[ ABSTRAK
Jurnal ini membahas pemilihan kata-kata Hochwertwörter, Schlüsselwörter, danPlastikwörter dalam iklan Persil yang dapat mempengaruhi tingkah laku konsumen agarmembeli produk tersebut. Penelitian difokuskan pada kata-kata Hochwertwörter,Schlüsselwörter, dan Plastikwörter yang terdapat pada Schlagzeile ke-10 iklan Persil. Melaluipenelitian kepustakaan dan metode deskriptif, didapatkan hasil bahwa penggunaanHochwertwörter dalam iklan Persil memberikan kesan positif pada produk tersebut.Schlüsselwörter untuk menimbulkan asosiasi konsumen terhadap produk Persil, sedangkanPlastikwörter memberikan rasa aman dan yakin pada konsumen terhadap kualitas produk.

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ABSTRACT This journal discusses the election of words Hochwertwörter, Schlüsselwörter, and

Plastikwörter in Persil ads that can influence the action of consumers to buy the product. The

Research is focused on the words Hochwertwörter, Schlüsselwörter, and Plastikwörter used

in Schlagzeile of the ten of Persil ads. Through literature research and descriptive method,

showed that the use of Hochwertwörter in Persil ads give a positive impression on the

product. Schlüsselwörter to cause the consumer associations on product Persil, while

Plastikwörter ensure the safety and convince the consumers on the quality produt.;This journal discusses the election of words Hochwertwörter, Schlüsselwörter, and

Plastikwörter in Persil ads that can influence the action of consumers to buy the product. The

Research is focused on the words Hochwertwörter, Schlüsselwörter, and Plastikwörter used

in Schlagzeile of the ten of Persil ads. Through literature research and descriptive method,

showed that the use of Hochwertwörter in Persil ads give a positive impression on the

product. Schlüsselwörter to cause the consumer associations on product Persil, while

Plastikwörter ensure the safety and convince the consumers on the quality produt., This journal discusses the election of words Hochwertwörter, Schlüsselwörter, and

Plastikwörter in Persil ads that can influence the action of consumers to buy the product. The

Research is focused on the words Hochwertwörter, Schlüsselwörter, and Plastikwörter used

in Schlagzeile of the ten of Persil ads. Through literature research and descriptive method,

showed that the use of Hochwertwörter in Persil ads give a positive impression on the

product. Schlüsselwörter to cause the consumer associations on product Persil, while

Plastikwörter ensure the safety and convince the consumers on the quality produt.]