – December 2020. The researcher collected 177 posts. The researcher used the concept to analyze the strategies of persuasive language usage. The research results were found as follows;

Study results in advertisement components, the structure was divided into 3 parts; the leading part, which contains main headline and sub-headline. Next was the content part, which includes body copy, and the use of illustration. The last part is consisted of ending part and hashtag symbol. Study results in language strategies there are 12 strategies. The research results can be arranged, from highest to lowest as follow: Quality persuasion (43.50%), Price or value persuasion (22.60%) and the lowest is Validation strategy by famous people (1.13%). And also found 3 additional aspects of persuasion: ego Appeals, language appeals, and the use of emoji.

Article Details

How to Cite
Li, M., & Chotidilok, S. (2023). Using Persuasive Language in Toyota Car Advertisements on Social Media. Journal of Arts Management, 7(4), 1776–1792. Retrieved from
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