Qualitative Content Analysis of Persuasive Messages in Le Minerale Bottled Drinking Water Product Advertisements Through Instagram Social Media

Abstract

This study aims to analyze persuasive messages in Le Minerale bottled water product advertisements on Instagram social media. With the increasing use of digital platforms, advertisements on Instagram have proven effective in attracting consumer attention. Through a qualitative approach, this study evaluated three different advertisements targeting specific audience segments. The first advertisement uses an athlete figure to associate the product with health and high performance, appealing to consumers who care about fitness. The second advertisement focuses on the safety of athe product for children, using family-friendly visuals and collaboration with a community of mothers to build trust. The third advertisement highlights functional claims regarding the refreshing taste of the product and its freedom from side effects, relevant to consumers who seek convenience in drinking water. The results of the analysis show that all three advertisements successfully convey clear and attractive messages, creating an emotional attachment to the audience. The use of attractive visual elements, public figures, and direct interaction with consumers in the comments column strengthen the relationship between the brand and consumers. Overall, Le Minerale's marketing strategy on Instagram not only increases brand awareness but also builds consumer loyalty to this high-quality product. This study emphasizes the importance of effective marketing communications in the digital era to attract attention and build consumer trust.